Discover Slovenia: Highlights from the 28th Slovenian Incoming Workshop in Portorož

The charming seaside town of Portorož has reaffirmed its status in the realm of European tourism diplomacy with the successful hosting of the 28th Slovenian Incoming Workshop. This flagship event, organized by the esteemed Slovenian Tourist Board, showcased the country’s burgeoning prominence in the global travel and tourism industry, attracting a remarkable assembly of international tourism experts.

A New Era for Slovenian Tourism Outreach

The Slovenian Incoming Workshop (SIW 2026) marked a historic milestone, drawing over 320 tourism professionals from 35 different countries. This year’s gathering included more than 160 international partners complemented by an equal representation of 160 Slovenian tourism stakeholders, creating an ideal environment for high-stakes networking and deal-making.

Central to this year’s event was the organization of over 3,500 one-on-one business meetings conducted in just one jam-packed day. This impressive number illustrates the keen interest among global travel professionals in Slovenia as a premier travel destination. SIW has evolved into more than just a networking occasion; it’s a vital business generation platform that fuels real commercial opportunities for Slovenian tourism businesses.

Diverse Participation from Europe and Beyond

The geographic diversity displayed at SIW 2026 was particularly remarkable. Italy topped the list with 16 delegates, closely followed by Germany with 14 and Spain with 11 participants. Additionally, Croatia and Czechia each provided 10 representatives, reflecting the growing interest in Slovenia’s tourism offerings across the Central and Eastern European markets.

This year’s workshop also saw robust representation from long-haul markets, with a noteworthy 25% of attendees coming from regions far beyond Europe. Notably, 12 companies represented the United States and Canada, while 11 came from Asia and another 8 from South America, including Mexico and Brazil. Such participation underscores Slovenia’s desirability as a travel destination for a global audience.

A fascinating highlight of the 2026 edition was the fact that over 60% of participants were first-time attendees. This points to the Slovenian Tourist Board’s effectiveness in reaching new markets and enticing fresh perspectives on the attractions Slovenia has to offer.

Government Support for Sustainable Tourism

The event was attended by key figures from the Slovenian government and the Slovenian Tourist Board, emphasizing their dedication to fostering a sustainable and competitive tourism sector. The Minister of the Economy, Tourism and Sport addressed the growing challenges faced by the tourism and hospitality industry, such as rising operational costs and international uncertainties. He underscored the importance of collective efforts at both the national and European Union levels to establish a resilient tourism sector.

Slovenia: A Safe and Sustainable Travel Destination

The Director of the Slovenian Tourist Board confirmed that Slovenia’s tourism sector continues to show moderate growth in visitor arrivals and overnight stays early in 2026, even amid ongoing geopolitical tension. In such a context, the significance of platforms like SIW becomes ever more critical. The direct interaction between Slovenian tourism providers and international partners fosters trust and understanding that mere digital outreach cannot achieve. Effectively positioning Slovenia as a safe, sustainable, and premium European destination in the eyes of the right decision-makers is precisely what makes SIW an indispensable event on the global tourism calendar.

Experiencing Slovenia: More Than Just Business

The SIW 2026 agenda included curated study tours and networking activities, allowing international partners to delve into Slovenia’s wealth of natural, cultural, and experiential treasures firsthand. This immersive experience not only enables participants to deepen their appreciation for what Slovenia offers but also empowers them to return home as genuine advocates for the destination.

Portorož, Slovenia, Europe — With a record number of 3,500 business meetings completed, strong representation from long-haul markets, and a significant influx of first-time attendees, the 28th Slovenian Incoming Workshop has solidified Slovenia’s position as one of Europe’s most proactive tourism destinations as 2026 progresses.

Source: The post Portorož, Slovenia, Hosts 28th SIW with Over Three Thousand B2B Meetings: Everything You Need to Know first appeared on www.travelandtourworld.com.