Author
Petra Mlakar, Triglav National Park Public Institution
At first glance, it all seems quite simple. Unspoiled nature, stunning landscapes, and people living against this extraordinary backdrop doing things we might remember from old films. It’s a powerful magnet for visitors from near and far, and Triglav National Park draws them in large numbers. So one might think business should be booming, and the locals should be living a dream life full of abundance.
Far from a fairytale, the situation in Triglav National Park often resembles a tense thriller with an unpredictable ending. According to tourism experts, the Julian Alps are visited by around two million people annually, most of them in the summer. Visitors’ expectations of peaceful enjoyment in pristine nature are not always met. What does this mean for us at the Triglav National Park Public Institution? Among other things, a host of communication challenges as we work—together with other organizations—on our regular tasks of protecting nature, preserving cultural heritage, and ensuring sustainable development.
Contrary to popular belief, we do not charge for parking, tolls, or entrance fees. Our work focuses on measures to minimize environmental impacts. A large part of our effort goes into education and raising awareness about the significance of the protected area. We don’t just protect nature—we also care for the cultural landscape shaped by human hands and strive for the well-being of the residents of Triglav National Park, who are its first and most committed stewards.
We don’t just protect nature—we also care for the cultural landscape shaped by human hands and strive for the well-being of the residents of Triglav National Park, who are its first and most committed stewards. A large part of our effort goes into raising awareness about the significance of the protected area.
Triglav National Park’s gates are never closed—because there aren’t any. Everyone is free to enter. In fact, there is a lot one can do in the park, but not everything, and not everywhere or at all times. We walk and cycle on marked trails so that animals and plants can carry out their life processes with minimal disturbance. Many of them are endangered, and some exist only in the area of Triglav National Park.
Triglav National Park’s gates are never closed—because there aren’t any. Everyone is free to enter. In fact, there is a lot one can do in the park, but not everything, and not everywhere or at all times.
The variety of animal and plant species—called biodiversity—offers benefits that people experience in their daily lives. Areas with high biodiversity are more resilient to disease or natural disasters and recover more quickly. They also tend to look more pleasant after such events and are better at fulfilling their ecological roles. Forests, for example, have effects—such as improving air quality—that extend far beyond their boundaries, and the same goes for other ecosystems.
Nature is very sensitive, and our mere presence can influence its processes. That’s why, in Triglav National Park, we move calmly, keep our dogs on leashes and clean up after them, drive, park, camp, and stay overnight only where permitted, avoid using drones, swim only in Lake Bohinj, and never in high-altitude lakes...
Rules and prohibitions on screens often trigger discomfort—especially in an age of individualism, when society is heavily focused on personal interests. We strive to ensure that visitors are aware of the rules before coming to the park and that they respect them once here. But this also means they need clear answers to their questions and a vision of how their respectful behavior will make a difference on the ground.
Rules and prohibitions on screens often trigger discomfort—especially in an age of individualism, when society is heavily focused on personal interests. That’s why we encourage residents and visitors of Triglav National Park to learn about the value of these rules on the ground.
That’s why we often invite residents and visitors to join us in the field—from spring to late autumn during guided tours, and year-round in our information centers, at events, and in workshops. These encounters provide opportunities to ask questions, express opinions, gain a broader perspective on what’s happening in Triglav National Park, and truly experience it. We also work to bring this experience closer to those who cannot join us in person for various reasons.
When people realize that a particular change is well thought out, they’re more likely to accept it. And when we explain that the decision wasn’t just made by an office worker behind a desk, but was the result of many complex meetings among stakeholders with differing interests, people often shift from venting anonymous online complaints to offering reasoned and constructive suggestions.
When people realize that a particular change is well thought out, they’re more likely to accept it.
People who understand the value of preserving a national park become its most passionate ambassadors.
Guest Expertise is a section of our blog where we occasionally invite experts from various fields related to strategic communication to share their insights. With their perspectives and experiences, we aim to offer a broader view of the trends, challenges, and opportunities in the world of communication, enriching the understanding of today’s dynamic media landscape. This time, the expertise comes from Petra Mlakar, who is in charge of public relations at the Triglav National Park Public Institution.