In April and May, Green Adventure participated in two important tourism B2B events: the New Deal Europe event in London, UK, and the Slovenia Incoming Workshop in Bled, Slovenia.

At both events, we had many opportunities to showcase our work and offerings to participants from all over the world. We proudly presented the natural beauties of the Dolenjska region and Slovenia, as well as our partners and our principles of sustainable operation in tourism.

The New Deal Europe event in London provided an excellent platform for us to connect with industry leaders and potential partners interested in the Southeastern European market. It was an invaluable opportunity to discuss trends, share insights, and explore collaborations that align with our sustainable tourism goals.

The Slovenia Incoming Workshop in Bled was equally fruitful, allowing us to engage with a diverse range of tourism professionals and enthusiasts. The event highlighted Slovenia’s commitment to promoting sustainable and responsible tourism, and we were honored to contribute to this mission by showcasing the unique attractions and eco-friendly initiatives of the Dolenjska region.

We thank the organizers for the opportunity and experience. Participating in these events has not only broadened our network but also reinforced our dedication to fostering sustainable tourism practices. We look forward to future engagements and continuing to promote the natural and cultural heritage of Slovenia on the global stage.

By joining the Green Scheme of Slovenian tourism and receiving the Slovenia Green certificate, the Novo mesto Green Adventure Tourist agency joins the very top of Slovenian tourist agencies that strive for green measures and development in the field of tourism. At the Green Adventure agency, we will continue to promote the development of sustainable tourism by offering active green experiences and thereby, together with guides, business partners and guests, have a positive impact on the natural environment, the local community and the economy.

Zelena shema slovenskega turizma

At Green Adventure, we have been designing and marketing our own high-quality active guided experiences in connection with natural beauty, the local environment, cuisine and hospitality since our foundation. Experiences we offer – Green River Kayaking, Fly-fishing Paradise, Vineyard eBiking, and many others – are intended for all nature lovers, guests do not need prior knowledge or equipment, as experienced guides take care of every detail. We carry out activities in small groups and thus offer boutique tourism with a high degree of personal approach to each guest.

Zelena shema slovenskega turizma

What is The Green Scheme of Slovenian Tourism?

The Green Scheme of Slovenian Tourism (GSST) is a tool developed at the national level and a certification programme that carries out the following tasks under the SLOVENIA GREEN umbrella brand:

  • brings together all efforts directed towards the sustainable development of tourism in Slovenia,
  • offers tools to destinations and service providers that enable them to evaluate and improve their sustainability endeavours
  • and promotes these green endeavours through the Slovenia Green brand.


The Green Adventure agency is the owner of many awards in Slovenia – the Snovalec 2020 (for the best tourist idea), Sejalec 2021 (for the best tourist product), and international awards as well – Big See Tourism Design Award Winner 2022 and Travelife Partner (for which it is mandatory to have more than 100 sustainability criteria). Our multiple award-winning product Fish & Fly Trio is included in the prestigious quality collection under the Slovenia Unique Experiences brand. To all the awarded titles, the Green Adventure agency adds the Slovenia Green certificate, which represents the highlight of ours efforts for responsible behavior and the development of sustainable tourism.

The Travelife Partner level award was received by Tourist agency Green Adventure. The award recognizes the long-term efforts of Green Adventure regarding sustainability and Corporate Social Responsibility.

Green Adventure complies with more than 100 criteria, related to an operator’s office management, product range, international business partners and customer information. The Travelife Partner level standard is covering the ISO 26000 Corporate Social Responsibility themes, including environment, biodiversity, human rights, and labour relation.

Green Adventure participates in the EU-funded SUSTOUR project that runs from 2020 – 2023 and aims to promote sustainability among the European tour operator sector through a business led approach. The project supports over 600 small and medium-sized enterprises from 35 European countries in improving their sustainability performance through training, coaching and peer-to-peer learning opportunities.

Mr. Naut Kusters, manager of Travelife for Tour Operators, “I am delighted to see that sustainability in the tour operator sector is obtaining momentum. The Partner award of Green Adventure will inspire other companies in Europe to follow the same path’.

About Travelife (

Travelife is a certification system, dedicated to achieving sustainable practices within the tourism industry.  It provides companies with realistic sustainability goals, tools and solutions to implement positive change within their businesses and supply chains. Travelife is managed by ABTA – The Travel Association in the UK – and by ECEAT Projects – a not-for-profit organisation based in The Netherlands. Travelife has two key focuses:

 Travelife for Tour operators and Travel agents:  the scheme provides online training and practical tools for sustainability management and certification. The training and online tools are suitable for tour operators and travel agencies of any size and cover all management aspects of the travel company business including office operations, the supply chain, destinations and consumers. Upon submitting a report in compliance with the Travelife standard (based on an independent onsite audit), the company can obtain the “Travelife Certified” status.

