Spinning Through Time: Slovenia's Legacy of Innovation and Creativity

Tour operators, travel agents, media representatives and anyone interested in discovering exciting stories of Slovenia: Did you know that the world's oldest wheel, dating back 5,200 years, was found in Slovenia?

Since then, it has spun the story of Slovenia’s vibrant spirit, embodying a legacy of innovation.

Discover exciting stories connected with the world's oldest wheel by visiting the Slovenian stand at WTM 2024, N9-200.

5–7 November

The Story of the World's Oldest Wheel

The invention of the wheel stands as the foundation of human civilization and culture. Remarkably, the world’s oldest wooden wheel with an axle, dating back 5,200 years, was discovered in Slovenia.

Crafted from two ash wood panels and joined by four oak wedges, the wheel features a central rectangular opening for the axle. The wheel’s technological sophistication and ancient origin place it at the pinnacle of the world’s cultural heritage.

Visitors to the Slovenian stand at WTM London will have the opportunity to see a replica of this extraordinary artifact, which will bring to life the captivating story of Slovenia’s rich history and culture.

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Slovenia sparks the creative potential of artists and innovators.

The partnerships between artists, innovators and institutions foster the creative potential of the country.

A significant milestone in this endeavour is GO25!, the first borderless European Capital of Culture, which celebrates the cultural connection between Slovenian Nova Gorica and Italian Gorizia. 

Nova Gorica and Gorizia – European Capital of Culture 2025

Two cities, countless borderless stories of culture, art, creativity and vision.

Nova Gorica and Gorizia – European Capital of Culture 2025

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Arts and Culture

Slovenia boasts a rich cultural tradition.

Arts and Culture

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Travel Talks with Holly Rubenstein

Join us for an exciting series of Travel Talks with Holly Rubenstein, the face behind the UK’s number 1 travel interview podcast ‘The Travel Diaries’. 

 

Turning the Wheel of Time – A Journey Through Ljubljana’s Cultural Gems

When: Wednesday, November 6, at 11 AM
Who: Branka Gradišar, Public Relations Advisor, Ljubljana Tourism, and Nejc Kovačič, Head of the Communications Department at the Museum and Galleries of Ljubljana

Discover Ljubljana's rich cultural heritage, highlighting its historical attractions and modern creativity, including a replica of the world’s oldest wooden wheel featured at the Slovenian stand.

A Culinary Journey Through Ljubljana’s Flavours and Festival Scene

When: Wednesday, November 6, at noon
Who: Branka Gradišar, Public Relations Advisor, Ljubljana Tourism, and Nejc Kovačič, Head of the Communications Department at the Museum and Galleries of Ljubljana

Embark on a delicious exploration of Ljubljana’s vibrant culinary scene, showcasing innovative gastronomic products, new dining experiences and the vibrant LUV Fest.

Exploring the Julian Alps Transboundary Biosphere Reserve & Sensory Adventure 2

When: Wednesday, November 6, at 1 PM
Who: Klemen Langus, Head of Bohinj Tourism, and others

Join us for an exciting journey through the Julian Alps, where nature and culture intertwine, and learn about an exclusive press trip opportunity for journalists.

Meet our co-exhibitors

Connect with our co-exhibitors at WTM, learn about Slovenia’s tourism products and discover new and unique business opportunities:

 

ASSOCIATIONS

JULIAN ALPS

 

ATTRACTIONS

LJUBLJANA CASTLE

 

DESTINATIONS

BLED TOURIST BOARD  

KOROSKA TOURIST BOARD

LJUBLJANA TOURISM

MARIBOR TOURIST BOARD

 

 

DMC AGENCIES

AGENCY VAN GOGH DMC

ARS LONGA TRAVEL

HAPPY TOURS

KNMtravel DMC

KOMPAS DMC

M TOURS DMC

PALMA TRAVEL DMC

PROMET T&T

 

 

HOTELS

ALPINIA HOTELS BOHINJ

BLED ROSE HOTEL

BOHINJ ECO HOTEL / SUNROSE 7

HIT ALPINEA HOTELS IN KRANJSKA GORA

HOTEL KOMPAS & HOTEL LOVEC BLED

SAVA HOTELS & RESORTS

VILA BLED AND BRDO ESTATE

Julian Alps Sensory Adventure: Travel Consciously, Transform Deeply

It all began at WTM 2022 with a unique vision, leading to the creation of the first Julian Alps Sensory Experience, which earned us a Golden City Gate award.

