Slovenia Becomes the First European Country to Host the Transformational Travel Council’s Annual Conference

11 August 2022

The Slovenian Tourist Board is all about firsts: the first country-wide destination to be green certified, the first to commit to regenerative tourism on a national level, and now the first European country to host The Transformational Travel Council’s (TTC) annual gathering - TRANSCEND ‘22 - an event designed to shift the tourism paradigm from extraction to regeneration through transformation.

Since its inception in 2016, the TTC has helped the industry shift toward a more regenerative and transformational approach to travel. The collaborative influences how tourism operates as an industry and how travellers choose to travel and to live. The TTC’s objective with TRANSCEND ‘22 is to tap into the collective knowledge and experience of the select conference delegates in order to address tough questions and brainstorm best practices on how travel can be a catalyst for positive change in the world. This event would not be possible without the support and collaboration of the Slovenian Tourist Board (STB.)

Slovenia’s Commitment to Sustainability

Slovenia’s tourism approach and framework has long been leading the industry in innovative thinking and bold, decisive action. STB has outlined the path of sustainable tourism as the only possible path. Their commitment is demonstrated in the Green Scheme of Slovenian Tourism (GSST), the country's comprehensive plan to address climate, cultural, and economic impacts of the travel and tourism sectors. The Green Scheme of Slovenian Tourism (GSST) combines all STB’s efforts directed towards the sustainable development of tourism, offers concrete tools for destinations to evaluate and improve their sustainable endeavours, and promotes these green endeavours through the Slovenia Green brand. There are already over 200 recipients of the Slovenia Green label and Slovenia Green destinations record more than 90% of all tourist arrivals in Slovenia.

Distinguished Recognitions and Awards for Sustainability

Slovenia has been recognised worldwide for successfully implementing its sustainability commitment at a national level. In 2016 Slovenia was named the world’s first Green Country and in 2017 was awarded the World Legacy Destination Leadership Award for sustainable destination management from National Geographic. Other awards have included seven Slovenian destinations bearing the SLOVENIA GREEN label being included in the Top 100 Destination Sustainability Stories at the Global Green Destinations Days in 2021 and three International Travel & Tourism awards at the WTM London.

Upon this occasion, Maja Pak, M.Sc., the director of the Slovenian Tourist Board, highlighted: “Slovenia is proud to host TRANSCEND ‘22. The Transformational Travel Council is a partner who matches our vision for sustainable tourism. The conference will be a fantastic opportunity to showcase Slovenia to a global audience and highlight the key steps we have taken to become one of the most sustainable tourist destinations in the world. We look forward to working together with members of the travel industry, committed to sustainability from across the world, to find solutions and generate positive change through travel.”

The TTC hosted its first annual conference in February 2020 in Washington State. Since then, the Council has held frequent virtual events and educational sessions, unable to convene the travel community in person due to the global pandemic. “Our goal for TRANSCEND ‘22 was to partner with a destination that aligns with the vision the TTC holds for the future of tourism,” says TTC Chief Operating Officer Tanner Colton. “It was clear that Slovenia had set itself apart as a country committed to regeneration, sustainability, and bold action in addressing the world’s biggest challenges. We are grateful to play a role in continuing this great work with our partnership.”

The TRANSCEND ‘22 vision - shared by the TTC and STB - is to lean into the collective wisdom of the industry’s brightest minds to uncover tourism as a practice and industry that transforms individuals and communities and becomes a tool for positive change. TRANSCEND ‘22 is the next evolution of that commitment and a leap toward a brighter future for tourism and the visitor economy.

The TRANSCEND ‘22 Experience

TRANSCEND ‘22 is designed to be both an opportunity for learning and a transformational journey in itself, engaging delegates emotionally and intellectually, from the inside out.

Practical learning sessions led by industry experts will join wellness and nature-based activities designed to heal the body and mind, and allow for a deeper connection to participants. “The conference program focuses on authenticity and discovery of ourselves”, says Poonam Rawat-Hahne, TTC Design Expert. “The program features transformational travel experiences that benefit the local community of this spectacular Slovenian valley, and the delegates. The program and networking opportunities will offer a blend of inner work and outer action.”

To further demonstrate their commitment to travel as a force for good, STB is sponsoring two one-of-a-kind sessions at the event. One session will be focused on the tools, knowledge, and practices needed to craft truly transformational experiences. The other will focus on writing, storytelling, and the power of sharing narrative to create connections and deeper experiences.

For more information on TRANSCEND ‘22 visit:

Read the first Slovenian Tourist Board Sustainability report, where the management, economic, social and environmental strategic approaches in years 2020 and 2021 are presented. The latest documentary on the green story of Slovenia can be viewed here. For more information on the Transformational Travel Council, visit

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