Is Adria Ready for Premium Tourism 3.0?

MAJA PAK OLAJ: Slovenian tourism placed sustainability at the heart of its development more than a decade ago, and today this is the foundation of our premium offering. With our internationally awarded Green Scheme of Slovenian Tourism, innovative experiences, impactful promotional campaigns, and close cooperation with stakeholders at all levels, we are excellently responding to the needs of modern travellers and achieving international recognition. We’re seeing that a similar awareness is growing throughout the region, which provides a great foundation for the future.

ZORAN PEJOVIĆ: Raw beauty means little without stewards who understand how to protect, interpret and present it with care. The Adriatic region does not lack scenery. It often lacks a confident generation of hoteliers and travel professionals willing to shape thoughtful experiences without relying on borrowed concepts. Leadership begins when they embrace their role as custodians. This is about responsibility rather than performance. Premium is not given. It is earned through clarity and courage.

BERINA BEJROVIĆ: Natural beauty alone won’t get us there. To lead in premium tourism, the region needs bold thinking and place-led investment. In Sarajevo, Europe Square is our answer—a landmark project that reflects ambition, identity, and a new level of guest experience.

MILENA ALEKSIĆ: The region holds immense natural potential — from stunning coastlines to mountain escapes — but to lead in premium tourism, it must pair that beauty with bold investment, elevated service standards, and a clear luxury identity. With a focus on quality, authenticity, and sustainability, it can confidently position itself among Europe’s most desirable highend destinations.

ANGELO ZUCALO: To lead in premium tourism, the region must invest in infrastructure, sustainable high-quality accommodations, and services that meet modern affluent travelers’ expectations. It also needs to build the Adria brand with a strong narrative that highlights natural beauty and cultural appeal—while ensuring sustainability protects its authenticity.

MAJA PAK OLAJ: Modern luxury is moving away from prestige and instead highlighting safety, seclusion, authenticity, and responsible experiences—combined with an exceptionally high level of quality and personalisation. Slovenia is excellently positioned in this regard: it is one of the safest countries in the world, clean, accessible, with top-notch cuisine, pristine nature, and sustainable experiences rich in local character. Recently, the segment of boutique accommodations has also seen significant growth. The entire region holds remarkable potential in this sense, but the key will be developing its own recognisable identities.

ZORAN PEJOVIĆ: Luxury in 2025 is deeply human and unapologetically precise. It lives in relevance, silence, proportion and care. It respects time and avoids excess. The next generation of hoteliers and travel professionals must move past decorative gestures and aim for experiences that carry emotional and cultural weight. Overdesign and exaggerated service are easy. Luxury today is the courage to offer only what truly matters. Without this awareness, we imitate rather than create.

BERINA BEJROVIĆ: Luxury today is defined by emotional connection, not excess. It’s about authenticity, intention, and a sense of belonging. At Europe Group, we craft experiences rooted in place, not trends—because real luxury can’t be copied, only created.

MILENA ALEKSIĆ: Luxury in 2025 is defined by authenticity, personalization, privacy, and meaningful experiences — not just opulence. It’s about time, space, and emotional connection. True luxury is seamless, discreet, and rooted in local culture. Many still imitate surface-level luxury, but only those who understand and deliver depth, story, and service excellence truly lead.

ANGELO ZUCALO: We moved from material to emotional and holistic luxury today: affluent travelers are looking for genuine experiences that are tailored to individual preferences, offering a sense of uniqueness and immersion to local culture. We cannot imitate what oneself is truly looking for. Luxury is for me personal; it is defined in the small details which one can find interacting, connecting with people and not products.

MAJA PAK OLAJ: Sustainability can be extremely attractive when supported by a high-end, personalised experience. Today’s luxury traveller wants to know that their visit leaves a positive impact— on nature and people. Sustainability is not a limitation, but rather an added value to modern luxury.

ZORAN PEJOVIĆ: Sustainability will only become aspirational when it leaves marketing slides and enters every decision. True responsibility touches nature, community and culture with equal care. It protects fragile ecosystems, ensures local life flourishes and preserves architectural beauty that carries stories. Hoteliers and travel professionals are responsible for this balance. Sustainability becomes seamless when it is a quiet, consistent practice rather than a public statement.

