Slovenian Tourist Board prepared for Sales-Promotion Communication in 2026

Among the most important annual sales-promotion activities are participation in more than 100 interantional trade fairs, diverse tourism exchanges, workshops and various presentations. Key international events include Ferienmesse, FITUR, ITB, IMEX, IMEX America, IFTM, TTG, WTM, IBTM and others. At the same time, STB plans to host international business meetings in Slovenia. The outstanding tourism trade event in Slovenia will be the Slovenian Incoming Workshop 2026, which will take place at the beginning of May in Portorož. STB is going to participate in major high-profile international events both at home and abroad, a significant part of the annual programme will be dedicated to activities linked to the 2026 Winter Olympic Games in Milan–Cortina in the neighbour country Italy, where Slovenia and Slovenian tourism will also be prominently presented. Innovative and effective networking, along with the identification of new business opportunities between Slovenian and international business communities, will remain the central STB objective throughout 2026. 

Slovenian Incoming Workshop (SIW)

The Slovenian Incoming Workshop (SIW) 2026 will take place from 5 to 7 May 2026 in Portorož. As the central B2B event of Slovenian tourism, SIW annually brings together key stakeholders from both the supply and demand sides of the tourism sector. The event provides a unique platform for establishing business contacts, strengthening existing partnerships and developing new forms of cooperation. In addition to formal business meetings, participants will have numerous opportunities for informal networking and for discovering Slovenia’s high-quality tourism offer through pre- and post-event study tours.

More about SIW 2026

Partnerships and hosted events in Slovenia

In the field of partnerships, cooperation will continue both with key European countries such as Austria and Croatia in long-haul markets, as well as with neighbouring regions including Friuli Venezia Giulia and Carinthia.

Among the most important annual partnership events is the international business exchange Conventa, a well-established flagship event of the regional meetings industry. Slovenia will also host the ICCA Central European Chapter (CEC) from 6 to 8 September 2026, as well as Meet Sleep Cycle from 20 to 23 September 2026, both aimed at growth in selected foreign markets and segments, particularly the High Value / Affluent Traveller segment.

In response to the growing value and strategic importance of events, Slovenia’s meetings industry will continue to position itself as a destination for future-oriented, high-impact meetings, especially outside the main tourist season. This approach contributes to a more balanced distribution of tourist flows throughout the year. In cooperation with the Slovenian Convention Bureau and key partners, STB will work towards the implementation of the new Slovenian Meetings Industry Strategy for the 2025–2030 period.

Boosting Slovenia’s sales as an air-accessible destination

Building on a pilot project implemented in 2025, STB will continue to promote Slovenia as an air-accessible destination in selected foreign markets. Two primary objectives and one supporting objective will guide these efforts:

• Increasing awareness and reputation of Slovenia as a tourism destination among air travellers and High Value Travellers;
• Inspiring and motivating target segments to consider Slovenia as a preferred destination accessible by air.

The supporting objective pursued in parallel is to improve air connectivity in the coming years by increasing awareness and demand for Slovenia as a modern, attractive, Central European destination with a strong sustainability focus, open year-round (365 days a year). Improved air connectivity is particularly crucial for the meetings industry as well as for leisure tourism.

Strengthening partnerships through high-end luxury platforms

STB will continue its systematic partnerships with leading international luxury networks such as Virtuoso and Signature Travel Network, which are explicitly defined in the strategy as key platforms for addressing this segment. Through prestigious and specialised platforms with direct access to highly segmented and profiled client bases, STB will develop new sales and communication channels under the Slovenia umbrella, such as participation in ILTM Cannes. These activities are aimed at more demanding traveller segments (High Value Travellers) who seek unique, authentic and high-quality experiences and are willing to invest significantly more in their journeys.

Back to news