Zeleni DNK destinacije je zapis njenega značaja, ki predstavlja temelj za uspešno upravljanje turizma. Jasna, strateška in domišljena opredelitev značaja destinacije omogoča razvoj močne blagovne znamke, ki je ključna za dolgoročno trajnostno rast turizma.
Slovenska turistična organizacija (STO) si prizadeva za odgovoren razvoj turizma, ki upošteva naravno in družbeno okolje. Ključni instrument za dosego tega cilja je Zelena shema slovenskega turizma, pri čemer pomembno vlogo igrajo destinacije in ponudniki, ki pridobijo znak Slovenia Green. Pridobitev tega znaka zahteva izpolnjevanje 84 kriterijev in izvajanje številnih trajnostnih aktivnosti, kar dokazuje resnično zavezanost trajnostnemu turizmu.
Zeleni DNK destinacije Postojna je pomemben korak k prepoznavnosti in promociji trajnostnih značilnosti kraja. S posredovanjem konkretnih informacij o trajnostnih praksah destinacije STO obogati svoje digitalne vsebine in izboljša vidnost destinacije na komunikacijskih kanalih. To omogoča boljše predstavljanje Slovenije kot trajnostne destinacije širši javnosti ter prispeva k njeni prepoznavnosti na mednarodnem trgu.
Za učinkovito komunikacijo na področju trajnosti so bistvene jasne informacije, dejstva o zeleni identiteti in doživetja, ki jih destinacija ponuja. Zbrane vsebine se uporabijo pri pripravi zgodb, novic, promocijskih gradiv in usmerjanju novinarjev, kar pomaga pri oblikovanju celovite podobe Slovenije kot zelene destinacije.
Podatki, pridobljeni v okviru Zelenega DNK-ja, se delijo tudi z Zavodom Tovarna trajnostnega turizma GoodPlace, ki kot partner STO sodeluje pri ocenjevanju destinacij in razvoju trajnostnega turizma. S tem se krepi mreža Slovenia Green in omogoča bolj usklajeno delovanje vseh deležnikov na področju trajnostnega turizma.
The Green DNA of a destination is a record of its character, which is the foundation for successful tourism management. A clear, strategic and thoughtful definition of the character of a destination enables the development of a strong brand, which is key to the long-term sustainable growth of tourism.
The Slovenian Tourist Board (STO) strives for responsible tourism development that takes into account the natural and social environment. The key instrument for achieving this goal is the
Green Scheme of Slovenian Tourism, in which destinations and providers that obtain the Slovenia Green label play an important role. Obtaining this label requires meeting 84 criteria and implementing numerous sustainable activities, which demonstrates a true commitment to sustainable tourism.
The Green DNA of the Postojna destination is an important step towards the recognition and promotion of the sustainable characteristics of the place. By providing concrete information about the sustainable practices of the destination, the STO enriches its digital content and improves the visibility of the destination on communication channels. This enables a better presentation of Slovenia as a sustainable destination to the general public and contributes to its recognition on the international market.
Clear information, facts about the green identity and experiences offered by the destination are essential for effective communication in the field of sustainability. The collected content is used in the preparation of stories, news, promotional materials and guidance for journalists, which helps to shape the overall image of Slovenia as a green destination.
The data obtained within the Green DNA is also shared with the Institute of
Sustainable Tourism Factory GoodPlace, which, as a partner of the STB, participates in the assessment of destinations and the development of sustainable tourism. This strengthens the Slovenia Green network and enables more coordinated action of all stakeholders in the field of sustainable tourism.
