Slovenia at WTM London: A Destination Defined by Authentic Experiences
Published:
5.11.2025
Slovenia at WTM London: A Destination Defined by Authentic Experiences
Slovenian tourism is proudly presenting its offer at one of the world’s leading travel industry events – the World Travel Market (WTM) London. At this prestigious fair, which last year drew more than 46,000 trade visitors and over 4,000 exhibitors, Slovenia stands out with a vibrant showcase of destinations, experiences and partners that reflect its commitment to authenticity, sustainability and innovation. As part of its participation, the Slovenian Tourist Board (STB) hosted a special media event spotlighting Slovenia Unique Experiences.
Taking place from 4 to 6 November 2025, WTM London stands as one of the leading global gatherings for the tourism industry. The event offers professionals valuable insights into the latest travel trends, opportunities to build new partnerships and a platform to present their products and destinations to an international audience.
In the photo on the left: Eduardo Santander, Executive Director of the ETC, and MSc. Karmen Novarlič, Head of the Business Communication Sector at the Slovenian Tourist Board.
Representing Slovenia this year are 16 destinations and tourism providers showcasing a rich and diverse offer: Ljubljana Tourism, the Julian Alps, JGZ Brdo (Brdo Estate, Strmol Castle and Vila Tartini), Hit Alpinea, Sava Tourism, Terme Olimia, ABC Tourism, Van Gogh Agency, Fabula Tours, Happy Tours, KNM Travel, Kompas DMC, M Tours Bled, Palma Travel DMC, Promet T&T and Relax Turizem DMC. Together, they highlight Slovenia’s strength as a destination of authentic experiences, sustainability, and creativity.
Commenting on Slovenia’s participation, STB's Director MSc. Maja Pak Olaj, noted: “WTM London is one of the most influential business events in the global tourism industry – a place where the future of travel takes shape. It offers an invaluable opportunity to strengthen existing and forge new partnerships and position Slovenia among leading destinations worldwide. This year, Slovenia is further solidifying its reputation as a destination of the future – green, responsible and full of inspiration. Through the coordinated efforts of the Slovenian Tourist Board, destinations and tourism providers united under the national brand I feel Slovenia, we are continuing to build the country’s image as a land that enchants visitors with its authenticity, commitment to sustainability and exceptional hospitality.”
Media Event: Slovenia – A Land of Unique Experiences
On Wednesday, 5 November, the Slovenian stand hosted a media event featuring a roundtable titled “Discover Slovenia’s Unique Experiences.”
The discussion shone a spotlight on Slovenia’s most authentic, boutique and sustainable experiences – those that embody the country’s creative spirit and deep respect for nature and tradition and bear the Slovenia Unique Experience (SUE) label. Panelists included Maša Klemenčič (Slovenian Tourist Board), Tanja Sodja (Tourism Bohinj), Elizabeta Skumavc (Visit Bled) and Professor Terry Stevens, an internationally recognised expert in tourism destination development.
Watch the full video of the roundtable discussion to hear inspiring perspectives on Slovenia’s unique experiences and its vision for sustainable, authentic tourism.
Stevens also presented his latest book, The Spark and a Sense of Wonder: A Guide for Creating and Enjoying Inspirational Tourist Experiences, which celebrates remarkable travel experiences and the people behind them across the globe. The publication serves as an inspiring guide for tourism professionals, encouraging curiosity, emotional engagement and the creation of genuine, memorable encounters. Among its featured examples are four Slovenia Unique Experiences, underscoring Slovenia’s position among the world’s leaders in innovative and meaningful tourism.
The speakers explored the story behind the creation of the Slovenia Unique Experiences brand, emphasizing the vital role of working closely with local communities and the power of authentic storytelling in shaping Slovenia’s image as a green, sustainable, boutique and inspiring destination. The exclusive event brought together 20 media representatives and influencers.
Turning Experiences into Stories of Inspiration
Following the roundtable, media representatives and influencers were invited to experience Slovenia firsthand. Divided into four groups, they set out to explore four Slovenia Unique Experiences (SUE) presented by destinations featured at WTM London – including Ljubljana and the Julian Alps Association. Each group immersed themselves in their chosen experience, capturing authentic moments and weaving them into creative stories for social media. The most original and inspiring stories – those that best reflected the spirit of Slovenia’s authenticity, sustainability, and creativity – will be rewarded with an exclusive invitation to a special media event in Slovenia in 2026.
