Tadej Pogačar, Ambassador of Slovenian Tourism, premieres his new promotional video at EXPO Dubai

Published: 27.2.2022

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Tadej Pogačar, Ambassador of Slovenian Tourism, premieres his new promotional video at EXPO Dubai

Today, an event with Tadej Pogačar, the ambassador of Slovenian tourism and the best cyclist in the world, is taking place at the Slovenian pavilion at EXPO Dubai. A promotional film with Tadej, made in partnership with the Slovenian Tourist Board (STB) and renowned photographer Ciril Jazbec, will be premiered as part of the press conference.

Tadej Pogačar, Ambassador of Slovenian Tourism, premieres his new promotional video at EXPO Dubai

In the last part of a series of presentations of Slovenian tourism, visitors to the pavilion will have a chance to get to know the Thermal Pannonian Slovenia. The last in a series of four B2B tourist workshops will take place on Tuesday.

As part of the presentation of Slovenia at EXPO 2020 Dubai, special attention is given to Slovenian tourism. Tadej Pogačar, Ambassador of Slovenian Tourism and the best cyclist in the world, will take part in the press conference this afternoon. The STB is aware of the great importance of internationally recognized top athletes for the promotion of Slovenia and the Slovenian tourist offer, which is why the partnership has been upgraded and continues also in 2022.

"In the last two years, the number of his followers on the Instagram profile alone has grown by more than 870 %." (Ilona Stermecki)

Ilona Stermecki, M.Sc., acting director of the STB: "Tadej Pogačar is certainly one of the most recognizable and important ambassadors of Slovenia, whose success since winning the Tour de France has been monitored by a great number of cycling enthusiasts. In the last two years, the number of his followers on the Instagram profile alone has grown by more than 870 %. This year, Slovenian Tourist Board has upgraded the partnership by launching a special promotional video that unveils Slovenia through his eyes. For several years, the STB has formed partnerships with top Slovenian athletes, who with their achievements, enthusiasm and heartedness impress millions of sports enthusiasts and active individuals around the world. In this way, we visibility of Slovenia as a destination for active leisure time and sports tourism, the main promotional and communication theme of Slovenian tourism for the next two years, is being highlighted. Taking into account current trends, we pay special attention to the promotion of tourist products that appeal to demanding visitors who are looking for diverse and active experiences in unspoiled nature. Among them, cycling plays a major role, especially as part of the offer of active relaxation and experiences in nature."

Tadej Pogačar emphasizes that he has always been impressed by the beauties of Slovenia, especially by its unique natural characteristics: “I like to promote Slovenia a great outdoor destination for active holidays. I am glad that I can also contribute a stone to this mosaic and tell people how beautiful Slovenia really is. I am also proud of the video we created together with the Slovenian Tourist Board. These landscapes have shaped the way I cycle, and hardly any country can compare."

"These landscapes have shaped the way I cycle." (Tadej Pogačar)

Special attention will be paid to the world premiere of the video with Tadej Pogačar, created in partnership with the STB and renowned photographer and director Ciril Jazbec, who also works with National Geographic and TENT production house. The video narrates the story of Tadej and shows how beautiful and diverse Slovenian landscape has helped him become world's best cyclist. The video brings you closer to the pristine nature of Slovenia, which offers unique views and cycling routes. The story of a green and active country is underpinned by Tadej's incredible energy, authenticity and sincerity. The video tells the story of how sports connects people and encourages them to go beyond the limits what is possible. "This is my way of freedom," Tadej Pogačar concludes in the video.


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Tadej Pogačar, who is also a great advocate of healthy living, also became a proud ambassador of Slovenian bees, as he concluded a partnership with Medex, the Slovenian company working with innovative food supplements based on bee products.

Also Slovenian state representatives are attending the event, among them also Ambassador of the Republic of Slovenia to Abu Dhabi Oto Pungartnik, Slovenian Commissioner General for Expo Matic Volk and Acting Director of SPIRIT Rok Capl.

Thermal Pannonian Slovenia as the last in a series of presentations of tourist destinations

From February 25 to March 24, the Slovenian pavilion will host the last of the presentations of Slovenian tourist macro destinations with an exhibition of Thermal Pannonian Slovenia. The red thread of the presentation is health and well-being, which is represented by 13 Slovenian natural health resorts, forming Association of Slovenian Natural Health Resorts (SSNZ). During the thematic presentation of the destination, visitors to the Slovenian pavilion can taste Radenska mineral water  in order to present natural healing factors, among which thermal and mineral waters occupy a leading position.

Iztok Altbauer, the director of the Association of Slovenian Natural Health Resorts and coordinator of the presentation of the Thermal Pannonian Slovenia destination at the Expo, pinpoints on this occasion: "Natural healing factors in Slovenia, on which health and wellness products in Slovenian natural health resorts are based, will be highlighted at EXPO. In this context, several development agencies and local tourist boards will complement the offer at the local and regional level. We expect that the participation at the EXPO will give us a chance to address visitors and the B2B public and show the diversity of this segment. We believe that the story of natural health and spa resorts provides guests with an unforgettable experience, which has been upgraded with the 'long COVID-19 programs' in all health resorts."

The last thematic part of the presentation of Slovenian tourism at Expo Dubai will include a business workshop on Tuesday, March 1, organized by the STB. The last in a series of four workshops will be attended by 15 Slovenian tourism providers: Lifeclass, Rimske terme, Thermana Laško, Terme Olimia, Terme Snovik, Hotel Atlantida Rogaška, Ahotel Ljubljana, Hotel City Ljubljana, Hotel Mrak Ljubljana, Hotel Slon Ljubljana, Intercontinental Ljubljana, Sava Hotels & Resorts, Amazon of Europe Bike Trail, Šaleška dolina Tourist Board and the Associaton of Slovenian Natural Health Resorts.

The Chamber of Tourism and Hospitality of Slovenia is joining the business part of the program in cooperation with the Association of Hoteliers of Slovenia and the Association of Slovenian Natural Health Resorts, who organised a study tour to Dubai for their members.

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

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