2018 was declared Slovenia’s Year of Culture at WTM, with twelve months dedicated to celebrating the country’s rich cultural heritage.

From the galleries and museums of the capital Ljubljana to World Heritage Sites, ancient castles and the world-famous Postojna Cave mixed with a year-round calendar of performances and historic festivals, the campaign will highlight the country’s diverse cultural offering. This will be complemented with an over arching theme of nature and sustainability.

Typifying the importance of such a theme the tourist board has also playfully dubbed 2018 as the ‘Year of the Bee’ and is encouraging holidaymakers to join them in a Slovenian Api Adventure.

Beekeeping is one of country’s oldest traditions and today is home to more than 10,000 bee-keepers, 12,500 apiaries and nearly 170,000 hive colonies. May 20, 2018 will see the first ever ‘World Bee Day’ which will provide an ideal backdrop for visitors to explore the country’s many beekeeping attractions. Api-tourism also fits perfectly with the tourism board’s strong sustainable approach to tourism, simultaneously promoting green destinations, travel and apiculture.

The Slovenian Beekeepers Association has worked with tour providers to develop trips that combine tour rich beekeeping tradition with eco-friendly values. As an example of destinations, the town of Radovljica has a long tradition of beekeeping and is home to the Museum of Apiculture, which offers an insight into the native Carniolan honey bee and one of Europe’s largest exhibited collection of painted beehive panels, a curiosity from the world of Slovene folk art.

Mladen Ljubisic, head of the Slovenian Tourist Board for UK & Ireland, said: “Slovenia is the perfect destination for five-star travel experiences. It’s about authenticity, it’s about being boutique and unique and everything we say and do relates to that. For agents who may be looking for something different, be that in terms of the great outdoors, culture or in any aspect really, can find it here; Slovenia will definitely be unique, definitely be different and will definitely be authentic.”

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