Learn more

Now, the story continues: together with the Julian Alps Association, we are preparing for the next chapter—the Julian Alps Sensory Adventure, taking place in Kranjska Gora in spring 2025.

Learn more

 

Kranjska Gora

A world-class ski centre nestled in the Julian Alps at the triple border point of Slovenia, Italy and Austria

Kranjska Gora

Kranjska Gora

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The Julian Alps

Julian Alps - a paradise for active adventures and relaxation in nature.

The Julian Alps

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This journey invites travelers to become "changed unchangers"—purposeful explorers who leave every place better through mindfulness and respect for nature's balance.

As part of the conscious travel movement, the Julian Alps experience encourages reflection on our environmental impact and the effects of tourism on communities. It reminds us that even small actions can have lasting consequences, with "leave no trace" at its core.

Beyond protecting nature, this journey nurtures personal well-being. Immersing in sensory-rich environments fosters mindfulness, presence and renewal—from the sound of alpine streams to the scent of pine forests.

Special note: One journalist who tunes into our podcast on November 6 at 1 PM will win an exclusive invitation to Sensory Experience 2, an unforgettable journey through this breathtaking region.

Slovenia has inspired the emergence of space technology pioneers.

Herman Potočnik Noordung is celebrated for designing the habitat wheel and his groundbreaking ideas laid the foundation for modern space technology. Today, Slovenia continues his legacy with companies actively engaged in international space projects.

 

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Slovenia is home to the world’s best cyclists.

In 2024, Slovenia made history by dominating all three major cycling races: Giro d’Italia, Tour de France and Vuelta a España! This was achieved by Tadej Pogačar, a three-time Tour de France champion, and Primož Roglič, a four-time Vuelta winner, solidifying Slovenia’s status as a global cycling powerhouse.

What is more, Tadej Pogačar also achieved a historic victory in the 2024 World Championships road race, earning the prestigious rainbow jersey for the first time in his career. This wasn’t just any victory—it was a remarkable solo attack from 100 kilometres out.

Reasons for Slovenian sporting success at the international level

We present some reasons why Slovenia is successful in the field of sports.

Reasons for Slovenian sporting success at the international level

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Tadej Pogačar – cycling genius and his homeland Slovenia

Get to know the Slovenian grandmaster of great cycling races, Tadej Pogačar.

Tadej Pogačar – cycling genius and his homeland Slovenia

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Primož Roglič – from ski jumping to cycling to Olympic gold

Discover the cycling routes of Slovenia, the homeland of Primož Roglič, a top cyclist who became the Olympic champion at the Tokyo Olympics.

Primož Roglič – from ski jumping to cycling to Olympic gold

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Slovenia. It's All in Our Nature.

It’s all in our nature.
We are inspired by its beauty,
we are defined by its character,
we feel one with its power.
And when you discover it all
– you will find your best.

Slovenia: it’s all in our nature.

🌿💚

 

Watch the video

2024 Media & Influencer Forum

Press Conference Room, Thursday, 7 Nov 10:30 - 12:00

The Media and Influencer Forum is aimed at providing attendees with innovative ideas, tools and strategies to enhance their media, content and communication approaches.

In the past, the forum has featured notable panellists from organizations like TikTok, Google and Condé Nast Traveler, focusing on the evolving media landscape in tourism, particularly concerning digital journalism, content creation and communication strategies.

This year, the forum will be led by Frank Marr and Benjamin Bryant, with Katja Nared from the Slovenian Tourist Board participating in the discussion on media communications during major tourism events like the Olympics and World Cup.

Discover more

Slovenia is a guiding light for your journey through time.

Once former industrial sites, Cukrarna and Rog have been reimagined as vibrant contemporary creative hubs that pulsate with culture, art and innovation.

Creative art centres and venues

Some of the most exciting locations for lovers of art, culture and creative industries.

Creative art centres and venues

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Revitalised spaces of industrial heritage

From industry to culture – former factories and industrial areas that are today cultural centres, museums and galleries.

