At this prestigious global event, Slovenia showcased itself as a boutique, sustainable, and culturally rich destination, placing particular emphasis on the stories of historic towns and the authentic experiences of Bela krajina. Slovenia’s visibility and international reputation were further reinforced by several prominent recognitions: the STB received an impressive seven bears at the international The Golden City Gate competition, while additional awards were also presented to Ljubljana Tourism and the Šalek Valley Tourism Board. At the Green Destinations Story Awards ceremony, three Slovenian stories were honoured, and the city of Kranj was announced as the host of the upcoming international Green Destinations conference.
Three days of intensive business meetings, strategic discussions, and professional events once again confirmed that ITB Berlin remains one of the most important global meeting points for the tourism industry and a vital platform for shaping future cooperation.
At the close of the fair, STB Director, MSc. Maja Pak Olaj emphasised: “ITB Berlin has once again confirmed its role as a key global business platform for tourism. During three intensive days, together with Slovenian destinations and tourism businesses, we held numerous high-quality meetings, strengthened existing partnerships and opened new opportunities for cooperation in important international markets. We are also particularly pleased with the international awards, which confirm the creativity, innovation, and quality of our promotional activities. In a time of increased uncertainty, it is even more important that Slovenian tourism maintains a strong presence on key international markets and platforms through a unified and coordinated approach.”
Discussions within the framework of ITB Berlin largely focused on current global developments and the broader context shaping international travel. Many speakers and analysts pointed to a period of heightened global uncertainty marked by geopolitical tensions, armed conflicts, economic instability and pressing climate challenges. Despite these circumstances, data indicate that demand for travel remains strong and more resilient than previously expected. According to industry assessments, global tourism continues to stabilise in the post-pandemic period, while destinations are increasingly focusing on risk management, diversification of source markets and strengthening the long-term resilience of the tourism sector. Discussions at ITB Berlin also highlighted that in times of uncertainty, travellers are increasingly drawn to destinations perceived as safe, sustainable, and trustworthy – qualities that align strongly with Slovenia’s tourism identity.
International Awards: Golden City Gate and Green Destinations
A series of international award ceremonies traditionally takes place alongside ITB Berlin, recognising excellence, creativity and innovation in tourism promotion and sustainable destination management. At the prestigious international competition The Golden City Gate, which honours outstanding achievements in tourism communication, marketing and multimedia promotion, all seven projects submitted by the Slovenian Tourist Board were awarded this year. The STB received three gold, two silver and two bronze bears. Slovenia’s success at the competition was further complemented by awards received by Ljubljana Tourism and the Šalek Valley Tourism Board.
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