The Slovenian pavilion in Dubai features a tourism exhibition of Alpine Slovenia

Published: 21.12.2021

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The Slovenian pavilion in Dubai features a tourism exhibition of Alpine Slovenia

Today, Slovenian Tourist Board organised a business workshop for the presentation of Slovenian tourism with an emphasis on Alpine Slovenia. This is the first in a series of presentations of Slovenian tourist macro-destinations.

The Slovenian pavilion in Dubai features a tourism exhibition of Alpine Slovenia

As part of the presentation of Slovenia at the Expo 2020 Dubai, special attention is given to highlighting Slovenian tourism and four macro-destinations: Alpine Slovenia, Ljubljana and Central Slovenia, Mediterranean and Karst Slovenia and Thermal Pannonian Slovenia. The macro-destination model in Slovenian tourism represents a fundamental development and marketing platform at the umbrella level and contributes to clearer and more focused marketing communication and positioning of Slovenia in foreign markets. Each month will be marked by one of the Slovenian tourist macro-destinations through projections and live animations.

Ilona Stermecki, M.Sc., Acting Director of the Slovenian Tourist Board emphasizes: "Expo 2020 Dubai is an excellent opportunity to present Slovenia as a tourist destination to potential guests from the United Arab Emirates. With the aim of strengthening relations with business partners and finding new opportunities to increase the number of guests from the UAE and the wider region, the STB will hold four tourism workshops during the EXPO for the professional public and media. In order to increase tourist flows between the two countries, the regular airline of the flydubai carrier, which connects Ljubljana and Dubai three times a week since September, also  plays an extremely important role."

Alpine Slovenia was the first macro destination to present itself at the Slovenian pavilion. Visitors to the pavilion were able to experience a unique experience of simulating ski flights on the Planica ski jump with the help of 3D VR glasses.

The presentation of the Alpine destination was rounded off by a business event with a Slovenian tourism workshop, which took place today, 21 December, at the business center of the Slovenian pavilion in Dubai. The participants were greeted by Jurček Žmauc, director of the Slovenian pavilion at Expo 2020 Dubai, who expressed satisfaction that the Slovenian pavilion hosts representatives of the tourism industry from Slovenia and the UAE: "So far, the presentation of Slovenia has been a great success. In October and November more than 220,000 visitors were recorded, who gave an average 8.5 rating of the contents of the pavilion. Slovenia is presenting itself as a green country, taking into account that we are the first country in the world to be awarded the title of "green destination". And just about everyone who visits our pavilion can experience the story of a unique intertwining of unspoiled nature, knowledge, innovation and a breakthrough economy. An important role in the presentation of Slovenia is also played by the Slovenian Tourist Board, which takes care of the promotion of the Slovenian economy and tourism on a daily basis at the Slovenian pavilion. As part of the presentations of Slovenian tourist regions, the Slovenian pavilion has already featured the cities of Ljubljana and Maribor and the Carinthia region. This time, it focuses on Alpine Slovenia, which will present its attributes in a unique way. I believe that with workshops like today's we will enable visitors to get to know all corners of Slovenia. We receive positive responses not only from visitors, but also from the companies that present themselves at the Slovenian pavilion. To date, more than 40 companies have presented themselves at the Slovenian pavilion, and we have hosted more than 70 events and business meetings. The Expo is an exceptional opportunity to present Slovenia to the world not only as an innovator in many areas, but also as a popular tourist destination."

Klemen Langus, director of Bohinj Tourism and the coordinator of the presentation of the Alpine Slovenia macro destination at Expo Dubai, presented natural and cultural features of the region, which stretches from the Julian Alps through the Kamnik-Savinja Alps to Pohorje. At the presentation, he particularly emphasized the importance of sustainable tourism development: “Sustainable or better said responsible tourism is written in the DNA of Slovenian tourism. This holds especially true for the alpine part of Slovenia, where one can find the oldest national parks in Europe, the Triglav National Park, and the oldest vine in the world. These are the places where top Slovenian athletes come from and the places where the world's best chef, awarded with Michelin stars, creates. These are the places where typical alpine music was born and the places where man is connected with nature in the most noble sense of the word. As part of the presentation at the Expo Dubai, we have also prepared a special animation. Visitors will be able to test Planica ski jump and symbolically jump into 2022. The dance and music performance of the folklore group from Bohinj will bring Alpine culture closer to visitors. This event is important for weaving new business ties and strengthening Slovenia's image as a green destination."

Slovenian tourism and Alpine Slovenia was represented by 10 companies and organizationsAlpinia, destination Bohinj, Ribno Bled Hotel, Krvavec ski resort, Sava Hotels & Resorts, Kamnik Savinja Alps Association, Rogla Zreče local tourism board, RAGOR Development Agency, Tourism Bled and Tourism Bohinj. Over 25 participating tourist agents and tour operators from the UAE got acquainted with the Slovenian tourist offer at individual meetings with the representatives of the Slovenian tourism industry. Business partners have shown great interest in Slovenia, where guests are enchanted by exceptional natural resources, experiences in historic cities and also the offer of Slovenian natural health resorts and spas.

In January, Ljubljana and Central Slovenia will be highighligted by holding a business event on 13 January. February will be marked by Mediterranean and Karst Slovenia, and the celebration of the Slovenian National Day on 8 February, followed by an all-Slovenian tourist workshop on 9 February. The last in a series of presentations of tourist destinations will be Thermal Pannonian Slovenia in March with a tourist workshop for business partners on March 1.

Until 31 March 2022, Slovenia presents itself at the EXPO world exhibition, which for the first time in history takes place in one of the Arab countries, the United Arab Emirates. The Slovenian pavilion is located in the sustainable segment of the exhibition, and, thanks to its exceptional location right at the entrance to the exhibition venue, receives a lot of attention from visitors. Slovenia presents itself with the “Slovenia. Green and Smart Experience.” slogan, highlighting the fact that we are a country that deeply respects and protects its traditional values ​​and a society that emphasizes knowledge and its strengths in the field of integration.

Detailed information on the Slovenian pavilion can be found on and on a special landing page within

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