Slovenian tourism workshop marking the Slovenian National Day at Expo 2020

Published: 9.2.2022

Back to news

Slovenian tourism workshop marking the Slovenian National Day at Expo 2020

The third tourism workshop organised by the Slovenian Tourist Board took place in Dubai today. The presentation of the Mediterranean and Karst Slovenia regions were highlighted as part of the presentation of Slovenian tourism at Expo 2020.

Slovenian tourism workshop marking the Slovenian National Day at Expo 2020

A series of events and presentations at the Slovenian pavilion at Expo 2020 Dubai is taking place these days with an emphasis on the celebration of the Slovenian National Day.

At Expo, each of the participating countries has an opportunity to present itself on a selected day. Slovenia took this opportunity on 8 February, when also the Slovenian national holiday is celebrated. The presentation included a morning ceremony and a cultural event at the Slovenian pavilion and an afternoon performance at the main venue of Expo 2020, Al Wasl Square. On the occasion of the Slovenian National Day, the ceremony was also attended by Minister of Economic Development and Technology Zdravko Počivalšek and Vice Prime Minister and Minister of Foreign Affairs Dr. Anže Logar.

The workshop highlights Slovenia as a green, boutique and safe country

As an accompanying event to mark the National Day, the central workshop of Slovenian tourism organized by the STB was held in Dubai. This was the third in a series of tourism B2B events to promote Slovenia as a tourist destination at the Expo. Over 70 tourism industry representatives from Slovenia and the United Arab Emirates (UAE) gathered at the One & Only Royal Mirage Hotel with the common goal of finding new business opportunities. The participants were greeted by Ksenija Flegar, Acting Director General of the Directorate for Tourism at the Ministry of Economic Development and Technology, and Ilona Stermecki, M.Sc., acting director of the STB.

Ksenija Flegar highlighted: “An attractive exhibition pavilion at the EXPO has so far successfully highlighted Slovenia in the United Arab Emirates. Also, the events on the occasion of the Slovenian National Day were well attended. I am convinced that many participants recognized Slovenia in the right light, as a green and attractive tourism destination. Business meetings, including Slovenian tourism workshop, are a very important tool for new business ties and foreign tourists from distant markets, which will undoubtedly play a role in the start and re-growth of Slovenian tourism. We look forward to a good visit from tour operators and media, which is especially important in such remote markets.”

Ilona Stermecki added: "I am glad that we have successfully conducted the third of four planned workshops of Slovenian tourism within Expo, which aim at bringing potential business partners closer to Slovenia's diverse offer and present it as a sustainable and safe destination in the heart of Europe. These events importantly contribute to maintaining and expanding business links with key travel agencies, tour operators and the media from the UAE and the wider region. We expect that more than 150 business partners in total will attend these four workshops."

20 Slovenian tourism providers presented green, boutique and safe experiences in Slovenia to individual travel agents and tour operators from the UAE. Among Slovenian tourism providers were accommodation providers (Bled Rose Hotel, JGZ Brdo, Radisson Blu Plaza Ljubljana, Saksida Estate, Sava Hotels & Resorts, Sicom Hotels & Resorts), travel agencies and tour operators (Between TMC, Burjatik, Eupro, Happy Tours, Intours DMC, Kompas, Luxury Slovenia, Palma, PassSport Europe, Polka Dot Cycling, Promet T&T), destinations (Portorož and Brda) and the Association of Historic Towns. Business partners have shown great interest in Slovenia, with the regular flydubai flight connection, which currently connects Ljubljana and Dubai four times a week, being of great importance. The coastal towns, the Istrian hinterland, the wine-growing regions and the mysterious Karst and the Mediterranean were highlighted with a video presentation and a dance performance. 

Each month, one of the four tourist macro destinations is presented at Expo

Within the presentation of Slovenia at Expo 2020 Dubai, special attention is paid to promoting Slovenian tourism. Every month is marked by one of the macro regions. So far, Alpine Slovenia, Ljubljana and Central Slovenia, and in February Mediterranean and Karst Slovenia (Vipava Valley and Nova Gorica, Brda, Green Karst, Karst and Brkini, Ankaran, Koper, Izola, Portorož and Piran) were highlighted. Mediterranean and Karst Slovenia inspired visitors with a video presentation, music, singing and dancing in cooperation with Kobal production and Tjaša Fajdiga from Vipava Valley, the first Slovenian to study at the Royal Academy of Music in London.

"Coordinating eight destinations seemed like a tough nut to crack at first, but then it turned out to be an extremely positive experience. We worked very harmoniously, equally contributed proposals and quickly united in the selection of creative and innovative presentation, which immediately takes you to the Mediterranean-Karst world. The successful joint performance inspires us to strengthen such cooperation in the future and join forces in other projects," said Aleksander Valentin, Director of the Portorož Tourist Association, which coordinates the presentation of Mediterranean and Karst Slovenia at the Expo.”

On 1 March, Thermal Pannonian Slovenia will be highlighted with a business event.

Back to news


Global public relations and Marketing
e-mail address: press(at)

Sign up for the Trade News

Be up to date about what’s happening in Slovenian tourism. By subscribing to our newsletter you will receive the latest trade news in the field of tourism and other current information on a monthly basis.

Share with friends