Slovenia triumphs at ITB Berlin 2025 with six marketing awards and sustainability accolades

Thursday, March 6, 2025

​Slovenia has made a significant impact at ITB Berlin 2025, one of the world’s leading travel trade fairs, by showcasing its dedication to sustainability and cultural richness.

The Slovenian Tourist Board (STB), along with 27 Slovenian destinations and providers, presented the nation’s diverse offerings at the “I Feel Slovenia” stand in Hub 27.

This collective effort emphasized Slovenia’s position as a premier destination for exceptional cultural and artistic experiences, complemented by sustainable boutique offerings tailored for discerning travelers.

STB’s Remarkable Achievements at The Golden City Gate Awards

A highlight of Slovenia’s participation was the STB’s outstanding performance at The Golden City Gate competition, where it secured six prestigious awards:​

• Gold Awards:
  • “It’s All in Our Nature” campaign in the Campaigns category.
  • “My Way of Following the Bees” publication in the Print Advertising category.​
  • The German TV show “Globetrotter” featuring Slovenia in the TV/Documentary category.​
• Silver Awards:
  • A video featuring the band Joker Out, highlighting cities where visitors feel good, in the Art and Culture category.​
  • The Virtuoso Chairman’s Event 2024 in the MICE and Events category.​
  • Initiatives combining sports and tourism in the Innovation category.​

These accolades underscore Slovenia’s excellence in marketing communication and its commitment to promoting sustainable tourism.

Jeruzalem’s Recognition in Sustainable Tourism

Further cementing Slovenia’s dedication to sustainability, the destination of Jeruzalem in northeastern Slovenia received top honors at the Green Destinations Top 100 Story Awards.

Jeruzalem’s innovative approach to dispersed hotel accommodations earned it first place in the Destination Management category, highlighting effective sustainable tourism practices. ​

Leadership Perspectives

MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasized the significance of Slovenia’s participation at ITB Berlin:​

“Each year, the STB participates in ITB Berlin, one of the largest business tourism exchanges, which serves as a global meeting point between demand and supply in tourism. Alongside 27 tourist destinations and providers, we continue to strengthen our connections with partners from our key foreign market, Germany, and beyond.”

She also expressed pride in the awards received, noting that they enhance Slovenia’s visibility within the global professional community and elevate its reputation on the world stage.​

Engagements and Cultural Showcases

The Slovenian exhibition space at ITB Berlin was a hub of activity, hosting numerous business meetings and cultural presentations.

MSc. Maja Pak Olaj and her team engaged in discussions with prominent partners, including Eduardo Santander, Executive Director of the European Travel Commission.

Additionally, Maribor showcased its unique blend of art and enogastronomy, offering creative painting workshops where participants captured the image of the world’s oldest vine while enjoying top wines. ​

On Shrove Tuesday, visitors to the “I Feel Slovenia” stand were delighted by the presence of traditional Kurent masks, adding a vibrant cultural touch to the event.

The stand also hosted exclusive discussions on arts and culture, featuring distinguished speakers from Slovenia and abroad.

Topics included Maribor’s culture and gastronomy, the Kurent tradition, the Buzzing Slovenia exhibition at MEK Berlin, and the Peace Path, which won the prestigious “Connecting Culture” award.

Conclusion

Slovenia’s powerful presence at ITB Berlin 2025 reflects its unwavering commitment to sustainability and cultural excellence.

The numerous awards and recognitions not only boost the nation’s visibility but also reinforce its reputation as a leading destination for sustainable and culturally enriching tourism experiences.

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