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In the world of tourism, Jana Apih stands as a shining example of someone dedicated to transforming the industry into a more sustainable and responsible one. With a career spanning various roles within the tourism sector, Jana’s journey towards sustainability is nothing short of remarkable. Jana’s professional adventure began years ago when she entered the tourism field, initially working at Slovenia Tourism Board. Over time, she gained invaluable experience, working with a series of roles within the industry. Her journey took an exciting turn when she served as a marketing expert for one of Slovenia’s most prominent tour operators, handling crucial responsibilities in the realm of marketing.
In 2012, as she witnessed tourism’s growth, Jana sensed an underlying issue. The sector was expanding rapidly, but sustainable practices were lagging behind. Slovenia, a small yet naturally diverse country, was increasingly thrust into the global spotlight, and Jana was determined to ensure that this newfound attention didn’t come at the cost of the environment and local culture.
Jana’s commitment to sustainable values ran deep. She recognized Slovenia’s rich environmental heritage and the country’s close connection with nature, ingrained over centuries. She knew that the time had come to advocate for a more sustainable approach to tourism in Slovenia.
Slovenia, a country born in 1991, faced the challenge of introducing itself to the world. The main objective was to convey the message of who they were, where they were located, and the unique experiences they offered. It was crucial to show that Slovenia was a safe and beautiful destination worthy of exploration. The initial efforts paid off as Slovenia gained recognition and earned a reputation. However, this success was accompanied by growing concerns. While they had been promoting Slovenia as a green destination, Jana couldn’t help but notice that behind the marketing façade, the nation lacked a robust framework for sustainable tourism. Strategies had been outlined since 2000, emphasizing environmental preservation, but implementation was lagging.
Determined to bridge this gap, Jana and a group of like-minded individuals founded an NGO named GoodPlace in 2013. Their goal was clear: to create an environment rich in knowledge about sustainability and tourism. Their vision extended to all facets of the tourism industry, from corporate entities to small businesses, fostering a culture of sustainability. Having previously worked with the tourist board and understanding how it functioned, Jana knew the importance of having a system in place. The Slovenian Tourist Board embraced their vision and recognized the need for comprehensive, effective sustainability measures.
In 2015, they introduced the “Green Scheme of Slovenian Tourism,” a holistic approach to national sustainability in tourism. This scheme included certification, with “Slovenia Green” being one of its key pillars. The certification process began with pilot destinations, marking a significant success. Nearly 97% of Slovenia’s overnight stays now happen in certified destinations, a remarkable achievement.
GoodPlace’s role extends beyond certification. They provide support, action planning, training, and even founded an association for certified destinations and businesses, further reinforcing the commitment to sustainability. Jana’s approach distinguishes her from traditional consultants. She isn’t content with merely offering advice; she aims to facilitate a development path. An example of this approach is the work she and her team did in Bosnia, where they developed a comprehensive program for sustainable tourism. They didn’t just stop at the blueprint; they also equipped local partners with the knowledge to implement the plan.
One of the core elements of Jana’s philosophy is making sustainability appealing to businesses. She acknowledges that many businesses see sustainability as an additional burden. To address this, her team focuses on product development, ensuring that sustainability brings economic value. They aim to create tourism products that resonate with businesses and consumers alike.
In pursuit of these goals, Jana’s team established their travel agency, Visit GoodPlace, a separate company designed to transform their sustainable tourism concepts into marketable products. By testing these products through their travel agency, they ensure that what they offer is not just theoretical but grounded in the real world, resonating with travelers and, importantly, producing economic value.
The sustainability movement is not confined to Slovenia. Jana actively shares her knowledge and experiences on an international stage. She firmly believes that by making small changes in her own circle of influence, she can inspire more significant global changes, leaving a better world for future generations. Her commitment to preservation, education, and sustainability is unwavering, despite the challenges posed by natural disasters such as wildfires and floods. Jana firmly believes that there’s a balance between conservation and development, a balance she aims to achieve and teach to others.
