5th Maribor Tourism Forum: Cities That Grow with Wine and Culture

In Vino Cultura: Maribor Is a City That Believes in Itself

Maribor has grown alongside the world’s oldest noble vine, now around 450 years old. The vine and wine have shaped the cultural history, heritage and contemporary creativity of Maribor and the wider Štajerska region. The Maribor Tourism Board is committed to raising wine culture, with traditional events such as St. Martin’s Day evolving into festival formats where wine is no longer merely a drink, but a cultural phenomenon. This year, Maribor was also named Best European Wine Capital by European Best Destinations.

The Director of the Maribor Tourism Board, Jure Struc, guided visitors through the story From the Oldest Vine to a Globally Recognised Wine Destination: “Maribor welcomes the world. The year 2025 was once again our most successful tourism year, with more than 552,000 overnight stays and over one million euros in tourist tax revenue. We significantly strengthened arrivals from Hungary, Austria and Croatia, while also being discovered by more distant markets. We are now where we wanted to be. We enter 2026 with the title of Best European Wine Capital, the result of strong partnerships between city institutions, winemakers, producers, hospitality providers, accommodation partners and the local community. This is a victory for a city that believes in itself.”

Maribor as a European Wine Capital

The 5th Maribor Tourism Forum was created as a collective cultural and wine experience. The Mayor of the City Municipality of Maribor, Saša Arsenovič, emphasised that Maribor understands its wine heritage as a major development potential. The world’s oldest vine is not just a symbol, but a living story that connects the city and its people. The Director of the Slovenian Tourist Board, MSc Maja Pak Olaj, highlighted Maribor’s strong positioning on international tourism markets.

Leading by Example: From Maribor to Porto

The keynote international speaker was Fátima Santos, Director of Internationalisation and Tourism for the City of Porto and the Norte Region in Portugal. Porto shares many parallels with Maribor – from a strong northern identity to life shaped by the river and vineyards, where culture, sport, post-industrial regeneration and tourism intertwine. Porto is the recipient of the prestigious World Travel Awards title for Best City Destination 2025. “Wine and food are not just tourism products – they are expressions of identity and connection. Porto and Maribor show how cities marked by wine and culture grow and evolve. When we share tables, we connect people and places, helping our heritage become the foundation of vibrant, memorable experiences,” emphasised Fátima Santos.

Why Maribor Is a Dedicated Path of the Wine World

The importance of wine as cultural capital was addressed by Robert Gorjak, one of Slovenia’s leading wine experts and the region’s foremost authority, founder of Slovenia’s first wine school Belvin and an international wine judge: “Let’s get used to it. The title Maribor – Best Wine Capital of Europe 2026 is not fiction, but reality. Maribor has all the attributes of a wine capital: restaurants, wine bars, shops, viewpoints and vineyard landscapes. The city breathes with wine and, together with its surroundings, offers contemporary wines that convince. Much of this seems self-evident to us locals, but it is not. Congratulations to all stakeholders – together, we can be truly proud.”

Wine as a Contemporary Medium: A Nordic Perspective from Copenhagen

An important part of the forum was dedicated to innovative approaches to developing wine experiences. Kristina Muusmann, Director of Sæsonmelier, an importer of Central European and Styrian wines to Denmark and an innovator in wine experiences, presented a Nordic view of wine as an experience.
“I have been working with wines from the unique region of Štajerska Slovenia on the Danish market for several years and observing how Slovenian wines are gradually taking the place they deserve. I see wine as an experience, not a product. A good story is, without exception, the most powerful tool. It can be told in many ways, but honesty and authenticity are always essential. Wine pairs beautifully with food, music, film and other artistic disciplines,” she said.

In Vino Melody

The social programme of the forum was enriched by a musical performance by moderator Lea Mihevc and guitarist Jure Pišek, as well as a dance performance by Tajda Podobnik and Anamaria Bagarić, accompanied by culinary creations prepared by the Higher Vocational College for Hospitality and Tourism. A special highlight of the event was the pairing of wine and music: Robert Gorjak and Kristina Muusmann each selected a wine and a piece of music to accompany it. The programme, concept and direction of the event were developed by Nea Culpa, the cultural tourism development and promotion agency, in cooperation with the Maribor Tourism Board.

Source: Maribor Tourism Board
Photo: Mediaspeed

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