Slovenia’s Premier Tourism Event, SIW 2025, Kicks Off with Strong International Participation

Since its beginnings in 1998, the Slovenian Incoming Workshop (SIW) has been a key platform for connecting leading Slovenian tourism providers with foreign tour operators, travel agencies and specialist agencies. This year’s edition continues the tradition with strong international interest – 58 percent of participating foreign buyers are attending SIW for the first time. The highest number of foreign buyers come from the United States (17), followed by Italy (16) and Germany (14). Interest from the Spanish market is also notable, with 9 participating companies, while 8 companies have arrived from Scandinavia. The gradual recovery of the Asian market after the pandemic is reflected in the attendance of 10 companies from various Asian countries. We are also pleased to welcome three major tour operators from Mexico.

Hosted this year in the spa town of Rogaška Slatina, SIW features a full day of business networking, including more than 3,500 one-to-one meetings between international buyers and Slovenian providers. The event also offers ample opportunities for informal networking and study tours, allowing foreign participants to discover the richness and diversity of Slovenia’s tourism offer.

At today’s press conference held as part of the Slovenian Incoming Workshop (SIW) 2025, Dubravka Kalin, Director General of the Directorate for Tourism at the Ministry of the Economy, Tourism and Sport, emphasized the international significance of the event: “The Slovenian Icoming Workshop has established a strong presence on the international stage. We are very pleased that this year we are presenting Slovenia’s tourism offer to tour operators from numerous—and even distant – markets such as the United States and Asia. I am confident that Slovenian tourism providers will impress them with a diverse, high value offer. In recent years, there have been many investments in Slovenian tourism, supported also by European funds. Accommodation capacities, public tourism infrastructure and mountain resorts – offering year-round experiences – have been extensively modernized. I believe that all participants, especially those visiting Slovenia for the first time, will be captivated by our diverse tourism products and rich natural and cultural heritage. I wish everyone many fruitful business meetings.”

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted the strategic role of the event: “The Slovenian Incoming Workshop 2025 is the most important business event in Slovenian tourism. It is the largest meeting between Slovenian providers and foreign tour operators, enabling them to experience Slovenia’s offer first-hand. This year, Rogaška Slatina proudly serves as the host of SIW, and in partnership with a diverse network of providers and the local community, has crafted an outstanding showcase of the destination’s rich tourist offer and the surrounding region’s unique attractions. The event is taking place at a time when the global tourism landscape remains highly unpredictable – but we are also seeing encouraging signs within Slovenian tourism. Data from the first four months of this year show moderate growth in both arrivals and overnight stays. Our new analytical tool, the Slovenian Tourism Barometer, also indicates optimism among tourism stakeholders for the upcoming quarter. As we celebrate the 30th anniversary of the Slovenian Tourist Board, we recall the very first Slovenian Incoming Workshop, which took place in Maribor in 1998. Over nearly three decades, SIW has grown into a recognizable brand – an event that international tour operators simply don’t want to miss.”

Boris Biček, Director of the Rogaška Medical Centre, underscored the significance of the Slovenian Incoming Workshop: “We are proud that this year’s SIW is being held in Rogaška Slatina. The Rogaška Medical Centre is one of the key pillars of Slovenian health tourism and plays a crucial role in positioning both our town and country as a top destination for health, beauty and well-being. Through SIW, we are excited to present our comprehensive offering – which includes treatments across 15 medical fields delivered by over 40 specialist doctors with cutting-edge equipment – not only to our current partners but also to potential new ones. We see this as an opportunity to strengthen our international presence. As the only health resort in Slovenia focused on rehabilitation for digestive and metabolic disorders, we are committed to continuous improvement. This year, we are starting construction on our own accommodation facilities – the new medical hotel – marking another important step forward. SIW is a key opportunity for us to grow and build valuable connections.”

Welcoming attendees on behalf of the host destination, Mayor of Rogaška Slatina, MSc. Boris Kidrič, spoke about the town’s long-standing tourism tradition and its evolving offer: “Rogaška Slatina today boasts 1,600 beds across ten higher-category hotels. For over 400 years, our offer has been built around high-quality health services, with Donat mineral water at its core. Rogaška Slatina has never pursued mass tourism; instead, we focus on crafting a distinctive and varied experience for our visitors. The local tourism and culture board is responsible for most of our destination’s promotional activities at home and abroad. About ten years ago, we realized we needed to offer something new and attractive. In just one year of operation, the Kristal Tower has proven to be a true success, with over 85,000 visitors already. And just as importantly, it’s generating strong synergy effects for the entire destination.”

Beyond Business: Study Tours and Networking Enrich SIW 2025

This afternoon, SIW participants will have the chance to connect in a more relaxed, informal setting, continuing their networking and strengthening professional relationships. They will explore the Slovenian tourism offer through engaging experiences in Rogaška Slatina and its scenic surroundings – an ideal backdrop for deepening partnerships and discovering new opportunities. Evening events further complement the programme, offering not only space for socializing but also showcasing the finest of Slovenian gastronomy

Particularly valuable are the study tours, which provide a deeper insight into the diversity of Slovenian tourism products, with a special focus on active holidays, wellness and cultural experiences. These tours take participants across Slovenia, with an emphasis this year on the eastern part of the country. Destinations such as Rogaška Slatina, Olimje, Jeruzalem, Moravske Toplice, Maribor, Celje, Idrija, Kranjska Gora and the Soča Valley present a rich mosaic of offer – from health tourism and wine-tasting experiences to historical gems and authentic culinary journeys. Together, these experiences serve as a comprehensive promotion of Slovenia as a boutique, green and diverse destination.

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