After ten years, the global Green Destinations Conference returned to Slovenia. The event brought together more than 270 participants from 40 countries and over 80 speakers. The three-day gathering explored how tourism can go beyond economic benefits to improve residents’ quality of life, protect the environment and support the long-term development of destinations. For Kranj and Slovenia, hosting the conference offered an important opportunity to showcase sustainable tourism practices on the international stage and forge new partnerships.

A key message at the opening of the conference was that tourism success cannot be measured solely by visitor arrivals and overnight stays. Equally important is how tourism supports local economies, preserves natural and cultural heritage and contributes to residents’ quality of life.

In his opening address, Leon Korošec, State Secretary at the Ministry of the Economy, Tourism and Sport, highlighted the importance of responsible resource management and a focus on high-quality, boutique tourism. He stressed that tourism success should be assessed not only in terms of overnight stays, but also by the benefits it brings to local businesses, jobs and residents, as well as its environmental impact. He placed particular emphasis on cooperation between stakeholders and the exchange of good practices to ensure that sustainability commitments translate into tangible results.

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, said: “I am delighted that the global Green Destinations conference has returned to Slovenia after ten years. It was in 2016 that Slovenia became the first country in the world to be recognised as a green destination in accordance with international Green Destinations standards. This was a remarkable achievement and an endorsement of our strategic direction, as well as a source of motivation for the future. Today, our Green Scheme of Slovenian Tourism brings together more than 300 destinations and tourism providers. Six destinations, including the conference host Kranj, have achieved the highest Slovenia Green Platinum label. At the Slovenian Tourist Board, we are now integrating the Green Scheme with the National Tourism Information Hub (NiST), enabling us to monitor sustainability impacts more effectively and make data-driven decisions. Hosting the conference is an important recognition for Slovenia and an opportunity to exchange knowledge and good practices with destinations and experts from around the world.”

Albert Salman, founder of Green Destinations, emphasised the importance of international cooperation between destinations and making sustainability part of everyday life. Conference participants come from different parts of the world, providing opportunities to exchange experiences between destinations facing a wide range of tourism challenges.

Kranj: A platinum green destination hosting the global conference

Kranj is one of six Slovenian destinations to have achieved the highest Slovenia Green Platinum label. In 2023, it was also recognised as a European Destination of Excellence (EDEN). Hosting the conference allows the city to showcase its approach to development, which brings together sustainable mobility, nature conservation, cultural heritage and tourism.

Matjaž Rakovec, Mayor of the Municipality of Kranj, highlighted the significance of the event for the city and its commitment to sustainable development: “Hosting the global Green Destinations conference is a great honour for Kranj and a recognition of our efforts towards sustainable development. Sustainable tourism begins with respect – for nature, local communities and future generations. I am therefore delighted that we are welcoming experts from around the world to Brdo to exchange experiences in this field. I believe participants will leave the conference with new knowledge, inspiration and examples of good practice that they can apply in their own destinations or incorporate into their work. After all, the future of tourism depends not only on the destination we visit, but above all on what we leave behind.”

Klemen Malovrh, Director of the Kranj Tourism and Culture Board, also emphasised the conference’s importance for Kranj’s international profile and cooperation among local stakeholders: “Hosting the Green Destinations conference gives Kranj an opportunity to demonstrate to the international professional community how we develop sustainable tourism together with local providers, cultural institutions and residents. We want participants to discover our city and meet the people who help shape its tourism offering, and we hope the connections established during the conference will develop into concrete partnerships. In this way, we are strengthening Kranj’s international visibility and creating new opportunities for the entire destination.”

Slovenian good practices take centre stage in the international programme

Slovenian examples of good practice feature prominently in the international conference programme. Kranj, Ljubljana and Velenje are presenting their approaches to achieving climate goals, while Bohinj is demonstrating how sustainability standards can be translated into practice. Kranj is also highlighting efforts to protect the olm and underground water resources, as well as initiatives connecting cultural heritage with tourism experiences.

Slovenia has six destinations holding the highest Slovenia Green Platinum label: Bohinj, Brežice, Kranj, Laško, Ljubljana and Velenje.

Another highlight of the opening programme was a keynote presentation by Assoc. Prof. Dr Maja Turnšek from the Faculty of Tourism at the University of Maribor, focusing on climate change adaptation in Slovenian tourism.

Climate change is creating new challenges for tourism destinations, requiring long-term planning and adjustments to tourism offerings. How destinations can respond to changing climatic conditions is therefore one of the key themes of this year’s international gathering.

Participants also have opportunities to discover Slovenia beyond the conference venue. The accompanying programme includes guided visits to Kranj, while post-conference excursions are planned to other Slovenian destinations, including Ljubljana, Bled, Bohinj, Radovljica and Žirovnica. These first-hand experiences complement the expert discussions and provide opportunities to connect with local tourism providers.

The conference continued with expert discussions and Green Destinations Awards

The conference programme continued with expert panels and workshops exploring practical solutions for sustainable tourism development, from climate neutrality and nature conservation to community engagement and the use of data in destination management.

One of the highlights of 28 October was the evening Green Destinations Awards and Certification Ceremony, which featured the announcement of the stories selected for the international Green Destinations Top 100 Stories 2026 list.

The conference was organised internationally by Green Destinations, with the Slovenian Tourist Board, Kranj Tourism and Culture Board, Municipality of Kranj and Brdo Estate collaborating as local hosts and partners.

The official conference programme is available here.