By Robert Dee, co-founder of New Deal Europe

Europe in a nutshell. That鈥檚 a bold claim, but having travelled all over Europe, I can honestly say that this region lives up to this statement. Let me tell you why you and your clients should go there. 

Covering Italy鈥檚 Friuli-Venezia-Giulia (FVG), Slovenia鈥檚 Julian Alps, Vipava Valley and Karst, and extending  into Umag in Croatia, this region holds a unique geo-strategic position, nestled between the Alps and the northern tip of the Adriatic (Mediterranean) Sea. It has been a crossroads of Europe for millennia. Slavic, Roman, and Germano-Austrian cultures combine uniquely here with Italian, Slovenian, Croatian and German all recognised as official national languages, and Friulian also having designated official status.  

For centuries, anyone travelling across Europe from West to East passed through here, leaving their mark. Roman ruins, Venetian city walls and palaces, Austro-Hungarian residences, and ancient hilltop towns and fortresses offer testimony to the past. Unquestionably there is much to attract the cultural tourist seeking to understand not only the history of the region, but also the history of Europe. 

Unsurprisingly, its riches have been fought over by successive generations, leading to today鈥檚 borders; yet it now offers borderless, frictionless travel across neighbouring countries, exemplified by this year鈥檚 European Capital of Culture, Gorizia/Nova Gorica. Once divided by the Iron Curtain between Italy and Yugoslavia, the city lived split lives for nearly half a century. Today, the remnants of the Iron Curtain are a quirky and fun tourist attraction, and it is even possible to do a 鈥榮muggling tour鈥� reliving what it was like to smuggle western goods into Yugoslavia, a unique experience which I can highly recommend. But the city offers much more, including an abbey where the first book in the Slovenian language is housed and where the last Bourbon King of France is buried. Who knew? 

It鈥檚 true that travellers today are looking for less crowded destinations, and seeking experiences related to nature and the outdoors. The Alps-Adriatic region is the perfect destination in Europe to offer this: a jewel in the heart of Europe, yet a relatively undiscovered part of the continent, with huge potential for sustainable, responsible and active tourism. Embracing the mountain peaks of the Triglav National Park, the dramatic Sava and So膷a rivers, the extensive cave systems of the Karst, (including the UNESCO listed 艩kocjan caves), the vast pine forests of FVG, and the varied coastline of the Adriatic, these destinations offer endless opportunities for eco-friendly activities. This includes home and farm stays often coupled with experiences unique to the region, which is potentially unrivalled in Europe鈥� and I haven鈥檛 even mentioned that Lake Bohinj in Slovenia was named most sustainable tourism destination in the World at the World Tourism Awards, or that FVG has thirteen villages on the register of 鈥�I Borghi pi霉 belli d鈥橧talia鈥�. There is much here to tempt the visitor away from the nearby tourist hub of Venice.  

Activity and immersion in nature and community is at the heart of the tourism offering. Whitewater rafting and canoeing can be done on the turquoise waters of the So膷a River, water sports at the coast, golf in the Alps or on one of Croatia鈥檚 two 18 hole courses, and tennis is ubiquitous in Umag (the venue for an ATP tournament it has over 70 tennis courts). A network of well-marked hiking and biking trails running from the dramatic alps to the historic coastal towns connects the region. They run through the vineyards of FVG, and Slovenia鈥檚 Vipava Valley, offering opportunities to taste and learn about the excellent local produce.  

Wine connoisseurs will be familiar with Collio in Italy and Gori拧ka Brda and Vipava Valley in Slovenia whose winemakers pioneered the orange biodynamic wine movement, now acclaimed worldwide. The vineyards around Umag in Croatia are less well known but fascinating to visit, as they benefit from a rich red soil found only in a handful of places around the world. This soil also plays a part in the production of the award winning Istrian olive oils, said by many to be the best in the world. Don鈥檛 leave here without sampling courtesy of a local producer. 

Which leads me to gastronomy. The region is home to many Michelin starred restaurants showcasing the best of local produce and local chefs, including Ana Ro拧, the world鈥檚 leading female chef. But you don鈥檛 have to go high end to taste great food here. Many farms offer smoked meats and sausages, home-made cheeses, and honey, which in my view is the best you can buy anywhere.  

The variety of landscapes and cultures in such a small space is unparalleled in Europe. Dramatic Alps, rolling hills, vineyards, a coastline peppered with historic towns, and unique attractions such as the Lipica stud farm, where the world-famous Lipizzaner horses of Vienna鈥檚 Spanish Riding School are bred and from which they take their name, make this a true microcosm of Europe. The unique cultural and natural heritage of the Alps-Adriatic region, connected by eco-friendly transport and marked by strong cross-border cooperation, should definitely make it your next place to visit in Europe. 

