Slovenia’s Story of sustainability, Culture, and hospitality
A captivating media event celebrating World Bee Day took place today at the Slovenian Pavilion as part of Expo 2025 Osaka, organized by the Slovenian Tourist Board (STB). The gathering, attended by around 20 representatives from Japanese and international media, spotlighted Slovenia as a green, boutique and sustainable travel destination, rich innatural beauty, authentic experiences and cultural heritage.
The event unfolded on the symbolic date of World Bee Day, a United Nations–recognized international day that was initiated by Slovenia. It served as a meaningful backdrop to highlight the country’s broader values – from biodiversity protection and sustainable tourism to creativity, well-being and international cooperation.
MSc. Maja Pak Olaj, director of the Slovenian Tourist Board, reflected on the significance of World Bee Day and the STB’s presentation at the Expo: “World Expos serve as a strategic platform to present Slovenia’s identity, values and development goals while enhancing its visibility and global reputation. At this year’s Expo, the STB is proudly promoting Slovenian tourism with continuous presence and partnerships with key stakeholders. Special focus has been placed on World Bee Day, a celebration we are proud to celebrate today. Beekeeping tourism is one of Slovenia’s most authentic tourism products, blending the country’s natural wealth, rich cultural heritage and commitment to sustainability. Through the fascinating story of bees, we emphasize the importance of balanced development, while also strengthening our ties with Japan— a nation that deeply cherishes pristine nature, sustainability and boutique experiences.”
Saša Leban, Commissioner General of the Slovenian Pavilion, opened the event with a warm and gracious welcome. She was followed by Manatsu Ichinoki, Deputy Secretary General and Executive Board Member of the Japan Association for the 2025 World Exposition. The event continued with a lively roundtable discussion that brought together voices from both Slovenia and Japan. Among the participants was also Ana Savšek, Head of Digital Content Marketing at the Slovenian Tourist Board. Together, they explored Slovenia as a destination deeply rooted in sustainability and nature, while also celebrating the emotional and cultural connections that unite Slovenia and Japan.
Furthermore, the event showcased the Pomurje region, a thermal-Pannonian region in the eastern part of Slovenia.
The STB sees world expos as a unique platform to share compelling stories about Slovenia as a sustainable, green and culturally rich tourist destination. For Expo Osaka, it has curated an engaging selection of video content and promotional materials. What is more, a dedicated representative of Slovenian tourism is available at the national pavilion, offering up-to-date information for guests from around the world.
Two additional events are scheduled to further enhance Slovenia’s visibility: a tourism workshop in Tokyo on September 24 and a travel trade presentation in Osaka on September 26.
A captivating media event celebrating World Bee Day took place today at the Slovenian Pavilion as part of Expo 2025 Osaka, organized by the Slovenian Tourist Board (STB). The gathering, attended by around 20 representatives from Japanese and international media, spotlighted Slovenia as a green, boutique and sustainable travel destination, rich innatural beauty, authentic experiences and Cultural heritage.
The event unfolded on the symbolic date of World Bee Day, a United Nations–recognized international day that was initiated by Slovenia. It served as a meaningful backdrop to highlight the country’s broader values – from biodiversity protection and sustainable tourism to creativity, well-being and international cooperation.
MSc. Maja Pak Olaj, director of the Slovenian Tourist Board, reflected on the significance of World Bee Day and the STB’s presentation at the Expo: “World Expos serve as a strategic platform to present Slovenia’s identity, values and development goals while enhancing its visibility and global reputation. At this year’s Expo, the STB is proudly promoting Slovenian tourism with continuous presence and partnerships with key stakeholders. Special focus has been placed on World Bee Day, a celebration we are proud to celebrate today. Beekeeping tourism is one of Slovenia’s most authentic tourism products, blending the country’s natural wealth, rich cultural heritage and commitment to sustainability. Through the fascinating story of bees, we emphasize the importance of balanced development, while also strengthening our ties with Japan— a nation that deeply cherishes pristine nature, sustainability and boutique experiences.”
Saša Leban, Commissioner General of the Slovenian Pavilion, opened the event with a warm and gracious welcome. She was followed by Manatsu Ichinoki, Deputy Secretary General and Executive Board Member of the Japan Association for the 2025 World Exposition. The event continued with a lively roundtable discussion that brought together voices from both Slovenia and Japan. Among the participants was also Ana Savšek, Head of Digital Content Marketing at the Slovenian Tourist Board. Together, they explored Slovenia as a destination deeply rooted in sustainability and nature, while also celebrating the emotional and cultural connections that unite Slovenia and Japan.
Furthermore, the event showcased the Pomurje region, a thermal-Pannonian region in the eastern part of Slovenia.
The STB sees world expos as a unique platform to share compelling stories about Slovenia as a sustainable, green and culturally rich tourist destination. For Expo Osaka, it has curated an engaging selection of video content and promotional materials. What is more, a dedicated representative of Slovenian tourism is available at the national pavilion, offering up-to-date information for guests from around the world.
Two additional events are scheduled to further enhance Slovenia’s visibility: a tourism workshop in Tokyo on September 24 and a travel trade presentation in Osaka on September 26.