Slovenia makes you green: how we developed a unique model of sustainable tourism. Jana Apih GoodPlace, Slovenia Vilnius, 27 September 2017
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1 Slovenia makes you green: how we developed a unique model of sustainable tourism Jana Apih GoodPlace, Slovenia Vilnius, 27 September 2017
2 The Green Scheme of Slovenian Tourism
3 WHY
4 GREEN, ACTIVE, HEALTHY.
5 STRATEGIC ORIENTATION 60% površine prekriva gozd. 36% površine je vključene v KEY COMPETITIVE ADVANTAGE omrežje Natura x več OF SLOVENIA. vode na prebivalca kot EU povprečje. DEVELOPING GREEN TOURISM FOR GREEN SLOVENIA. ZGODBA O LOVENSKI ZELENI je vpeta REPOSITIONING v SLOVENIAN znamko TOURISM. I FEEL SLOVENIA.
6 MILESTONES 2009 Strategic guidelines and actions for development 2010 Manual for hotels for implementation of sustainable business models 2011 Partnership declaration for sustainable development of Slovenian tourism
7 2014 The Green Scheme of Slovenian Tourism
8 HOW
9 Slovenian Tourist Board promotion of Slovenia as a tourist destination VISION: Slovenia as a 5-star destination for Green. Active. Healthy. experiences. establishment of the integral tourist information infrastructure ( linking the existing products and programs of national importance and stimulating new ones 3 sectors, 31 employees
10 KEY SECTORS STB Business Communication (B2B) Digital Marketing (B2C) Research, Development, Innovation & EU Projects
11 OWNER Slovenian Tourist Board ACCREDITED PARTNER GoodPlace PARTNER Green Destinations
12 GREEN SCHEME OF SLOVENIAN TOURISM national program for development of sustainable tourism on more levels certification program label for destinations, hotels, TAs/TOs, parks
13
14 Main characteristics
15 DESTINATIONS TOURISM INDUSTRY
16 Based on global criteria (GSTC, ETIS), is globally recognized and enables international comparisons.
17 Sustainability as a process of constant improvement.
18 NATIONAL CHARACTER National character is based on green stories in several categories. GREEN INNOVATIONS GREEN PRODUCTS NATURE CULTURAL HERITAGE GASTRONOMY
19 GREEN POLICY of Slovenian Tourism 10 commitments
20 HOW IT WORKS
21 TOURISM INDUSTRY
22 TOURISM INDUSTRY 1. Hotel / TA independently obtains one of the 6 endorsed labels. 2. Sends proof to STB. 3. Signs the Green Policy. 4. Receives Slovenia Green label + PROMOTION. 5. (Joins the consortium Slovenia Green).
23 DESTINATIONS ETIS GD S NATIONAL
24 DESTINATIONS 1. Destination applies to the annual STB call. 2. Follows the steps from the manual, attends workshops, is guided. 3. Signs the Green Policy. 4. After successful completion, receives Slovenia Green label + PROMOTION. 5. (Joins the consortium Slovenia Green).
25 GOAL 1: state of the art analysis (WHERE ARE WE?)
26 GOAL 2: Sustainability action plan (WHERE DO WE WANT TO GO?)
27 PROTECTED AREAS OR
28 PROTECTED AREAS Protected area with a legal status (national park, regional park, protected area) AND an active manager. 1. Independently obtains one of the 2 endorsed labels OR follows the procedure for destinations. 2. Signs the Green Policy. 3. After successful completion, receives Slovenia Green label + PROMOTION. 4. (Joins the consortium Slovenia Green).
29 RESULTS
30 2014 Green Scheme of Slovenian Tourism 2015 pilot Call for destinations and industry nd Call for destinations and industry, Slovenia Green consortium, Global Green Destinations Day rd call for destinations and industry, Slovenia Green Parks
31 Manual for marketing and promotion of SLOVENIA GREEN brand and destinations.
32 Manual for sustainable product development.
33 SLOVENIA GREEN FAMILY 23 destinations. 14 hotels. 2 TAs. 3 parks. IN THE PROCESS 16 destinations. Over 10 hotels and TAs.
34
35 COUNTRY BASED ASSESMENT First country that went trough the process of country based assesment by Green Destinations. A commitment to implement sustainability into policies on all levels.
36 ITB BERLIN 2017
37 SLOVENIA GREEN DESTINATIONS LJUBLJANA PODČETRTEK
38 CONSORTIUM SLOVENIA GREEN Association of Slovenia Green destinations and tourism providers. WORKING ON: research, development, education, networking, promotion, sales.
39 Joint promotion - based on local character.
40 FIRST GLOBAL GREEN DESTINATIONS DAY 2016 LJUBLJANA
41 SPECIALIZED TRAVEL AGENCY
42 OUR GOAL Slovenia - 100% green
43 SLOVENIA Green. Active. Healthy. #ifeelslovenia Thank you for your attention
Slovenia makes you green: how we developed a unique model of sustainable tourism. Jana Apih GoodPlace, Slovenia 6 November 2017
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