Slovenian tourism in Portorož confirms strong interest from distant markets
The main Slovenian B2B tourism event, the Slovenian Incoming Workshop, brought together over 300 participants from 35 countries, focusing on safety and sustainability as key selling advantages in uncertain times.
As European tourism grapples with geopolitical challenges and rising operational costs, Slovenia is successfully solidifying its position on the global map. The recently held 28th Slovenian Incoming Workshop (SIW) In Portorož, it was shown that interest in the region is not waning, and indeed, it is significantly expanding beyond the borders of Europe. With over 3,500 one-on-one meetings held, this event once again became a central hub for striking concrete deals between domestic providers and foreign buyers.
Focus on overseas partners and new markets
What makes this year's SIW particularly interesting is the composition of participants. As many as 60 % international partners appeared in Portorož for the first time, which clearly indicates the successful opening of new distribution channels. Although traditional markets such as Italy, Germany and Croatia remain strongly represented, a noticeable strategic shift towards distant destinations is evident.
A quarter of all companies present came from overseas markets. Partners from [region/country] were particularly noteworthy. the United States and Canada, but also growing interest from Asia and South America, specifically Mexico and Brazil. For Slovenian tourism, this means diversification of risk and an opportunity to attract guests with greater purchasing power who are looking for authentic and safe experiences.
Sustainability as a response to geopolitical instability
Director Slovenian Tourist Associations, Maja Oil, She stressed the importance of maintaining visibility in times when global crises, such as those in the Middle East, directly affect tourist flows. Her message to the industry is clear: in times of crisis, value often falls faster than volume, which is why it is crucial to insist on quality and trust.
In this context, Slovenia positions itself as a „haven“ – a safe, green, and stable destination. This is not just a marketing slogan but a necessary strategy to combat the operational costs that are pressuring the entire sector. The Minister of Economy, Tourism and Sport, Matjaž Han, He emphasised that the state is actively monitoring European trends and cost pressures, stressing that the sector's resilience is directly linked to the strong partnerships being built at events like the Portorož workshop.
Off-site: An experience as a sales tool
In addition to classic business meetings, SIW has utilised a tried-and-tested formula of study trips. Foreign partners not only discussed packages and dates, but also tested Slovenia's offerings first-hand through organised tours. This approach allows agents and tour operators to sell the destination not just as an item in a catalogue, but as a lived experience, which is the crucial difference in today's sale of tourist arrangements.
The logic is simple: in a world saturated with information, personal contact and an authentic destination experience remain the strongest tools for long-term cooperation. SIW has once again proven in Portorož that it is, despite digitisation, Tourism remains a business based on trust and a handshake.
