The event, organised by the Slovenian Convention Bureau (KUS), was held with the financial support of the Slovenian Tourist Board (STO), in cooperation with Ljubljana Tourism, destination clubs, and numerous partners from the professional community.
Established in 2018, the Slovenian Congress Ambassador Programme continues the tradition of recognising individuals whose dedication and professional excellence strengthen Slovenia’s position in the field of professional and scientific meetings and events. Over the years, it has grown into an important national initiative connecting Slovenian experts, researchers, doctors, academics, business leaders and other influential professionals.
Today, the programme brings together more than one hundred congress ambassadors, acting as a bridge between Slovenian expertise and the global knowledge community.
Fredi Fontanot, Director of the Slovenian Convention Bureau, emphasised during the ceremony: “Each congress ambassador represents a story of knowledge, courage and vision. Your achievements prove that Slovenia may be small in size, but not in ambition. We are proud to be building the future of Slovenia together – as a recognised destination of knowledge and collaboration.”
On behalf of the Slovenian Tourist Board, Ms Karmen Novarlič highlighted the importance of connecting destinations and the professional sphere: “At the Slovenian Tourist Board, we are proud to support the Slovenian Ambassador Programme, as we strongly believe in Slovenia’s potential — in its remarkable natural beauty, rich cultural heritage, and above all, its exceptional intellectual capital.”
“On the occasion of this year’s announcement of the Slovenian Congress Ambassadors, we place a spotlight on those who, through their dedication and vision, co-create Slovenia’s future in the international environment. These are experts, researchers, business leaders, and thinkers who weave the story of Slovenia as a dynamic and open society. Through their work, the ambassadors strengthen Slovenia’s reputation and, with their commitment and vision, help shape the country’s future on the global stage. With collaboration and shared dedication, we are becoming internationally recognised as a land of knowledge, innovation, and creative solutions.”
Representing the Government of Slovenia, Ms Dubravka Kalin from the Ministry of Economy, Tourism and Sport, underlined the strategic importance of the sector “The professional and scientific meetings sector is not merely an economic driver, it is a catalyst for progress, knowledge exchange and international cooperation. The government will continue to support this field as a key part of Slovenia’s development policy and global visibility.”
The ceremony concluded with a symbolic focus on partnership and sustainability. The event was conceptually designed and produced by Creative Pro Adriatic, which ensured a refined and contemporary execution of the evening. The awards, crafted by Steklarna Rogaška, reflect the values of knowledge, collaboration and excellence, carrying the message that every congress ambassador is also an ambassador of sustainable development and responsible cooperation.
Over seven years, the Slovenian Congress Ambassador Programme has become a well-established national initiative with measurable results. To date, more than one hundred ambassadors have contributed to the organisation of over two hundred international events, generating tens of thousands of overnight stays and significantly enhancing Slovenia’s image as a destination of knowledge.
According to the KONGOST study (Turistica, 2023), the average expenditure of participants at professional and scientific events in Slovenia is 3.3 times higher than that of leisure tourists, confirming the high added value of this sector for the national economy.
Looking ahead, the Slovenian Congress Ambassador Programme will continue to connect Slovenia’s professional, scientific and business communities with destinations across the country.
Its mission remains clear: to strengthen Slovenia’s position as a trusted, sustainable and internationally recognised destination of knowledge and collaboration.
Find out more about the Slovenian Congress Ambassador programme here.