Revitalised spaces of industrial heritage

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Street art in Slovenia

Street art, graffiti, urban art in Slovenian cities.

Street art in Slovenia

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Forma viva and open-air exhibitions

Open-air galleries and exhibitions that can be visited at any time.

Forma viva and open-air exhibitions

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Contemporary architectural sights

The architectural landscape of Slovenia was characterised by various stylistic periods, economic and political conditions, and cultural components.

Contemporary architectural sights

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Experience Slovenia, where ancient inventions meet modern adventures.

In Slovenia, one in every three towns is designated as a cultural monument, acting as a testament to the country’s rich history and cultural evolution, from prehistoric times to the present.

The Oldest in the world

Discover remarkable artefacts in Slovenia, believed to be the oldest in the world.

The Oldest in the world

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Plečnik's Slovenia

Learn about the masterpieces of Jože Plečnik, the greatest Slovenian architect!

Plečnik's Slovenia

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UNESCO World Heritage

Slovenian treasure troves of world heritage

UNESCO World Heritage

UNESCO World Heritage

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Enjoy the modern cultural wave

Watch how an artistic mural brightens up an otherwise blank wall. And how a piece of iron or stone becomes a Forma Viva sculpture. Feel how wandering through the city's streets is enlivened by the events of various festivals. Indulge in Slovenia's cultural flow.

Cultural atmosphere of historic towns

Celebrating culture and art in historic Slovenian towns.

Cultural atmosphere of historic towns

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Festival and events

Visit interesting festivals and cultural events in Slovenia!

Festival and events

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Galleries and museums

Museums and galleries in Slovenia – a treasure trove of art from prehistoric times until today.

Galleries and museums

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Slovenia's cultural transversal

Galleries and museums, festivals and events, and hidden treasures of art in Maribor, Ljubljana and Nova Gorica.

Slovenia's cultural transversal

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NEW HOTEL OPENINGS AND RENOVATIONS

A villa a stone’s throw from Lake Bohinj, an old bourgeois beauty in Slovenj Gradec, the renovated Menina Camp and more.

Explore

Which corner of Slovenia would you like to discover today?

Enter your chosen destination for more information on activities.

Who is Alma?
Image was created using artificial intelligence

Find inspiration for visiting Slovenia

Which Slovenia sound story has stuck in your heart the most? Come to Slovenia and experience it with your other senses.

Category
No. of contents: 24

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When we recorded this piece in Strunjan Bay, our technician swore he saw a mermaid singing about the dangers of staying in the sun for too long. Check to see if the mermaid was real or if it was just some sound-Fata Morgana.

Recorded in Moon Bay (Strunjan).

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Collect your thoughts over morning coffee in the old city center after a thrilling football evening at Stožice, then paddle around the Ljubljanica and discover a picnic at a secret location.

Recorded in the Stožice Stadium, the Ljubljanica River and the Open Kitchen Festival in Ljubljana.

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There's no sound-a-like to kayak adventures. Help it go even faster by overtaking boisterous ducks, majestic rocks and when you feel tired, just relax, admire the soundscape, and let it go with the flow.

Recorded in the following locations in Slovenia: Strunjan, Sečovlje, Izola, Debeli rtič.

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If you really want to experience the joy of descending from the slopes of a snowy mountain, you need to get up early, prepare your equipment, and start climbing. Or you can just listento it. Any way, you're welcome to get your ski boots on.

Recorded on Peca in the Karavanke Mountains and on Kriška planina (Krvavec).

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The pebble entrance will introduce you to a special spa space where you can exchange seconds for waterdrops. After drying off, you'll feel reborn, but you'll still be the same age.

Recorded in Moravske Toplice.

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Start by getting warmed up by the sun before spinning pedals on a winding trail. Forest birds will be your way finders to the hidden brook and for the grand finale – an exclusive sonic spectacle on the meadow.

Recorded in Pohorje.

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Slovenian thermal water is an expert with more than 1000 years of experience. It will start by massaging your ears first, so your entire body can dive deep into a whirlpool of total relaxation mode.

Recorded in Moravske Toplice.

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Let the wind be your guide, leading you through meadows, playing with the stream, and chatting with the feathery rulers of the skies. Then, it will show you the peak and escort you to the pasture of cowbells.

