Director, Slovenian Tourist Board
Maja Pak holds a M.Sc. Degree and majored in entrepreneurship (with the thesis Business performance measurement of the Slovenian Tourist Board with the method of Balanced Scorecard), at the University of Ljubljana. After a few years of managing the Ljubljana Representative Office of Rogaška Spa, one of the oldest and most renowned spas in Slovenia, she joined the founding team of the new promotion agency for Slovenia as a tourist destination, in 1996.
Her over 20-year work for Slovenian Tourist Board has enabled her to not only witness, but to lead the transformation of Slovenia from a nice country in the heart of Europe to the world’s first green destination and a leader in sustainability in tourism. Her vision in this process is clear and has gained unanimous support among each and every stakeholder in Slovene tourism: Slovenia is a green boutique destination for 5-star experiences. She is dedicated to run the DNA of the I feel Slovenia brand through every act of communication, and to encourage the development of the products that would deliver the promise of the brand.
Her years with STB have been an awe-inspiring learning journey and she says: “If I can sum up my lessons learnt in one sentence: change is the only constant, so we need to embrace it and collaborate”.