Title - Name
Green Scheme of Slovenian Tourism
Scope / Sector / Industry
Sustainable and alternative tourism
Country / Region
Slovenia
Why is it good practice?
The Green Scheme of Slovenian Tourism (GSST) is an example of good practice in sustainable tourism management, as it is a comprehensive national programme developed by the Slovenian National Tourist Board with the aim of enhancing sustainability in the tourism sector through the assessment, certification and promotion of destinations and tourism service providers that operate responsibly. Based on international standards, it awards the “Slovenia Green” label to destinations and businesses that meet high sustainability criteria, strengthens the involvement of local communities, promotes the protection of nature and cultural heritage, and supports small local businesses. The GSST programme stands out because it brings together different types of tourism operators – local authorities, tourist accommodation providers, tourist offices, nature parks, attractions and restaurants – under a common sustainability framework. Participation requires compliance with strict international standards, whilst technical support and ongoing evaluation are provided to ensure continuous improvement. At the same time, it raises awareness amongst visitors so that they can make responsible choices.
How is it applied?
The Slovenian National Tourist Board has placed green and sustainable tourism at the heart of its strategy, viewing it as the right direction for the country’s development. Indeed, Slovenia has made a name for itself internationally thanks to its competitive and attractive offering, based on sustainable, innovative and high-quality tourism products with added value.
As part of the above strategy, the “Green Scheme of Slovenian Tourism” was launched in 2015 as a national tool and certification programme, with the aim of strengthening the sustainable development of tourism and the main strategic objective of adopting sustainable models in tourism, in line with economic, social, cultural and environmental sustainability. It is, in fact, the national certification system for sustainable tourism in Slovenia. It provides the framework, process and assessment system that enables tourist destinations and tourism providers to measure and improve their sustainability, and includes specific steps, criteria, assessments and regulations for obtaining the “Slovenia Green” label.
“Slovenia Green” is the brand under which GSST certificates are awarded when a destination or tourism provider meets the programme’s criteria. Specifically, the programme’s certifications are categorised according to the sector of activity and are as follows:
- Slovenia: A Green Destination
- Slovenia Green Accommodation
- Slovenia Green Attraction
- Slovenia Green Park
- Slovenia Green Travel Agency
The “products” (destinations and tourism providers) that hold the above certification are featured on the official Slovenia Green website and on the official Slovenian tourism website “I Feel Slovenia”, thereby promoting sustainable and responsible travel options for visitors.
The “Slovenia Green” label may only be used by destinations and service providers that have joined the GSST programme and meet the criteria for obtaining it. The GSST certification programme is based on the European Tourism Indicators System (ETIS) and the global criteria of the Green Destinations Standard (GDS), which has been approved by the World Sustainable Tourism Council. To obtain the “Slovenia Green” label, destinations are assessed according to the global criteria of the GDS, whilst providers must hold one of the 10 internationally recognised certifications that are also recognised by “Slovenia Green”. Parks may participate either with supporting certification or as destinations.
Tourist destinations can obtain the “Slovenia Green Destination” label by applying and completing an 11-step process, which is summarised below:
1. appointing a sustainability officer,
2. setting up a green team,
3. raising awareness,
4. signing the Green Policy for Slovenian Tourism,
5. carrying out surveys,
6. collecting data,
7. writing reports and evaluation applications,
8. developing action plans,
9. defining local character and “green DNA”,
10. requesting on-site visits,
11. implementing measures and carrying out a review within three years.
Depending on the level of compliance, destinations can be awarded the following labelling levels: Slovenia Green Destination Bronze/Silver/Gold/Platinum. To be awarded the gold or platinum label, at least one accommodation provider in the destination must hold the Slovenia Green Accommodation label.
Furthermore, as part of the GSST membership process, not only destinations but also service providers sign the Slovenian Tourism Green Policy, which is based on ten sustainability principles. The Green Policy sets out the fundamental commitment of Slovenian tourism to operate in accordance with the principles of sustainability and to make continuous efforts towards improvement. Restaurants taking part in the programme sign the Commitment to Sustainable Slovenian Gastronomy.
The above programme is managed by the Slovenian Tourist Board, whilst the organisation GoodPlace – Factory of Sustainable Tourism is an accredited partner and is authorised to carry out assessments of destinations and tourism providers.
In 2015, the first pilot destinations and tourism businesses began to join the programme, and since then the network has expanded significantly to include up to 280 destinations, accommodation providers, nature reserves, tourist information centres, attractions, restaurants and beaches throughout Slovenia.
Where is it applied?
The Green Scheme of Slovenian Tourism is designed to attract visitors seeking an authentic, yet responsible and sustainable, experience in the country, through a list of certified destinations and service providers. It is aimed at destination managers and tourism service providers who wish to obtain certification that will set them apart in the market.
When did it apply?
The ‘Green Scheme of Slovenian Tourism’ programme was launched in 2015.
Results
The implementation of the Green Scheme of Slovenian Tourism has earned Slovenia numerous accolades and awards that attest to its success. The following are just a few examples:
- Lonely Planet ranked Slovenia 5th amongst the countries recommended for a visit in 2022.
- Conde Nast Traveller magazine ranked Slovenia amongst the 12 most sustainable destinations for 2022.
- Global Green Destinations Days 2021 included seven Slovenian destinations in the list of the 100 most sustainable destinations (Top 100 Destination Sustainability Stories).
- The Slovenian Tourist Board received the bronze award at the Golden City Gate exhibition (ITB Berlin 2020) for the promotional film *Slovenia Green: The Story of Green Slovenia* in the eco-tourism category.
- At the Global Green Destinations Days 2020, nine Slovenian destinations were included in the list of the 100 most sustainable destinations.
- The Italian magazine Weekend Premium presented Slovenia with the ‘Green in Europe’ award for the development and promotion of sustainable tourism at the Weekend Premium Awards 2020.
- The Slovenian National Tourist Board received the Sustainable Top 100 Destination Awards in the ‘Best of Europe 2020’ category for introducing sustainable tourism models at national level.
- At the Global Green Destinations Days (GGDD) 2019 conference, 31 Slovenian destinations were included in the list of the world’s top 100 sustainable destinations.
- At ITB Berlin 2019, a number of destinations bearing the Slovenia Green label were recognised for their best sustainable practices at the Sustainable Top 100 Destinations Awards.
- Slovenia was named the world’s first Green Country at World Green Destinations Day 2016.
Furthermore, according to the European Interreg Programme, the Slovenia Green initiative is one of the best practices in the management of cultural and sustainable tourism in Europe.
Other information
The official website of the Slovenia Green initiative is: https://www.slovenia-green.si/ Further information about the Green Scheme of Slovenian Tourism can be found here: https://www.slovenia.info/sl/poslovne-strani/zelena-shema-slovenskega-turizma.