Slovenia at WTM London: A Top Destination for Enriching Cultural Experiences
Slovenian tourism is showcasing its offer at WTM London, one of the global tourism industry's premier events. Attracting over 40,000 business visitors last year, the event spotlights Slovenia's rich cultural experiences, featuring engaging talks by Holly Rubenstein on the country’s vibrant arts and culture and thrilling outdoor adventures.
World Travel Market (WTM) London, taking place from November 5 to 7, is one of the foremost global events for the travel industry. It serves as a hub for tourism professionals to gain insights into emerging trends, form partnerships and showcase their offer on the international stage. Last year, the event welcomed business participants from 184 countries.
On this occasion, MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, remarked: "World Travel Market London is a dynamic platform for ideas, opportunities and innovations that are shaping the future of tourism. It’s where the industry's leaders connect, new trends emerge and fresh partnerships take root. Slovenia stands out at WTM London not only for its rich culture and natural beauty but also for its innovative promotional strategies and a clear vision of sustainable tourism that meets the expectations of modern travellers. We are proud to have a strong representation of the Slovenian tourism sector and destinations in London, reinforcing Slovenia’s image as a destination for sustainable and authentic experiences."
A total of 21 destinations and providers from Slovenia are showcasing their offer at the Slovenian stand. Featured participants include: Ljubljana Tourism, Ljubljana Castle, Bled Tourist Board, Koroška Tourist Board, Julian Alps, Maribor Tourist Board, Alpinia Hotels Bohinj, Bled Rose Hotel, Bohinj Eco Hotel / Sunrose 7, Hit Alpinea Hotels, Hotel Kompas & Hotel Lovec Bled, Sava Hotels & Resorts, Vila Bled and Brdo Estate, Agency Van Gogh DMC, Ars Longa Travel, Happy Tours, KNMtravel DMC, Kompas DMC, M Tours DMC, Palma Travel DMC, Promet T&T.
Slovenia's stand at WTM welcomed a special visit from the new Ambassador to London, Sonja Štiglic, who emphasized Slovenia’s dedication to this prestigious event: "Slovenia has traditionally been present at one of the world’s most influential tourism business events in London. The 21 destinations and companies at this year’s stand successfully showcase the diversity, beauty and boutique locations of Slovenia, contributing to the increase in tourist arrivals between the two countries. This, alongside the growing trends of bilateral economic cooperation between Slovenia and the UK, represents an important piece of the mosaic in strengthening relations between the two countries. The Embassy of the Republic of Slovenia in London will continue to support the activities of the Slovenian Tourist Board aimed at increasing the number of tourist visits and overnight stays from the UK to Slovenia."
Travel Talks with Holly Rubenstein
Today, the stand hosted an exclusive session of 'Travel Talks' with Holly Rubenstein, the renowned journalist, presenter, and owner of the UK's most popular travel podcast, "The Travel Diaries. This intimate gathering was designed for a select group of invited media professionals, influencers and key decision-makers within the travel industry.
The event kicked off with a captivating journey through Ljubljana's cultural treasures, featuring a special focus on the story of the oldest wheel, a symbol of the city's rich history and innovation. Additionally, Plečnik's Ljubljana, Cukrarna (former Sugar Factory) and the upcoming exhibition of Marina Abramović and Ulay, which will take place between 25 November 2025 and 5 May 2026, were highlighted.
The second talk delved into Ljubljana's vibrant culinary and festival scene, with insights shared by Branka Gradišar, Public Relations Consultant at Tourism Ljubljana, and Nejc Kovačič, Head of the Communications Department at the Museum and Galleries of the City of Ljubljana. Their discussion highlighted the city's unique culinary offer and the festivals that bring its cultural life to the forefront. Ljubljana Tourism has further enhanced the distinctive experience of Ljubljana's central market, Yummy Market Walk, by offering a more immersive journey into the city's vibrant pulse and its fresh delicacies from nearly every region of Slovenia. As part of this experience, they introduced gourmet tasting menus showcasing famous dishes from culinary providers in Ljubljana, its surrounding area, and beyond, at the renowned Open Kitchen gourmet open-air market. Notably, two top-quality providers from Šentjošt nad Horjulom were featured: the Michelin-starred Grič restaurant and the Orešnik Cheese Farm, celebrated for its exceptional goat's cheese. The unique LUV Fest was also spotlighted.
