Slovenia as Host Country at the Velofollies Cycling Fair in Belgium
Published:
16.1.2026
Slovenia as Host Country at the Velofollies Cycling Fair in Belgium
Slovenian cycling destinations and providers are presenting themselves for the first time this year at the second-largest cycling fair in Europe – Velofollies, which takes place from 16 to 18 January in Kortrijk, Belgium, and attracts more than 40,000 visitors each year. The fair annually brings together numerous cycling enthusiasts, industry professionals and media representatives, and is considered one of the key platforms for promoting cycling destinations and related tourism offerings.
This year’s participation is given special significance by the fact that Slovenia is the host country of Velofollies 2026. In this role, Slovenia also had the honour of officially opening the fair together with the Embassy of the Republic of Slovenia in Belgium and a representative of the Slovenian Tourist Board (STB). At the opening, the Slovenian stand was visited by an official delegation together with more than 25 journalists and influencers, who were addressed by the Director of the Slovenia Outdoor Association.
As part of the joint presentation, alongside the STB and co-organiser Slovenia Outdoor, 20 Slovenian organisations and providers active in the field of cycling are also presenting themselves, jointly creating a comprehensive story of Slovenia as a diverse and sustainably oriented cycling destination. These are: Kočevsko, Vipava Valley, Karst and Brkini, Koroška, Novo mesto, Green Karst, Bela krajina, Cerklje, Julian Alps, Drava Bike, Kope Mountain Resort, Jasna Natur Resort, RTC Krvavec, Visit GoodPlace, Rogla, Terme Zreče, Grof Hotel & Cycling, Rest and Ride Bike Hotel, Ribno Alpine Resort Bled, Feel Green Travel and Vila Robida.
Advertising and Promotional Activities
The accompanying part of Slovenia’s presentation at Velofollies also includes targeted advertising and promotional activities. As the host country, Slovenia is featured in the fair’s media campaign through visual placements worth more than EUR 350,000. Slovenia was also given special exposure in the national newspaper Het Nieuwsblad and in an e-newsletter with 100,000 subscribers.
In agreement with the fair organisers, two prizes were awarded through the Velofollies social media channels. The main prize was awarded as part of a Belgian national radio programme, which also included an interview about Slovenia as a cycling and tourism destination.
In total, more than 45 articles about Slovenia were published, generating over 529,000 views and reaching more than 18 million people.
Study Trip for Belgian Cycling Journalists
The reason behind Slovenia’s role as host country at Velofollies was a press trip for Belgian cycling journalists, which took place in Slovenia last year. During the visit, the journalists discovered a variety of cycling regions and products, visiting the Soča Valley, Vipava Valley, Logar Valley and Dolenjska. The study trip concluded with a visit to the Tour of Slovenia cycling race. In this way, Belgian journalists were introduced to the wide range of cycling opportunities Slovenia has to offer – from mountain biking and road cycling to picturesque landscapes, local gastronomy and authentic experiences.
Slovenia’s joint presentation at Velofollies will highlight the diversity of cycling experiences, high-quality infrastructure and the connection between nature, sport and sustainable tourism. Slovenian exhibitors expect that their presence at the fair will make an important contribution to further strengthening Slovenia’s visibility on the Belgian and wider European markets, while consolidating its position as an attractive, safe and sustainable cycling destination.
The catering at the event was financed by the Ministry of Foreign and European Affairs through the Project Economic Fund.
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