ITB Berlin News 2019 - Preview Edition

EXCLUSIVE INTERVIEW
23
Rebeka Kumer Bizjak the new Head of Representative Office
in Germany at the Slovenian Tourist Board. We asked her
what the main themes of her nation’s promotion are this
year at ITB Berlin.
This year, our promotion at ITB
Berlin focuses on Slovenia’s
cultural offerings as well as Lipica
stud farm, which is an important
cradle of Lipizzaner horses on a
Europe-wide level.
During ITB, we are launching a
new communication platform.
New strategic orientations of
Slovenia as a tourist destination
and changed travel habits have
encouraged us to create the MY
WAY communication platform,
which represents a new approach
and a refreshed creative solution
in support of Slovenia’s promotion
on foreign markets for the next
years. Our new communication
platform contributes to achieving
Slovenia’s vision of a green
boutique destination for 5-star
experiences and represents
support for increasing the added
value of Slovenian tourism. It
is created in response to the
recent trends in the industry and
changed travel habits, such as the
search for authenticity, personal
experiences and a new concept
of luxury. Now, with the new
understanding of the meaning
of today’s luxury, and people
increasing not only seeking, but
cherishing authentic experiences
we would like to engage our target
audiences in a more emotional
and experiential manner. The new
MY WAY direction provides highly
individualised consumers with a
plethora of choices, freeing them
up to their senses and inviting
them to experience Slovenia in
their own unique way.
It is said that Slovenia is the “new
destination for foodies”. Why so?
In the recent years, Slovenia
has developed tremendously in
terms of gastronomy. Foodies
can find something to enjoy in
all corners of Slovenia. This also
resulted in the fact that Slovenia
was named the European Region
of Gastronomy (ERG) 2021.
Slovenia’s culinary scene is a
fusion of cultures and different
influences. Surrounded by Austria,
for the Sustainable Growth
of Slovenian Tourism defines
gastronomy as one of the ten
leading tourist products, since it
enables development of excellent
experiences and contributes to
the dispersion of tourist flows
and deseasonalisation of tourism,
which are also considered our
central objectives for the future.
What’s new when it comes to
outdoor, sports and nature?
The first 5-star experiences, which
have received the Slovenia Unique
Experiences label, have just been
revealed by the Slovenian Tourist
Board. They were chosen among
Slovenia – new ideas,
new promotions
MY WAY communication established in
response to recent industry trends
Rebeka Kumer Bizjak
Head of Representative Office, Germany,
Slovenian Tourist Board
OUR NEW
COMMUNICATION
PLATFORM
CONTRIBUTES TO
ACHIEVING
SLOVENIA’S
VISION OF A
GREEN BOUTIQUE
DESTINATION FOR
5-STAR
EXPERIENCES
Why is “Green Slovenia” such an
important part of your message?
Slovenia first started to
acknowledge the importance of
sustainability in tourism back in
2007 and defined ‘green’ as the
essence of the I feel Slovenia brand
in 2008. We defined our 3-stage
green philosophy: firstly, Slovenia
is a very green country, which
consists of 60 percent forests and
more than 1/3 of protected areas.
However, we knew that if we
wanted to promote it responsibly,
we need to do everything in a
sustainable manner. So, secondly:
we develop green, and thirdly,
proudly communicate and share
the green story.
Italy, Croatia and Hungary,
which all impact the culinary
scene a bit, is characterized by
diverse typical dishes where local
ingredients are used. Worldfamous
chefs, among them also
Ana Roš, World’s Best Female
Chef of 2017, have managed to
lift the Slovenian culinary scene
to a completely new level. They
combine their creativity and local
ingredients and thus create a
unique cuisine with a great added
value. The 2017–2021 Strategy
17 applicants on the basis of 40
strict criteria defined last June.
The first series of the selected
9 Slovenia Unique Experiences
also include outdoor activities in
natural environment, for example
a night in a tree house at Garden
Village Bled, underground
kayaking in the Mežica mines or
an unforgettable day at Fonda fish
farm, located in Slovenian Istria
in the heart of the Sečovlje Salina
Nature Park
ITB BERLIN NEWS • Wednesday 27 th February 2019