ITB Berlin 2026: New Business Opportunities, Strengthened Partnerships and Seven Awards for Promotional Excellence for the Slovenian Tourist Board

At this prestigious global event, Slovenia showcased itself as a boutique, sustainable, and culturally rich destination, placing particular emphasis on the stories of historic towns and the authentic experiences of Bela krajina. Slovenia’s visibility and international reputation were further reinforced by several prominent recognitions: the STB received an impressive seven bears at the international The Golden City Gate competition, while additional awards were also presented to Ljubljana Tourism and the Šalek Valley Tourism Board. At the Green Destinations Story Awards ceremony, three Slovenian stories were honoured, and the city of Kranj was announced as the host of the upcoming international Green Destinations conference.

Three days of intensive business meetings, strategic discussions, and professional events once again confirmed that ITB Berlin remains one of the most important global meeting points for the tourism industry and a vital platform for shaping future cooperation.

At the close of the fair, STB Director, MSc. Maja Pak Olaj emphasised: “ITB Berlin has once again confirmed its role as a key global business platform for tourism. During three intensive days, together with Slovenian destinations and tourism businesses, we held numerous high-quality meetings, strengthened existing partnerships and opened new opportunities for cooperation in important international markets. We are also particularly pleased with the international awards, which confirm the creativity, innovation, and quality of our promotional activities. In a time of increased uncertainty, it is even more important that Slovenian tourism maintains a strong presence on key international markets and platforms through a unified and coordinated approach.”

Discussions within the framework of ITB Berlin largely focused on current global developments and the broader context shaping international travel. Many speakers and analysts pointed to a period of heightened global uncertainty marked by geopolitical tensions, armed conflicts, economic instability and pressing climate challenges. Despite these circumstances, data indicate that demand for travel remains strong and more resilient than previously expected. According to industry assessments, global tourism continues to stabilise in the post-pandemic period, while destinations are increasingly focusing on risk management, diversification of source markets and strengthening the long-term resilience of the tourism sector. Discussions at ITB Berlin also highlighted that in times of uncertainty, travellers are increasingly drawn to destinations perceived as safe, sustainable, and trustworthy – qualities that align strongly with Slovenia’s tourism identity.

International Awards: Golden City Gate and Green Destinations

A series of international award ceremonies traditionally takes place alongside ITB Berlin, recognising excellence, creativity and innovation in tourism promotion and sustainable destination management. At the prestigious international competition The Golden City Gate, which honours outstanding achievements in tourism communication, marketing and multimedia promotion, all seven projects submitted by the Slovenian Tourist Board were awarded this year. The STB received three gold, two silver and two bronze bears. Slovenia’s success at the competition was further complemented by awards received by Ljubljana Tourism and the Šalek Valley Tourism Board.

Read more about the awards

At the Green Destinations Story Awards 2026 ceremony, three Slovenian stories were honoured – Bela krajina, Bled and Bohinj – once again confirming Slovenia’s leading position in the field of sustainable tourism. In addition, Kranj was officially announced as the host of the upcoming international Green Destinations conference, which will take place this October at Brdo pri Kranju.

Read more about Green Destinations Story Awards

These international recognitions position Slovenia among the most visible and innovative tourism destinations worldwide. They generate valuable international attention, strengthen the trust of partners, tour operators and media representatives and contribute to the growing recognition of Slovenia as a destination that combines sustainability, authenticity and high-quality experiences. At the same time, such recognitions create significant promotional value for the entire Slovenian tourism sector and its destinations. By enhancing the perception of sustainability, creativity and quality, they stimulate interest among more demanding and experience-oriented travellers and contribute in the long term to greater competitiveness and higher added value for Slovenian tourism.

Culture at the Heart of Identity and Experiences

This year, the Slovenian exhibition space came to life under the theme of culture and historic towns. Bela krajina presented itself through an experiential showcase of traditional crafts, vinorel painting and the cultural heritage of the “land of white birches,” allowing visitors to engage with authentic elements of Slovenian identity and cultural storytelling.

The Slovenian stand also hosted travel talks, focusing on the connections between culture, gastronomy and sustainability. Recordings of these conversations will soon be available on the Feel Slovenia Youtube Channel.

One of the important moments during the fair was the signing of a new three-year cooperation agreement for the Alpe-Adria-Trail project. The agreement was confirmed at the Slovenian stand on Tuesday, 3 March, by the Slovenian Tourist Board, Kärnten Werbung and PromoTurismo FVG. The renewed partnership ensures the continued joint development and promotion of one of Europe’s most recognisable cross-border long-distance hiking trails until 2028.

Read more about the project

Germany Remains a Key Market

Even in its 60th anniversary year, ITB Berlin remains the central global meeting point for the tourism industry and one of the most influential B2B platforms for concluding business agreements, establishing strategic partnerships, and discussing the future development of global tourism. The anniversary edition once again brought together key decision-makers, representatives of national tourism organisations, tour operators, media professionals and tourism businesses from around the world.

Germany continues to represent the most important inbound market for Slovenian tourism, accounting for more than 15 percent of all overnight stays by foreign visitors. Last year, Slovenia recorded more than 743,000 arrivals of German guests, representing a three percent increase compared to 2024, and for the first time surpassed two million overnight stays, marking a four percent growth. The largest share of overnight stays by German visitors – almost 48 percent – was recorded in mountain municipalities, followed by seaside destinations and Ljubljana. German guests particularly appreciate Slovenia’s combination of quality, safety, pristine nature, and authentic, sustainable experiences – values that lie at the core of Slovenia’s tourism offer.

The Slovenian Tourist Board’s long-standing presence on the German market, systematic cooperation with tour operators, media outlets and digital platforms, as well as targeted promotional campaigns, contribute significantly to the strong and growing interest in Slovenia among German travellers. ITB Berlin therefore represents one of the key highlights of the STB’s annual activities on this market and an important platform for further growth, the strengthening of partnerships, and the development of higher value-added tourism segments.

Photo: Simon Wickstead

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