Slovenia showcases cultural tourism at ITB Berlin

The Slovenian Tourist Board (STO) and 27 destinations and providers are presenting Slovenia as a land offering exceptional artistic and cultural experiences at the ITB Berlin, one of the world's largest and most prestigious tourism fairs, which opened in the German capital.

"ITB Berlin is one of the most important global tourism fairs and a key meeting point for forging new partnerships while enhancing Slovenia's profile as a sustainable and boutique year-round destination," STO director Maja Pak Olaj said ahead of the event, CE Report quotes STA.

She noted that the STO is focusing on attracting guests with higher purchasing power who are in search of authentic experiences and who also travel outside the peak summer season.

Slovenia occupies an exhibition space within Hub 27 spanning 210 square metres. Participating destinations and associations include the Slovenian Istria, the Koroška Regional Development Agency, the Maribor Tourist Board, Ljubljana Tourism, and the Slovenian Natural Spas Community.

Major national hotel chains, several large tour operators, the Lipica Stud Farm and the Ljubljana Castle are participating as well.

The Maribor Tourist Board, drawing on its expertise in blending art with gastronomy, plays a central role in Slovenia's presentation.

Throughout the fair, the Slovenian stand will host discussions on culture and art that explore the nexus between culture and tourism, the STO announced.

Last year, ITB Berlin attracted 100,000 participants and 5,600 exhibitors from 190 countries. This year, awards will once again be presented as part of the fair, with the STO and Slovenian destinations among those competing.