Q1: What makes your destination truly unique for meeting planners?
One of the key competitive advantages of Kranjska Gora is its location. It is located at the crossroads of three countries (Slovenia, Austria and Italy), which makes it easy for participants from different European countries to come to Kranjska Gora. The destination covers an area of 256 km2 and offers a unique combination of nature and infrastructure for business meetings and other types of events (business, sports, culture). The destination is ideal for conferences or team-building events where the organisers want to combine business networking with outdoor activities.
Q2: If your destination were a personality, how would you describe it?
Host of top international sporting events. Active, yet accessible and welcoming.
Q3: What are the three key experiences that every event attendee should have when visiting your destination?
Culinary offering (traditional and modern), nature, and at least one of the outdoor activities. It is necessary for them to visit and see the one and only Slovenian Alpine Museum and World Cup venues (Planica, Vitranc ski slope in Podkoren).
Q4: How has your destination positioned itself as a leader in the meetings industry?
Kranjska Gora has a long tradition of organising international sporting events, which include business meetings and conferences, successfully linking business events with tourist experiences. Kranjska Gora has also recently hosted an international congress on the healing effects of forests on people, which focused on the climate in Kranjska Gora, which has proven beneficial effects on people.
The key to the development of the MICE segment is the right and modern infrastructure. With the modern multi-purpose hall Vitranc in the centre of the town, Kranjska Gora has hosted several conferences and seminars in the past. The hall can accommodate up to 1,200 people. In addition to the hall, there are also accommodation facilities and smaller conference halls, which complement the MICE offer and take it to an even higher level.
Q5: What are the biggest challenges and opportunities you foresee in the industry over the next three years?
The main challenges in the meetings industry are seen in the economic fluctuations affecting business travel, the increasing competition between other Alpine destinations and the growing demand for sustainable events.
However, there is an opportunity in the growing demand for events in natural environments. Kranjska Gora, with its alpine scenery, offers a unique link between business meetings and outdoor activities, creating added value and a competitive advantage. Although challenging, we also see opportunities for increased competition among other Alpine destinations. Kranjska Gora acts as one of the destinations in the Julian Alps Community. Within this community, we are looking for synergies and networking to increase our visibility in the world and our attractiveness among potential visitors and event organisers.
Q6: How do you engage with international event organisers and decision-makers to showcase your destination?
Kranjska Gora is a destination that has hosted several world-class events that have taken Kranjska Gora’s name to the world. Kranjska Gora is the host of the following international events:
· FIS Alpine Ski World Cup Women Kranjska Gora
· FIS Alpine Ski World Cup – Vitranc Cup Kranjska Gora
· FIS Ski Jumping World Cup Finals Planica
· Julian Alps Trail Run by UTMB
As part of the aforementioned Julian Alps Community, we are present at international trade fairs and B2B events across Europe, where we try to present the unique offer of the Kranjska Gora destination in the best possible way.
Q7: How is your destination innovating in the business events sector?
Kranjska Gora has recently completely upgraded its culinary offer. This has led to many recognised quality certifications (two Michelin stars, Michelin recommendations, Gault&Millau caps, Fallstaff, etc.). We also encourage tourist providers to obtain sustainability certificates.
Q8: What sustainable practices have you integrated to make meetings and events more environmentally responsible?
The destination bears the Slovenia Green Destination label, which confirms our commitment to sustainable tourism, and many of the accommodation facilities in the destination are also awarded the label by the Slovenian Tourist Board.
We promote sustainable mobility by offering free bus transfers to visitors around the destination. This encourages them to visit and explore Kranjska Gora in a more sustainable way. In addition, the destination is interspersed with many well-maintained walking and cycling routes, which allow easy access to all destinations without the use of motor vehicles. Bicycle rental facilities are also available, further promoting sustainable mobility and active exploration of the environment.
When organising events, we give priority to local products, as evidenced by our local brand “Kranjska Gora Finest”. This brings together local producers and artisans, supports the local economy and reduces the environmental footprint of events. In this way, we give visitors an authentic experience of the destination while respecting the principles of sustainability.
Q9: How do you balance heritage and modernity to create an appealing business tourism experience?
Despite our desire to create an attractive offer for business meetings, we preserve our identity and Alpine architecture. We also try to inject a local flavour into all aspects of the organisation of business meetings, allowing participants to take some of this home with them. Recipients of the local Kranjska Gora Finest brand are always willing to participate, and we involve them by presenting their products to the participants.
We have digitally upgraded certain activities in Kranjska Gora to make them even more attractive. We are talking about cultural attractions, where we have upgraded the content with apps, digital interactive tools, etc. We have also developed the first museum of escape in Slovenia, where we have upgraded the existing museum house with additional content.
“We are most happy to work with local businesses and suppliers – we connect them and make it easier for them to showcase their products through the Kranjska Gora Finest brand.”
Q10: How do you support local businesses, suppliers, and venues in growing their appeal for international meetings?
We are most happy to work with local businesses and suppliers – as mentioned above, we connect them and make it easier for them to showcase their products through the Kranjska Gora Finest brand. We have also developed joint experience packages with them, which are also suitable for meeting organisers. Here, we are trying to link culture and gastronomy, which has gained considerably in importance in recent years. We know that networking is the key to success and that, together, we can achieve more.
Q11: What advice would you give to hotels looking to elevate their profile in the meetings industry?
There are a bunch of destinations in the world competing with each other. It is important for a destination to shape its story and highlight its competitive advantages. People increasingly value the authentic experience offered by a destination. Nowadays, we cannot bypass an attractive digital presence and innovative promotional channels.
Find out more about Kranjska Gora here.
