Growing international recognition of the BTC Company and BTC City as intersections of development in society, tourism, and the economy
When talking about the most travel-worthy destinations, Ljubljana and Slovenia can easily be put in the company of New York, London, and Barcelona. Famous tourist destinations are well aware of the importance of shopping tourism, which is considered one of the key components of economic development, and is often also the main reason for a trip. In terms of shopping tourism, Slovenia has been put on the map ever more decisively by the BTC Company. In addition, BTC Company’s smart BTC Cities, the BTC Logistics Centre with its highly advanced logistics services, the ABC Accelerator, and the modern start-up nexus ABC Hub are also perfect sites for new business opportunities and development. In the summer of 2016, the ABC Accelerator in Ljubljana branched out into Munich, Germany, with ABC Venture Gates, while in September 2016, USA’s Silicon Valley became home to ABC Global Home Silicon Valley – with it, BTC has extended its reach far beyond Slovenian borders.
The appeal of each BTC City is heightened by BTC Company’s sustainable projects, such as Mission: Green. In 2016, when Ljubljana was named the European Green Capital, Mission: Green encouraged the citizens of Ljubljana to plant melliferous flowers onto their windowsills and balconies in order to support urban beekeeping. Apart from that, BTC provides numerous other green solutions for a better environment for all within the framework of its BTC Cities.
For many years now, the BTC Company has been co-developing different sports events and activities, and supporting a number of athletes. Marathon Franja BTC City, for example, which gave birth to the European project My Sport is Franja – a project that brings together Slovenia, Italy, Croatia, Austria, and Slovakia – boasts a 35-year-long tradition. With the support of BTC, the renown of Marathon Franja and the Franja Academy, both of which link sports with the historic Franja Partisan Hospital, has spread all across Europe.
In cooperation with its partners, the BTC Company has also recognised the potential of female energy and started to shape two unique narratives – one telling the story of a professional women’s cycling team and the other of women’s ski jumping. Both have grown beyond national borders and have put Slovenia on the international map in sports.
In 2016 alone, and counting only UCI and WorldTour races, where people could watch them live, cycling team BTC City Ljubljana had an audience of more than 4 million people. Media reports on our cyclists flourished not only in Slovenia, but all over the world. On the Eurosport channel, for example, a live spotlight was shone on the brand for more than 3 hours. In addition to other elite results, the team won a WWT race in Plouay (France), got 7th place in the team time trial at the World Championships in Qatar, and had no fewer than 4 representatives at the Olympic Games in Rio.
Slovenian women’s ski jumpers also achieved historic results in 2016. On the renovated ski jump in Ljubno ob Savinji they secured the long-desired first home podium placement in Slovenian women’s ski jumping. The BTC Company has supported them ever since they first started to break into the Slovenian and international sports arena. It proudly follows their achievements, which keep growing by the year, celebrates with them, and is optimistic about the future. In addition, the Company helps the people of Ljubno in bringing their race to the level of renown already held by Planica in men’s ski jumping – Ljubno is, after all, already proud to be called the most attractive race in FIS women’s ski jumping.