Slovenia to Showcase 27 Destinations and Providers at ITB Berlin
Published:
26.2.2025
Slovenia to Showcase 27 Destinations and Providers at ITB Berlin
The Slovenian Tourist Board (STB), together with 27 Slovenian tourist destinations and providers, is set to make a prominent return to ITB Berlin, one of the world’s largest and most influential travel trade shows. Taking place from March 4 to 6 in Berlin, Slovenia will showcase its unique appeal as a destination offering exceptional artistic and cultural experiences for discerning travellers. Maribor Tourism will take the lead in the central animations.
Director of the Slovenian Tourist Board (STB), MSc. Maja Pak Olaj, said: "ITB Berlin is not only one of the most important global tourism exchanges but also a crucial platform for forging new partnerships and strengthening Slovenia’s visibility as a sustainable and year-round boutique destination. Our primary focus is on attracting discerning travellers who seek authentic experiences and prefer to explore outside the peak summer season. We are proud to once again present Slovenia at ITB Berlin with a dynamic team of 27 destinations and providers. Germany continues to be our most important source market, where we’ve seen stable growth despite the economic slowdown. At ITB Berlin, we will deepen our partnership with key partners and continue our efforts to elevate Slovenia’s recognition, appeal and reputation among German guests and international visitors alike."
Head of the STB's Representative Office in Germany, Rebeka Kumer Bizjak, added: "Germany remains a strategically vital market for Slovenian tourism, where the STB carries out numerous promotional activities. Among the key approaches are our presentations at leading tourism fairs, such as ITB Berlin, along with CMT Stuttgart and f.re.e Munich this year. Just last week, we had the honour of showcasing the European Capital of Culture, Nova Gorica – Gorizia, at an exclusive evening event attended by around 120 distinguished guests. We are also thrilled about the new Eurowings flight connecting Ljubljana and Düsseldorf, which will significantly enhance Slovenia’s accessibility for German visitors. This exciting development will be supported by targeted promotional activities, including a business event."
At the heart of Slovenia’s presentation at ITB Berlin will be Maribor Tourism, offering a unique experience that blends art and enogastronomy. In a creative painting workshop, participants will have the opportunity to paint the motif of the world’s oldest vine, guided by an expert mentor. As they immerse themselves in the art, they will also taste premium Styrian wines crafted by the talented young winemaker, Adam Valdhuber.
Throughout the fair, exclusive talks on arts and culture will take place at the Slovenian stand, exploring the powerful connection between culture and tourism. Esteemed speakers will include Sofia Botvinnik (MEC, Berlin), Martin Šolar (Kobarid Museum) and Sandra Battigaglia (Friuli Venezia Giulia). These engaging discussions will be moderated by Sabrina Gander, a well-known German radio journalist.
A standout feature of Slovenia's presence at ITB Berlin will be an evening event at the iconic Berlin club Quasimodo, held on Shrove Tuesday, March 4. Guests from the worlds of tourism, media and diplomacy will be treated to an authentic Slovenian carnival experience, featuring the traditional kurenti, a vibrant celebration of Slovenia’s rich cultural heritage.
Germany remains Slovenia's most significant key market, with German tourists generating nearly 2 million overnight stays in 2024. This marks a 4% increase compared to 2023 and an impressive 29% growth compared to pre-pandemic levels. Slovenian tourism continues to resonate with German visitors as a nearby, safe, and sustainable destination, offering an exceptional array of experiences for discerning travellers.
In 2024, ITB Berlin attracted 100,000 participants and 5,600 exhibitors from 190 countries, underscoring its status as a pivotal event in the global tourism industry.
Travel Talks at ITB Berlin 2024.
Bears and the Best Sustainable Stories
This year, the Slovenian Tourist Board (STB) and Slovenian destinations will once again be recognized for their excellence at ITB Berlin, with prestigious awards highlighting the best in tourism promotion and sustainability.
On Wednesday, March 5, the awards for excellence in tourism will be presented as part of The Golden City Gate competition. Six STB's projects are vying for recognition across various categories: the “It's All in Our Nature” campaign (Campaigns category); the video featuring Joker Out about cities where we feel good (Feelgood Towns; Arts and Culture category); the “Virtuoso Chairman's Event 2024” (MICE and Events category); the “Beekeeping Experiences. My Way” publication (Print Advertising category); the German TV show about Slovenia, Globetrotter (TV/Documentary category) and the innovative combination of sports and tourism (Innovation category).
On Tuesday, March 4, the Green Destinations Top 100 Story Awards will celebrate the best sustainable tourism stories. Three Slovenian destinations are among the nominees: Jeruzalem Slovenia, with the Dispersed Hotel story (Destination Management category); Rogla-Pohorje, with the Exploring New Horizons of Sustainable Tourism project (Environment and Climate category); and Miren Kras, with the story Sounds of Peace (Culture and Tradition category).
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