Date: 13. November 2025
Time to read: 2 min
At the Plenary day of the Slovenian Tourism Days 2025, held on 11 November at Brdo pri Kranju, around 300 representatives of Slovenia’s tourism sector gathered. The discussions centred on the strength and significance of the national brand I feel Slovenia, which for eighteen years has successfully enhanced the visibility of our country around the world.
I feel Slovenia is Slovenia’s national brand. Through it, our country presents itself both at home and abroad, strengthening its visibility, symbolic position, reputation and influence in the international arena. The slogan invites people to feel and experience Slovenia – through word, sound, colour, touch, action and encounter.
The national brand I feel Slovenia is managed by the Government Communication Office (UKOM). It is responsible for the development and governance of the brand, as well as for ensuring the correct use of the brand and its elements.
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Petra Bezjak Cirman at the panel discussion “Being a Brand: Remaining Relevant in a Rapidly Changing World”. Photo: Siniša Kanižaj
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The panel discussion offers key reflections on the future of Slovenian tourism. Photo: Siniša Kanižaj
At the panel discussion, Petra Bezjak Cirman, Director of UKOM, shared her views on preserving the strength of the brand.
She emphasised that the brand “reflects the identity of Slovenians and their core values. It carries the sense of love embedded in the word Slovenia, as well as the connection with the colour green, symbolising nature and a commitment to sustainability.”
In an age saturated with information, she believes it is essential for the brand to maintain a strong presence on social media and to work with ambassadors who bring its story closer to people. She sees significant opportunities for further developing the brand in the future, particularly in the field of digital promotion, and highlighted that the Government Communication Office takes great pride in a national brand with such a long and established tradition.
The lively discussion, moderated by Professor Dr Maja Zalaznik, also featured contributions from Simon Anholt, an internationally recognised expert on national branding, Sašo Avsenik, accordionist and leader of the Sašo Avsenik Ensemble, Kris Guštin, member of the popular music group Joker Out, and Ana Savšek, Head of the Content Digital Marketing Sector at the Slovenian Tourist Board.
Future Perspectives with Experts and Honoring Top Achievements in Slovenian Tourism
Before the panel, the professional part of the programme featured distinguished Slovenian and international experts Zenel Batagelj, Simon Anholt, Terry Stevens and Mitja Tuškej, who discussed the future of branding, the importance of research and the need for Slovenia to continue managing its image strategically.
The event was also an opportunity to present honorary recognitions. The Tourism Association of Slovenia received a recognition marking its 120th anniversary, while the Slovenian Tourist Board was honoured on the occasion of 30 years of operation. The Crystal Triglav Award for Personality of the Year was awarded to Maja Pak Olaj, Director of the Slovenian Tourist Board. The title of Ambassador of Slovenian Tourism was awarded to Turkish Airlines, recognised for its commitment and strategic understanding of the importance of Slovenia’s air connectivity with other destinations. The recognitions were presented by the Minister of the Economy, Tourism and Sport, Matjaž Han.
Speakers agreed that a brand is not merely a promotional tool, but an influential instrument that builds emotional connection, strengthens trust and guides development. Slovenia continues to shape its image as a green, boutique and sustainably oriented destination. With joint efforts, it will continue to maintain and further enhance this positive global image in the years ahead.
