The central business day of SIW 2025 took place on 14 May. A total of 144 foreign tour operators and travel agencies from 27 countries participated, engaging in more than 3,500 scheduled one-on-one meetings with 157 Slovenian tourism providers.
Since its beginnings in 1998, the Slovenian Incoming Workshop has been a key platform for connecting leading Slovenian tourism providers with foreign tour operators, travel agencies and specialist agencies. This year’s edition continues the tradition with strong international interest – 58 % of participating foreign buyers are attending SIW for the first time. The highest number of foreign buyers comes from the United States (17), followed by Italy (16) and Germany (14). Interest from the Spanish market is also notable, with 9 participating companies, while 8 companies have arrived from Scandinavia. The gradual recovery of the Asian market after the pandemic is reflected in the attendance of 10 companies from various Asian countries. We are also pleased to welcome three major tour operators from Mexico.
Hosted this year in the spa town of Rogaška Slatina, SIW features a full day of business networking and offers ample opportunities for informal networking and study tours, allowing foreign participants to discover the richness and diversity of Slovenia’s tourism offer.
“Rogaška Slatina has never pursued mass tourism; instead, we focus on crafting a distinctive and varied experience for our visitors.”
At the press conference held as part of the Slovenian Incoming Workshop 2025, MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board, highlighted the strategic role of the event: “The Slovenian Incoming Workshop 2025 is the largest meeting between Slovenian providers and foreign tour operators, enabling them to experience Slovenia’s offer first-hand. The event is taking place at a time when the global tourism landscape remains highly unpredictable, but we are also seeing encouraging signs within Slovenian tourism. Our new analytical tool, the Slovenian Tourism Barometer, also indicates optimism among tourism stakeholders for the upcoming quarter.”
Welcoming attendees on behalf of the host destination, Mayor of Rogaška Slatina, MSc. Boris Kidrič spoke about the town’s long-standing tourism tradition and its evolving offer: “For over 400 years, our offer has been built around high-quality health services, with Donat mineral water at its core. Rogaška Slatina has never pursued mass tourism; instead, we focus on crafting a distinctive and varied experience for our visitors. The local tourism and culture board is responsible for most of our destination’s promotional activities at home and abroad. About ten years ago, we realised we needed to offer something new and attractive. In just one year of operation, the Kristal Tower has proven to be a true success, with over 85,000 visitors already. And just as importantly, it’s generating strong synergy effects for the entire destination.”
Beyond Business: Study Tours and Networking
Participants had the chance to connect in a more relaxed, informal setting, continuing their networking and strengthening professional relationships. They explored the Slovenian tourism offer through engaging experiences in Rogaška Slatina and its scenic surroundings – an ideal backdrop for deepening partnerships and discovering new opportunities. Evening events complemented the programme, offering not only space for socialising but also showcasing the finest of Slovenian gastronomy.
Particularly valuable were the study tours, which provided a deeper insight into the diversity of Slovenian tourism products, with a special focus on active holidays, wellness and cultural experiences. These tours took participants across Slovenia, with an emphasis on the eastern part of the country. Destinations such as Rogaška Slatina, Olimje, Jeruzalem, Moravske Toplice, Maribor, Celje, Idrija, Kranjska Gora and the Soča Valley presented a rich mosaic of offers – from health tourism and wine-tasting experiences to historical gems and authentic culinary journeys. Together, these experiences served as a comprehensive promotion of Slovenia as a boutique, green and diverse destination.
