In vino culture
Maribor grew alongside the world’s oldest noble vine, now approximately 450 years old. The vine and wine have shaped the cultural history, heritage, and contemporary creativity of Maribor and the wider Štajerska (Styria) region. The Maribor Tourist Board is committed to elevating wine culture. Even traditional events such as St. Martin’s Day celebrations are being reimagined as festivals, where wine is no longer merely a beverage but a cultural phenomenon. This year, Maribor was also named the Best European Wine Capital by European Best Destinations.
The Director of the Maribor Tourism Institute, Jure Struc, guided participants through the story From the World’s Oldest Vine to a Globally Recognised Wine Destination. “People from all over the world are coming to Maribor. In 2025, we once again had our best tourism year, with more than 552,000 overnight stays and over one million euros in tourist tax revenue. We have significantly strengthened arrivals from Hungary, Austria, and Croatia and are increasingly being discovered by markets further afield. We are now where we aspired to be. We enter 2026 with the title of Best European Wine Capital, the result of collaboration among city institutions, winemakers, producers, restaurateurs, accommodation providers, and the local community. This is a victory for a city that believes in itself.”
Maribor as the European Wine Capital
The 5th Maribor Tourism Forum was a collective cultural and wine experience. Mayor Saša Arsenovič emphasised that Maribor’s wine heritage is more than a symbol; it’s a living story that connects the city and its residents. The world’s oldest vine exemplifies this ongoing narrative, representing a major development opportunity rooted in tradition and community pride.
The importance of wine as cultural capital was addressed by Robert Gorjak, one of the leading wine experts in Slovenia and the wider region, founder of Slovenia’s first wine school, Belvin, and an international wine judge: “Let us get used to it. The title Maribor – Best European Wine Capital 2026 is not a fiction, but a reality. Maribor possesses all the attributes of a wine capital—restaurants, wine bars, wine shops, vistas, and vineyard landscapes. The city breathes with wine and, together with its surroundings, offers contemporary wines that convince. Much of what seems self-evident to us locals is anything but. Therefore, congratulations to all stakeholders—we can all be very proud.”
A significant portion of the forum focused on contemporary and innovative approaches to developing wine experiences. Kristina Muusmann, Director of Sæsonmelier, an importer of Central European and Styrian wines to Denmark and an innovator in wine experiences, presented the Nordic perspective on wine as an experience.
“For several years, I have been working with wines from the unique region of Štajerska, Slovenia, on the Danish market, observing how Slovenian wines are gradually taking the place they deserve. I see wine as an experience, not a product. A strong story is, without exception, the most powerful tool. It can be told in many ways, but sincerity and integrity are always essential. Wine can be wonderfully paired with food, music, film, and other artistic disciplines,” emphasised Kristina Muusmann, wine importer and wine experience innovator from Copenhagen.
Learn more about Visit Maribor here.
