Slovenian Tourist Board Attracts Top International Travel Agencies and Tour Operators This Year

Published: 14.5.2024 More info

Back to news

Slovenian Tourist Board Attracts Top International Travel Agencies and Tour Operators This Year

Over 150 foreign tour operators and travel agencies from 33 countries, along with an equal number of Slovenian tourism providers, are finalizing business meetings at the 26th Slovenian Incoming Workshop (SIW) in Bled. Organized by the Slovenian Tourist Board, this is the biggest annual business event for Slovenian tourism, featuring more than 4,000 one-on-one meetings. 

Slovenian Tourist Board Attracts Top International Travel Agencies and Tour Operators This Year

58 percent of the foreign companies are attending SIW for the first time, with many coming from Italy, the USA and the UK. Distant markets are also well represented. Foreign participants will also experience the excellent offer of Slovenian tourism firsthand through study tours.

The Slovenian Incoming Workshop, the leading B2B event in Slovenian tourism organized by the STB, took place in Bled from May 14 to 16. Participants engaged in formal 15-minute business meetings, allowing for in-depth conversations and the formation of new partnerships. Contacts were further deepened through informal workshops and two evening events. Additionally, thematic study tours before and after the event introduced foreign participants to key tourist attractions in Slovenia, showcasing the country's stunning natural beauty, rich cultural heritage and diverse gastronomy. 

Director of STB, MSc. Maja Pak Olaj, stated: "SIW 2024 once again proves that Slovenia is an interesting and attractive tourist destination. We are thrilled to host such a large number of international partners who have shown exceptional interest in our country. After the pandemic, we are finally seeing a stronger recovery in the neighbouring Italian market and distant Asian markets continue to show strong interest. This is certainly the result of our continuous and targeted promotional activities, especially in the US market. I am confident that the partnerships formed today at SIW will significantly contribute to the further development and growth of Slovenian tourism."

Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism and Sport, participated in today's press conference at SIW: "SIW is taking place during a significant investment cycle in Slovenian tourism. Many accommodations are being renovated or constructed to enhance quality and value, which will boost the competitiveness of Slovenian tourism. Additionally, Slovenian municipalities and tourist destinations are improving the tourist experience and making attractions more accessible. I wish for many successful business connections at SIW and hope to see Slovenian tourism offers included in numerous itineraries, programs, and catalogues. Today, it's not enough to simply provide a complete tourist experience. Our tourism providers need to offer comprehensive packages and stories, which are abundant in every corner of our beautiful country. Our commitment to sustainable tourism development and promoting a green tourism, by reducing the carbon footprint, will bring higher value for tourists, providers and residents. We are well on our way to realizing our strategic vision: Green boutique. Smaller footprint. Greater value for all."

Last November, the Ministry of the Economy, Tourism and Sport strengthened its connection with ADAC (General German Automobile Club) by signing a Memorandum of Cooperation. This partnership aims to promote sustainable tourism and highlight Slovenia as an attractive destination for German tourists. During SIW, Karlheinz Jungbeck, president of the tourism section of ADAC, commented: "Despite the challenging economic situation, Germans still have a strong desire to travel, just as they did before the pandemic. Slovenia is an exceptional destination for individual travelers, especially from southern Germany. I am confident that ADAC and Slovenia's tourism authorities can together present your country to our 22 million members as a top-quality, year-round European destination: sustainable, safe, and closely connected to nature."

Journalists were also welcomed by the Mayor of Bled Municipality, Anton Mežan, and the Director of Bled Tourism, Blaž Veber.

Strong Recovery in Italian and Asian Markets Highlighted at SIW 2024

A total of 154 foreign tour operators and tourist agencies are attending SIW in Bled. The largest group, 18 companies, comes from Italy, followed by 17 from the US, 15 from the UK, and 12 from the Czech Republic. Additionally, 36 tour operators and agencies are from distant markets recovering from the COVID-19 pandemic, where the Slovenian Tourist Board (STB) has traditionally had strong cooperation with Turkish Airlines. STB’s successful partnerships with Luxair, Air Baltic, and Iberia have also increased the number of participants from Luxembourg, Latvia, and Spain. The Scandinavian market has shown considerable interest, with seven companies attending.

As a new feature of this year's SIW, STB encouraged agents to familiarize themselves with Slovenia's tourist offs in advance through the interactive online course "My Way of Escaping to Slovenia." During SIW, STB's Director Maja Pak Olaj awarded a prize to the travel agent or organizer who excelled in the final quiz on Slovenia.

STB remains dedicated to promoting Slovenia as a top tourist destination. SIW is a key annual event, facilitating direct contact between Slovenian tourism providers and international partners.

For more information, visit the SIW website.

Photo: Siniša Kanižaj for the Slovenian Tourist Board.

Cover photo: Guided tour of SIW with the Mayor of Bled, Anton Mežan, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism and Sport, Dubravka Kalin, and STB's Director Maja Pak Olaj.

Back to news


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

Sign up for the Trade News

Be up to date about what’s happening in Slovenian tourism. By subscribing to our newsletter you will receive the latest trade news in the field of tourism and other current information on a monthly basis.

Share with friends