Texas Feels Slovenia: A standout success at Conventa Best Event Awards 2023

This week, Ljubljana hosted the eighth edition of Conventa Crossover, a gathering of event organizers and creative minds from the tourism industry. Among the highlights was the award-winning event known as the Texas Feels Slovenia event, crafted by a dedicated team of seven partners.

This exceptional project, evaluated by a panel of 20 distinguished global experts, secured an impressive second place in the Crossover Event category, which caters to both the general public and business audiences. It also earned the coveted title of "Best Event" by public vote, standing out as the favourite among all the entries.

A remarkable 37 events from 14 different countries were shortlisted for top awards across the four primary categories: B2B, B2C, B2E, and Crossover. The expert panel assessed the finalists, employing a rigorous 80/20 evaluation model that combines the judgment of the expert jury (accounting for 80% of the vote) with input from the Conventa Crossover audience (contributing 20%). This evaluation process unfolded in real-time, as each finalist presented their project to both the jury and the audience.

Unlocking the American dream: The significance of Texas Feels Slovenia event

With a vast market boasting 332 million people, the USA stands as a pivotal market for Slovenia's economy and tourism, brimming with opportunities. Successfully penetrating this dynamic market typically requires several years of dedicated effort. Recognizing the immense potential, Slovenia has embarked on a mission to open doors and forge vital connections through enhanced promotion.

For the second consecutive year, Dallas became the epicentre of this endeavor, hosting a comprehensive business and investment conference where Slovenia's economy, tourism gems, and investment prospects were unveiled in all their glory.

This event was organised by a dynamic collaboration of seven partners, each playing a vital role in showcasing Slovenia's potential on the global stage. These partners included the Ministry of the Economy, Tourism and Sport, the Slovenian Tourist Board (STB), SPIRIT Slovenia, the Ministry of Foreign and European Affairs, the Ministry of Agriculture, Forestry and Food, the Municipality of Ljubljana and Tourism Ljubljana. AmCham Slovenia joined as the programme partner, while Fabulatorij took care of the event's execution.

At the core of this collective effort lay a mission to present Slovenia to potential business partners in the USA as an exceptional economic partner, an attractive hub for investment, and a sustainable tourist destination offering unique and memorable experiences for discerning guests. With each partner bringing its unique perspective and goals to the table, the event not only presented challenges but also created fertile ground for synergies, amplifying the nation's promotion efforts in a profoundly impactful way.

In addition to the conference, the unforgettable "I feel Slovenia night" basketball game unfolded in Dallas as well. The match featured the Dallas Mavericks, proudly showcasing the exceptional talent of Luka Dončić, against the Chicago Bulls. Yet, this was more than just a game; it was a captivating celebration of Slovenia's charm and potential. As the basketball action heated up on the court, the audience was treated to the visual delights of two promotional videos that cast a spotlight on the mesmerizing landscapes and culture of Slovenia. Fans received green "I feel Slovenia" scarves adorned with the Dallas Mavericks logo  and participated in an engaging quiz about Slovenia. Adding to the spectacle were the world-renowned Slovenian acrobats, the Dunking Devils, who infused the game with their electrifying performances. Joining them was none other than the beloved Ljubljana mascot, the Dragon.

The Texas Feels Slovenia project stands as a testament to the power of synergy. Successfully connecting the elements of business, sport, science, and tourism, it has emerged as a distinctive and highly effective initiative that promotes Slovenia comprehensively and opens the doors to a plethora of business opportunities in the US market, thanks to the remarkable visibility of Slovenian basketball sensation and tourism ambassador, Luka Dončić.

A multifaceted success

The success of this event resonates in numerous areas, underlining its far-reaching impact. A delegation of 39 Slovenian companies and destinations, alongside 145 American business partners, participated in the business and investment conference. In addition, the Slovenian tourism workshop was held, where over 200 meetings took place. As a result, several US tour operators and travel agents have begun to integrate Slovenia into their offerings, and visited the Slovenian Incoming Workshop in May.

The basketball game at the American Airlines Center stood as a testament to the event's allure, with a sold-out arena and approximately 18,000 visitors and basketball enthusiasts gathering for the captivating "I Feel Slovenia Night" event.

The event also garnered extensive media coverage, not only within Slovenia but also abroad, particularly in the USA. Slovenian media featured the event in 68 publications, while a strategic outreach via a paid service resonated across 391 posts with an astounding 5,000 views, potentially reaching a staggering 172 million individuals.

The event's global impact was further underscored by a high-profile feature on NBC News and CNN International, as well as five posts about Slovenia on the Dallas Mavericks' channels, accumulating an impressive 1.5 million views and 50,000 interactions.

Also, the website www.texasfeelsslovenia2023.com has garnered over 10,000 visits and 20,000 page views, primarily from the United States.This multifaceted triumph has truly illuminated Slovenia on the world stage, leaving an indelible mark on business, tourism, and cultural exchange.

Luka Dončić: Ambassador of Slovenian Tourism

Slovenian athletes' remarkable achievements play a pivotal role in elevating our country's global visibility. Riding on their stellar success stories, the Slovenian Tourist Board has effectively communicated Slovenia as an appealing tourist destination and streghtened the visibility of the "I feel Slovenia" brand.

Basketball sensation Luka Dončić stands as one of the ambassadors of Slovenian tourism. This partnership was concluded due to his exceptional achievements, numerous devoted fans, global media attention, and his deep affection for Slovenia. In addition, the Slovenian Tourist Board collaborates with Dončić's team, the Dallas Mavericks. This initiative forms an integral part of ongoing, targeted efforts in the US market.

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