Slovenia Earns Spot in Virtuoso’s 2025 Top Luxury Travel Experiences
Published:
6.2.2025
Slovenia Earns Spot in Virtuoso’s 2025 Top Luxury Travel Experiences
Slovenia has been recognized as one of the nine must-have luxury tourism experiences for 2025 by Virtuoso, the world’s leading network for luxury and boutique travel. This prestigious acknowledgment follows the resounding success of the Virtuoso Chairman’s Event 2024, which Slovenia hosted last November.
Being featured on this exclusive list elevates Slovenia’s visibility among the most sought-after travelers—those with higher purchasing power—while further solidifying its reputation as a premier destination for exceptional, high-quality experiences.
In its highly anticipated Luxe Report 2025, Virtuoso has spotlighted Slovenia as a top destination for travelers seeking active and immersive experiences. The report highlights a curated selection of unforgettable adventures, including rafting on the emerald Soča River, rowing across the iconic Lake Bled, delving into the mystical depths of Postojna Cave and embracing winter magic on the slopes of Krvavec and Vogel. After a day filled with adrenaline and exploration, travelers can unwind in Slovenia’s rejuvenating natural thermal springs.
Virtuoso has placed Slovenia among the world’s most exclusive luxury experiences, alongside luxury pet travel, digital disconnection in the Amazon, exploring Portugal, wildlife watching in the polar regions and European river cruises. This prestigious selection is based on insights from over 2,200 elite travel consultants across 48 countries, who have their fingers on the pulse of emerging trends in luxury tourism.
Virtuoso: A Key Partner in the World of Luxury Tourism
Virtuoso is the world’s leading network of luxury travel agencies, encompassing more than 1,200 agencies, 20,000 travel consultants, and 2,300 carefully selected partners—including top hotels, cruise lines, destination managers, and tour operators, primarily from the USA. Generating an impressive $35 billion in annual travel revenue, Virtuoso specializes in personalized, high-end experiences tailored to discerning travelers who seek exceptional service and unforgettable moments—and are willing to invest in them.
As a powerhouse in the luxury travel industry, Virtuoso’s influence is unmatched. Membership within this exclusive network presents a significant opportunity for destinations and providers looking to attract high-value guests and enhance their profile in the competitive global luxury tourism market.
Virtuoso Chairman’s Event 2024: Showcasing Slovenia to the World
The Virtuoso Chairman’s Event 2024, hosted in Slovenia in November, was a milestone moment, further solidifying the country’s reputation as a premier luxury and adventure destination. Organized by the Slovenian Tourist Board (STB) in partnership with Virtuoso members from Slovenia—Luxury Slovenia, InterContinental Ljubljana, Kempinski Palace Portorož, Hotel Grad Otočec— alongside Ljubljana Tourism and the Portorož Tourist Association and otherpartners and destinations from across Slovenia.
The Virtuoso Chairman’s Event 2024 was organized by the Slovenian Tourist Board (STO) in collaboration with Virtuoso members from Slovenia, including Luxury Slovenia agency, InterContinental Ljubljana, Kempinski Palace Portorož, and Hotel Grad Otočec, as well as Ljubljana Tourism and the Portorož Tourist Association. The event also engaged destinations and tourism providers from across Slovenia.
The event welcomed over 200 of Virtuoso’s most influential members, including owners of prestigious travel agencies, top-selling consultants, and key industry leaders. They were captivated by Slovenia’s breathtaking natural beauty, world-class hospitality, and diverse, high-end tourism offerings.
Read the statements from Virtuoso CEO Matthew Upchurch and other key figures here.
Strengthening Slovenia’s Presence in the U.S. Market
Building on this momentum, theSTB is intensifying efforts to enhance Slovenia’s visibility in the USA throughout 2025. A series of strategic initiatives—including a global digital campaign, collaborations with esteemed travel associations and top media and hosted visits for U.S. journalists—will spotlight Slovenia as an elite travel destination. Additionally, in March 2025, STB will organize a luxury tourism roadshow, featuring two exclusive workshops in Houston and Los Angeles to further engage the American market.
Slovenia’s inclusion in Virtuoso’s prestigious ranking of the nine must-have luxury experiences for 2025 further cements its status as one of Europe’s most sought-after destinations. With its pristine natural landscapes, bespoke experiences, and world-class hospitality, Slovenia continues to captivate discerning travelers looking for exclusivity, adventure, and authenticity.
Cover photo: Virtuoso CEO Matthew Upchurch and STB Director Maja Pak Olaj, M.Sc. at the Virtuoso Chairman’s Event 2024 in Ljubljana. Photo: Siniša Kanižaj.
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