Slovenia at ITB Berlin 2026: Stories of slovenian Historic Towns on the World’s Leading Tourism Stage

The Slovenian Tourist Board (STB), together with 30 partners from Slovenia, will present the country on a 210-square-metre exhibition space in the frame of Messe Berlin at Hub 27, Stand 102. Slovenia’s presentation at ITB Berlin 2026 will place the stories of Slovenia’s historic towns firmly in the spotlight, with a special focus on Bela krajina region as a symbol of authentic heritage, living tradition and cultural depth.

The overarching theme of this year’s presentation is arts and culture as the foundation of authentic, sustainable and immersive tourism – experiences that connect visitors not only to places, but to stories and people.

30 Partners and Numerous Business Meetings

Thirty partners from all key segments of Slovenia’s tourism offer will be represented at the Slovenian stand, demonstrating the diversity and strength of the country’s tourism ecosystem. Among destinations and associations participating are Koroška Regional Development Agency, ORA Kras and Brkini, the Julian Alps Association, Ljubljana Tourism, the Koper Institute for Youth, Culture and Tourism – LOVE ISTRIA, Kranj Tourism Board, Maribor Tourism Board, Šalek Valley Tourism Board and the Association of Historic Towns of Slovenia.

In the hotel segment, participating partners include Bled Rose Hotel, Bohinj ECO Hotel & Sunrose 7, Boutique Hotel Wellba, HIT Alpinea, Hotel Habakuk & Vinag 1847, Rimski vrelec Hotel, LifeClass Hotels & Spa and Sava Hotels & Resorts, representing a spectrum from boutique alpine stays to large-scale resort experiences.
Thermal tourism will be represented by Terme Čatež, Terme Dobrna, Terme Krka, Terme Vivat and Terme Zreče & Rogla Resort, highlighting Slovenia’s long-standing spa tradition and contemporary wellness expertise.

Among DMCs and agencies are Istranka, Mtours, Palma Travel and Relax Turizem, while attractions and special experiences include Ljubljana Castle, Lipica Stud Farm, Postojna Cave and Vabo – Kope Resort, each contributing distinctive flagship experiences that shape Slovenia’s international image.

During the trade fair, numerous meetings will take place with leading partners, including tour operators, representatives of national tourist organisations and global platforms. Special emphasis will be placed on continuing joint activities in the US market in cooperation with the European Travel Commission (ETC) and partners from Austria and Croatia, further strengthening Slovenia’s presence beyond its core European markets.

Slovenia will also take part in the official opening of the anniversary exhibition of historic tourism posters “Destination Europe,” organised by ETC on the occasion of the fair’s 60th anniversary, underscoring its active role in broader European promotional initiatives.

MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasised: "ITB Berlin is the central global meeting point of the tourism industry and one of the most important platforms for strengthening Slovenia’s position in our key outbound market – Germany. In times of increased uncertainty in the international environment, such events are particularly valuable, as they enable the exchange of information, monitoring of trends, and open dialogue on the impact of current developments on tourism flows."

She added: "German guests generate approximately 15 percent of all foreign overnight stays in Slovenia, and for many years we have recorded steady growth and a high level of trust in the quality, safety, and sustainability of our destination. This year, we are presenting at the trade fair together with 30 Slovenian partners, with whom we are jointly addressing German and international business partners. On the German market, the Slovenian Tourist Board continuously implements B2B activities, builds partnerships, and develops targeted digital campaigns focusing on culture, active experiences, and sustainable tourism."

Within the framework of the Association of Historic Towns of Slovenia, Bela krajina will take centre stage, presenting the region’s rich heritage through a compelling visual and experiential story. Animators dressed in traditional Bela krajina costumes will introduce visitors to the making of pisanice (traditional Easter eggs), drsanke and the vinorel technique – painting with wine. The animation area, designed as a traditional rural living room, will create a holistic and sensory experience – an inviting gateway to the “land of white birches,” where heritage is not only displayed but lived.

This approach primarily addresses higher value guests who seek sustainability, meaningful local stories and an authentic, emotionally resonant connection with the destination.

A Journey Through Conversation: Culture, Sustainability and Gastronomy

During the first two days of the fair, moderated travel talks will take place at the Slovenian stand, aimed at trade professionals and media representatives. The talks will be hosted by renowned German journalist Sabrina Gander, and the content will later be included in a German-language podcast episode published on the Feel Slovenia channel. 

The discussions will connect culture and tourism in a dynamic and forward-looking way – from Slovenia’s historic towns and the title of Best European Cultural Heritage Town 2026 awarded to Ptuj, to sustainable practices, gastronomy and the presentation of a Slovenian wine festival in Berlin. One talk will also focus on Slovenia’s positioning as a green destination in light of the Green Destinations Top 100 Story Awards nominations, where Bela krajina, Bohinj, Bled and Miren Kras are among the nominees. The awards ceremony will take place on Wednesday, 3 March.

Slovenia has also entered the Golden City Gate awards in several categories – from print and digital solutions to innovation and the meetings industry. Among the submitted projects are the AI-powered agent Alma, the Sounds of Slovenia campaign and projects in the fields of culture and sustainability. Winners of this competition will also be announced on Wednesday, 3 March.

On Tuesday, 2 March, partners of the Alpe-Adria-Trail project – the Slovenian Tourist Board, Kärnten Werbung and PromoTurismo FVG – will sign an agreement at the Slovenian stand confirming the continuation of their successful cooperation for a further three years, reinforcing cross-border partnership in active and sustainable tourism.

Germany Remains the Slovenia's Number One Market 

Germany continues to be Slovenia’s most important source market. In 2025, Slovenia exceeded two million overnight stays by German guests for the first time (2,037,276), representing 15.3 percent of all international overnight stays in the country. Arrivals reached 743,428, confirming stable and steadily growing demand.

According to the Reiseanalyse (FUR), 67 percent of Germans plan at least one trip in 2026. Demand for longer holidays remains stable, while the segment of more luxurious travel is expanding. As many as 44 percent of Germans wish to visit a new destination, creating additional opportunities for Slovenia as a boutique, sustainable and culturally rich destination with strong storytelling appeal.

Cover photo: Slovenian stand at ITB Berlin 2025.

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