Alpe-Adria Fair Opens in Ljubljana, Highlighting Historic Towns and Cultural Tourism

Croatia as Partner Country: Shared Values, Neighbourhood and Long-Term Cooperation

Croatia is taking on the role of partner country of the fair. This partnerhsip reflects multifold connections between the two countries. While Croatia remains one of the most popular destinations for Slovenian travellers, the neighbouring countriesshare close cultural ties, a common history, comparable values and a similar approach to tourism development, centred on sustainability, quality and authentic local experiences. The joint campaigns in long-haul markets, where ooperation strengthens visibility and reach, reflect a broader strategy of positioning the Alpine–Adriatic region internationally as a diverse yet coherent travel experience.

MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted the strategic importance of this partnership as well as the focus of Slovenia’s presentation at the fair:

“This year, the Slovenian Tourist Board is presenting itself at the Alpe-Adria fair in partnership with the Association of Historic Towns of Slovenia, placing urban experiences and Slovenian gastronomy at the forefront as key products for the development of year-round sustainable tourism and the balanced dispersal of tourist flows. Croatia is this year’s partner country of the fair, and cooperation between the Slovenian Tourist Board and the Croatian National Tourist Board has for several years been strengthened through a joint promotional campaign on the US market, ‘Alps. Adriatic. Amazing 2.0’, implemented with the support of the European Travel Commission and co-financed by European funds. Croatia remains one of the most important markets for Slovenian tourism. Last year, Croatian guests generated nearly 780,000 overnight stays, representing an 11% increase, ranking fourth among foreign markets by number of overnight stays. Croatian visitors are particularly notable for travelling to Slovenia outside the main season, especially during the winter months, most often choosing mountain and spa destinations as well as Ljubljana.”

From the Croatian perspective, the partnership underscores both strong tourism flows and deeper regional connections.

“Slovenia is one of our most important outbound markets, immediately after Germany,” said Tonči Glavina, Minister of Tourism and Sport of the Republic of Croatia. “But beyond the numbers, we are especially pleased that Slovenian guests increasingly visit Croatia outside the peak summer season. Croatia has made significant strides in strengthening its offer in the pre- and post-season, and we invite visitors to experience our country throughout the year, including continental regions and destinations that offer authentic natural and cultural heritage.”

Kristjan Staničić, Director of the Croatian National Tourist Board, emphasised the shared values underpinning the cooperation:

“This year, Croatia is proud to hold the status of partner country of the fair, further underlining the strong and long-standing ties between our two countries. In terms of tourism, Slovenia is our second most important outbound market and, above all, a neighbouring country whose residents consistently perceive Croatia as a preferred destination. Croatia and Slovenia are connected by far more than geographical proximity – we share similar values, culture and ways of life, a common history, and a comparable approach to tourism development, with a strong emphasis on sustainability, quality and authentic experiences. This is why, at the Alpe-Adria fair, we are presenting not only individual destinations, but the full diversity of Croatia’s year-round tourism offer. I would also like to highlight the excellent cooperation between the Croatian National Tourist Board and the Slovenian Tourist Board, which we are successfully extending to distant markets as well. Through coordinated joint appearances, we further strengthen the recognition of our region and Europe as an attractive and competitive tourism destination as a whole.”

Historic Towns Take Centre Stage at the I FEEL SLOVENIA Exhibition Space

At the heart of Slovenia’s presentation is the I FEEL SLOVENIA exhibition space, where the Slovenian Tourist Board, in partnership with the Association of Historic Towns of Slovenia, is showcasing 24 historic towns. These towns represent a vibrant mix of heritage, contemporary culture and gastronomy, positioning urban environments as key drivers of sustainable tourism. The programme includes tastings of traditional dishes, craft workshops, cultural performances and expert discussions exploring the close connection between culture and cuisine in historic urban centres.

Read more in the press release

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