Janja Garnbret Becomes the Ambassador of Slovenian Tourism

Janja Garnbret Becomes the Ambassador of Slovenian Tourism

Slovenian Tourist Board (STB) has entered into a partnership with Janja Garnbret, the best climber in the world and the Olympic gold medal winner.

For the STB, this contract represents the continuation of the already very successful story of partnering up with globally recognizable Slovenian athletes.

Janja Garnbret will promote Slovenia as a destination for excellent active outdoor experiences and the homeland of top athletes. By signing the agreement, Janja is joining the globally recognizable Slovenian athletes who have become ambassadors of Slovenian tourism.

Janja Garnbret, who is in her early twenties, is considered the most successful competitive climber of all time. After entering the World Cup circuit at the tender age of 16, a series of incredible achievements began for her. Not only she currently holds six World Champion titles, nine overall World Cups and 31 World Cup victories, she has as well become the first Olympic medal holder, as climbing was pronounced an Olympic discipline at Tokyo Olympics.

Janja Garnbret feels strong connection with Slovenia: “The more I got to travel through my climbing, the more I realize what Slovenia has to offer, not just regarding the outdoors. What we call our home often feels like a hidden treasure to me. I like the way tourism has evolved in Slovenia, especially with sustainability as a central pillar. It feels like this is a true value of the destination’s DNA and not just an ambition for a green tag. I particularly think the plan to end plastic waste in tourism is an important step ahead. This is one of the reasons why I’m proud to be able to support the ambition to make Slovenia as a destination of high-class experiences more well-known.”

Outdoor and sports tourism as a main promotional theme 2022-2023

Ilona Stermecki, M.Sc., acting director of the STB, pinpointed on this occasion: “For a number of years, the STB has worked with top Slovenian athletes who impress with their exceptional sporting achievements and thus ensure Slovenia’s visibility. This year, we are upgrading the story of active Slovenia with a new partnership with Janja Garnbret, the best climber in the world and the winner of the Olympic gold medal at the Summer Olympic Games in Tokyo. Her out-of-this-world climbing skills have also helped increase the visibility of Slovenia as a country for active holidays and unforgettable experiences in pristine nature. We are thrilled that Janja has joined the ambassadors of Slovenian tourism, who, in addition to amazing achievements, also impress with their kind-heartedness and love for Slovenia. We concluded the partnership at the very beginning of the two-year period, when the central promotional theme of Slovenian tourism will be active holidays or outdoor and sports tourism.”

Since Slovenia is an excellent destination for outdoor leisure time, sports preparation camps and high-profile international sporting events, active holidays or outdoor and sports tourism will also be the main promotional topic in 2022 and 2023.

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