Author: Tanja Arih Korošec coordinator of Working group Apimondia and api-tourism
In recent years, global tourism has been shifting toward experiences that offer authenticity, sustainability, wellbeing, and meaningful connection with nature and local communities. In this context, Apitourism and ApiWellbeing are emerging as innovative concepts that perfectly respond to the expectations of modern travellers.
Apitourism connects people, bees, and culture through experiences rooted in beekeeping heritage, biodiversity protection, and rural traditions. Visitors can discover the fascinating world of bees by meeting local beekeepers, visiting apiaries, tasting honey and other bee products, and learning about the essential role pollinators play in our ecosystems.
Slovenia has been a pioneer in developing Apitourism. With its long beekeeping tradition and the famous Carniolan honeybee, the country has successfully built a model that combines tourism, education, culture, and sustainability. In Slovenia, beekeeping is often described as “a way of life,” and this philosophy forms the foundation of Apitourism experiences.
Alongside Apitourism, ApiWellbeing introduces a new dimension to wellness tourism. It is based on the healing environment of bees and includes experiences such as relaxation in apiaries, honey massage, apitherapy, meditation with the sound of bees, and other nature-based wellbeing practices. These experiences help reduce stress, improve mental health, and reconnect people with nature.
Apitourism and ApiWellbeing also bring important benefits to rural communities. They create additional income opportunities for beekeepers, encourage youth and women entrepreneurship, support local food production, and help preserve traditional knowledge and cultural heritage.
By connecting biodiversity protection, tourism, and human wellbeing, Apitourism and ApiWellbeing represent a promising direction for the future of tourism—one that benefits both people and the planet while highlighting the extraordinary importance of bees in our lives.
