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One of the most prevalent features of Slovenia, that attracts guests, is its clean, unspoiled environment. With around 60 ...
This green character of Slovenia is primarily based on natural endowments (forests, water, biodiversity). The question is ...
A common vision of preserving the meeting destination of Slovenia sothat future generations will be able to hold their mee...
The answer was the Bee Story. From 2010 to 2012 the Slovenian   Bees indicate the level of environmental protection andmee...
In 2010 we first launched the BeBee campaign. The Slovenian meeting industrycommunity became an annual patron of the Beeke...
The BeBee campaign so became an integral part of five workshops held in Slovenia in 2011. The hostedmeeting planners liste...
During the campaign we designed several tools to encuragemeeting industry companies in Slovenia to implement sustainablebu...
The BeBee campaigns also became part of our promotional activities. The campaign was based onthe idea of telling and evolv...
The Bee Story also helped us createnew ambassadors of Slovenia. Thecampaigns touched the emotions ofmeeting professionals ...
We also asked them wheater they noticed any sustainable measures during their visit and whichones. These results got us th...
A number of measures were then noted, but taken for granted. The participants did not talk about these measures, they did ...
Something we were and still are not talking about is accessibility to Slovenia. We depend on flights to bringmeeting profe...
Sustainability in Action: Slovenia
Sustainability in Action: Slovenia
Sustainability in Action: Slovenia
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Sustainability in Action: Slovenia

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A presentation on sustainability in the meetings industry with a focus on the sustainability initiatives and activities of the Slovenian Convention Bureau and some of their key learnings.

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Sustainability in Action: Slovenia

  1. 1. One of the most prevalent features of Slovenia, that attracts guests, is its clean, unspoiled environment. With around 60 % of its surfacecovered in forest, Slovenia is one of the most forested countryies in Europe. Just 60 kilometres from the capital city Ljubljana one caneven find virgin forest. Slovenia is also among the most biologically diverse countries in the world. And can indeed be portrayed as aEuropean biotic park. Visitors therefore perceive Slovenia as an environmentally attractive destination.
  2. 2. This green character of Slovenia is primarily based on natural endowments (forests, water, biodiversity). The question is howsustainable are meeting industry products? The Slovenian meeting and incentive providers do increasingly focus on theimplementation of sustainable practices and the development of innovative sustainable products and services. However theincorporation and implementation of sustainable management in the meeting industry of Slovenia does not match the level of otherdestinations and providers high on a “green wave”.
  3. 3. A common vision of preserving the meeting destination of Slovenia sothat future generations will be able to hold their meetings and eventsin an honestly green destination. Looking for a positive story to raiseawaress about Slovenia and straightforwardly present its greencharacter.
  4. 4. The answer was the Bee Story. From 2010 to 2012 the Slovenian Bees indicate the level of environmental protection andmeeting industry community focused on two environmentally symbolise the Slovenian vision of preserving nature. Beesfriendly and socially responsible campaigns that revolved furthermore relate to the our uniqueness, seeing that Slovenia isaround bees. the only European country that has protected its indigenous species, the Carniolan bee. Bees can therefore vividly communicate the positioning ofThe Bee Story focused on protecting bees that symbolise the Slovenia as a green meeting and incentive travel destination,diversity of natural resources in Slovenia. primarily based on our natural endowments.
  5. 5. In 2010 we first launched the BeBee campaign. The Slovenian meeting industrycommunity became an annual patron of the Beekeeping Association of Sloveniaand its Carniolian Bees Conservation Trust. The Conservation Trust aims toprotect the Carniolian bees and promote the tradition of beekeeping. Togetherwith the Beekeeping Association we enabled one beekeepers club in aSlovenian primary school to set up a learning beehouse to breed and keep thebee colonies.We invited meeting professionals to join this campaign. We asked them tosupport the work of the beekeeper’s club and sign the BeBee petition. Inthis manner we wanted to activate meeting professionals to join our cause,learn more about the importance of bees and in turn also about Slovenia.
  6. 6. The BeBee campaign so became an integral part of five workshops held in Slovenia in 2011. The hostedmeeting planners listened to a short lecture about beekeeping in Slovenia and the importance of beesfor the environment, economy and tourism. The workshops introduced a number of environmentally friendly measures to minimise their environmental impact.
  7. 7. During the campaign we designed several tools to encuragemeeting industry companies in Slovenia to implement sustainablebusiness practices.Among others was the Road to Green Meetings in Sloveniamanual with guidelines for sustainable event management andsome best practice examples from Slovenia. There was also theonline Event Carbon Calculator enabling meeting planners tocalculate the carbon footprint of their event.
  8. 8. The BeBee campaigns also became part of our promotional activities. The campaign was based onthe idea of telling and evolving the story about bees to our targeted audiences. This was donedirectly through monthly e-newsletters, by attending global trade shows as well as indirectly throughgenerating media attention. From December 2010 to July 2012 the Bee Story ensured publication of more than 50 articles in the leading meeting industry media. The Bee Story therefore created a strong buzz about Slovenia.
  9. 9. The Bee Story also helped us createnew ambassadors of Slovenia. Thecampaigns touched the emotions ofmeeting professionals and related tothem on other areas, not onlybusiness related.The BeBee campaign attracted support of 821 internationalmeeting industry professionals. During the campaign 46 meetingplanners visited Slovenia and got to know more about our greencharacter and Slovenia in general. Later on several of the meetingplanners held their meetings and incentives in Slovenia.
  10. 10. We also asked them wheater they noticed any sustainable measures during their visit and whichones. These results got us thinking. Namely the participants only noted some of the measures. Andwhen we explored this point a bit deeper we learned the meeting professionals only notice themost striking sustainable measures and take a lot of measures for granted. The research was thenupgraded on the case of the Conventa trade show, which last year won the EIBTM SustainabilityStand Award.
  11. 11. A number of measures were then noted, but taken for granted. The participants did not talk about these measures, they did not influence theparticiapnts’ image of the trade show or destination. Among those were recycling badges, lanyards from recycled material, brochures,catalogues printed on recycled paper. Another example were technological solutions such as mobile pages, multidata boards, digital signageetc. These measures were regarded more as a must then as an add-on.
  12. 12. Something we were and still are not talking about is accessibility to Slovenia. We depend on flights to bringmeeting professionals and then delegates to Slovenia. Even though this presents a greate share of our footprint, our clients do not hold this against us.

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