The Travelife standard for Tour operators and Travel agencies is based upon the full Corporate Social Responsibility themes, including labour conditions, human rights, environment, biodiversity and fair business practices. The management requirements are compatible with EMAS and ISO 14001. The system is supported by more than 35 national travel associations to further its implementation among members.

Slovenia is famous for its rich flora and fauna, unspoilt waters and vast forests, which provide shelter to many animal species. Green or eco tourism is the only type of tourism that can ensure that we will be able to enjoy the beautiful natural resources in the future. Sustainable development is therefore also of exceptional, crucial importance in tourism.

From the very beginning, the goal of Green Adventure is to operate in the long run, that the activities we offer guests are designed carefully and holistically, individual segments in the field of sustainable development are extremely important, which may not be directly related to basic activity – organization and implementation of tourist programs. At the same time, we are aware that they carry enormous weight in terms of the trust of our guests, our reputation and, above all, the actual fulfilment of our own commitments and the planned long-term operation.

Sustainable development - Green Adventure

Sustainable development should not be just a letter on paper

The phrase sustainable development, which has been appearing at practically every step lately, can also be a great marketing move. Both providers and users of products and services must therefore make sure that it is not just a letter on paper and attractive self-propaganda, but that it is in fact a constant part of our awareness and action. Let’s act and choose with all responsibility to our environment!

Of course, we cannot deny or prevent technological progress, but a balance between the conservation of animal and plant species and their natural environment and the responsible use of natural resources is of the utmost importance.

Probably, tourism is the industry in which various aspects of sustainable operation are best known, most obvious and noticeable, as it is mostly assessed by external observers – tourists from elsewhere. It is very different from an individual tourism provider in which areas and to what extent it will implement sustainability.

Sustainable development - Green Adventure

At Green Adventure, we take sustainability seriously

Unspoiled clear Slovenian rivers full of trout, huchen, grayling and endless forests, which are home to wild animals and many species of birds, are the basis of Green Adventure. Sustainable development has been an important part of adventures we offer from the very beginning. We run our programs in small groups, we follow the rules of our own code of ethics, we do not offer our guests products in disposable plastic packaging, we offer locally organically grown food, to name just a few activities. All this definitely places us among those tourism providers who have a clear vision of sustainable operation, which we are very proud of.

In 2022, the Green Adventure travel agency also started obtaining the Travelife international certificate of sustainable operation.

We are also part of the campaign under the auspices of the Slovenian Tourist Board “Commitment to eliminate disposable plastics from Slovenian tourism.” With such activities we want to educate ourselves personally, know how to find solutions and above all find ways to put the acquired knowledge into practice, to influence partners, suppliers, guides, and even our guests.

If so far the basic opinion of the majority when mentioning sustainability was only waste separation, water and electricity saving, the use of more environmentally friendly transport,… we realized that the concept of sustainability is much broader and extremely important for our common future.

Sustainable development - Green Adventure

Sustainable development and Green Adventure experiences

We could otherwise say that fishing activities and tourism in Slovenia is already at a high point in terms of sustainable development. Beside the general fishing rules of each fishing club providers and fishing guides, as well as our guests, strive to leave nature in the state we entered it – we fish with barbless hooks and in a “catch and release” way, as their members we work closely with fishing clubs to preserve fish species, passing on our knowledge to younger generations, .. Also on our kayak safari trips, we are careful not to disturb animals, do not pollute water and shores. With the slogan “we don’t speak, we rather listen to the sound of nature”, we regularly address guests to certain rules of conduct before the start of rowing experiences on the “Dolenjska Amazon”, the Temenica river.

We must be aware that if we over-deplete natural resources, fight uncontrollably only for ever higher profits, pollute the environment, there will be no tourism, as there will be no more beauties to offer. Of course, tourism is an industry that can have a significant impact on the economy of a particular destination or area, but only if we are aware of responsible action in a way that permanently contributes to the well-being of the local population.

Sustainability is never a complete process, it requires constant awareness that by our own example, activities, passing on the mindset to younger generations, we can help preserve the environment in the future. It is never too late to start educating, behaving and acting sustainably. It will be best to start today, this moment.




Sustainable development - Green Adventure


In the Days of Slovenian Tourism 2021, awards have been given to those who are particularly deserving of the growth of the reputation and visibility of Slovenia as an excellent tourist destination, and their contribution to the development and promotion of tourism.

Our agency Green Adventure was also present at the spectacular event, which unfolded in the beautiful surroundings of the Postojna Cave Park. Among the proud recipients of the highest awards in tourism, the tourist product of the year, Fish & Fly TRIO, was selected as “Sejalec 2021” by the Slovenian Tourist Board.