Practical Information

As you would expect from a region in the heart of Europe, it is exceptionally well connected, with major roads and railways, ports that are regular stops for cruise ships, and Trieste International Airport offering an increasing number of routes to key European destinations. Other major airports, such as Ljubljana and Venice, are only a short drive away. This accessibility is matched by the region鈥檚 diversity, offering a full range of accommodation options 鈥� from mountain-chic boutique hotels to campsites, private stays, and city hotels, with all the major international brands represented in one way or another. The same variety extends to DMC providers, many of whom run cross-border programmes, while others specialise in unique local experiences.

About the author:

I鈥檓 Robert Dee, co-founder of New Deal Europe and a travel professional with over 40 years鈥� experience. I鈥檝e been fortunate to explore some of the world鈥檚 most fascinating places and to work with a wide range of organisations, destinations and markets throughout my career. 

The European Travel Commission supports the initiative, which is co-funded by the European Union.

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Slovenia is a Central European pocket-sized country, where short distances speak in its favor and reveal an outstanding diversity which reflects also through gastronomy. Believe it or not, but as many as 24 gastronomic regions and three wine-growing areas with 14 wine-growing districts will welcome you here. But what is it that makes Slovenian cuisine so special and why has this boutique country evolved into one of the most recognizable European foodie destinations?  

The secret behind: fresh, locally grown and diverse ingredients 

Wherever you try , you can be sure it comes straight from nature. Here, foraging and sourcing fresh ingredients from nearby fields and gardens is not a trend, but part of tradition and sustainable development, which has been present for centuries. Next to locally sourced ingredients, which are the true heroes of Slovenia’s authentic culinary stories, an abundance of tastes will also surprise you. It is thanks to the fact that Slovenia lies at the crossroads of four geographically and culturally very different areas that no fewer than 400 local traditional dishes and drinks await you here. Another reason is that Slovenia borders on four countries: Austria in the north, Italy in the west, Hungary in the east and Croatia in the south. While the 鈥痓oasts goods from mountain pastures,鈥�痜eature the flavors of salt and charcuterie aged by the Bora wind. In addition to healthy water,鈥�痮ffers different farinaceous foods and bread, and鈥�痺ill surprise you with authentic dishes with cosmopolitan influences.  

Excellence on a plate 鈥� trust recommendations, rely on your own experience 

To find the very best when it comes to food and wine in Slovenia, the internationally acclaimed culinary guides, such as Michelin and Gault&Millau, will come in handy. The ratings prove that Slovenia is an intriguing gastronomic destination, offering a plethora of exceptional culinary experiences in restaurants led by top chefs, who masterfully combine traditions with modern trends. In 2021, when Slovenia held the European Region of Gastronomy title, the Michelin Guide listed as many as 53鈥疭lovenian restaurants and awarded 6 of them with Michelin stars. Ana Ro拧’s Hi拧a Franko, which also ranks 21st among the World’s 50 Best Restaurants, received an astounding 2 stars. Pretty amazing for a country half-a-size of Switzerland, don’t you think?  

Restaurants with the Slovenia Green sustainability label and Michelin Green Star 

Many restaurants in Slovenia have their own circle of local suppliers or even own gardens or fields where they obtain fresh and local ingredients for their dishes. In doing so, they respect tradition and present it to the guests in a new, original way. Restaurants that are particularly devoted to sustainability have gained the . Currently, there are as many as 40 holders. 

Returning to nature and care for future generations is also becoming increasingly important in haute cuisine. This is why Michelin awards special Green Stars to the restaurants that follow the principles of sustainability. Currently, there are as many as 5 holders in Slovenia: Gosti拧膷e Gri膷 in Horjul, Hi拧a Franko in Kobarid, Gostilna Mahor膷i膷 in Rodik, Gostilna za Gradom in Koper and Gostilna Kri拧tof in Predoslje. 

Authentic Slovenian dishes revealed 

Wherever you go in Slovenia, you will find special local dishes. Many of them are also protected. Among the most well-known and distinctive specialties of Slovenia are potica, Prekmurska gibanica, idrijski 啪likrofi, and belokranjska poga膷a. The queen of Slovenian festive dishes is definitely potica, a rolled cake with various sweet or savory fillings, usually served for the most important holidays. Since the written records of this festive dish date from the 16th century, potica has become a true ambassador of Slovenia throughout history 鈥� it has, for example, even been brought to the Pope for Easter breakfast. 

All in all, it can be said that Slovenia is home to an array of splendid authentic and fresh tastes which are based on the sustainable use of resources and an integrative approach. Pair this with top chefs and excellent award-winning local wines and you will get a perfect gastronomic destination that will impress even the most demanding foodies.聽聽

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About Slovenian Tourist Board 

Slovenian Tourist Board (STB) is the central national agency for the promotion of tourism, one of the most successful and promising industries in the Slovenian economy. Systematic planning, development and promotion activities and a modern approach to the placement of Slovenia on the global tourist map 鈥� particularly in recent years, this is what has helped the STB to increase the visibility and reputation of the country as an authentic boutique destination of five-star experiences, which is committed to sustainability. 

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