Ljubljana, with its LUV fest – the festival of Love, Art, and Wandering, has been named among the finalists of the prestigious Destination of Sustainable Cultural Tourism Awards, taking third place in the category Cultural Tourism Services for All – Visitors and Residents. Held from 8 February to 12 March, LUV fest celebrates love through a month-long programme of vibrant cultural events for the city’s residents while attracting international visitors during a period that is typically quieter in terms of visitor arrivals.
The Destination of Sustainable Cultural Tourism Awards have been presented annually since 2014 by the European Cultural Tourism Network (ECTN) in cooperation with the European Travel Commission (ETC), Europa Nostra, and the Network of European Regions for Competitive and Sustainable Tourism (NECSTouR). The awards aim to encourage European destinations to develop sustainable cultural tourism practices, increase the visibility of cultural tourism destinations, and promote knowledge exchange and collaboration. This year, 54 projects competed across four categories. The awards ceremony took place as part of the 18th International Conference for Cultural Tourism in Europe, held from 2 to 4 October 2025 in Sibiu, Romania.
The award represents an important international recognition of Ljubljana as a destination that successfully blends its rich cultural heritage with a sustainable approach to tourism and the active involvement of the local community.
For all generations and tastes
The LUV fest programme is designed to appeal to diverse target groups. It offers activities for families with children, including creative workshops, storytelling events, and the traditional floating of “gregorčki” paper boats on the Ljubljanica River, as well as for individuals and couples seeking intimate cultural experiences, romantic moments, or culinary delights. The festival also pays special attention to the LGBTQ+ community, single visitors, culture, art, and gastronomy enthusiasts, and those interested in contemporary art practices.
Collaboration and co-creation
The programme of LUV fest is co-created by more than 90 partners, including cultural institutions, NGOs, retailers, restaurateurs, artisans, contemporary creators, and artists. An open-air art gallery spreads across the city’s streets and squares, featuring light art installations by emerging and established artists. Even Ljubljana’s primary school pupils contribute with their creative projects, giving the festival a strong sense of authenticity through broad community involvement.
Added value for the city and economy
With its wide range of partners and activities, LUV fest strengthens community spirit and creates a vibrant meeting point for residents and visitors alike. At the same time, it enhances Ljubljana’s international reputation as a city of culture and art and a capital of urban getaways. By increasing off-peak visitation, extending the average length of stay, and boosting visitor spending outside the high season, the festival also provides a tangible benefit to the local economy.
Discover more about the event here.
