Historic Breakthrough: Štajerska Among Europe’s Tourism Elite
The leading European tourism and cultural promotion platform, European Best Destinations (EBD), has ranked Štajerska an outstanding 3rd among the 20 most desirable European destinations. The vote brought together tourism professionals and more than 1.3 million international travellers, confirming the ranking as one of Europe’s most influential tourism benchmarks.
Travellers placed Madrid first and Nicosia second, while Štajerska secured third place with remarkable international support, surpassing numerous world-renowned destinations, including Verona, Paris, Madeira and Lisbon.
Voting Based on Real Results and Travellers’ Aspirations
European Best Destinations (EBD) is Europe’s leading platform for tourism and cultural promotion, annually connecting travellers, experts and tourism organisations while spotlighting the continent’s most compelling destinations. The selection process unfolds in two stages.
In the first stage, organisers select from more than 480 European destinations those that have demonstrated exceptional performance in recent years – measured by growth in arrivals and overnight stays, international tourism flows, quality of experience, sustainable development and recognition in key international markets. The shortlist therefore highlights destinations with clear strategic momentum and above-average tourism results.
In the second stage, travellers from around the world cast their votes. This year, 1,330,682 registered participants took part, each able to cast up to three votes, though not for a destination in their own country. The central question was: “Which destination in Europe would you most like to visit in 2026?”
The outcome is therefore not based solely on visibility, but on the genuine aspirations and expectations of today’s international travellers.
A Prestigious International Title with Long-Term Impact
By ranking among the top three European Best Destinations 2026 Štajerska earns an internationally recognised label that significantly strengthens its global visibility, enhances competitiveness in key foreign markets and positions the region among must-visit destinations for travellers seeking high-quality, authentic European experiences.
The recognition brings amplified media exposure, prominent visibility on leading tourism platforms and strong presence in digital search engines and AI-driven tools, where most travel decisions are increasingly made.
The Largest Tourism Partnership in Slovenia as the Foundation of International Success
Nataša Ritonija, Director of RRA Podravje – Maribor and coordinator of the Štajerska destination consortium, emphasised: “Being ranked among Europe’s best destinations is the result of strategic collaboration and a shared long-term vision. In 2022, we established the Štajerska destination consortium, which today represents the largest partnership model of tourism stakeholders in Slovenia. Over three years of focused development, we have demonstrated that cooperation is the key to international recognition. Today, Štajerska is clearly positioned on the European tourism map. This achievement is also an important foundation for the future, as Štajerska has been recognised within Slovenia’s upgraded destination management system as one of the eleven regional destination organisations.”
When Quality Outweighs Quantity
The 2026 ranking results reflect a clear shift in tourism: travellers increasingly choose destinations that prioritise quality over quantity and meaningful experiences over excess. Mass tourism, records and spectacle are no longer at the forefront; authenticity, safety and substance now define desirability. Travellers are seeking places where culture, gastronomy, nature, outdoor activities and lifestyle blend seamlessly. Štajerska embodies precisely this balance.
An Urban–Natural Region That Breathes as One
Karmen Razlag, Head of Tourism at RRA Podravje – Maribor, highlighted that “Štajerska is a destination where urban vibrancy and natural beauty merge into a distinctive urban-natural experience. Its uniqueness lies in the exceptional connectivity between seven tourism destinations and more than 300 stakeholders. Štajerska brings together Maribor, Ptuj, Jeruzalem Slovenia, Haloze, Slovenske gorice, Ravno polje and Pohorje. Together, we are shaping a strong urban-natural narrative that enables multi-day exploration without long distances.”
She added that the region is home to the Oldest Vine in the World and rolling vineyard landscapes where tradition meets contemporary wine culture. It offers a rich cultural heritage – from Slovenia’s oldest town to castles, museums and living stories – year-round active holidays, local gastronomy and premium wines, thermal experiences and the vibrant energy of festivals and traditions. It unites Maribor’s creative urban spirit with the historic grandeur of Ptuj – all within short distances, where you experience more because you rush less.
A European Destination of the Future
Third place among all European destinations marks a historic milestone for the region and a strong affirmation that Štajerska, with its clear vision, collaborative approach and distinctive identity, belongs among the very top European tourism destinations.
This recognition belongs to the entire region and to all tourism professionals who work tirelessly each day to bring Štajerska closer to visitors – offering authentic experiences, premium wines, local gastronomy and renowned Styrian hospitality. Without the collaboration of municipalities, destinations, providers, associations and partners, this achievement would not have been possible.
Štajerska is no longer a hidden gem – it is a confident European destination of the future.
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