SIW ON BOUTIQUE TOUR 2022 impresses more than 120 foreign participants

Published: 31.5.2022 More info

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SIW ON BOUTIQUE TOUR 2022 impresses more than 120 foreign participants

The largest business event in Slovenian tourism, the Slovenian Tourist Workshop, this year hosts 120 foreign participants from 24 (mainly European) countries. Interest from overseas markets is also growing, especially from the USA.

SIW ON BOUTIQUE TOUR 2022 impresses more than 120 foreign participants

This year, for the second time in a row, the workshop is called 'SIW on Boutique Tour', as the format of the event has been updated.  Foreign and domestic participants meet at business events, which are intertwined with informal meetings and unique experiences on study tours around Slovenia.

For many years, Slovenian Incoming Workshop (SIW) has been considered the most important business event in Slovenian tourism and an excellent opportunity to nourish existing and establish new partnerships between the representatives of the Slovenian tourism industry and foreign tour operators and travel agents. This is already the 24th edition. Yesterday and today (30 and 31 May), the participants have got to know Slovenia on eight different one-day study trips to a macro destination of their choice. During the event, they get to know two different destinations, where 1-on-1 meetings take place.

On this occasion, Ilona Stermecki, Acting Director of the STB, emphasized the importance of the event: "I am thrilled to welcome more than 120 foreign participants, which is half more than last year, and even more excited to hear that 66 percent are attending the workshop for the first time. This year, we are also seeing an increase in demand from overseas markets, especially from the USA. The personalized format of the workshop and the presentation of Slovenia as a green non-mass destination for unique experiences was well-accepted last year, which is why we kept the same format and organised eight one-day study tours. The tours take place in all four macro destinations, where representatives of Slovenian tourism providers join foreign guests and hold individual meetings. The participants combine the unique experiences offered by Slovenian tourism with the opportunity to conclude deals and strengthen existing and establish new business contacts."

SIW with excellent participation from the most important European markets; interest in Slovenia from some overseas markets is growing

This year's SIW on Boutique Tour, which takes place on 30 and 31 May,  brings together leading representatives of Slovenian tourism companies and organizations, hotels, travel agencies, health resorts, the public sector in tourism, congress centers and other tourism providers, as well as representatives of foreign travel agencies and tour operators. This year, 120 foreign and 133 Slovenian companies are participating in the event. With the workshop, the STB enables Slovenian tourism providers to conclude concrete deals with key customers from European markets, as well as from some overseas markets.

Most foreign participants come from Italy (16), Austria (15), Germany (10), Belgium (9), the Czech Republic (8), the United Kingdom (7), the Netherlands (4), Hungary (6) and France (5). The workshop is also attended by representatives of travel agencies and tour operators from Croatia, Denmark, Finland, Sweden, Poland, Slovakia, Switzerland and the USA (17), Israel (4), Canada, Argentina, South Korea and the United Arab Emirates.

8 study trips to 4 macro destinations

On one-day study trips, representatives of foreign travel agencies and tour operators get to know Slovenian destinations through a variety of green, active and healthy experiences.

The STB organizes study trips for foreign participants, who get to know the Slovenian tourist offer and destinations first hand. All study tours focus on authentic and unique experiences and the rich gastronomic offer and the diversity of the landscape. Also this year, Slovenian participants joined them on study tours.

On Monday, the Alpine Tour took the participants to Bled and Bohinj. 


The participants of the study trip around Ljubljana and Central Slovenia discovered the Brdo estate, and experienced active experiences at the Volčji potok Arboretum.

Mediterranean and Karst Slovenia Tour took the participants to Postojna Cave and the Vipava Valley.

As part of a study tour of Thermal Pannonian Slovenia, participants visited Celje and the Roman Baths.

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