Slovenian Tourist Board

Slovenia is a country that has embarked on its own green journey, and we don’t mean the Alpine peaks and sprawling forests. Slovenia is focused on preserving natural and cultural treasures, and wants to share them with others who hold those same sustainable values.

This is why they have developed the Green Scheme of Slovenian Tourism (GSST)- a certification programme that focuses on the sustainable development of tourism, and offers tools to service providers to help improve their sustainability endeavours while also promoting these green credentials to potential guests.

With their commitment of responsibility to the environment, and the wellbeing of its visitors and local communities alike we are excited to start telling these stories to the UK media.

• The Green Scheme of Slovenian Tourism (GSST) is a national certification program designed to promote cooperation among destinations, tourism providers, and stakeholders in the sector. Participants in the program strive to introduce and integrate sustainable tourism principles into their operations. Through a comprehensive certification process, the scheme provides a framework for rating and improving the sustainability of tourism operations across the country.
• With 8 restaurants that have achieved the Michelin Guide’s Green Star status, more and more of the country’s restaurants are doing what they can to promote the positive development of Slovenia's profile as a country of sustainable culinary excellence.

Lemongrass Marketing, a B Corp-certified travel communications agency, delivers UK PR for the Slovenian Tourist Board.

Wanderlust inclusions: the 2025 Good to Go List, plus the 2024 and 2026 editions of the Travel Green List.

Two connected briefs. First, increase awareness of Slovenia's outdoor and active tourism offering - educating the UK market on its hiking network and recent ski resort investment. Second, position Slovenia as a sustainable travel destination, highlighting its Green Scheme of Slovenian Tourism and wider responsible travel credentials.

We led with value, not scenery

Our focus was showcasing Slovenia's hiking, skiing and adventure options in a way that felt accessible and inspiring for travellers seeking high-impact experiences on a budget. Beautiful mountains are not a differentiator in European travel media. Beautiful mountains you can afford are.

We went to the specialists first

Dedicated features in snow-sports titles including Snow Industry News and Skier & Snowboarder Magazine gave the ski investment story credibility with the audience that cares most, which in turn made the national round-up inclusions in The Telegraph, Yahoo! News and The Mirror far easier to secure.

We embedded sustainability rather than bolting it on

Slovenia's sustainable ethos formed a core part of the PR strategy rather than a separate workstream - targeted pitches covering the Slovenia Unique Experiences initiative, the partners within the Green Scheme of Slovenian Tourism, and green-focused outdoor activities.

We also submitted Slovenia for Wanderlust's sustainable travel lists, which aligned precisely with the tourist board's own messaging.

National ski round-up inclusions across The Telegraph, Yahoo! News and The Mirror achieved a combined 900 million reach. Slovenia secured three inclusions in Wanderlust's key sustainable travel lists - the 2025 Good to Go List and the 2024 and 2026 Travel Green Lists - alongside coverage in National Geographic Traveller, The Guardian and Euronews.

A ski-focused press trip for Ski & Board Magazine ran in the February 2024 issue, supported by a sponsored collaboration with Wanderlust showcasing Slovenia's Alpe Adria Trail.

How do smaller destinations compete for UK travel coverage? By leading with specific, differentiated assets rather than general appeal. Slovenia's campaign focused on 10,000km of marked hiking trails, significant ski resort investment and genuine sustainability credentials - achieving 900 million reach across national ski round-ups.