The I Feel Slovenia Brand Has Kept Its Promises

Representing the Government Communication Office at the discussion was Polona Prešeren, joined by other panellists: Anja Zorko, Head of the Centre for Creativity; Mag. Livija Kovač Kostantinovič from the Slovenian Tourist Board; Tomaž Jontes from the Slovenian Olympic Committee; and Tanja Lešnik Štuhec, representing the Izvorno slovensko brand. The panel was moderated by Niko Slavnič from The Slovenia.

The discussion highlighted that Slovenia established the I Feel Slovenia national brand nearly 20 years ago, yet it remains just as relevant today as it was then. According to panellists, this enduring relevance is due to its solid foundations. They acknowledged opportunities for further increasing its recognition.

"We can be very proud of our national brand, I Feel Slovenia. Nearly two decades after its creation, it remains as relevant as it was in 2007. Our brand’s values and identity were built on a strong foundation and never made empty promises," emphasized Polona Prešeren from the Government Communication Office, which manages the brand on behalf of the Republic of Slovenia. She stressed that any brand must deliver on its promises to survive, adding, "Our promises were always achievable." She also explained the early management of the brand and how UKOM was entrusted with its management.

"The office connects and acts as a bridge between various ministries, allowing it to integrate different sectors and promote Slovenia in the broadest sense," she stated. Prešeren reflected on the Government Communication Office’s journey with the brand, acknowledging that it was not always easy. "We often had to break new ground. It wasn’t always simple, but we are proud of our achievements. There is still plenty of room to further strengthen the brand’s recognition," she added.

Livija Kovač Kostantinovič from the Slovenian Tourist Board emphasized that Slovenia has been highly successful in branding itself as a tourist destination. In a tourism development study conducted last year by the World Economic Forum, ranking 119 countries, Slovenia secured first place in the branding strategy indicator. "We are outperforming even some of the best-managed national brands, such as Switzerland and Austria," she noted.

The Slovenian Tourist Board carries out numerous activities and projects, investing significant efforts into collaborations with brand ambassadors. Kovač Kostantinovič highlighted partnerships with successful athletes such as basketball player Luka Dončić and cyclist Tadej Pogačar. "Sports serve as a powerful promotional tool and boost our national pride," she emphasized.

Tomaž Jontes from the Slovenian Olympic Committee agreed, touching on public discussions about standardizing the national team’s uniforms in green, further enhancing Slovenia’s recognition. He clarified that Slovenia’s official colours—green, blue, and white—are legally defined. While some sports federations do not fully adhere to the regulation, Jontes believes that the Slovenian Olympic Committee has done a good job implementing it. "Besides the Dutch, we are among the most recognizable nations. These three colours have clearly taken hold," he stated.

Anja Zorko, Head of the Centre for Creativity, presented the Made in Slovenia brand, which originated within the Museum of Architecture and Design at the initiative of industry professionals. "We felt that Slovenia's communication and promotion lacked an emphasis on one of its key value-added aspects—creativity," she explained. Over the years, Made in Slovenia has grown and expanded to include various special-edition gifts.

Dr. Tanja Lešnik Štuhec from the Faculty of Tourism spoke about the Izvorno Slovensko network of brands. She explained that the model emerged from local community needs and now encompasses 14 brands. The Izvorno Slovensko model has also gained international recognition as a uniquely sustainable initiative.

The panel discussion reaffirmed that Slovenia’s national brands are built on strong foundations and continue to grow, with ample opportunities for further development and international recognition.