The New Deal Europe Marketplace & Forum 2025 took place on March 25th at the Congress Centre in London, where over 80 tourism providers held more than 1,500 pre-scheduled B2B meetings aimed at boosting tourism in 12 Southeast European countries. Slovenia was represented by the Slovenian Tourist Board (STO) with #IfeelSlovenia and 16 tourism companies, including Green Adventure Travel Agency.

As creators of unique, sustainable experiences, we proudly represented our home region Dolenjska, presenting travel products rooted in nature, authenticity, and local impact.

Our Role at the Event

We held several productive meetings with international tour operators, where we introduced our original experiences, such as:

• Green River – paddling through wild waters
• Fly Fishing Paradise – premium angling adventures
• Into the Wild – nature-based survival trips
• Vineyard eBiking and Wine Wanderings – scenic tours with a local flavor

We were pleased by the strong interest in our sustainable approach, which was recognized by foreign partners as a key value for the future of travel.

Together for Better Tourism

We’re proud to have contributed to Slovenia’s growing international profile as a sustainable, innovative, and authentic travel destination. A huge thank you to the Slovenian Tourist Board, the New Deal Europe team, and all our partners and new connections for an inspiring event!

SUSTAINABLE DEVELOPMENT – A CONDITION FOR THE SURVIVAL OF TOURISM

Sustainable Development – Our Steps Towards a Greener Future

At Green Adventure, we believe that sustainable development is not just a phrase but a way of life and a commitment we practice daily. Our efforts go beyond eco-friendly practices, extending to a comprehensive understanding and incorporation of sustainability principles in all aspects of our operations.

Collaboration with Local Communities and Support for Local Providers

A key aspect of our sustainable approach is close collaboration with local communities. We recognize that tourism can be a powerful tool for preserving cultural heritage and boosting local economies. Therefore, when designing our experiences, we prioritize local service providers and products. This gives our guests an opportunity to experience authentic local culture, while their visit contributes to the preservation of traditions and the development of the local population.

Education and Awareness for Guests

Sustainable tourism is not only the responsibility of providers but also of guests. We strive to raise awareness among our visitors about the importance of sustainable behavior. Before each experience, we inform them about ways they can contribute to preserving nature – whether through respectful behavior towards the environment, reducing waste, or choosing sustainable transportation options.

Technological Solutions for Sustainable Development

While technology is often seen as a threat to nature, it can also be an ally in sustainable development. At Green Adventure, we embrace technological innovations that help us reduce our environmental footprint. The use of electric vehicles, digitalization of operations, and development of apps that provide guests with easy access to information on sustainable practices are just some of the ways we use technology for the benefit of nature.

Recipients of Prestigious Sustainability Awards

Our commitment to sustainable development is also reflected in the awards we have received. Green Adventure is a proud recipient of the international Travelife Partner certification, which validates our sustainable tourism practices. Additionally, we are one of only ten agencies in Slovenia that have been awarded the prestigious Slovenia Green label by the Slovenian Tourist Board. These accolades affirm our strong belief in and efforts towards sustainable tourism that respects and preserves the natural environment and local culture.

Impact on Future Generations

Sustainable development is a long-term process that requires awareness and action from all generations. At Green Adventure, we strive to pass on our knowledge and values to younger generations. By organizing workshops, educational events, and collaborating with local schools, we encourage young people to act responsibly towards nature and the environment.

Conclusion

Sustainable tourism is an endless journey. At Green Adventure, we believe that through collective efforts – sustainable practices, collaboration, and awareness – we can contribute to the preservation of Slovenia’s natural and cultural heritage. Every step we take today is an investment in a better and more sustainable future. We invite you to join us on this path and create sustainable memories together, memories that will serve future generations.

DAYS OF SLOVENIAN TOURISM 2021 — SEJALEC & SLOVENIA UNIQUE EXPERIENCE

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.»

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:

• Flycom Aviation
• Gostilna Vovko
• Hotel Zlata ribica
• Ribiška vodiča Saša Erlih in Boštjan Podbevšek — Goflyfishing
• Ribiška vodiča Gašper Jesenšek in Boštjan Jakopič — Sočafly
• Versatilis
• TPV Avto