Slovenia is currently hosting the 2024 Virtuoso Chairman's Event, welcoming over 130 travel agency owners and managers from around the globe. This event takes place against the picturesque settings of Ljubljana and Istria, showcasing Slovenia's luxury tourism offerings.

The Slovenian Tourist Board (STB), in collaboration with several local luxury providers such as Luxury Slovenia agency, InterContinental Ljubljana, Kempinski Palace Portorož, and Otočec Castle Hotel, organized this event to position Slovenia as a premier destination for high-end travelers. Participants are experiencing a blend of business interactions and exclusive exploration of Slovenia from November 6 to 10.

MSc. Maja Pak Olaj, Director of the STB, emphasized that "Slovenia is a country where exceptional experiences await at every turn," aligning with the strategic goals of Slovenian tourism. Mattej Valenčič of Luxury Slovenia echoed this sentiment by stating that "Slovenia is not just a destination – it’s an experience."

Participants have already expressed admiration for Slovenia's sustainable tourism vision during events such as the Welcome Evening at Ljubljana Castle. MSc. Petra Stušek from Ljubljana Tourism highlighted unique cultural experiences available in the city, while MSc. Patricija Gržinič from Portorož Tourist Board shared plans for guests to explore Istria's authenticity.

Duško Božić, General Manager of InterContinental Ljubljana, described how their hotel offers unparalleled service and views for Virtuoso guests. Željko Stašević from Kempinski Palace Portorož noted their hotel's blend of classical elegance and contemporary style.

The event also includes discussions on sustainability led by industry experts like Javier Arredondo and Matej Knific. Participants will enjoy various cultural excursions across Slovenia and sample gourmet cuisine prepared by renowned chef Ana Roš.

Hosting this prestigious event strengthens Slovenia's position in luxury tourism markets such as the USA, Canada, and Australia. The Virtuoso network generates significant annual travel sales focusing on personalized experiences for affluent clients.

Virtuoso CEO Matthew Upchurch joined STB's Director MSc. Maja Pak Olaj at a reception celebrating this partnership aimed at boosting Slovenia's visibility among high-value tourists worldwide.