Why Slovenia at the ITB 2019 (6 - 10 March):

  • The 5th consecutive record year for Slovenian Tourism
  • 2018/2019 will be dedicated to promoting Culture
  • MY WAY – the launch of a brand-new communication platform
  • Slovenia Unique Experiences – a collection of unique authentic premium quality experiences
  • Slovenia as a destination for foodies
  • Lipica, the cradle of Lipizzaner horses, our official partner at ITB 2019 invites you to visit hall 17. stand number 109!

For tour operators, travel agents, media and all other business.

The 5th consecutive record year for Slovenian Tourism

Temporary statistical data show that 2018 was another record-breaking year for the Slovenian tourism. More than 5.6 million tourist arrivals and almost 15.3 million overnight stays were recorded. Foreign guests accounted for 4.2 million arrivals and 11 million overnight stays. In the period from January to November, the value of travel exports amounted to EUR 2.52 billion. This clearly indicates that the goals of the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism are being fulfilled, the essence of which is added value. Also, in the future, the main focus will be on tourist products which raise the quality of life of those who are employed in tourism and the satisfaction of local communities. With a clear vision,  Slovenia will become a destination for 5-star experiences, which will increase added value and income from the export of travel.


Culture at the forefront

Culture is the backbone of the national identity. Slovenians are well aware of this and are entering 2019 proud of their rich cultural heritage for which the country is known all around the globe. 2019 marks numerous important cultural anniversaries: Ptuj, the oldest Slovenian town celebrates the 1950th anniversary of the first written records and it has been 170 years since the greatest Slovenian poet France Prešeren passed away. In 2019 also two great painters deserve special attention: Rihard Jakopič (it has been 150 years since his birth) and Zoran Mušič (it has been 110 years since his birth). Last but not least: The Škocjan Caves will mark the 200th anniversary of the first recorded visit. 

It’s culture time!


MY WAY & the 2019 Global Digital Campaign

Changes in travel habits, such as the search for authenticity, personal experiences and the new concept of luxury, have led the STB to develop the new creative umbrella communication solution of Slovenian tourism – MY WAY. The new communication platform contributes to achieving Slovenia's vision of a green boutique destination for 5-star experiences and represents support for increasing the added value of Slovenian tourism. The creative communication concept will be globally launched in March, with a premiere in the 2019 Global Digital Campaign. This year's Campaign will cover 16 markets: in Europe, United States and Canada. The aim is to increase tourist visits in the pre- and post-season, persuade potential guests at the decision-making stage on where to spend their holiday, and to follow the goal of balancing tourist flows and dispersing them to 365 days a year.

Lipica Stud Farm and Lipizzaner horses are this year’s partner at the ITB

Lipica Stud Farm is the oldest European stud farm, which continuously breeds one of the oldest horse breeds - Lipizzaners. This is why it plays a significant role in terms of the Slovenian, as well as the wider European cultural and natural heritage.

At this year's ITB, visitors will have a chance to see a video animation on a large LED display and a central element - a real-size horse in contact with the girl's figure and a picnic area with bales of hay – showcasing the real experience of the unique, luxury meetings environment offered by Lipica, which includes also show cooking. Visitors will be invited to the animation area by two horse riders. Additionally, the magic atmosphere will be enhanced by the Slovenian cellist, who is also the youngest cello doctor in Germany, Bernardo Brizani.


Slovenia – the rising star among foodie destinations

In the recent years, Slovenia has developed tremendously in terms of gastronomy. Foodies can find something to enjoy in all corners of Slovenia. This also resulted in the fact that Slovenia was named the European Region of Gastronomy (ERG) 2021. Slovenia’s culinary scene is a fusion of cultures and different influences. Surrounded by Austria, Italy, Croatia and Hungary, which all impact the culinary scene a bit, it is characterized by diverse typical dishes where local ingredients are used. World-famous chefs, among them also Ana Roš, World’s Best Female Chef of 2017, have managed to lift the Slovenian culinary scene to a completely new level. They combine their creativity and local ingredients and thus create a unique cuisine with a great added value. In a few weeks, a major culinary event will take place in Slovenia, European Food Summit, which will bring all the major players in the food scene to one place. The Slovenian Tourist Board is one of the main partners in the project. The 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism defines gastronomy as one of the ten leading tourist products, since it enables development of excellent experiences and contributes to the dispersion of tourist flows and deseasonalization of tourism, which are also considered our central objectives for the future. 

Slovenia Unique Experiences

Slovenia Unique Experiences is a collection of unique authentic premium quality experiences that support the story of I feel Slovenia and green boutique Slovenia. The brand is managed by the Slovenian Tourist Board and currently consists of the following 9 experiences:

  • Garden Village Bled - A night at a tree house, in the middle of a forest, with its own gardens (Plantea, Garden Village Bled),
  • Short Natural Science Holidays in Slovenia - extended weekend in nature (Symbiosis Institute, Bloke),
  • The story of a soldier from the Isonzo Front (Kobarid Museum),
  • Ljubljana castle for you - an individual castle experience (Ljubljana Castle Public Institute)
  • Vintage gourmet tour (Lisjak Olive Oils, Koper),
  • Kayaking in the Mine (Podzemlje Pece),
  • Following the footsteps of Luka Čeč (Postojna cave),
  • An unforgettable day at the Fonda fish farm (Fonda Fish Farm)
  • Moustache Tour (Visit Ljubljana).


The Slovenian Tourist Board will support the Slovenia Unique Experiences providers with marketing activities and also help boost exposure, as these experiences fulfill the promise and the position of Slovenia as a green boutique destination for 5-star experiences. In the future, additional providers that will fulfill the strict criteria for obtaining the label, will be added to the collection.

Cultural Experiences

Cultural Experiences

Discover the mysterious combination of cultural sights and natural patterns which have had their meeting point in Slovenia, at the crossroads of nations and regions, for centuries. Publication "Cultural experiences" opens doors to travellers into the world of artistic creativity and architecture, into the history of culture and the modern way of life. Come on in, it´s Slovenia Culture Time!

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