The Virtuoso Chairman’s Event, an exclusive gathering of over 200 luxury travel advisors and tour operators, concluded in Slovenia with positive feedback from attendees. The event highlighted Slovenia’s commitment to sustainable tourism and its collaborative efforts between public and private sectors. Participants expressed a strong interest in returning to Slovenia and recommending it to their clients.
Matthew Upchurch, CEO of Virtuoso, praised Slovenia for exceeding expectations: “While Slovenia has been seen through the eyes of customers with great feedback, nothing compares to experiencing it firsthand. Expectations were completely exceeded – it’s truly extraordinary.” He also commended the cooperation between stakeholders: “You’ve done an exceptional job… It has been fantastic to witness how national and destination tourism organisations work hand-in-hand with the private sector.”
Upchurch sees potential in linking Slovenia with other destinations: “Our relationship with Slovenia has been excellent for many years… This will undoubtedly result in much more business.” He noted that luxury travelers often revisit familiar destinations while seeking new experiences.
MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB), expressed pride in hosting influential travel agency owners: “We are truly proud to have hosted more than 200 of the most influential travel agency owners from the USA… I am confident that they were impressed and will return to Slovenia in the future.”
The event was organized by STB alongside various Slovenian partners including Luxury Slovenia, InterContinental Ljubljana, Kempinski Palace Portorož, Otočec Castle Hotel, Ljubljana Tourism, and Portorož Tourist Board. It featured a gala at Ljubljana Castle, a business meeting on sustainability at InterContinental Hotel, cultural tours across Slovenia, and culminated with a grand evening at Grando Salt Warehouse.
Slovenia remains a key market for American tourists who appreciate its personalized experiences focused on culture, nature, and gastronomy. In 2023 alone, US tourists accounted for nearly 3% of all foreign overnight stays in Slovenia.