Recorded in the following locations in Slovenia: Dolina Bele, Planina Presedljaj, Velika Planina.

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When Alpine choughs invite you to visit them, just follow the sun. If you get interrupted by a thunderous shower, find shelter. Then carry on once birds start singing again and sky gets shiny.

Recorded in Moravske Toplice.

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Trains are magical; they have a clear path, but each time we hop on one, they reveal something new, evoking curiosity. And this journey from medieval Kamnik to bustling Ljubljana is no exception.

Recorded in Kamnik and Ljubljana.

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Did you know that, apart from owls and crickets, the wind is also a renowned musician? Its favorite instrument is trees with branches instead of strings, playing forest jazz all night long.

Recorded in the following locations in Slovenia: Ždrolce Virgin Forest, Trnovo Forest, Sleme, Predmeja, Kozjansko Park, Snežnik, Kočevski Rog.

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Sink into the depths like a drop of water that has been shaping the breathtaking underworld for millions of years. Then fly over the edge of the waterfall and enjoy your ride on wild waves that will carry you towards the white day.

Recorded in the following locations in Slovenia: Križna jama Cave, Otoška jama Cave, Bohinj Lake, Most na Soči, Ptuj Lake, Jezersko, Robanov Kot.

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Beekeper's buzzzzzzy work demands whole hive of knowledge, full attention to details, but also a lot of sweetness – not only when enjoying some hard-earned honey.

Recorded in Domžale.

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Listen to the gallop of elegant Lipizzaners, who will first create the sound of an approaching storm right next to your ears, then accompany them to the stable for a well-deserved afternoon nap.

Recorded in Lipica and Godič near Kamnik.

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One morning in Lipica, the carriage decided to go for a short ride, stretch its wheels, and sway to the rhythm of hooves. Finally, as a token of gratitude, it taught the Lipizzaner horse how to reverse park.

Recorded in Lipica.

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Hint: it's called 'poh-TEET-sah,' a nut roll delicacy that you'll find on the table for Easter. Its preparation takes more than 3 hours, but we've prepared it just for you in bite-size 5 minutes.

Recorded in Kamnik.

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Normally, you need a belt to stay in the same place, but not the one you use for climbing. You can almost hear the suspense, keeping you on the edge of your seat. So, maybe buckle up while listening, just to be sure.

Recorded in the following locations in Slovenia: Climbing site Kegl (Bovec), Kobarid Pod Kopitcem, Climbing site Vransko.

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We were trying to find the right words to describe how the gong, accompanied by the flow of water as a background vocalist, can help you relax, but you just have to listen to it and enjoy.

Recorded in Dolenjske Toplice.

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We received a last-minute notice about a violin concert at a secret location. Now you can enjoy it too. Good thing we always carry a recording microphone—with full batteries.

Recorded at Ljubljana Castle, Ljubljana market and other locations in Ljubljana.

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Chimes have this one-of-a-kind ability to make you forget about everything else and become completely calm. But just to be sure, try it once again.

Recorded in Dolenjske Toplice.

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When you think you've heard it all, Slovenia offers you the first ear sauna. Needless to say, it only works if you're not listening to it in a room with sauna-like temperatures.

Recorded in Moravske Toplice.

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We translated what crow says in this track:'Hey, Bigfoot, why are you walking in beak-high snow in those oversized shoes? Just fly like me.' If you don't believe, you can still enjoy sounds of the snowy fairytales troll.

Recorded on Komna in the Julian Alps and on the Velika Planina Plateau.

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If this soundscape were a postcard, it would be signed by in-tune cicadas, loquacious seagulls, roaring thunderbolt, fun-loving sun and calming lines of waves and last but not least - by a never-ending summer.

Recorded in the following locations in Slovenia: Strunjan, Sečovlje, Izola, Debeli rtič.

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Here's a simple test: if you got hungry during this one, it's your taste buds trying to convince you to visit Slovenia. And for the record, they are always right.

Recorded in Ljubljana.

Feel Slovenia the Podcast

Feel Slovenia the podcast is the official, award-winning podcast of the Slovenian Tourist Board. In each episode, Dr Noah Charney, an expat to Slovenia and a world-renowned writer explores what he has called “the world’s best country. He is meeting locals, traveling, eating and getting to know the very best of Slovenia.

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