The third talk focused on the Julian Alps Biosphere Reserve, a unique and remarkable region that connects Slovenia and Italy. Klemen Langus, Director of Tourism Bohinj, and Tit Potočnik, Director of Triglav National Park, alongside other experts, also highlighted the success of the Julian Alps Sensory Adventure organised last year. This exciting project will unfold its next chapter in Kranjska Gora in spring 2025.
The Julian Alps proudly spotlighted the continuation of the highly successful Julian Alps Sensory Adventure, first introduced at WTM London in 2022 and brought to life in spring 2023.
The Julian Alps Sensory Adventure 2 will unfold in the picturesque Kranjska Gora and its surrounding areas, offering selected journalists a unique opportunity to immerse themselves in pristine nature for three transformative days in spring 2025.
This edition will introduce a completely reimagined concept of travel. In an era where travel often feels like a fleeting escape, the event offers something deeper – a profound connection to both the places we visit and to ourselves. It invites travellers to become "changed unchangers", exploring with purpose and embracing mindfulness, all while remaining in harmony with nature’s balance.
Tit Potočnik, Director of Triglav National Park, and Klemen Langus, Bohinj Tourism Board
Slovenian Tourist Destinations Showcase Exciting Novelties and Attractive Offers
"Maribor has earned the title of Europe's best autumn destination from European Best Destinations, highlighting the city's unique blend of culinary and cultural excellence. The picturesque autumn scenery, winding wine routes and rich traditions converge to offer visitors an unforgettable experience. Home to the world’s oldest vine, Maribor also adds a historic layer to its appeal. This year, the Maribor Tourism Board aims to elevate the St. Martin’s celebrations, moving beyond its famous parties, exceptional wines and outstanding cuisine, to create a vibrant urban event with an international touch," shared the Maribor Tourism Board representative.
Bled is focusing on presenting their pre-Christmas season offer, starting at the end of November with a rich tapestry of events that include captivating musical performances and enchanting themed evenings. Its holiday decorations will shine brighter than ever, with the renewed festive lights blending seamlessly with Bled’s natural beauty.
Meanwhile, Ljubljana is solidifying its reputation as a hub of creativity and exceptional culinary delights. With a rich selection of gastronomic experiences both in the city and its surrounding areas, Ljubljana Tourism is responding to the rising demand for innovative culinary adventures. By bringing local flavours closer to both residents and visitors, they continue to enrich the city’s food scene. Simultaneously, the cultural landscape is flourishing. In partnership with the Center Rog creative hub, Ljubljana Tourism has co-created a new interactive experience, which invites visitors, especially the younger generation, to explore the creative vibrancy of the city and engage with local artisans.
“Koroška is a true treasure trove of surprises. Green landscapes remain largely undiscovered, offering hidden corners perfect for a soul-soothing escape from the hustle and bustle of everyday life. As a distinctive hiking and cycling destination, Koroška is not only rich in natural beauty but also steeped in a deep connection to the past and the vibrancy of its cultural heritage. The region's cultural pulse is closely intertwined with timeless customs and traditions. This year, Koroška is preparing a forward-thinking destination tourism strategy for 2025-2030+ with the goal of amplifying its visibility both nationally and internationally,” said Uroš Rozman, Director of the Regional Development Agency for Koroška.
‘It’s All In Our Nature’ Campaign to Be Presented at 2024 Media & Influencer Forum
At the 2024 Media & Influencer Forum, held on 7 November, Katja Nared from the Slovenian Tourist Board will take the stage to present the It’s All In Our Nature’ campaign, developed in collaboration with the Olympic Committee of Slovenia (OCS) and designed to celebrate Slovenia’s natural heritage in the context of the 2024 Olympic Games in Paris.
The Forum offers participants innovative insights, strategies, and tools for enhancing their approaches to media, content, and communication, particularly in the tourism sector. Past editions of the Forum have featured high-profile speakers from industry leaders like TikTok, Google and Condé Nast Traveler, focusing on how the evolving media landscape impacts digital journalism, content creation, and communication strategies in tourism.
The photo from the event was added later to provide an insight into the occasion.
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