Organized by the Slovenian Tourist Board (STB) in partnership with top Slovenian luxury providers, including the Luxury Slovenia agency, InterContinental Ljubljana, Kempinski Palace Portorož and Otočec Castle Hotel, alongside Ljubljana Tourism and the Portorož Tourist Board, the event underscores Slovenia as the ultimate destination for premium travel experiences.
Held from 6 to 10 November, the Virtuoso Chairman’s Event served as an excellent platform for showcasing Slovenia’s luxury tourism offerings to a select group of global participants. Most attendees came from the United States, Canada, and Australia, highlighting Slovenia’s growing appeal in key international markets.
Slovenia captivated Virtuoso partners with its sustainable approach, authentic and high-quality tourism offerings, and effective collaboration between public and private sector stakeholders in tourism. Many participants departed with plans to return privately while committing to recommend Slovenia to their clients. Virtuoso’s CEO, Matthew Upchurch, also expressed his intention to revisit the country.
“One of the reasons that we chose Slovenia is not only the incredible reputation you have for sustainable travel, for authenticity, for the joy of what you do, but also the way that public and private sector work together and we always elevate those choices. It was fantastic to see how well the local and national Tourism Board work together with the private sector to deliver an incredible experience that people will walk away with treasure forever.”
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