SlovenščinaYoung Directors of the Future: Tourism Through the Lens of the New Generation
Sometimes I tell myself – how wonderful it would be if I could look at the world through the eyes of young people for a moment. Not to relive my youth, but to better understand how they experience the world; what attracts them, what excites them, and, ultimately, what concerns them. What is the world truly like today? When we offer them opportunities, tools, and trust, they consistently surprise us – with freshness, innovation, and sincere dedication.
The “Youth, Knowledge, and Tourism” program, which we have been developing for decades under the auspices of the Tourist Association of Slovenia, allows me to do just that: enter a world created by young people. For themselves – and for us. Our program is more than an educational framework. It’s a movement. It includes kindergartens, primary, secondary, and tertiary schools, connecting mentors, parents, and local tourist associations. Through exploration, storytelling, and new technologies, young people are co-creating not just tourism, but the future of Slovenia – not as extras, but as ambassadors of their homeland.
The program begins in kindergartens with the “Through Play to First Tourist Steps” initiative, continues in primary schools with the “Tourism Helps with One’s Own Head” and “Golden Ladle” projects, and in secondary and tertiary schools with the “More Knowledge for More Tourism” and “Tourist Guide” competitions.
Dominik S. Černjak,
President of the Tourist Association of Slovenia
This year, young people particularly impressed us with the theme “T&T: Tradition in Trend,” in which they successfully translated the heritage of their local areas into contemporary times. Digitalization, VR glasses, QR codes, video content – all of this was not just an “add-on,” but the natural language of a generation that knows how to connect heritage with modernity.
An unforgettable impression was made on me by the event in Lipica, where on May 15th, a remarkable 1,500 primary school students from all over Slovenia gathered – undoubtedly the largest school tourism-sports spectacle in Slovenia this year. The Tourist Association of Slovenia, within the framework of its youth program, partnered for the first time with the ŠKL association, which is celebrating 30 years of operation this year. In one of Slovenia’s most recognizable sports and tourist destinations, young people at the stands of the 39th “Tourism Helps with One’s Own Head” festival presented their ideas with incredible energy and creativity.
The historical setting of the Lipica Stud Farm, a symbol of tradition and perseverance, became a hub of youthful drive, tourism, and sports that day. Young tourism enthusiasts also presented their ideas at the tourist market in Terme Snovik and at the Alpe-Adria fair. They so impressed the organizers there that they will even be awarded a special Jakob award for young people for the first time next year.
A stroll among the stands, conversations with pupils, high school students, and university students, and their ideas – all of this proves that tourism in Slovenia is not just an economic sector, but a space for growth, connection, and inspiration.
A special recognition for the young creators is also the inclusion of ten selected promotional video spots in the program of the 4th International Sports Film Festival. I hope you will enjoy watching these cinematic treats as much as I did. I was thrilled by the creativity of the young directors and actors, and I wish they would preserve it for as long as possible – as it is something that, unfortunately, often diminishes with age.
Sincere thanks to the organizers of the International Sports Film Festival for recognizing our cinematic potential. And a big thank you to all mentors, teachers, organizers, and parents for their support and effort. Most of all, thank you, young people – for reminding us why we are here. For the future. For the community. For the stories you know how to articulate like no one else. The world rests on the young – it breathes and develops with them.
