Slovenian tourism showcases itself at ITB Berlin, the world's leading travel trade fair

Published: 5.3.2024

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Slovenian tourism showcases itself at ITB Berlin, the world's leading travel trade fair

ITB Berlin, the world's leading travel trade fair, opened its doors today in Berlin. Slovenia is putting a special emphasis on art and culture experiences, while at the same time reinforcing its image as a pioneer in sustainable tourism. Until Thursday, 26 destinations and suppliers will be presenting their offer at the I Feel Slovenia stand. Tonight, a Slovenian evening will take place in Berlin, which will also be an opportunity to celebrate the centenary of the Triglav National Park.

Slovenian tourism showcases itself at ITB Berlin, the world's leading travel trade fair

Slovenia debuts its new stand at ITB Berlin,  which takes place from today to Thursday. Centered on arts and culture, this showcase aims to further solidify Slovenia's visibility as a pioneer in sustainable tourism practices.

Addressing the opening of ITB Berlin, Minister of the Economy, Tourism, and Sport, Matjaž Han, explained: "In Slovenia, we like to say that tourism is people, and we live and work like that. In the last two years, we have thus launched a major investment cycle in tourism worth almost €360 million. We are co-financing the renovation and development of higher quality tourist accommodation, the transformation of ski resorts into year-round mountain resorts and the renewal of public tourism infrastructure. In addition, we are pleased to note that tourism in our country has recovered faster than initially expected after the COVID-19 pandemic."  

The Minister underscored the significance of the German market for Slovenian tourism. German tourists have long ranked among the top three nations in terms of both arrivals and overnight stays, and in recent years, they've even claimed the top spot. Minister Han emphasized Slovenia's ability to cater to the desires of German tourists, highlighting health and wellness services, caravaning opportunities and immersive outdoor experiences in nature.

STB's Director MSc. Maja Pak Olaj stated: "ITB Berlin is an opportunity to showcase all that Slovenia as a destination has to offer to tour operators from all over the world - from pristine nature and sporting activities to rich art, cultural heritage, world-class gastronomy, excellent health and wellness services and the sustainability efforts of destinations and suppliers. In line with our central two-year promotion and communication theme, we will highlight experiences in the field of arts and culture. ITB Berlin is a particularly important opportunity to address the German market, which was the most important foreign market for Slovenian tourism last year with a 16% share of foreign overnight stays. The number of overnight stays by German guests in our country increased by 24% last year compared to the forecast year 2019. ITB Berlin is a valuable opportunity to strengthen the visibility and reputation of Slovenia as a tourist destination and to establish new partnerships and collaborations that will contribute to the further growth and development of Slovenian tourism." 

26 destinations, organisations and companies are presenting their offer at the I Feel Slovenia stand under the auspices of the Slovenian Tourist Board: The Portorož Tourist Board, the Šalek Valley Tourist Board, the Nova Gorica and Vipava Valley Tourist Board, the Maribor Tourist Board, Ljubljana Tourism, the Julian Alps Association, the Association of Slovenian Natural Spas, and the Public Institute for Tourism, Culture and Sport of the Municipality of Ormož, 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.  

More information about Slovenia's presentation at ITB Berlin can be found here.  

Slovenian evening with the celebration of the 100th anniversary of the Triglav National Park  

Today's Slovenian evening, which will take place on the sidelines of the ITB Berlin trade fair, will be an opportunity to celebrate the centenary of the signing of the agreement for the establishment of the Alpine Conservation Park, the predecessor of the Triglav National Park. This is an important milestone in the history of the development of nature conservation and the efforts to protect part of the Julian Alps in the form of Slovenia's only national park.   

The Triglav National Park will use this opportunity to sign a letter of intent on biosphere cooperation with the German National Park Berchtesgaden, which promotes an important strategic partnership in the Alps between the Julian Alps and the German Alpine region of Berchtesgaden Land. 

Dr Tit Potočnik, Director of the Triglav National Park Public Institute, said: "This year, the Triglav National Park celebrates 100 years since the establishment of its predecessor, the Alpine Conservation Park. The slogan of the celebration 'Conservation is Existence' emphasises that our ancestors preserved nature to such an extent that today we have the only national park in Slovenia in this area. Just as the Triglav National Park is one of 13 in the Alps, so is the Berchtesgaden National Park in Germany, with which we are linking up. Both are mountain parks and have similar challenges, so the exchange of experience and good practice is welcome. German visitors make up the majority of visitors to the Julian Alps. The Slovenian Tourist Board is key to helping inform and raise their awareness of where they are coming from, so they know what to expect and how to spend their leisure time in the environment of the Triglav National Park and the Julian Alps Biosphere Area."  

The event will also showcase Elan's award-winning latest Primetime series of skis, 100% made in Slovenia. The event is the start of a closer cooperation between the Elan brand and the STB, especially in the German market, which is the most important for Elan and Slovenian tourism. 

The evening event will take place at the Bolle Festsaal in the centre of Berlin. Around 200 guests from the world of tourism industry, diplomacy, media, sports and other organisations are expected.  

Stay updated with the happening in Berlin by following the STB's corporate profiles on social media platforms, X and LinkedIn.

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