Sustainable Development of Destination Kočevsko 2023–2026: From Strategy to Tangible Results

Between 2023 and 2026, in collaboration with local authorities, tourism providers, the local community, specialist institutions and numerous partners, we carried out a series of activities designed to enhance the quality of our tourism offering, strengthen the protection of our natural and cultural heritage, and improve destination management.

Below, we present some of the most significant achievements.

A new tourism development strategy for the coming decade

In 2025, together with key tourism stakeholders and Turistica, we drew up the Kočevsko Destination Tourism Development Strategy 2026–2036. The strategy preserves the forest as the central element of the destination’s identity, whilst prioritising sustainable development, the quality of tourism products, responsible visitor management and high added value in the local offering.

Promoting local quality with the O, KOČEVSKO! brand

The O, KOČEVSKO! destination quality brand continues to promote the development of high-quality local products and cuisine. Following the first round of certification in 2022, we carried out a new selection process in 2024 and certified additional handcrafted products, local produce, food products and dishes. We also paid particular attention to the development of the O, KOČEVSKO! Limited Selection collection, which showcases carefully selected local products in the destination brand’s new, distinctive packaging.

New sustainable experiences in nature

In 2025, we added another experience to the Slovenia Unique Experiences (SUE) range with a new five-star-rated adventure ‘The Secrets of the UNESCO Krokar Primeval Forest’, which introduces visitors to one of Slovenia’s most precious natural areas in a sustainable way. The experience was also shortlisted for the Sejalec Award.

We have also taken a significant step forward in developing programmes dedicated to carnivorans. In collaboration with the Faculty of Biotechnology, we have finalised the development of interpretative wolf programmes, which complement the already established bear-watching experience and the interpretation along the Lynx Nature Trail. In this way, we enable visitors to gain a better understanding of the coexistence of humans and large carnivores, and the importance of their conservation.

Bunker Škrilj has reached a significant milestone

One of the destination’s most recognisable tourist attractions is Bunker Škrilj, which welcomed its 30,000th visitor in 2025. The high visitor numbers confirm the interest in a well-presented Cold War heritage site and, at the same time, reflect the successful management of visits through organised guided tours, which ensure the preservation of the heritage and a high-quality visitor experience.

Better infrastructure and smart visitor management

As part of the ‘Kočevsko Circle of Experiences – a digital nature trail for all generations’ project, we have improved the tourist infrastructure and destination management. We have refurbished the town’s forest walkway, updated tourist signage and information boards, implemented a system for monitoring tourist flows using 11 sensors, and begun developing new digital solutions for visitors. We have also paid particular attention to ensuring the accessibility of content for different target groups.

Investing in the expertise of local tourist guides

As a high-quality interpretive experience makes a significant contribution to the sustainable development of tourism, we organised several professional training courses for local tourist guides, including in the field of heritage interpretation in collaboration with the organisation Interpret Europe. In addition, we have trained a further 11 new destination-based tourist guides, who will make a significant contribution to the professional and responsible guidance of visitors.

Cultural heritage as an important part of sustainable development

Sustainable development also involves caring for cultural heritage. During this period, extensive restoration work was carried out on Kostel Castle, whilst at Fridrihštajn a new interpretation of the famous love story of Veronika of Desenice and Frederick II of Celje came to life through an open-air theatre performance.

We also place great emphasis on preserving intangible cultural heritage. In addition to developing a quality label and supporting local craftspeople, we organised the Stane Jarm Festival, which showcases the wealth of traditional craft skills to visitors and promotes their preservation.

Certifications confirm our commitment to sustainability

Hostel Bearlog, Camp Jezero Kočevsko and Lynx Adventure Park have successfully renewed their Slovenia Green certifications during this period, thereby demonstrating their commitment to responsible business practices and the sustainable development of tourism.

Sustainable mobility for the future of the destination

Another significant milestone is the adoption of the new Comprehensive Transport Strategy for the Municipality of Kočevje until 2032, which was approved in June 2025. The document includes numerous measures for the development of sustainable mobility and is substantively linked to the Tourism Development Strategy for destination Kočevsko, providing an important foundation for the long-term and coordinated development of the area.

Conserving large carnivores through sustainable tourism and raising awareness

Kočevsko is one of the few areas in Europe where all three large carnivores (the brown bear, the wolf and the lynx) still live freely in the wild, a significant part of our sustainable activities is dedicated to their conservation and to raising awareness of the importance of coexistence between humans and wildlife.

We have successfully continued to run programmes for observing and learning about bears in their natural habitat, where the main aim is to increase understanding of the brown bear’s biology and behaviour, highlight the importance of its conservation, and contribute to greater social acceptance of this charismatic species. The programmes take place in small groups, in accordance with the principles of responsible and sustainable tourism, and with the least possible impact on the animals and their habitat. Between 2023 and 2025, we carried out nearly 500 bear-watching sessions, involving almost 1,400 participants, with an average success rate of around 80 per cent, depending on the season and other natural conditions. Feedback from participants has been extremely positive, with visitors highlighting not only the bear-watching experience itself but also the guides’ expertise and their in-depth understanding of nature and coexistence with large wild animals.

In collaboration with the Faculty of Biotechnology at the University of Ljubljana and the EU’s LIFE WolfAlps project, we have also developed new educational programmes in recent years, designed to raise awareness of the wolf. The programme introduces visitors to the biology and ecology of the wolf, its role in the forest ecosystem, and the challenges of coexistence with humans. Particular emphasis is placed on breaking down stereotypes and disseminating scientifically sound information about this often misunderstood species. These programmes are also designed in accordance with guidelines for responsible tourism and do not disturb the animals during their delivery.

Our communication via digital channels also plays a significant role in raising awareness. For several years now, we have been regularly posting videos of wild animals in Kočevsko forests on social media and the Kočevsko destination’s YouTube channel, using them to give the public an insight into the lives of bears, wolves, lynx and other forest dwellers, whilst emphasising the importance of their conservation. The videos were met with an exceptional response from audiences both at home and abroad. By 2024, the total number of views was already approaching one million, with content featuring large carnivors – particularly bears – ranking among the most-watched. We continued to post regularly in the following years, thereby making a significant contribution to promoting Kočevsko as an area of exceptional biodiversity; at the same time, through credible and scientifically sound content, we are strengthening understanding of their role in nature and encouraging a respectful attitude towards wild animals and their habitats.

Commitment to responsible development in the future

The results of recent years confirm that sustainable development is not merely a policy on paper, but a series of concrete projects, collaborations and improvements that contribute to a higher quality of life for the local population, a better experience for visitors, and the preservation of the exceptional natural and cultural heritage of Kočevsko.

Going forward, we will continue to build the destination’s development on the responsible management of natural resources, support for the local community, high-quality experiences, and the collaboration of all those who help shape the story of the Kočevsko destination.

You can view the infographic summarising the activities carried out via this link.