Slovenian Tourist Board Hosts Multi-Day Media Event for Foreign Media on Gastronomy
Published:
11.4.2025
Slovenian Tourist Board Hosts Multi-Day Media Event for Foreign Media on Gastronomy
From April 9 to 13, the Slovenian Tourist Board (STB), in partnership with the JRE Slovenia, tourist destinations and a range of local providers, is hosting an exclusive multi-day media event aimed at selected representatives of foreign media. This event offers journalists the opportunity to experience Slovenia through the lens of its world-class gastronomy, sustainable practices, and rich cultural heritage.
Building on the success of similar events held last year, the STB continues its commitment to showcasing Slovenia as a dynamic, multifaceted destination. These events are curated to provide an in-depth presentation of Slovenia's key tourism products, including culture, art, active experiences, gastronomy and well-being. By offering journalists boutique and authentic experiences with local creators and dedicated providers, the STB strengthens Slovenia's reputation as a destination renowned for its quality, sustainability and authenticity.
The itinerary covers three exceptional destinations: Ljubljana, the Vipava Valley and the Slovenian Coast. It highlights the extraordinary talents of local chefs, showcases Slovenia’s pristine nature and celebrates culinary masterpieces that reflect the essence of the country.
The event began in Ljubljana, where the first gathering took place at Aftr, a restaurant led by one of Slovenia's most renowned chefs, Jorg Zupan. Known for his bold yet thoughtful approach to contemporary cuisine, Zupan’s creations are grounded in local ingredients and inspired by his global travels. Aftr, with its informal yet elegant ambiance, serves as a perfect setting for this culinary exploration, where every dish tells a story that connects the energy of the capital with the essence of Slovenia’s gastronomic traditions.
Following their time in Ljubljana, the guests travelled to Horjul, where they explored the mysterious world of truffles. Guided walks with expert truffle hunters and their dogs revealed the secrets of sourcing this prized ingredient, which thrives beneath the forest floor. The truffle experience was followed by a lunch at the Michelin-starred Grič restaurant, helmed by chef Luka Košir. Known for his commitment to sustainable practices, Košir cultivates his own vegetables and works with organic farms to offer a menu that is both innovative and rooted in Slovenian culinary traditions.
In the afternoon, the participants journeyed to the Vipava Valley, home to the Renaissance-era Zemono mansion, which overlooks the region’s sprawling vineyards. Here, they visited Gostilna pri Lojzetu, a Michelin-starred restaurant run by chef Tomaž Kavčič, a pioneer of Slovenian haute cuisine. The highlight of the day was the “Exclusive Chef's Talk” with JRE chefs, a moderated discussion that delved into Slovenia’s culinary traditions, innovations and sustainable practices. The event created a vibrant space for meaningful conversations and networking, allowing guests to engage directly with the chefs and share insights.
Friday will be dedicated to exploring the Vipava Valley further, with a visit to Mahorčič, a beloved local inn known for its homemade cuisine and warm hospitality. In the afternoon, the group will move towards the Slovenian Coast, where the picturesque town of Piran will welcome them. With its Venetian architecture, romantic streets and rich maritime heritage, Piran offers a unique glimpse into the region's historical ties to the sea. A guided walk through the town introduced guests to the stories of fishermen, salt pans, and craftsmen who have shaped Piran’s distinctive character.
Saturday will see the guests visiting the Sečovlje salt pans, where they will learn about the centuries-old tradition of salt production. The group will also visit the Fonda fish farm, where Irena Fonda and chef Tomaž Bevčič of the renowned coastal restaurant Rizibizi shared their expertise on the preparation of fresh seafood.
The final part of the event will take place at the Gramona organic farm, located in Seča above the Sečovlje salt pans. This farm, which embraces natural cycles and traditional farming methods, offers a shining example of successful coexistence between humans and nature. In the heart of the landscape park, participants will have the chance to taste organic olive oils, learn about their production, and immerse themselves in the philosophy that defines Slovenia as a green, boutique destination.
Ten prominent journalists from key Slovenian tourism markets attended the event, representing prestigious media outlets. These included Kack Weekend (Belgium), Dagblad van het Noorden and Leeuwarder Courant (Netherlands), GoNomad, Forbes and Northwest Travel & Life (USA), Cosy Magazine (Germany), Délices Mag and Edgar & Resto (France), Politiken (Denmark) and a respected British journalist contributing to acclaimed publications like National Geographic Traveller Food, The Times and BBC Travel. Their participation serves as a valuable opportunity to elevate Slovenia’s international recognition as a top gastronomic destination, showcasing the country’s culinary excellence to a wider global audience.
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