For almost a decade, the Slovenian Tourist Board has been systematically promoting and awarding creative and innovative tourist achievements. The battle for the acknowledged and prestigious Sejalec awards is stronger every year. The winner of 2011 became the culinary product of Slovenian Istria, followed by the finalist of the Alpine Bohinj with the product of Alpine flowers experience.

The Sejalec rewards (the word Sejalec means sower) successful tourism innovations or well-planned and successfully executed new products and improvements that contain the elements of the applicant`s originality, systematic business thinking, and high-quality promotion of Slovene tourism. The main aim of the Sejalec is to promote creativity and innovation on an entrepreneurial level, in destinations, tourism associations, and in marketing of tourism products. The competition runs annually and is coordinated by the Bank of Tourism Potentials in Slovenia.

Twenty-three applications for novelties in Slovenian tourism were submitted in 2011, which is six more than in 2010. In a selection procedure, the expert committee selected seven semi-finalists who were visited on terrain, followed by a selection of two finalists. One of the finalists, Gastronomic Treasures of Istria of the municipality of Koper, became the winner and recipient of the SEJALEC 2011 award, followed by the International Festival of Alpine Flowers of Bohinj Tourism that obtained the title FINALIST OF SEJALEC 2011.