Alpe-Adria Fair: I FEEL SLOVENIA Showcases Historic Towns and Culinary Experiences; Croatia as Partner Country

The fair was officially opened by the Deputy Prime Minister of the Republic of Slovenia and Minister of Foreign and European Affairs, Tanja Fajon, with the opening ceremony also attended by the Minister of the Economy, Tourism and Sport, Matjaž Han. Following the opening, journalists were addressed by the Croatian Minister of Tourism and Sport, Tonči Glavina; Kristjan Staničić, Director of the Croatian National Tourist Board (CNTB); Matevž Frangež, State Secretary at the Ministry of the Economy, Tourism and Sport (METS); and Maja Pak Olaj, MSc, Director of the Slovenian Tourist Board. As part of the extensive accompanying programme, the STB will tomorrow host the professional event Safe to the Mountains and present the new strategy of the Slovenian Natural Spas Association.

The fair opened to visitors today at 10:00, followed by the official opening ceremony at 13:00, which included the presentation of the international Jakob Awards recognising innovation, quality and excellence in tourism. The ceremony was led by the Deputy Prime Minister of the Republic of Slovenia and Minister of Foreign and European Affairs, Tanja Fajon, and was also attended by the Minister of the Economy, Tourism and Sport, Matjaž Han.

Croatia – partner country of the fair

On this occasion, the media were addressed by the Croatian Minister of Tourism and Sport, Tonči Glavina; the Director of the Croatian National Tourist Board, Kristjan Staničić; the State Secretary at the Ministry of the Economy, Tourism and Sport, Matevž Frangež; and the Director of the Slovenian Tourist Board, MSc Maja Pak Olaj.

“Slovenia continues to be recognised as a boutique tourism destination offering high-quality, sustainable and distinctive experiences. Yet it is crucial to remember that tourism is more than a postcard image or a statistical figure. Tourism is work – early mornings, long shifts, weekends and holidays – and the people who perform it are the true heart of the system. Without their knowledge, dedication and contribution, there can be no successful tourism. Valuing every individual – both visitors and those who work in tourism – is essential, as only respect for work and people creates strong, resilient communities. Cooperation with the Croatian National Tourist Board and joint international promotional campaigns enables us to extend this recognition and quality to wider markets, while supporting sustainable and authentic experiences. If we aspire to sustainable and high-quality tourism, we must first respect the work and expertise of the people who create it. Without this, there is no success, and without this, there is no community,” emphasised Matevž Frangež, State Secretary at the Ministry of the Economy, Tourism and Sport.

MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted the strategic importance of urban and culinary experiences for Slovenian tourism and emphasised the significance of the Croatian market and cooperation with the Croatian National Tourist Board (CNTB): “This year, the Slovenian Tourist Board is presenting itself at the Alpe-Adria fair in partnership with the Association of Historic Towns of Slovenia, placing urban experiences and Slovenian gastronomy at the forefront as key products for the development of year-round sustainable tourism and the balanced dispersal of tourist flows. Croatia is this year’s partner country of the fair, and cooperation between the Slovenian Tourist Board and the Croatian National Tourist Board has for several years been strengthened through a joint promotional campaign on the US market, ‘Alps. Adriatic. Amazing 2.0’, implemented with the support of the European Travel Commission and co-financed by European funds. Croatia remains one of the most important markets for Slovenian tourism. Last year, Croatian guests generated nearly 780,000 overnight stays, representing an 11% increase, ranking fourth among foreign markets by number of overnight stays. Croatian visitors are particularly notable for travelling to Slovenia outside the main season, especially during the winter months, most often choosing mountain and spa destinations as well as Ljubljana.”

“Slovenia is one of our most important outbound markets, immediately after Germany. Last year alone, we recorded 1.8 million arrivals and more than 11 million overnight stays from this market, representing a 2% increase compared to the previous year. This clearly confirms that Slovenian guests continue to recognise Croatia as one of their most desirable destinations, and we are particularly pleased that they are increasingly visiting outside the peak summer season. Croatia has made significant strides in strengthening its offer and experiences in the pre- and post-season, which will be especially evident this year as numerous new projects co-financed by European funds come to fruition. Our country continues to offer an excellent price-to-quality ratio, and within the accommodation types most frequently chosen by Slovenian guests, our standards of excellence are widely recognised – from campsites, ranked second in Europe according to the ADAC survey, to authentic family-run accommodation under the new Local Host label. I invite everyone to visit Croatia not only during the summer months but throughout the year, as our country also offers a rich array of experiences in its continental regions and in areas that have so far been less exposed to tourism, yet provide authentic experiences and the enjoyment of unique natural and cultural heritage,” highlighted Tonči Glavina, Minister of Tourism and Sport of the Republic of Croatia.

