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Abstract
The world's natural surroundings are increasing in popularity for tourism by virtue of their unique potential to offer a wide range of adventurous and sporting activities. At the same time, the international marketplace is witnessing an upsurge in new destinations of largely unspoilt areas being developed and launched. This is true for the eastern part of Europe where, with the opening of its borders, relatively unspoilt natural resources have become more readily accessible to visitors from the West. Catalytic development of the kind poses major challenges, especially when the West is already suffering the loss of its natural surroundings due to intensive development over the years. This paper provides an insight into the potential of the eastern part of Europe in capitalizing on the market of nature-based recreation while using examples from research carried out in the Republic of Slovenia.