ITB Berlin is returning 5–7 March 2024, hosting leaders of the global travel industry, showcasing decisive trends and providing unlimited opportunities for the travel industry. The main slogan of this year's edition is 'Define the World of Travel. Together.' In hub27, focus will be on German-speaking countries, Slovenia and Liechtenstein.
Slovenia's presentation will highlight art and culture, the STB's overarching communication theme for 2024 and 2025.
The spotlight will shine on Nova Gorica, set to become the European Capital of Culture together with Italian Gorizia in 2025.
For tour operators, travel agents, media and all other business opportunities, be sure to schedule a meeting with Slovenia at stand 102 in Hub 27:
- Learn more about the leading destination in responsible and green tourism
- Discover culture and art, the central promotional theme for 2024 and 2025
- Listen to engaging travel talks on Slovenia's intriguing art and culture
- Learn more about Nova Gorica and the European Capital of Culture 2025
- Delve into amazing gastronomy stories
- Discover new hotel openings and renovations
- Check out the new concept of the exhibition space
- Explore unique tour packages and media stories
Art and Culture
Did you know that Slovenia is one of the few nations in the world to have a public holiday dedicated to culture and artists? It is celebrated on 8 February, the anniversary of the death of the greatest Slovenian poet, France Prešeren.
Culture plays a major role in everyday lives of Slovenians and consequently also in tourism. Culture and Historical Cities are one of the four leading tourist products, a crucial component of the Slovenian Tourism Strategy 2022-2028.
In 2024 and 2025, art and culture will be the main communication theme. The Slovenian Tourist Board (STB) has employed a captivating array of communication channels and tools to unveil Slovenia as a modern, creative and irresistible cultural tourism destination.
Get ready for a meticulous fusion of art and culture with Slovenia's tourism offer and embark on a cultural journey that will leave you spellbound and yearning for more.
The primary focus will be on Nova Gorica and the Vipava Valley through the innovative GO!2025 project. Nova Gorica is poised to become the European Capital of Culture alongside Italian Gorizia in 2025.
The overarching theme of the presentation aligns with the fundamental ethos of the project, emphasizing inclusivity and transcending geographical boundaries.
What to explore in the area
Embark on a journey to captivating destinations in the area, where you'll enjoy in a seamless fusion of natural wonders and thrilling adventures, cultural marvels and culinary treasures.
Official Nova Gorica & Vipavska dolina website
Nova Gorica and the Vipava Valley
The land of unique vines and first-rate cuisine between the Alps and the Adriatic Sea
Brda
Sun-Kissed Wine Country between the Alps and the Mediterranean
Karst
The world of underground wonders, stunning natural phenomena and unique tastes.
Soča Valley
Escape on an active break in the picturesque world of the Julian Alps, the Triglav National Park and the emerald River Soča.
A new, innovative exhibition space
At the WTM London, Slovenia presented a new concept of the central exhibition space, which paves the way for the integration of cutting-edge technologies and embodies sustainability, inclusivity, and forward-thinking. Adorned with contemporary LED panels, it showcases top videos with elements of artificial intelligence. This new and exciting approach promises to elevate the visibility of Slovenian tourism, sparking greater reach across social networks.
Additionally, a new lounge area was introduced, designed to inspire advanced presentations, conversations, or gatherings in harmony with sustainable principles.
The stand's refresh has placed a strong emphasis on sustainability, evident in its utilization of environmentally friendly materials, incorporation of recycled wooden parts and innovative use of elements.
Exhibitors at the Slovenian Stand
From local tourism boards and associations to tour operators, DMCs, attractions and accommodation providers, our diverse array of participating tourism businesses invites you to explore the rich offer and experiences of Slovenia. Be sure to visit our stand and immerse yourself in the beauty and hospitality of Slovenia's tourism landscape. We look forward to welcoming you!
LOCAL TOURISM BOARDS / ASSOCIATIONS
- GO! 2025 NOVA GORICA - GORIZIA
- LJUBLJANA TOURISM
- JERUZALEM SLOVENIA
- JULIAN ALPS
- LOVE ISTRIA
- MARIBOR TOURISMUS
- SLOVENIAN SPA ASSOCIATION
- VISIT ŠALEŠKA
ACCOMMODATION PROVIDERS
NATURAL HEALTH SPAS & RESORTS
Accompanying activities on and off the stand
An array of exciting accompanying activities and events, both on and off the stand, will take place as part of Slovenian presentation at ITB Berlin 2024.
