Strategic Focus and Key Activities of the Slovenian Tourist Board on the German and Swiss Markets in 2026
Published:
8.1.2026
Strategic Focus and Key Activities of the Slovenian Tourist Board on the German and Swiss Markets in 2026
In 2026, the Slovenian Tourist Board’s representative office in Germany will implement a series of targeted promotional and communication activities across the German and Swiss markets. These efforts will continue to strengthen the perception of Slovenia as a culturally rich, sustainable and boutique destination. Particular emphasis will be placed on well-being and health, arts and culture, gastronomy and nature-based experiences. All activities will be guided by a clear strategic objective: positioning Slovenia as a year-round destination while encouraging a more balanced distribution of tourist flows across both well-established and emerging Slovenian regions. The overarching goal is to enhance destination perception and increase overnight stays from both markets outside the peak tourist season.
The year will begin with Slovenia’s appearance at CMT Stuttgart (17–25 January), where a partnership collaboration for the 2027 edition of the fair will also be announced. The spotlight will be on Štajerska, brought to life by the presence of Ptuj’s kurenti at the Slovenian tourism stand. In February, Slovenia will be showcased at f.re.e München (18–22 February), featuring a central media presentation of the Škofja Loka Passion Play. March will see a strong presence at the world’s leading travel trade show, ITB Berlin (3–5 March), with a flagship presentation of the Association of Historic Towns of Slovenia, highlighting Bela Krajina. The traditional Slovenian Evening will also take place in Berlin as part of ITB. The month will conclude with a roadshow in Switzerland, stopping in Zurich and Lausanne.
Spring activities will place a strong focus on gastronomy and the premium segment. At the JRE Congress in Cologne (21–22 April), Slovenia will be presented as the host country of the 2028 congress, supported by accompanying events such as four-hands dinners, masterclasses and panel discussions. This will be followed by participation at RDA Cologne (29–30 April) and the Loop Luxury Travel Roadshow, taking place in three German cities and in Zurich in June.
In the autumn period, the focus will shift to workshops in Germany (two cities), a dedicated media event announcing Slovenia’s well-being and health tourism products at the end of September, and a strong conclusion to the year with Slovenia featured as the partner country at TC Leipzig (18–22 November) in Saxony, where further strengthening of Slovenia’s visibility is a key objective.
All activities will be supported by intensified B2B and B2C communication, strategic partnerships with leading media outlets (including Condé Nast Germany, Feinschmecker, Die Zeit, Die Welt, Süddeutsche Zeitung, Frankfurter Allgemeine Zeitung, among others) and platforms such as Amazon Prime Video, Komoot and MTS. This will also include co-branding campaigns with both large and boutique tour operators, the production of new German-language podcast episodes, support for radio features and TV crews and partnership with journalists and influencers.
In addition, synergies with transport providers – including rail operators – will be actively pursued, with the aim of promoting sustainable accessibility and further strengthening Slovenia’s visibility in one of its most important source markets.
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