Slovenia at WTM London: A Destination Defined by Authentic Experiences

Photos and text: Slovenian Tourist Board©

Slovenia is proudly presenting its tourism offer at one of the world’s leading travel industry events – the World Travel Market (WTM) London. At this prestigious fair, which last year drew more than 46,000 trade visitors and over 4,000 exhibitors, Slovenia stands out with a vibrant showcase of destinations, experiences and partners that reflect its commitment to authenticity, sustainability and innovation. As part of its participation, the Slovenian Tourist Board (STB) hosted a special media event spotlighting Slovenia Unique Experiences.

Taking place from 4 to 6 November 2025, WTM London stands as one of the leading global gatherings for the tourism industry. The event offers professionals valuable insights into the latest travel trends, opportunities to build new partnerships and a platform to present their products and destinations to an international audience.

Representing Slovenia this year are 16 destinations and tourism providers showcasing a rich and diverse offer: Ljubljana Tourism, the Julian Alps Association, Brdo Estate, Strmol Castle and Vila Tartini, Hit Alpinea, Sava Tourism, Terme Olimia, ABC Tourism, Van Gogh Agency, Fabula Tours, Happy Tours, KNM Travel, Kompas DMC, M Travel DMC, Palma Travel DMC, Promet T&T, and Relax Turizem DMC. Together, they highlight Slovenia’s strength as a destination of authentic experiences, sustainability, and creativity.

Commenting on Slovenia’s participation, STB’s Director MSc. Maja Pak Olaj, noted: ”WTM London is one of the most influential business events in the global tourism industry – a place where the future of travel takes shape. It offers an invaluable opportunity to strengthen existing and forge new partnerships and position Slovenia among leading destinations worldwide. This year, Slovenia is further solidifying its reputation as a destination of the future – green, responsible and full of inspiration. Through the coordinated efforts of the Slovenian Tourist Board, destinations and tourism providers united under the national brand I feel Slovenia, we are continuing to build the country’s image as a land that enchants visitors with its authenticity, commitment to sustainability and exceptional hospitality.”

On Wednesday, 5 November, the Slovenian stand also hosted a media event featuring a roundtable titled ”Discover Slovenia’s Unique Experiences.”

The discussion shone a spotlight on Slovenia’s most authentic, boutique and sustainable experiences – those that embody the country’s creative spirit and deep respect for nature and tradition and bear the Slovenia Unique Experience (SUE) label. Panelists included Maša Klemenčič (Slovenian Tourist Board), Tanja Sodja (Tourism Bohinj, Julian Alps), Elizabeta Skumavc (Visit Bled, Julian Alps) and Professor Terry Stevens, an internationally recognised expert in tourism destination development.