Travel talks
During the ITB, culture- and art-related travel talks will be held at the Slovenian stand. These will be limited to a small number of participants (up to 10), who will have a chance to listen to the live conversation with headphones. The talks will be recorded and later included in episodes of Feel Slovenia the podcast in the German language, which has last year joined the Feel Slovenia podcasts in Slovenian and English.
Tuesday, 5 March at 11:00 a.m.
The influence of Slovenian intangible cultural heritage on the integration of the Alpine region in tourism promotion (the discussion will be held in German)
Participants:
- Dr. Lars Felgner, rhetoric trainer, German lecturer and translator of numerous Slovenian books into German.
- Nicolas Durochat, President of the Best-of-the-Alps Association.
Tuesday, 5 March at 2:00 p.m.
Music as part of Slovenian cultural heritage (the discussion will be held in German)
Participants:
- Sašo Avsenik, director of the Avsenik ensemble and grandson of one of the most important Slovenian musicians
Wednesday, March 6 at 10:30 a.m.
Integration of the European Capital of Culture into the country's tourism promotion (the discussion will be held in English)
Participants:
- Dubravka Kalin, Director of the Directorate for Tourism
- Andreja Repič Agrež, Head of Marketing of GO2025
- Frizzi Seltmann, Head of Marketing and Communication, Chemnitz 2025.
Wednesday, 6.3. at 2:00 p.m.
Role and significance of selected destinations in the art of film (the discussion will be held in German)
Participants:
- Joachim Hellinger, representative of the EOFT, European Outdoor Film Festival
- Tom Jutzller, journalist and producer Outdoor Film Production
Thursday, 7.3. at 11:00 a.m.
Slovenian culture and art in the German-speaking world (the discussion will be held in German):
- Jaša Mrevlje Pollak, Slovenian artist who lives and works in Berlin
- Mirna Bogdanović, multi-award-winning jazz singer from Slovenia, residing in Berlin
Exclusive I feel sLOVEnia Evening
The evening will mark the celebration of the 100th anniversary of the Triglav National Park, a momentous occasion steeped in the rich heritage and natural wonders of Slovenia. Furthermore, the Julian Alps Association will seize this opportunity to solidify a letter of intent on cooperation in biosphere areas, fostering a significant partnership between the Julian Alps and the esteemed German Alpine region of Berchtesgaden Land.
As a highlight of the event, guests will enjoy in a captivating performance by one of Slovenia's most esteemed and globally recognized musical phenomena. Renowned for enchanting audiences both domestically and internationally, this musical sensation has not only captivated the hearts of Slovenians but has also proudly showcased our nation's cultural prowess across the globe, earning widespread acclaim particularly in the German-speaking world.
Global Leading Destination in Responsible and Green Tourism
Slovenia prioritizes sustainable principles and is committed to acting sustainably. Tourism in Slovenia is developed with a special sense for nature and green experiences.
This is united in The Green Scheme of Slovenian Tourism, a tool developed at the national level and a certification programme. It combines all the efforts for the sustainable development of tourism in Slovenia, which will help preserve this incredible diversity also for the generations yet to come.
We are proud that the Scheme is included in the handbook of the European Travel Commission (ETC) as the best practice example for the implementation of green schemes by national tourist boards around Europe. We are also proud that Slovenia is the first country in the world that has received the Green destination title. Also, numerous world-renowned media have so far already recognised Slovenia’s commitment to sustainability, among the latest is National Geographic’s coveted “Best of the world” list, where Slovenia was profiled among the 25 most extraordinary places and communities to visit in 2023.
Take a tour through our green story
Watch the interactive video and get to know some of the most interesting facts and green stories that reveal the sustainable path of Slovenia.
Play interactive videoTake a tour through our green story
Take a tour through our green story
Watch the interactive video and get to know some of the most interesting facts and green stories that reveal the sustainable path of Slovenia.
MoreAn excellent outdoor and sports destination
Discover Slovenia, the country with a green, active and healthy heart. Though relatively small in size, as many as 4 totally different regions meet here, resulting in an outstanding diversity and a huge variety of outdoor activities, be it hiking, biking, white-water rafting, kayaking, sailing, or in winter skiing, ski touring or cross-country skiing. In recent years, Slovenia has also hosted a number of world-renowned competitions. Slovenian athletes regularly participate in the most renowned international competitions. This year's summer highlight will definitely be the UEFA EURO 2024, where also Slovenian National Football Team will participate.
