Study tour of Chinese influencers showcases Slovenia as a boutique wine destination
Published:
29.4.2026
Study tour of Chinese influencers showcases Slovenia as a boutique wine destination
In April, Slovenia hosted the Slovenia Wine Origin Discovery Tour, a study tour designed for selected Chinese wine influencers, content creators, and industry professionals. Organized by the Slovenian Winegrowers Association, Family Estate Slovenia, and Mediterranean Northland Wine in cooperation with the Slovenian Tourist Board (STB), the tour offered an in-depth experience of Slovenia’s wine-growing regions, natural heritage, and cultural diversity.
In the northeast of the country, participants visited the Marof winery and the Kodila restaurant, where they discovered a rich culinary and wine heritage shaped by Austro-Hungarian influences. Their experiences were complemented by walks and outdoor activities.
In Maribor and Ptuj, they explored rich wine history and saw the world's oldest vine. The program also included active experiences in Bled, as well as exploration of unspoiled nature, where participants were impressed by forests, Alpine peaks, and lake landscapes.
The Soča Valley left a particularly strong impression, offering one of the most picturesque moments of the tour with its distinctive emerald color and tranquillity. The tour concluded with a visit to Postojna Cave. Participants also visited outstanding Slovenian restaurants and experienced the country’s excellent culinary offer.
A central part of the program was dedicated to the Goriška Brda region, one of Slovenia’s most renowned wine regions. Participants visited six top winemakers—Klet Brda, Edi Simčič, Erzetič, Marjan Simčič, Ferdinand, and Ščurek—and recognized the region as highly dynamic, with strong potential for further promotion on the Chinese market.
The study tour achieved excellent results on Chinese social media, where the Slovenian Tourist Board (STB) is also active. It strengthened Slovenia’s visibility as a boutique wine destination and further reinforced the foundations for deeper cooperation between Slovenia and China in cultural tourism and premium wines.
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