Alongside the Milano–Cortina 2026 Winter Olympics, Slovenian Tourism in the Spotlight
Published:
2.2.2026
Alongside the Milano–Cortina 2026 Winter Olympics, Slovenian Tourism in the Spotlight
At the Milano–Cortina 2026 Winter Olympic Games, Slovenia will showcase not only its sporting achievements but also an ambitious and comprehensive promotional programme in the fields of tourism, business and culture. Together with partners, the Slovenian Tourist Board (STB) will carry out a series of targeted activities during the Olympic Games to strengthen Slovenia’s international visibility as a year-round, sustainable and boutique tourism destination.
A strong focus will be placed on business and media promotion in the Italian market and beyond, leveraging the exceptional global reach of the Olympic Games and their close proximity to Slovenia.
Business events to strengthen partnerships with the Italian market
As early as Saturday, 7 February 2026, the STB’s representative office in Italy, in partnership with the Olympic Committee of Slovenia, will organise a business event in Bolzano for selected Italian journalists and travel agents from Trentino–South Tyrol and Lombardy.
The event will feature presentations of five Slovenian destinations: Slovenian Istria; Nova Gorica with the Vipava Valley and Brda; Ljubljana; Maribor; and the Julian Alps. These destinations will highlight a diverse range of offers, including active experiences, city breaks, gastronomy and culture. The event will conclude with a visit to the ski jumping competitions in Predazzo, where a large number of Slovenian fans are also expected.
The second major business event for Slovenian tourism will take place on Thursday, 12 February 2026, in Cortina d’Ampezzo, where the STB will host a workshop with B2B meetings. Seventeen Slovenian tourism companies will meet with around 25 Italian tour operators from Veneto, Friuli Venezia Giulia and Lombardy. The programme will also include attendance at the women’s alpine skiing super-G final, while top Slovenian cuisine will be presented by chef Tomaž Kavčič.
During the Olympic Games, the STB will also carry out a range of advertising activities.
Slovenian House as the central meeting point
The central hub of Slovenia’s activities during the Olympic Games will be the Slovenian House, which will open its doors on 6 February 2026. The official opening ceremony will take place on 8 February and will also be attended by the Minister of the Economy, Tourism and Sport, Matjaž Han. The Slovenian House will serve as a venue for business meetings, media events, networking, and presentations of Slovenian tourism, culture and cuisine.
The STB has provided extensive photo and video materials, which will be screened on displays in the Slovenian House and used across international media and digital channels.
Communication is already well under way on the STB’s social media channels, with a focus on sports stories, fan enthusiasm and presenting Slovenia as an attractive tourist destination. A dedicated content subpage has also gone live on the main tourism portal slovenia.info, presenting Slovenian athletes and Slovenia’s participation in the Olympic Games in Slovenian and six foreign languages.
The STB will also provide I feel Slovenia fan merchandise for supporters cheering for Slovenian athletes at the Olympic venues.
The Olympic Games as a long-term investment in Slovenia’s visibility
Sport represents an important bridge between global visibility and the long-term development of Slovenian tourism. The 2026 Winter Olympic Games, taking place from 6 to 22 February across various venues in northern Italy, led by Milan and Cortina d’Ampezzo, are particularly important for Slovenia due to the close proximity of the venues.
With a comprehensive and content-rich presence during the Olympic Games, the STB is strengthening Slovenia’s positioning as a destination for active experiences, city breaks, top-tier gastronomy and culture, with an emphasis on an attractive year-round offer, while further enhancing the recognition of the I feel Slovenia brand.
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