Ljubljana’s Tourism Week Earns City a Spot in Green Destinations Top 100 Stories
29 Sep 2025
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Ljubljana has once again been included in the Green Destinations Top 100 Stories, which highlights successful examples of sustainable and responsible tourism from around the world. Its eleventh placement on this prestigious list was earned thanks to the Ljubljana Tourism Week, organized by Ljubljana Tourism together with numerous partners since 2022 and aimed at the residents of Ljubljana. With a diverse program of experiences, guided tours, and workshops, it enables residents to actively explore the city’s tourism offer while also raising awareness of the positive effects of tourism on everyday life.
The Green Destinations Top 100 Stories competition annually collects best practices of sustainable tourism worldwide through a public call, showcasing examples that serve as inspiration and guidance for other destinations, travel organizers, and visitors. Only the most effective and innovative practices, transferable to other destinations, make it into the Top 100. The competition has been organized by the Green Destinations organization since 2014, and Ljubljana is the only city in the world to have been included on the Top 100 list eleven times.
Since its first edition in 2022, Ljubljana Tourism Week (LTW) has grown into a rich program with more than 150 activities for all ages and tastes, shaped this year by over 60 partners. It is held annually around World Tourism Day, September 27, and allows Ljubljana’s residents to spend a whole week discovering the city’s diverse cultural, culinary, and creative offerings. It encourages them to see their city through the eyes of visitors, meet the people working in tourism, and learn how tourism contributes to the quality of life in Ljubljana. Such engagement strengthens the sense of belonging, understanding, and support for tourism as an activity that can benefit the entire community. On the other hand, LTW also educates tourism stakeholders on the importance of developing offers for locals, thereby enhancing the sector’s resilience to external shocks, such as the Covid-19 pandemic, which limited international arrivals - who otherwise generate more than 95% of overnight stays in Ljubljana.
LTW complements the awareness campaign “Because of us, Ljubljana is …”, which took place in mid-September and emphasized that the quality of life and the city’s appeal as a tourism destination are inseparably linked with the active co-creation of its residents. Through the stories of Ljubljana’s citizens, it highlighted the positive impacts of tourism - from a richer cultural scene and creative offerings to hospitality and improved infrastructure. This is also the core mission of the Ljubljana Tourism Week: to bring tourism closer to residents as an activity that exists because of them and for them.