Why Slovenia at the ITB 2018 (7 - 9 March):

For B2B, B2C and media!

1. The 4th consecutive record year for Slovenian Tourism

Statistics show that 2017 was another record-breaking year for the Slovenian tourism. With over 4.7 million tourist arrivals and 11.9 million overnight stays, which denote 13 % more arrivals and 11 % more overnight stays than in 2016, the Slovenian tourism has greatly surpassed the average growth in Europe. In addition, Slovenia received a record coverage in the media. Many ranked it among the most attractive destinations in the world. No wonder that it received also numerous important awards for sustainability and innovative marketing. 2018 has started optimistically: with a clear vision of presenting Slovenia as a destination for 5-star experiences, which will add value and increase income from the export of travel.   

2. Culture at the forefront

Culture is the backbone of the identity of a nation. In the European Year of Cultural Heritage 2018, Slovenia proudly presents the cultural heritage intertwined with the modern creativity. 2018 is also the year of some major anniversaries, which represent milestones in both, Slovenian culture and tourism. Postojna Cave marks the 200th anniversary of guided tours of the subterranean Karst wonder, and the National Gallery in Ljubljana, which is a real treasury of Slovenian fine arts, its 100th anniversary. Slovenia will also be joining the celebration of the 100th anniversary of the end of WWI.

It’s Slovenia Culture Time!

3. Global Leading Destination in Responsible and Green Tourism

The key objectives of the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism are to increase recognisability and promote Slovenia as a green, active and healthy destination for 5-star boutique experiences, increase an added value of tourism and income from the export of travels, focus on demanding visitors seeking high-quality diverse and active experiences, tranquillity and personal benefits, form innovative products of higher added value based on sustainable development, deseasonalisation, geographical dispersion of tourist flows, provision of suitable and motivated staff, improvement of flight connections and accessibility, enhanced investments and modernisation of the infrastructure.

The Slovenian Tourist Board puts the activities for the establishment of a new system of macro-destinations into forefront. The reason for establishing the macro-destinations system is to boost promotion and development of Slovenia, develop green and innovative products with higher added value, enhance the I feel Slovenia brand and focus on key markets and target groups. The STB aims to implement a clear, target-oriented, intensive modern promotion with the main focus on digital content marketing, for which almost 40% of its budget is earmarked in 2018. 

4. Two hundred years of guided tours in Postojna Cave

Postojna Cave, one of the major wonders of the Karst region, has been open for tourists already for two centuries, more precisely from April 1818. Since then, more than 38 million visitors from all over the world visited the cave, which often left them breathless with its unbelievable cave formations. Now it's the right time to take a wonderful journey into the mysterious underground world of Postojna Cave and meet the cave’s most famous inhabitant – the Proteus, or “human fish” – first described by scientists 250 years ago. To satisfy your hunger for knowledge, visit the Postojna Cave Karst EXPO, where you will learn about the geological development of the cave and the Karst.

5. Historical Cities of Slovenia are the ITB Partner

Historical Cities of Slovenia, the official partner of Slovenia at ITB, include  number of picturesque Slovenian towns with a fascinating history. At ITB, Kamnik, Jesenice, Radovljica, Kranj, Tržič and Škofja Loka will present themselves with a range of diverse interactive and inspiring stories. The visitors will be welcomed by customized animators dressed into 19th century gowns that will present the beauties of their towns. You will have a chance to step into the old town, common to all historical towns in Slovenia, and see the hustle and bustle of the past times: among other things, a blacksmith will demonstrate the craft of forging tools and allow visitors to print their own coins and a lace-maker will show the art of Idrija lace-making and teach you how to make a simple bobbin lace bracelet. You will also have a chance to taste potica, the traditional Slovenian rolled cake, or try your luck by spinning the wheel of fortune and win tempting awards.

Each of these towns is characterized also by their traditional food and drinks. At ITB, you will have a chance to taste some of them!

6. Do not miss: First EVER World Bee Day Celebration in May 2018 thanks to Slovenian Beekeeper, Anton Janša

To celebrate the first World Bee Day in May 2018, Slovenia will also showcase itself as a world leader in apitourism. Slovenia is a proud beekeeping nation (with an estimated eight hives per square kilometre) and this year will see us promote our bee and honey-related offerings, from apiculture museums and api-wellness centres to honey liqueur! Be sure to visit the stand if you want to find out more about these unique media stories.

Visit the Slovenian Stand (EU 700) and meet the following Slovenian tourist providers:

Press releases

Here you can learn about what's happening in Slovenian tourism and get an insight into the Slovenian Tourist Board activities and also subscribe to Slovenian press releases.

Press releases


Green Scheme of Slovenian tourism

Promoting the development of green tourism in Slovenia.

Green Scheme of Slovenian tourism


News from Slovenia

Here you can get the latest information and media content on Slovenian and global tourism and also subscribe to weekly news.

News from Slovenia


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