Bringing the Stories of Historic Towns to the World’s Leading Tourism Stage – Slovenia at ITB Berlin 2026

This year, Slovenia’s presentation will place the stories of Slovenia’s historic towns firmly in the spotlight, with a special focus on Bela krajina as a symbol of authentic heritage, living tradition and cultural depth.

The Slovenian Tourist Board (STB), together with 30 Slovenian partners, will present the country on a 210-square-metre exhibition space (Hub 27, Stand 102). The overarching theme of this year’s presentation is arts and culture as the foundation of authentic, sustainable and immersive tourism – experiences that connect visitors not only to places, but to stories and people.

ITB Berlin 2026

MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasised: "ITB Berlin is the central global meeting point of the tourism industry and one of the most important platforms for strengthening Slovenia’s position in our key outbound market – Germany. In a time of heightened international uncertainty, such gatherings are particularly important, as they facilitate the exchange of insights, close monitoring of trends and open dialogue on how current developments are shaping global travel flows."

She added: “German guests generate around 15 percent of all international overnight stays in Slovenia, and for many years we have recorded steady growth and a strong level of trust in the quality, safety and sustainability of our destination. This year, we are presenting alongside 30 Slovenian partners, strategically and cohesively addressing both German and international business stakeholders. On the German market, the STB continuously carries out intensive B2B activities, builds strategic partnerships and develops targeted digital campaigns, with a clear focus on culture, active experiences and sustainable tourism.”

Within the framework of the Association of Historic Towns of Slovenia, Bela krajina will take centre stage, presenting the region’s rich heritage through a compelling visual and experiential story. Animators dressed in traditional Bela krajina costumes will introduce visitors to the making of pisanice (traditional Easter eggs), drsanke and the vinorel technique – painting with wine. The animation area, designed as a traditional rural living room, will create a holistic and sensory experience – an inviting gateway to the “land of white birches,” where heritage is not only displayed but lived.

This approach primarily addresses higher value guests who seek sustainability, meaningful local stories and an authentic, emotionally resonant connection with the destination.

30 Partners and Numerous Business Meetings

Thirty partners from all key segments of Slovenia’s tourism offer will be represented at the Slovenian stand, demonstrating the diversity and strength of the country’s tourism ecosystem. Among destinations and associations participating are Koroška Regional Development Agency, ORA Kras and Brkini, the Julian Alps Association, Ljubljana Tourism, the Koper Institute for Youth, Culture and Tourism – LOVE ISTRIA, Kranj Tourism Board, Maribor Tourism Board, Šalek Valley Tourism Board and the Association of Historic Towns of Slovenia.

In the hotel segment, participating partners include Bled Rose Hotel, Bohinj ECO Hotel & Sunrose 7, Boutique Hotel Wellba, HIT Alpinea, Hotel Habakuk & Vinag 1847, Rimski vrelec Hotel, LifeClass Hotels & Spa and Sava Hotels & Resorts, representing a spectrum from boutique alpine stays to large-scale resort experiences.
Thermal tourism will be represented by Terme Čatež, Terme Dobrna, Terme Krka, Terme Vivat and Terme Zreče & Rogla Resort, highlighting Slovenia’s long-standing spa tradition and contemporary wellness expertise.

Among DMCs and agencies are Istranka, Mtours, Palma Travel and Relax Turizem, while attractions and special experiences include Ljubljana Castle, Lipica Stud Farm, Postojna Cave and Vabo – Kope Resort, each contributing distinctive flagship experiences that shape Slovenia’s international image.

During the trade fair, numerous meetings will take place with leading partners, including tour operators, representatives of national tourist organisations and global platforms. Special emphasis will be placed on continuing joint activities in the US market in cooperation with the European Travel Commission (ETC) and partners from Austria and Croatia, further strengthening Slovenia’s presence beyond its core European markets.

Slovenia will also take part in the official opening of the anniversary exhibition of historic tourism posters “Destination Europe,” organised by ETC on the occasion of the fair’s 60th anniversary, underscoring its active role in broader European promotional initiatives.

Rebeka Kumer Bizjak, Head of the STB Representative Office in Germany, highlighted: "German guests are increasingly seeking high-quality, content-rich travel experiences. Research confirms that a large share of Germans plan at least one trip this year, while the segment of those willing to invest more in higher value experiences is growing. Slovenia’s presentation at ITB Berlin this year, centred on the stories of historic towns and culture, addresses precisely this segment – guests who value authenticity, personal experiences and sustainability-oriented offers. Our goal is not merely to increase visitor numbers, but to position Slovenia in the long term as a recognisable and trustworthy destination on the German market."

A Journey Through Conversation: Culture, Sustainability and Gastronomy

During the first two days of the fair, moderated travel talks will take place at the Slovenian stand, aimed at trade professionals and media representatives. The talks will be hosted by renowned German journalist Sabrina Gander, and the content will later be included in a German-language podcast episode published on the Feel Slovenia channel. 

The discussions will connect culture and tourism in a dynamic and forward-looking way – from Slovenia’s historic towns and the title of Best European Cultural Heritage Town 2026 awarded to Ptuj, to sustainable practices, gastronomy and the presentation of a Slovenian wine festival in Berlin. One talk will also focus on Slovenia’s positioning as a green destination in light of the Green Destinations Top 100 Story Awards nominations, where Bela krajina, Bohinj, Bled and Miren Kras are among the nominees. The awards ceremony will take place on Wednesday, 3 March.

Slovenia has also entered the Golden City Gate awards in several categories – from print and digital solutions to innovation and the meetings industry. Among the submitted projects are the AI-powered agent Alma, the Sounds of Slovenia campaign and projects in the fields of culture and sustainability. Winners of this competition will also be announced on Wednesday, 3 March.

On Tuesday, 2 March, partners of the Alpe-Adria-Trail project – the Slovenian Tourist Board, Kärnten Werbung and PromoTurismo FVG – will sign an agreement at the Slovenian stand confirming the continuation of their successful cooperation for a further three years, reinforcing cross-border partnership in active and sustainable tourism.

60 Years of ITB Berlin

This year, ITB Berlin celebrates its 60th anniversary under the slogan “Discover the stories behind 60 years of legacy.” In 2025, the trade fair once again confirmed its global importance, bringing together more than 5,800 exhibitors from over 170 countries and around 100,000 trade visitors from around the world. Approximately 45 percent of visitors came from Germany, while 55 percent were international. The share of international exhibitors reached 90 percent, underlining the event’s strong global orientation. The fair was attended by 2,700 accredited journalists from more than 100 countries.

ITB Berlin thus remains the most important B2B platform in the tourism industry, where key partnerships are forged, innovations are unveiled and strategic directions for global tourism development are shaped. The accompanying professional and educational programme remains strong, spanning topics from geopolitics to the opportunities and challenges associated with artificial intelligence.

Germany Remains the Number One Market 

Germany continues to be Slovenia’s most important source market. In 2025, Slovenia exceeded two million overnight stays by German guests for the first time (2,037,276), representing 15.3 percent of all international overnight stays in the country. Arrivals reached 743,428, confirming stable and steadily growing demand.

According to the Reiseanalyse (FUR), 67 percent of Germans plan at least one trip in 2026. Demand for longer holidays remains stable, while the segment of more luxurious travel is expanding. As many as 44 percent of Germans wish to visit a new destination, creating additional opportunities for Slovenia as a boutique, sustainable and culturally rich destination with strong storytelling appeal.

Cover photo: Slovenian stand at ITB Berlin 2025.

Back to news