The arrival of the global and influential Michelin gastronomic guide to Slovenia has been announced during the Days of Slovenian Tourism (DST) in November 2019. This is the key step in the promotion and development of gastronomic tourism and plays a major role in positioning Slovenia as a 5* destination also in the field of culinary experiences.
The Ministry of Economic Development and Technology (MGRT) and the Slovenian Tourist Board (STB) have systematically carried out the development and promotion of Slovenian gastronomy, which was envisaged also in the Sustainable Development Strategy of Slovenia 2017-2021 and the Action Plan for the Development and Marketing of Gastronomic Tourism of Slovenia 2019-2023. The efforts of the MGRT and the STB to turn Slovenia into one of the most desirable gastronomic destinations have in recent years resulted in great attention received from the global media, the acquisition of the European Gastronomic Region 2021 title and nevertheless the arrival of the famous gastronomic guide.
Gwendal Poullennec, International Director of the Michelin Guides, explains:“Ever since the very first Michelin Guide was published nearly 120 years ago, our mission has been to discover the finest culinary destinations around the world. Slovenia is undeniably one of them, thanks particularly to its abundant natural resources which enable extremely high-quality ingredients to be produced and then enhanced by chefs across the country.”
Romain Perrier, Michelin Sales, and Marketing Director: “Slovenia is an extremely exciting destination for foodies and we are delighted to present Michelin’s selection of the best Slovenian restaurants and talents to the global public in March 2020. The quality of Slovenian gastronomy for Michelin comes as no surprise, but now it is also the time to introduce it to our readers. At the intersection of different landscapes and cultures, Slovenia presents a unique destination with exceptional natural assets and a strong sustainable commitment that enables the production of the highest quality ingredients. Talented Slovenian chefs transform these into unique culinary creations that, through the Michelin Guide reviewers’ eyes, position Slovenia as a “must-visit” destination.
The arrival of the Michelin gastronomic guide not only represents a great opportunity to increase the visibility of Slovenia as a top gastronomic destination or to raise the quality of the Slovenian gastronomy but also a unique opportunity for the most excellent Slovenian restaurants to gain the Michelin star.
The inclusion of Slovenia into the Michelin guide is a great step forward in positioning Slovenia as a top gastronomic destination for the most demanding guests and business travelers of whom 80 % agree that if a destination of business trip offers a Michelin Guide Selection, they would likely extend their stay.
“Michelin stars will serve as an additional motivation for top Slovenian chefs. Also, the providers of other high-end experiences will be challenged in the direction of creating boutique stories that will go well with superb cuisine. The arrival of Michelin is the result of the efforts of various participants in Slovenian tourism, who recognize top gastronomy as one of the key products that fulfill the vision of Slovenia as a boutique country with experiences for demanding guests. It also means meeting the goals set out in the strategic documents, such as the Sustainable Growth Strategy of Slovenian Tourism 2017-2021 and the Action Plan for Development of the Gastronomic Tourism Markets 2019-2023. Next to Gault&Millau and the obtaining of the title of the European Gastronomic Region 2021, Michelin presents a milestone in our great story and additional motivation for the future work, which will continue with positioning gastronomy as the lead theme for the upcoming two years.” points out Msc. Maja Pak, the director of the Slovenian Tourist Board.
The printed version of the Michelin guide will be released next year, which further emphasizes the importance of gastronomy as a key development and promotion theme of Slovenian tourism 2020–2021.
Cooperation includes global promotional activities, such as various marketing and public relations activities related to the publication of results, the creation of new editorial content, the publication of the contents on Michelin digital platforms and social networks, and the license for the use of content in the communication channels of the Slovenian Tourist Board, which will help support Michelin’s selection of the best Slovenian restaurants.
Michelin stars attract tourists and business travelers from all over the world, and positively impact not only on tourism or meetings and event industry, but also on agriculture, transport, and the entire food industry. There are many examples where successful restaurants lifted the entire local economy. There are also positive socio-economic impacts, in particular in the area of employment, as each new employment in a star-awarded restaurant is supposed to contribute to additional employment in other areas within the food sector. In terms of meetings and events industry and business travel in general, more than 40 % of business travelers look to extend business trips for leisure due to a destination’s gastronomy or local cuisine offer.
Slovenian Tourist Board