For the next two weeks, the spotlight will be on Maribor, the Lower Styria region, and Pohorje. Slovenia’s second-largest city is presenting itself to global and Japanese audiences as a sustainable and safe destination, offering a high quality of life alongside outstanding experiences in culture, gastronomy, and outdoor activities.
The World Expo, which runs until 13 October 2025, will welcome more than 150 countries and organisations from across the globe.
This year’s Expo takes place on the artificial island of Yumeshima, off the coast of Osaka – Japan’s third-largest city and the economic and cultural hub of western Japan. The central theme, “Designing Future Society for Our Lives”, focuses on the concept of Society 5.0, aiming to foster coexistence between the virtual and physical worlds, promote balanced economic development, and address key societal challenges.
Slovenia is represented at the Expo under the I feel Slovenia brand, with the Slovenian Tourist Board bringing together the country’s key tourism stories, while also highlighting regional offerings. The first to be featured are Maribor, the Štajerska region, and Pohorje, with a special emphasis on sustainable tourism, gastronomy, and rich cultural heritage.
Jure Struc, Director of the Maribor Tourist Board, commented:
“This two-week intensive promotion of Maribor within the platform of Expo 2025 Osaka is another extraordinary opportunity to strengthen our international visibility. We aim to showcase ourselves as a model of successful, sustainable, and creative urban development. Our participation at one of the world’s largest global events is also a reflection of the values we live by – openness, cooperation, and vision for the future. Through unique culture and heritage we hope to attract foreign visitors and open new business opportunities.”
On the very first day of the Expo, the delegation of the Municipality of Maribor began its engagement with clear intent and vision for international cooperation. The day began with a meeting with Croatian representatives, who expressed a strong interest in strengthening ties and joint promotion in Asia’s fast-growing tourism markets. The highlight of the day was the official opening of the Slovenian Pavilion, led by Slovenia’s Ambassador to Japan, Jurij Rifelj, and the Expo’s Commissioner General, Saša Leban, joined by the Maribor delegation. The team later met with Montenegro’s Deputy Prime Minister, Filip Ivanović, and representatives from Serbia. As a gesture of friendship and solidarity, the delegation jointly attended the opening ceremonies of the Ukrainian and San Marino pavilions. The Maribor team also visited the pavilions of Saudi Arabia, Kuwait, Bangladesh, Germany, and the Netherlands, and explored the visionary ITER project – a glimpse into the future of energy.
Saša Arsenovič, Mayor of Maribor, stated:
“The Expo is a meeting point for ideas, partnerships, and shaping the future. As Slovenia’s second-largest city, Maribor has a unique opportunity to present itself on the global stage as a dynamic hub of innovation, sustainable development, logistics, education, and green technology. The theme of Expo 2025 – Designing Future Society for Our Lives – resonates closely with our efforts to build a smart, inclusive, and sustainable city. Maribor is a city of open arms, long-term connections, and a city of the future.”
In the days ahead, the delegation will continue its international engagements, with meetings planned with representatives from Korea, Malaysia, and Hungary, along with visits to several leading national pavilions.