Following the event, Dr. Terry Stevens remarked: "In a world of travel and tourism that is increasingly enamoured with high-tech attractions, Slovenia stands out as a testament to the power of experiences that powerfully tell a unique story connecting places with people. These experiences ignite a spark of curiosity and create a sense of wonder. Today’s tourists seek out the real, the authentic stories of a community. These experiences are much more organics. They are full of soul and ooze a sense of place. They are characterised by feelings of joy and pleasure, positive relationships and a sense of engagement. Slovenia, through it’s Slovenian Unique Experiences is a world leader in curating multi-layered, unforgettable, experiences for guests in ways that are clever, always revealing and deeply inspiring. In all my work helping destinations development is fifty-five countries Slovenia has always excelled in understanding the importance of storytelling, emotional connections and sense of place."
The Julian Alps Association added: “The Julian Alps, with their authentic and sustainable experiences, are a perfect choice for visitors from the UK seeking a genuine connection with nature, culture and everyday local life. Among the most inspiring examples are three experiences certified under the Slovenia Unique Experiences label, each capturing the very soul of this Alpine region – its pristine landscapes, living traditions and the heartfelt warmth of its people. From the festive cheer of a Bled homestead and rowing alongside Olympians on the iconic Lake Bled to the serene Melody of the Forest beneath the majestic Bohinj spruces, these moments of authenticity reflect exactly what today’s travellers value most – meaningful encounters and stories that stay with them long after their journey ends.”
Ljubljana Tourism develops unique experiences that enable visitors to connect more deeply with the destination and gain a better understanding of the city, its people, culture and identity. These experiences cater to travellers who wish not only to visit a place but to truly live it – contributing to sustainable practices and heritage preservation. They strengthen the reputation of Ljubljana and Slovenia as modern, sustainability-driven destinations that stand out for the quality and authenticity of their experiences.
UK Market Reaches New Record: Growth of Arrivals and Overnight Stays in 2025
In the first nine months of 2025, Slovenia welcomed 170,446 visitors from the United Kingdom, marking an 11.7% increase compared to the same period last year. These travellers generated 448,812 overnight stays, up 12.7% year-on-year. Remarkably, by the end of September, Slovenia had already surpassed the total number of British arrivals recorded in the whole of 2024.
In 2024, 166,921 UK visitors travelled to Slovenia, an 11% rise over 2023, accounting for 435,663 overnight stays, which represents a 13.5% increase. Compared to the pre-pandemic year 2019, arrivals were up 4.5%, confirming the growing appeal of Slovenia among UK travellers and the strengthening of one of the country’s key long-haul markets.
Slovenia Expands Air Links with the United Kingdom
The low-cost carrier easyJet is further strengthening air connectivity between Slovenia and the United Kingdom. In addition to its established routes to London, the airline has just launched a new service to Manchester, followed by the introduction of flights to Edinburgh in April 2026. These expanded connections will make Slovenia even more accessible to British travellers, supporting continued growth from one of Slovenia’s most important markets and reinforcing the country’s position as a desirable and well-connected European destination.
Slovenia – the Perfect Destination for Digital Nomads
Beginning 21 November 2025, Slovenia will introduce a dedicated digital nomad visa, enabling remote professionals to live and work in the country for up to one year. With this initiative, Slovenia joins the ranks of forward-thinking destinations embracing modern, flexible work lifestyles. Perfectly positioned in the heart of Europe, Slovenia offers a rare blend of outstanding infrastructure, exceptional quality of life and pristine nature. Its proximity to both mountains and the sea, vibrant urban culture and strong commitment to sustainability make it an inspiring base for digital nomads seeking to balance productivity with well-being and creativity.
Slovenia and Gorenjska Among the Best Places to Go in 2026 by Condé Nast Traveler
The prestigious international magazine Condé Nast Traveler – one of the world’s most influential voices in travel and lifestyle – has named Gorenjska among its Best Places to Go in 2026. Published in both the US and the UK editions, the magazine reaches over six million readers each month, inspiring discerning travellers, opinion leaders, and tourism professionals across the globe.
The editorial team, renowned for curating the world’s most anticipated destination lists, recognised Gorenjska as a region of extraordinary natural beauty, sustainable spirit and boutique experiences. Among its highlights are the opening of the Muzej Lah in Bled, the new Kneipp Natur Hotel Snovik, the growth of boutique accommodations such as Chalet Sofija, the continued success of Slovenia’s Michelin-starred restaurants and the upcoming Škofja Loka Passion Play, one of Europe’s oldest Baroque performances.
This international recognition reaffirms Gorenjska’s place among Europe’s most inspiring destinations – a region where Alpine authenticity, heartfelt hospitality and forward-thinking innovation come together to create truly unforgettable experiences.
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