BERINA BEJROVIĆ: Sustainability is not a compromise— it’s a value-add. When built into design and service, it enhances the luxury experience. At Europe Square, green materials, energy efficiency, and local sourcing are fundamental to how we define premium.

MILENA ALEKSIĆ: Sustainability can absolutely be aspirational — in fact, in 2025, true luxury demands it. High-end travelers now seek experiences that reflect their values: thoughtful design, local sourcing, low impact. When done right, sustainability enhances exclusivity and storytelling. Still, many brands treat it as a checklist, not a core philosophy, making the pairing feel superficial rather than seamless.

ANGELO ZUCALO: Absolutely—sustainability is increasingly aspirational, tied to lifestyle and values. It inspires eco-conscious decisions and aligns with luxury branding. As a Green Key-certified hotel and part of IHG’s Journey to Tomorrow, we’re committed to reducing our carbon footprint and putting environmental responsibility at the heart of our operations.

MAJA PAK OLAJ: Today’s traveller journeys with purpose. They are drawn to places that reflect their values, such as sustainability, respect, and authenticity. If they feel that their visit is not just about receiving, but also about giving—giving back to the destination, to its people, to its culture—they become more than guests. They become ambassadors of the destination, people who not only return but also share their experiences with others.

ZORAN PEJOVIĆ: Guests return to places shaped with coherence and care. Loyalty grows from experiences that reveal depth over time, not from spectacle or promises. The new generation of hoteliers and travel professionals must think beyond service, beyond transactions. They must offer relevance and create belonging. In the long run, attention fades but emotional connection remains. Those who understand this will shape the destinations that guests choose again and again.

BERINA BEJROVIĆ: By creating experiences they can’t find anywhere else. We combine heritage with innovation and deliver care with intention. When hospitality is grounded in emotion, not transaction, you don’t just get a guest— you earn a return.

MILENA ALEKSIĆ: To stand out in a world of endless options, we must offer authentic, personalized experiences that resonate emotionally and create lasting memories. Building trust through exceptional service, consistent quality, and meaningful connections turns first-time visitors into loyal advocates who return not just for a destination, but for the unique story and feeling only we provide.

ANGELO ZUCALO: We create memorable, personalized experiences that go beyond expectations—encouraging guests to return. Loyalty is nurtured through IHG One Rewards, offering perks redeemable on future stays. We invest in recognition, with thoughtful touches and signature service from our concierge team, which is a distinctive part of our brand identity.

MAJA PAK OLAJ: The boldest decision would be a clear choice of boutique over mass tourism. Slovenian tourism has continuously built its story on the foundations of quality, authenticity, and thoughtful development. We see great opportunity in partnerships with international players—such as the leading global luxury travel network Virtuoso, which held its prestigious Chairman’s Event in Slovenia last year. Through innovative promotional approaches, including collaborations with other countries in the region, and with the support of strong partners, we can build even greater recognition on the global stage.

ZORAN PEJOVIĆ: The bravest decision is to slow down and shift focus from guests to those who will host them. Investing in young hoteliers and travel professionals, teaching them care, context and cultural responsibility is essential. Preservation must triumph over instant monetisation. The obstacle is impatience and fear of quiet seasons. Legacy will belong to those who choose preparation over shortcuts, ensuring this region earns its place through future generations.

BERINA BEJROVIĆ: Embracing our uniqueness and investing in bold, identity-led destinations. Europe Square is our step in that direction. The barriers? Bureaucracy and outdated narratives— but the new generation is changing the pace.

MILENA ALEKSIĆ: The bravest move now is to elevate our vision beyond individual properties and create an integrated Adriatic luxury experience—connecting hotels, culture, nature, and wellness into a seamless, world-class journey. What slows us down is the challenge of regional coordination and aligning diverse stakeholders around a shared, ambitious roadmap to fully realize this collective potential.

ANGELO ZUCALO: Putting Adria on the luxury map means attending top travel fairs and attracting key investors. IHG’s regional expansion shows our commitment, with more luxury properties being signed. Government-led promotion, better infrastructure, direct flight connectivity, and simplified visa access are critical to unlocking the region’s full potential.