Travel Council’s Annual Conference 2022 in Slovenia


Slovenia Becomes the First European Country to Host the Transformational Travel Council’s Annual Conference

Slovenia is the first European country to host The Transformational Travel Council’s (TTC) annual gathering – TRANSCEND ‘22 – an event designed to shift the tourism paradigm from extraction to regeneration through transformation. The event will take place October 9 – 12, 2022, in Logar Valley.

Slovenia is all about firsts: the first country-wide destination to be green certified, the first to commit to regenerative tourism on a national level, and now the first European country to host The Transformational Travel Council’s (TTC) annual gathering – TRANSCEND ‘22 – an event designed to shift the tourism paradigm from extraction to regeneration through transformation.

Since its inception in 2016, the TTC has helped the industry shift toward a more regenerative and transformational approach to travel. The collaborative influences how tourism operates as an industry and how travellers choose to travel and to live. The TTC’s objective with TRANSCEND ‘22 is to tap into the collective knowledge and experience of the select conference delegates in order to address tough questions and brainstorm best practices on how travel can be a catalyst for positive change in the world. This event would not be possible without the support and collaboration of the Slovenian Tourist Board (STB.)

Slovenia’s Commitment to Sustainability

Slovenia’s tourism approach and framework has long been leading the industry in innovative thinking and bold, decisive action. STB has outlined the path of sustainable tourism as the only possible path. Their commitment is demonstrated in the Green Scheme of Slovenian Tourism (GSST), the country’s comprehensive plan to address climate, cultural, and economic impacts of the travel and tourism sectors. There are already over 200 recipients of the Slovenia Green label and Slovenia Green destinations record more than 90% of all tourist arrivals in Slovenia.

Distinguished Recognitions and Awards for Sustainability

Slovenia has been recognised worldwide for successfully implementing its sustainability commitment at a national level. In 2016 Slovenia was named the world’s first Green Country and in 2017 was awarded the World Legacy Destination Leadership Award for sustainable destination management from National Geographic. Other awards have included seven Slovenian destinations bearing the SLOVENIA GREEN label being included in the Top 100 Destination Sustainability Stories at the Global Green Destinations Days in 2021 and three International Travel & Tourism awards at the WTM London.


TRANSCEND ’22 will take place from October 9 to 12 in Logar Valley, and will be attended by 100 foreign and Slovenian representatives of the tourism industry, including the most influential tour operators and travel agencies, media representatives and travel industry experts. The aim of the event is to influence the transformation of the travel industry through networking and active participation, and to contribute to the search for answers to current questions with the knowledge and experience of the conference participants. The conference highlights the importance of the role of tourism as a catalyst for positive changes in the world.

With regards to TRANSCEND ’22, Maja Pak, M.Sc., the director of the Slovenian Tourist Board, highlighted: “Slovenia is proud to host TRANSCEND ‘22. The Transformational Travel Council is a partner who matches our vision for sustainable tourism. The conference will be a fantastic opportunity to showcase Slovenia to a global audience and highlight the key steps we have taken to become one of the most sustainable tourist destinations in the world. We look forward to working together with members of the travel industry, committed to sustainability from across the world, to find solutions and generate positive change through travel.”

The TRANSCEND ‘22 Experience TRANSCEND ‘22 is designed to be both an opportunity for learning and a transformational journey in itself, engaging delegates emotionally and intellectually, from the inside out. Practical learning sessions led by industry experts will join wellness and nature-based activities designed to heal the body and mind, and allow for a deeper connection to participants.

“The conference program focuses on authenticity and discovery of ourselves”, says Poonam Rawat-Hahne, TTC Design Expert. “The program features transformational travel experiences that benefit the local community of this spectacular Slovenian valley, and the delegates. The program and networking opportunities will offer a blend of inner work and outer action.” To further demonstrate their commitment to travel as a force for good, STB is sponsoring two one-of-a-kind sessions at the event. One session will be focused on the tools, knowledge, and practices needed to craft truly transformational experiences. The other will focus on writing, storytelling, and the power of sharing narrative to create connections and deeper experiences.

Follow the link for more information on TRANSCEND ‘22 and TTC.