Maja Pak Olaj

Director, Slovenian Tourist Board STO

Maja Pak Olaj, MSc, is the Director of the Slovenian Tourist Board (STB), the national agency for the promotion and development of tourism in Slovenia. With a background in economics, she began her career at the tourist destination of Rogaška Slatina before joining the STB, which she has successfully led for over a decade.

Under her leadership, Slovenia has achieved consistent growth in tourism and earned international recognition for its sustainable and digital tourism initiatives. Notable milestones include the designation of Slovenia as the world’s first Green Destination in 2016 and the development of the Green Scheme of Slovenian Tourism, a pioneering national sustainability certification program. Among recent strategic achievements is the launch of the National Intelligence System for Tourism (NIST), a key step toward data-driven, smart, and responsible tourism development in Slovenia. Pak has also overseen major progress in connecting tourism with sports, positioning Slovenia as a distinctive and competitive destination. Her leadership continues to focus on innovation, sustainability, and digital transformation for the resilient tourism of the future.