Leading with Purpose: Shaping a Sustainable Future for Incentive Travel

A vision recognized on the global stage

Liberty Adriatic DMC is proud to share that our CEO, Boštjan Horjak, who also serves as Chief Sustainability Officer of Liberty International Tourism Group, has been recognized by CIO Views as one of The Most Visionary Sustainability Leaders Driving Global Impact, 2025.

This recognition celebrates Boštjan’s deep commitment to designing meaningful experiences that connect people, inspire joy, and contribute to a more sustainable incentive travel future — one journey at a time.

Read the full CIO Views interview here

Turning vision into action: Sustainability in motion

For Boštjan, success isn’t just about numbers — it’s about people. The teams that turn ideas into experiences, and the clients whose joy becomes the greatest reward.

That same approach defines how he leads: with purpose, empathy, and responsibility.

As Chief Sustainability Officer of the Liberty Group, he champions projects that protect biodiversity and empower local communities. These include:

  • Supporting YouSea’s artificial reef restoration project in Slovenia

  • Contributing to wildlife and community conservation efforts in Kenya’s Tsavo National Park

These are not one-off efforts — they reflect Liberty’s deeper belief that meaningful travel can leave a lasting, positive legacy.

From a local office to a regional powerhouse

In just two decades, Liberty Adriatic has grown from a single office in Ljubljana to a trusted DMC across the region, with operations in:

  • Slovenia

  • Croatia

  • Serbia

  • Montenegro

  • Albania

Guided by organic growth and a deep respect for local culture, we continue to design programs that balance luxury with sustainability and impact with authenticity.

“Making clients happy is a bigger success than financial results. It’s what inspires me for the future.”
Boštjan Horjak
CEO
talk to a liberty adriatic expert

Creating impact through inspired experiences

At Liberty Adriatic DMC, we believe the future of incentive travel lies in creating impact through inspired experiences — where sustainability and human connection shape every moment.

Every journey is a chance to:

  • Leave a positive footprint

  • Strengthen team bonds

  • Celebrate the beauty and culture of the Adriatic

Let’s turn vision into experience

Join us in celebrating this meaningful recognition and discover how we turn sustainability into action — across the Adriatic and beyond.

We would be delighted to receive your enquiries for Slovenia, Croatia, Serbia, Montenegro, Bosnia and Herzegovina, Macedonia and Albania. We will prepare a suitable offer according to your wishes.

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