“This year, Croatia is proud to hold the status of partner country of the fair, further underlining the strong and long-standing ties between our two countries. In terms of tourism, Slovenia is our second most important outbound market and, above all, a neighbouring country whose residents consistently perceive Croatia as a preferred destination. Croatia and Slovenia are connected by far more than geographical proximity – we share similar values, culture and ways of life, a common history, and a comparable approach to tourism development, with a strong emphasis on sustainability, quality and authentic experiences. This is why, at the Alpe-Adria fair, we are presenting not only individual destinations, but the full diversity of Croatia’s year-round tourism offer. I would also like to highlight the excellent cooperation between the Croatian National Tourist Board and the Slovenian Tourist Board, which we are successfully extending to distant markets as well. Through coordinated joint appearances, we further strengthen the recognition of our region and Europe as an attractive and competitive tourism destination as a whole,” said Kristjan Staničić, Director of the Croatian National Tourist Board (CNTB).

An invitation to discover the gastronomic experiences of historic towns

At the I FEEL SLOVENIA presentation area in the Marble Hall, the rich experiences of Slovenia’s historic towns are showcased throughout all days of the 36th Alpe-Adria Fair 2026, under the auspices of the Slovenian Tourist Board and organised by the Association of Historic Towns of Slovenia. From today until Saturday inclusive, the following towns are presented: Brežice, Celje, Črnomelj, Idrija, Jesenice, Kamnik, Koper, Kostanjevica na Krki, Kranj, Krško, Metlika, Novo mesto, Piran, Ptuj, Radovljica, Ravne na Koroškem, Ribnica, Semič, Slovenj Gradec, Slovenske Konjice, Šentjur, Škofja Loka and Tržič.

Visitors can enjoy engaging craft workshops, tastings of traditional delicacies and performances as part of a diverse accompanying programme, further enriched by a prize draw. Earlier today, the Association of Historic Towns organised a round table discussion that explored the close interconnection between culture and gastronomy in Slovenian urban centres.

Mateja Hafner Dolenc, Secretary General of the Association of Historic Towns of Slovenia, on the presentation of gastronomic and urban experiences at the fair, said: “I am delighted that the historic towns, in cooperation with the Slovenian Tourist Board, are once again presenting themselves at the Alpe-Adria fair with a rich and diverse programme. This time, we are highlighting and connecting outstanding gastronomy and culture, which link towns together, enrich our relationships and strengthen the tourism offer of historic towns 365 days a year. Together with excellent speakers, we also dedicated a round table discussion titled Together on the Plate to this topic.”

The discussion highlighted gastronomy as a key link between culture and heritage in historic towns, demonstrating how experiences, sustainability and local stories contribute to competitiveness, identity and high-quality tourism of the future.

For the first events of the year on the domestic and German-speaking markets, the Slovenian Tourist Board has issued the opportunities leaflet Historic Towns of Slovenia, available in Slovenian and German. The publication invites visitors to discover historic towns whose vibrant atmosphere shows that history remains a living inspiration for the present and that heritage harmoniously blends with new creativity. More than 20 towns, united within the Association of Historic Towns of Slovenia, preserve their historic centres through thoughtful management that balances cultural significance with the everyday life of local communities and engaging visitor experiences.

A rich accompanying professional programme

On Thursday, 5 February, from 10:00 to 12:00, an educational and awareness-raising event as part of the Safe to the Mountains project will take place in Hall Urška 2+3+4. Representatives of the project partners (the Mountain Rescue Association of Slovenia, the Alpine Association of Slovenia, the Association of Mountain Guides of Slovenia, the Police, the Slovenian Environment Agency, the Slovenian Tourist Board, the Slovenia Outdoor Association, the Julian Alps Community, Triglav National Park and others) will, through presentations and engaging discussions, highlight which decisions most often lead to accidents in the mountains and how we can jointly contribute to greater safety in mountain environments. You are warmly invited to attend.

From 13:00 to 15:00, also in Hall Urška 2+3+4, a presentation of the Strategic Marketing Plan 2025–2028 for the Health and Well-being product will take place. This will be followed by two round table discussions – the first focusing on the core pillar of the product, Slovenian natural spas, and their role in promoting and implementing the plan, while the second will shed light on new development segments, with climatic wellbeing standing out in particular as a major potential for the creation of new sub-products.

The fair can be visited until Saturday, 7 February inclusive.

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In the cover photo from left to right: Director of the Croatian National Tourist Board (CNTB) Kristjan Staničić, Director of the Slovenian Tourist Board MSc Maja Pak Olaj, Deputy Prime Minister of the Republic of Slovenia and Minister of Foreign and European Affairs Tanja Fajon, Minister of Tourism and Sport of the Republic of Croatia Tonči Glavina, State Secretary at the Ministry of the Economy, Tourism and Sport Matevž Frangež, General Director of the Ljubljana Exhibition and Convention Centre Iztok Bricl, and President of the Tourism Association of Slovenia Dominik S. Černjak

Photo: Siniša Kanižaj

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