Ljubljana Named Europe's Best Creative City Destination 2026

In its explanation, the jury highlighted Ljubljana’s consistent and strategic approach to nurturing creativity as a driving force of the city’s development and visitor experience.

Ljubljana Tourism has outlined an ambitious vision in the Tourism Development Strategy for Ljubljana and the Ljubljana Region 2021–2027: by 2027, the city aims to become the world’s leading and most creative urban destination for a sustainable lifestyle. A vibrant creative atmosphere is recognised as one of Ljubljana’s key unique selling points. Its rich cultural offer, dynamic creative industries and diverse artistic community – from artists, designers, architects, musicians and filmmakers to digital innovators and craftspeople – play a vital role in shaping the city’s identity and enhancing the quality of life for both residents and visitors.

Creativity is also reflected in a growing range of experiential tourism experiences. Visitors can take part in craft workshops led by masters of traditional skills, create in the contemporary Rog Centre, or explore studios and workshops of local creators. An important pillar of the city’s creative identity is LUV Fest – a festival celebrating love, art and wandering – which brings together concerts, theatre and opera performances, dance, themed guided tours, exhibitions, workshops and social events. The festival is co-created by cultural institutions, NGOs, artists, craftspeople, retailers, hoteliers, restaurateurs and young creatives, while artistic installations encourage imaginative use of public space.

Ljubljana further strengthens its creative ecosystem through annual support for events in public spaces and by developing cultural districts beyond the historic centre, which are gradually emerging as distinctive micro-destinations with their own character.

This year, 223 candidates from 28 countries competed for the Creative Tourism Awards. The jury, composed of experts in tourism marketing and the creative industries, evaluated nominees based on the originality of their experiences, the involvement of local creators and their commitment to sustainability principles.

The awards have been presented since 2014 by the Creative Tourism Network, a non-profit organisation founded in 2010 with the support of the European Union. They are considered among the most respected international recognitions in the field of creative tourism, honouring destinations, projects and companies that place creativity at the heart of their tourism strategies while contributing to the development of local communities and environments.

Source: City of Ljubljana
Photo: Primož Lukežič

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