For the second year in a row, the Maribor Tourist Board, in partnership with the Municipality of Maribor’s Office for Culture and Youth, local cultural institutions and the cultural tourism agency Nea Culpa, has launched a major cultural tourism campaign.
This year’s edition, titled Storytellers of the City, places renowned Slovenian artists at the forefront – creators who describe Maribor as their source of strength, inspiration and regeneration.
The campaign unfolds through a series of video interviews and online features, where artists share personal perspectives on the city and recommend performances, exhibitions, festivals, and cultural events worth exploring. Across Slovenia, the campaign appears on 300 poster and digital sites, while its online and social media presence targets key international markets including Germany, Austria, Italy, and Croatia.
Coordinated by the Maribor Culture and Tourism (KIT) working group, the initiative unites the city’s cultural and tourism stakeholders to jointly shape and promote Maribor’s cultural identity. This year’s storytellers include choreographers Edward Clug and Valentina Turcu, soprano Nika Gorič, rapper Emkej, cellist Luka Šulić, jewellery designer Bojana Kovačič Zemljič and curator Jure Kirbiš. Despite their international careers, they all return to Maribor to recharge, drawn to its slower rhythm, green surroundings, and welcoming, human-scale atmosphere.
The project has been developed in partnership with Maribor’s leading cultural institutions, including the Maribor Art Gallery, SNG Maribor, Maribor Puppet Theatre, Narodni dom, the Regional Museum, the Museum of National Liberation, Minorit Cultural Quarter, Maribor Library and the world’s Oldest Vine. Together, they form a strong platform linking the cultural sector with the city’s tourism economy.
Co-financed by the Slovenian Tourist Board, the campaign also includes advertising at Ljubljana Airport, digital promotions, upgrades of the visitmaribor.si portal and analysis of tourist mobility in the city and its wider surroundings. In addition, Maribor–Pohorje, together with Ptuj and Rogla–Pohorje, has successfully joined forces to upgrade the Štajerska regional portal, strengthening the cultural tourism offer across the wider region.
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