Slovenia's Powerful Presence at ITB Berlin: A Triumph in Sustainability and Culture with Six Marketing Awards for the STB
Published:
5.3.2025
Slovenia's Powerful Presence at ITB Berlin: A Triumph in Sustainability and Culture with Six Marketing Awards for the STB
The ITB Berlin is in full swing, with Slovenia shining at the I Feel Slovenia stand in Hub 27. Alongside the STB, 27 Slovenian destinations and providers are forging global partnerships. Slovenia is presenting itself as a premier destination for exceptional cultural and artistic experiences, along with sustainable boutique offerings for discerning travellers. The country's visibility is further boosted by its success in the Golden City Gate competition, where the STB won six prestigious awards. Additionally, Jeruzalem, a destination in northeastern Slovenia, took top honours at the Green Destinations Top 100 Story Awards.
The Director of the Slovenian Tourist Board (STB), MSc. Maja Pak Olaj, highlighted: "Each year, the STB participates in ITB Berlin, one of the largest business tourism exchanges, which serves as a global meeting point between demand and supply in tourism. Alongside 27 tourist destinations and providers, we continue to strengthen our connections with partners from our key foreign market, Germany, and beyond. This year, we are focused on arts and culture to appeal to more discerning travelers. The energy at the Slovenian exhibition area is vibrant and the high attendance reaffirms that Slovenia is becoming increasingly visible and recognized at ITB Berlin every year. Expectations for the German market this year are positive, but there is cautious optimism for the year ahead."
She further emphasized the importance of the awards the STB received for its marketing success: "We are truly proud to have secured three gold and three silver awards for excellence in marketing communication. These awards not only enhance Slovenia's visibility within the global professional community but also elevate its reputation on the world stage. Our sincere congratulations go to the destinations that have been honoured."
The Slovenian exhibition space is buzzing with business activity, as numerous meetings take place. The photo captures a key moment: MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB), and her team engaged in a conversation with Eduardo Santander, the Executive Director of the European Travel Commission.
Awards for Excellence in Marketing Communication and Green Destinations Top 100 Story Awards
On Wednesday, March 5, the winners of The Golden City Gate competition were announced, and Slovenia shone brightly with six prestigious awards. The Slovenian Tourist Board (STB) took home Golden Bears in several categories:
The combination of sports and tourism in the Innovation category.
Further solidifying Slovenia's success at the Golden City Gate competition, Ljubljana Tourism and the Šaleška Dolina Tourist Board also received well-deserved recognition.
Slovenia's commitment to sustainability also continues to be highlighted at ITB Berlin. On Tuesday, March 4, the prestigious Green Destinations Top 100 Story Awards were presented, with Jeruzalem – Slovenia taking first place in the Destination Management category for its story of a dispersed hotel.
A proud moment for Slovenia! The Slovenian Tourist Board (STB) shines brightly with six prestigious Golden Bears at The Golden City Gate competition.
Busy and Productive
At ITB Berlin, Slovenia's exhibition stand has proven to be a focal point for business attention. The stand is brimming with important conversations, where MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB), and Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism and Sport, are leading discussions with prominent partners. Among those engaged in talks are UNWTO, European Travel Commission, Österreich Werbung, Air France, Iberia and Swiss Airlines.
Numerous business meetings are also being held by representatives of the featured destinations and tourism companies. Maribor, on the sidelines of the event, is impressing attendees with its unique blend of art and enogastronomy, offering creative painting workshops where participants capture the image of the world’s oldest vine while enjoying top wines.
On Shrove Tuesday, the presence of the traditional Kurent masks delighted visitors.
The stand is also hosting exclusive discussions on arts and culture, where invited experts, media representatives and influencers are listening to distinguished speakers from Slovenia and abroad. On March 4, the focus was on Maribor’s culture and gastronomy and the Kurent, one of Slovenia’s most iconic carnival figures. On March 5, the presentation of the Buzzing Slovenia exhibition at MEK Berlin took place, followed by a discussion on the Peace Path, which won the prestigious "Connecting Culture" award. On Thursday, discussions will conclude with a focus on Slovenian culture in Germany.
On Tuesday, March 4, invited guests gathered for a Slovenian evening, where the Head of the Slovenian Tourist Board (STB) office in Germany, Rebeka Kumer Bizjak, and Slovenia’s Ambassador to Germany, Dr. Ana Polak Petrič, addressed the attendees.
For more details about Slovenia's presentation at ITB Berlin 2025, and the significance of the German market, please visit the link.
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