Art and culture in focus of Slovenia's promotion at ITB Berlin

Berlin, 5 March - Slovenia will put art and culture at the heart of its promotion as tourist destination at ITB Berlin, a leading tourism trade fair exclusively for the business community, which gets under way on Tuesday. The fair will be visited by Economy Minister Matjaž Han.

Berlin, Germany
Slovenia taking part in ITB Berlin under its signature slogan I Feel Slovenia.
Photo: Xinhua/STA
File photo

Apart from a number of its most heavily visited sights such as Postojna Cave or Ljubljana Castle, Slovenia will promote Nova Gorica, the city which will turn into the European Capital of Culture for a year in 2025 together with the neighbouring Italian city of Gorizia.

Nova Gorica will highlight its rich cultural heritage and contemporary artistic trends that cross geographical and mental borders, said Rebeka Kumer Bizjak from the Slovenian Tourist Board (STO).

Throughout the three-day fair, the Slovenian stand will host talks on tourism, arts and culture for selected journalists, experts and decision-makers in the industry.

Today, STO will also host an I Feel Slovenia evening for a number of invited guests, while it hopes that some of the ITB Berlin awards end up in Slovenia.

STO's works are in the running for the Golden City Gate, an award for excellency in promotional and communication campaigns and tools.

Three Slovenian destinations, Miren Kras, Brežice and the Šalek Valley, are nominated for Green Destinations Top 100 Story Awards.

Kumer Bizjak, STO office head in Germany, said ITB Berlin is an excellent opportunity to reach Germany, the most important foreign market for Slovenian tourism.

Last year, the country recorded a 24% increase in nights by German tourists compared to pre-Covid 2019.

Besides, "the whole world is present at ITB Berlin, and Slovenia is ready to shine as a sustainable, modern and attractive destination with a variety of art and culture".

Some 25 Slovenian private and public tourism companies and associations from across Slovenia will be promoted at the fair, including spas, ski slopes and tourist agents.

The organisers of the fair, which is held under the slogan Pioneer the Transition in Travel & Tourism, expect around 24,000 participants.

© STA, 2024