FISH & FLY TRIO has also been one of the products that support the story of green boutique Slovenia and the #IfeelSlovenia brand  and is included in the selected collection, which is marketed under the brand of quality Slovenia Unique Experience (SUE)

Comment by the expert committee on the selection of SEJALEC 2021:

“The Fish & Fly Trio product follows the principles of the boutique and highly profitable segment of fishing tourism. It is a unique experience of fly fishing, which takes place on three Slovenian rivers (Kolpa, Krka and Soča) according to the ‘catch and release’ principle and the catch of three different fish species (grayling, brown and marble trout). It connects fishing guides, accommodation and gastronomy providers of three destinations, while dispersing tourist flows from more besieged alpine to less exploited karst rivers. The product with great market potential stands out since it offers the experience of three different fishing destinations. In addition, the guest is transported by helicopter between individual locations and sleeps and tastes the local delicacies of three different destinations.”



sejalec 2021




Sejalec 2021





On Thursday, July 8, 2021, after the December announcement at the Days of Slovenian Tourism, by Slovenian Tourist Board awards were finally handed over to the recipients of the title Sejalec and Snovalec 2020, most innovative tourism ideas. Among the proud winners is also the Green Adventure with its product Fish & Fly TRIO.

FISH & FLY TRIO is a unique and comprehensive »green« tourism product,  within its own brand Green Adventure. The product is aimed at a growing crowd of fly-fishing enthusiasts, who like to spend their leisure time in an unspoiled nature with experienced guides and superb local cuisine.

It offers a fly fishing  experience at 3 different fishing destinations and sets a “triple challenge”: to catch 3 indigenous fish species within 3 days; the Kolpa River (grayling), the Krka River (brown trout) and the Soča River (marble trout). Guests will have experienced guides at their disposal all the time and will be provided with accommodation and superb local culinary experiences from 3 different hospitality providers. Transportation will also include a flight with a sports airplane on the route Novo mesto – Bovec, which adds a “premium” note to the product. A guest who successfully overcomes the “Triple Challenge” will receive special prize and will be listed on the »wall of fame«.

Photo: Slovenian Tourist Board

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Snovalec 2020 - Green Adventure


Snovalec 2020



We saved the best for last. In one word, we can describe the whole day as unforgettable. A wonderful morning in Dolenjska, an exciting helicopter flight over Slovenia, beautiful views on a sunny day, landing on the river Idrijca, a warm welcome at the Hotel Zlata ribica and …. again successful fishing and achieved the triple challenge Fish & Fly trio.

The marble trout also landed in the hands of Marina, Stephan and Paul for a short time, at least so much so that they proudly took a photo and then released them.

The first Fish & Fly Trio Challenge is over, guests were thrilled with the three-day experience, the hospitality, clean rivers and healthy fish. We have proven that the triple challenge is feasible, but not easy at all.

We are infinitely grateful to our guests Marina Gibson and the Fly Fishing Nation team for a wonderful experience.

Also partners in the Fish & Fly Trio project:


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Wonderful day on the Krka river !! Marina, Stephan and Paulo also successfully overcame the second challenge, they managed to outwit the brown trout. Once again, Marina was the most successful with 52 cm beautiful brownie. During the activities on the Dolenjska green beauty, we also experienced a pleasant surprise – we were visited by the film crew of RTV Slovenia, led by Marjana Grčman – the host of the tourist show “Na lepše”.

Tomorrow is definitely the peak of the FISH & FLY TRIO experience – a morning helicopter flight to the Hotel Zlata ribica near Idrijca and the last step towards fulfilling the final goal – fishing marble trout.

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The first working day of the promotional tour of the Fish & Fly TRIO tourist experience is behind us. We took Marina and the Fly fishing nation team to the upper part of the Kolpa river in Osilnica. Main task was catching a grayling. The valley of the Kolpa river and the stunning nature did not leave them indifferent, especially at the end of the day, when we were happy to find that they all managed to overcome the first challenge.


So what is Green Adventure Fish & Fly Trio, that @marinagibson is here for, actually about? It is a  first-class fly fishing experience at 3 different fishing destinations with a “triple challenge”: to catch 3 indigenous fish species within 3 days; the grayling in Kolpa River, the brown trout in Krka River, and the marble trout in Soca River. In the winter, the fishermen will try to outwit the danube salmon (hucho hucho) – the king of Slovenian waters. As suggested by the name of the product, the guests also experience  a helicopter or airplane flight from one fishing destination to the other, provided by @Flycom Aviation. And of course, everything is combined with great accommodation, superb local culinary experiences and great fishing guides.

Tomorrow we have a new task ahead of us – to catch brown trout at the source of the river Krka. Marina won today, who will be tomorrow?





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