More than 3,500 Business Meetings at SIW 2026 Signal Strong International Interest for Slovenia

Following last night’s welcome reception, today’s lineup focuses on intensive one-to-one meetings – the core of SIW. Participants arrive from 35 countries, with more than 60% attending for the first time, highlighting the event’s expanding global reach.

Italy leads in representation (16 participants), followed by Germany (14), Spain (11), and Croatia and Czechia (10 each). Notably, a quarter of all attending companies come from long-haul markets: 12 from the United States and Canada, 11 from Asia, and 8 from South America, specifically Mexico and Brazil – further reinforcing Slovenia’s growing appeal beyond Europe.

A platform delivering measurable business impact

SIW continues to prove itself as a highly effective platform for generating concrete business results and fostering new partnerships. The diversity of markets and strong attendance reflect Slovenia’s positioning as a sustainable, safe, and experience-led destination.

Matjaž Han, Minister of the Economy, Tourism and Sport, congratulated the Slovenian Tourist Board: “Each year, SIW reaffirms Slovenia’s reputation among international partners as a professional, innovative, and reliable tourism destination.” He also noted that while significant investments have been made in tourism, global uncertainty continues to affect travel flows and operating costs. “Slovenia is strengthening its position as a safe, stable, and sustainable destination in the heart of Europe. At the same time, we are closely monitoring global developments and discussing potential measures at the European Union level. Like the broader economy, tourism is facing considerable cost pressures, which is why our priority remains a resilient, sustainable, and competitive sector built on quality, higher added value, and strong stakeholder partnership.”

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted that Slovenian tourism continues to record moderate growth in arrivals and overnight stays at the start of the year, despite challenging geopolitical conditions. She added that in times of crisis, value tends to decline before volume. “In an increasingly uncertain global environment – particularly in light of developments in the Middle East – it is essential that Slovenia maintains its visibility as a safe, sustainable, and high-quality destination. The direct engagement between Slovenian providers and international partners at SIW is invaluable for building trust and long-term cooperation.”

MSc. Patricija Gržinič, Director of the Portorož Tourist Association, emphasized the destination’s strength as a host of international business events: “Portorož & Piran offers high-quality infrastructure and distinctive venues such as Grando, a former salt warehouse that blends heritage, identity, and contemporary use. These kinds of settings create added value and set events apart.”

She added: “Hosting SIW delivers both immediate and long-term benefits. It raises the destination’s visibility while opening doors to new business opportunities. Every agent who experiences our destination today becomes a potential ambassador tomorrow. In this way, we continue to strengthen our position on the international tourism map as a destination of high-quality, sustainable, and experience-driven tourism.”

AI-supported meetings for greater efficiency

A key innovation of SIW 2026 is the introduction of artificial intelligence to support meeting documentation. With the consent of both parties, conversations can be automatically summarized into structured reports, enabling more efficient follow-up and stronger business outcomes.

Beyond business: experiencing Slovenia first-hand

SIW continues to evolve beyond a traditional trade event by integrating immersive, on-the-ground experiences. Participants can explore Slovenia through e-cycling along the Parenzana trail, discovering the Strunjan Landscape Park, engaging with salt-making heritage in Piran, enjoying wellness programmes at Terme Portorož, and tasting the culinary and wine traditions of Slovenian Istria.

The experience extends nationwide through carefully curated study tours. Ahead of the workshop, first-time visitors explored Slovenia’s key highlights – from the vibrant capital Ljubljana and charming Radovljica to the Alpine icons of Bled and Bohinj, the subterranean wonders of Postojna Cave, and the heritage of Lipica.

In the coming days, four thematic tours will further showcase the country’s diversity:

• The coastal tour reveals Slovenia’s Mediterranean character, combining the Sečovlje Salt Pans, Koper’s urban energy, panoramic views from the Karst Edge, and the laid-back atmosphere of Izola.
• The wellness tour focuses on health and well-being, linking the sea air and salt fields of Strunjan with the spa traditions of Rimske Terme and the green surroundings of Terme Dobrna.
• The cultural tour explores heritage and identity, from the frescoes of Hrastovlje and the traditions of Bela krajina to Otočec and Kostanjevica na Krki.
• The active tour highlights Slovenia’s dynamic outdoor offering, including water-based experiences in Velenje, cycling in the forests and valleys of Koroška, and activities at Kope.

International recognition reinforces SIW’s excellence

SIW’s quality has also been recognized internationally, with a bronze award at the prestigious Golden City Gate competition. This recognition further strengthens Slovenia’s reputation as a professional, innovative, and reliable tourism destination and confirms SIW’s role as a key driver of its continued growth and global visibility.

In the cover photo (from left): Miha Kovačič, Member of the STB Council; Dubravka Kalin, Director-General of the Tourism Directorate at the Ministry of the Economy, Tourism and Sport; MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board; Matjaž Han, Minister of the Economy, Tourism and Sport; Dominik S. Černjak, President of the Tourist Association of Slovenia; Blaž Cvar, President of the Chamber of Craft and Small Business of Slovenia; Karmen Novarlič, Head of Business Communications at the Slovenian Tourist Board. Photo: Siniša Kanižaj.

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