Slovenia at ITB Berlin 2024: At the crossroads of arts, culture and sustainable tourism

Published: 28.2.2024

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Slovenia at ITB Berlin 2024: At the crossroads of arts, culture and sustainable tourism

Slovenia will present itself at the world's leading tourism fair, ITB Berlin, taking place 5—7 March 2024, with a focus on arts and culture. Nova Gorica will be highlighted in particular, as it is set to become the European Capital of Culture in 2025, together with Gorizia in Italy. Additionally, Slovenia will reaffirm its position as a pioneer in sustainable tourism practices.

Slovenia at ITB Berlin 2024: At the crossroads of arts, culture and sustainable tourism

The organizers of ITB Berlin, the world's premier global tourism trade fair, anticipate hosting around 24,000 participants at this year's event, exclusively targeting the business community. Alongside, diverse expert presentations will unfold across four stages and 17 thematic sections, all under the theme "Define the World of Travel. Together."

Rebeka Kumer Bizjak, Head of the STB Representation in Germany, highlighted: "ITB Berlin is not only a great opportunity to address the German market - the most important foreign market for Slovenian tourism, where we achieved excellent results last year with an over 24% growth in overnight stays compared to 2019. Nova Gorica, set to be the European Capital of Culture 2025 alongside Gorizia, will highlight its rich cultural heritage and contemporary artistic currents that cross geographical and mental borders. Selected journalists and members of the professional public will also get to know Slovenia better through interesting talks in the more intimate 'living room' of our new exhibition space, while invited guests will feel its pulse at the I Feel Slovenia Evening. We look forward to an exciting event and to new and deeper business ties."

Slovenia to showcase 26 destinations and suppliers at ITB Berlin

Slovenia will make its mark at ITB Berlin with a new cutting-edge stand embracing state-of-the-art technologies, including artificial intelligence, and providing intimate areas for in-depth discussions and events, all while adhering to sustainable principles. These attractive elements ensure Slovenian tourism shines both at live events and on social media platforms.

The Slovenian stand will be situated in Hub 27, which stands out as a focal point for German-speaking countries, alongside Liechtenstein. Alongside, major German transport companies and airports such as Deutsche Bahn, Fraport, BER, and Flughafen Köln/Bonn will be featured in the hall.

At the Slovenian stand, 26 destinations, associations and companies will showcase their offer: Portorož Tourist Board, the Šalek Valley Tourism Board, Nova Gorica and Vipava Valley Tourism Board, Maribor Tourism Board, Ljubljana Tourism, the Julian Alps, Slovenian Spa Association, Ormož Tourism, Culture and Sport Institute, HIT Alpinea, Sava Turizem, Istrabenz Turizem, Terme Čatež, Unitur - Terme Zreče & Rogla, Terme Dobrna, Terme Krka, Terme Vivat, Feel Green Travel, Kompas Novo mesto, Kompas, Mtours, Palma, Relax Turizem, Ljubljana Castle, Postojna Cave, IGB and Lipica Stud farm.

The spotligh will be on Nova Gorica, set to be the European Capital of Culture in 2025 alongside Gorizia, Italy. Visitors will virtually experience Europe Square, the iconic cross-border square connecting the two Gorizas. They can also bring home memorable prints featuring GO! BORDERLESS, envisioned by acclaimed graphic designer and visual artist, Zora Stančič.

Travel talks

The Slovenian stand will also host exciting discussions on tourism, arts and culture. These intimate talks, tailored for selected journalists, experts and industry leaders, will take place in the lounge area, facilitated by headphones for optimal engagement. The comprehensive talk schedule is available on the ITB Berlin landing page at

On Wednesday, March 6, ITB Berlin will once again showcase the prestigious Golden City Gate Awards. Celebrating excellence in tourism promotion and communication campaigns, these coveted awards highlight industry innovation and creativity.

Also on Wednesday, the Green Destinations Top 100 Story Awards ceremony will take place. Among the nominees are three Slovenian destinations - Miren Kras, Brežice, and Šalek Valley - recognized for their outstanding commitment to sustainable tourism practices, underscoring Slovenia's dedication to sustainability in the travel industry.

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