Slovenia goes forward: Germany 2024, here we come!
In addition to the Olympic Summer Games in Paris, one of the top sporting events of 2024 will be the European Football Championship in Germany, where Slovenia is headed again after 24 years. The Slovenian national football team successfully made it through the qualifiers, as it won against Kazakhstan in the last match at the Stožice Stadium in Ljubljana, and further solidified its performance among the top 24 European national teams who will compete between 14 June and 14 July 2024 in Germany for the title of the best in Europe.
Our athletes – our pride
In the recent years, Slovenian Tourist Board teamed up with some of the top Slovenian athletes and formed strong partnerships to promote Slovenia as an ideal sports and active outdoor destination and share the I feel Slovenia brand values. With their achievements, enthusiasm, and likeable characters top Slovenian athletes impress millions of sports enthusiasts and active individuals from around the world and prove that sport is written in Slovenian’s genes. Among them have been world’s best cyclists, Primož Roglič and Tadej Pogačar, Luka Dončić, the NBA basketball star from Slovenia, alpine skier Ilka Štuhec and world’s best climber Janja Garnbret.
Who will be the Slovenian aces in Paris 2024?
Considering the current statistics and results attained by Slovenian athletes, we are optimistic about Paris 2024, which will be the venue at which sportspeople from around the world will compete for the titles of Olympic champions between 26 July and 11 August. Slovenian sports aces will also be there, and we are certain that they will make us proud with many new medals and great achievements.
Superb gastronomy
Slovenia will impress you with superb gastronomy which uses fresh, local ingredients and puts strong focus on sustainability. Sustainable gastronomy and five-star culinary adventures will uncover countries most fascinating stories, which is why it comes of no surprise that numerous restaurants are recommended by Michelin and Gault&Millau gastronomy guides.
Follow the Michelin Stars in Slovenia
Meet Slovenia's gastronomic stars that are now shining on the Michelin sky.
Follow the Michelin Stars in Slovenia
MoreUnique stories of Slovenian gastronomy
Stories inspired by local ingredients, flirting with tradition, and a great deal of creativity.
Unique stories of Slovenian gastronomy
MoreThe best for gourmets
Discover why Slovenia is becoming an increasingly popular destination for gourmets.
The best for gourmets
MoreIdeas for romantic gastronomic experiences
Surprise your loved ones with original gastronomic experiences.
Ideas for romantic gastronomic experiences
MoreSlovenia Unique Experiences
It is no surprise that Slovenia is considered one of the world’s most fascinating and diverse countries with friendly and warm-hearted locals that enhance your visit. It is the only country in Europe where 4 geographical worlds meet, which reflects through stunning natural beauties and an astonishing diversity of terrains. This is why Slovenia offers unique experiences throughout the year; be it active experiences in pristine nature, city breaks topped with culture, relaxing spa holidays or superb gastronomy. Check out the top experiences!
Feel Slovenia the podcasts
In recent years, the Slovenian Tourist Board has launched the official podcast series in three languages: Slovenian, English and German. Listen to inspiring talks and learn something new about Slovenia.
Listen to the podcasts in English Listen to the podcasts in German
German market
With more than 80 million inhabitants, Germany is a world power, economically at the forefront both in Europe and globally. The image and perception of Slovenia on the German market has been changing positively over the last few years, and over time it has become more recognisable as a safe, nearby, green destination with a diverse and varied offer.
In 2023, Germany accounted for the largest share of foreign tourists (1.9 million or 16% of all foreign overnight stays). This underscores its significance as Slovenia's foremost outbound tourism market.
Our marketing efforts are strategically geared towards attracting High Value Travellers – discerning guests who bring substantial added value to our tourism sector. We engage with this target demographic through a multifaceted approach that encompasses collaborations with business partners such as tour operators and online travel agencies, as well as direct outreach initiatives aimed at the general public. By working closely with stakeholders in the tourism industry, we execute a diverse range of marketing activities, including participation in trade fairs and stock exchange presentations, which have yielded remarkable results, as evidenced by the record number of visits recorded last year.
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