In an exclusive conversation with Travel and Tourism World (TTW), Veronika Holečková from SLOVAKIA TRAVEL outlined Slovakia’s ambitious plans to position itself as a rising MICE (Meetings, Incentives, Conferences, and Exhibitions) destination, particularly spotlighting its strategic participation at IMEX Frankfurt 2025.

SLOVAKIA TRAVEL views IMEX Frankfurt as a vital platform to elevate the country’s global MICE profile. With a strong presence at the national stand, the organization aims to promote Slovakia’s unique blend of conference infrastructure, natural beauty, cultural richness, and sustainability-driven experiences. Their objective is to provide a collaborative platform for Slovak stakeholders—including convention bureaus, DMCs, and hotels—to build international partnerships and drive visibility in the competitive global MICE market.

Sustainability lies at the heart of Slovakia’s tourism strategy. The country is actively promoting eco-friendly venues, local supply chains, and responsible travel behavior. Through the integration of wellness resorts, national parks, and heritage towns into MICE packages, Slovakia offers event planners greener, experience-rich alternatives to traditional venues.

Infrastructure development is another key area of focus. With international gateways such as Vienna International Airport just 40 minutes from Bratislava, and ongoing enhancements to road and rail links across cities like Košice, Trenčín, and Žilina, Slovakia is becoming more accessible for international MICE travelers. The capital, Bratislava, is undergoing substantial transformation with new hotels, hybrid meeting venues, and modern congress centers.

Slovakia also leverages its UNESCO World Heritage sites, mountainous regions like the High Tatras, and authentic cultural experiences to craft memorable business event packages. Activities such as team-building in alpine landscapes, stargazing, traditional culinary sessions, and workshops with local artisans help redefine the MICE experience into something immersive and distinctive.

SLOVAKIA TRAVEL acts as a key connector between the public and private sectors—organizing B2B events, market research, and fam trips to showcase the country’s readiness and appeal. Post-pandemic, there is a stronger push toward small-scale, wellness-infused, and culturally authentic business events.

To expand its global reach, Slovakia is focusing on nearby and long-haul markets alike—from Hungary and Poland to the Nordics, UK, and GCC. Through data-driven strategies, the agency is also exploring niche sectors like medical congresses, automotive industry meetings, and nature-based incentives—supported by a new CRM and targeted B2B campaigns.

Slovakia is ready to turn its authenticity and accessibility into competitive MICE advantages for global planners.

How does SLOVAKIA TRAVEL plan to leverage IMEX Frankfurt 2025 to enhance its profile in the international MICE (Meetings, Incentives, Conferences, Exhibitions) market?

IMEX Frankfurt 2025 represents a key opportunity for SLOVAKIA TRAVEL to position Slovakia as an emerging yet distinctive MICE destination in Central Europe. At the national stand, SLOVAKIA TRAVEL showcases the country’s expanding portfolio of conference venues, incentive experiences, and tailored services for business travelers. We aimed to highlight the authentic charm, accessibility, uniqueness, and authenticity of Slovak MICE offerings.

The main task for SLOVAKIA TRAVEL is to create a strong platform for Slovak MICE stakeholders—including incoming DMCs, convention bureaus, regional tourism boards, hotels, and resorts—to connect with international buyers and partners. We actively support our local partners in establishing new business links, increasing visibility, and promoting Slovakia as a professional yet inspiring destination for meetings and events.

How is SLOVAKIA TRAVEL integrating sustainability principles into its tourism offerings, especially for business events and group travel?

Sustainability is a core pillar of SLOVAKIA TRAVEL’s long-term tourism strategy. In the MICE segment, we actively promote conscious venues, local suppliers, and responsible travel practices. Slovakia’s national parks, unspoiled nature, wellness resorts, spas, and historic towns offer ideal settings for planners seeking to combine business with sustainability.

Additionally, SLOVAKIA TRAVEL aims to educate and inspire both partners and clients by sharing best practices and facilitating dialogue around sustainable tourism development. While we recognize there is still progress to be made, our goal is to move steadily toward a more balanced, conscious MICE tourism model.

With the growing demand for international business events, how is Slovakia enhancing its infrastructure and connectivity to better serve MICE travelers and organizers?

It is a continual effort for Slovakia to improve accessibility and infrastructure to meet international standards. The country is served by two main airports—in Bratislava and Košice—and by regional airports in Poprad and Piešťany. Vienna International Airport, located just 40 minutes from Bratislava, plays a key role as the primary international gateway.

Regional cities such as Košice, Poprad, Žilina, and Trenčín—which is set to become the European Capital of Culture in 2026—are becoming more connected through modern rail links and expanding highway infrastructure. The capital, Bratislava, is undergoing significant development with premium hotels, modern congress centers, and hybrid event facilities. Košice, as a former European Capital of Culture, offers a unique mix of cultural heritage, creative venues, and ready-to-use event infrastructure.

Across Slovakia, investments are ongoing in digital infrastructure and smart mobility to ensure a seamless and professional event experience for both organizers and attendees.

Slovakia boasts UNESCO World Heritage sites, mountain ranges, and vibrant cultural festivals. How does SLOVAKIA TRAVEL incorporate these assets into its MICE and business event packages to offer distinctive experiences?

Slovakia’s cultural and natural heritage provides a rich and versatile backdrop for unforgettable business events. SLOVAKIA TRAVEL, together with local DMCs and guides, integrates authentic experiences into MICE packages—such as guided tours of UNESCO World Heritage sites like Banská Štiavnica or Spiš Castle, teambuilding activities in the High Tatras, and culinary events in traditional wine cellars.

The High Tatras region, with its majestic peaks, untouched nature, and well-developed infrastructure, is particularly suitable for incentive programs and smaller conferences. It offers stunning scenery, wellness resorts, and outdoor adventure opportunities that elevate any business gathering.

For those willing to venture into more remote regions, SLOVAKIA TRAVEL supports experiences such as stargazing in dark-sky areas, workshops with local craftsmen, and visits to local communities. These immersive activities are especially well-suited for incentive travel, helping participants connect with Slovak traditions and landscapes in meaningful ways. By combining business with culture, nature, and local authenticity, Slovakia transforms meetings into memorable and distinctive experiences.

What role does SLOVAKIA TRAVEL play in collaborating with local governments, hotels, venues, and service providers to create competitive and attractive business event products for international clients?

SLOVAKIA TRAVEL plays a central role as a connector and facilitator between public institutions and private stakeholders in the tourism and MICE sectors. We support destination development through coordinated promotion, trade show representation, B2B events, and market research.

In the MICE segment, we assist in matchmaking with international buyers via a shared platform that connects demand with supply. We also organize familiarization trips to present local capacities and regional networking workshops to strengthen industry cooperation. By aligning efforts with city governments, convention bureaus, hotels, and event professionals, SLOVAKIA TRAVEL ensures a unified and professional presentation of Slovakia as a ready, reliable, and attractive business events destination.

How has Slovakia’s tourism sector, particularly the business events segment, adapted post-pandemic, and what are the key growth areas SLOVAKIA TRAVEL is focusing on to attract more international business travellers in the coming years?

Post-pandemic, Slovakia’s tourism sector has shown resilience by emphasizing flexibility, safety, and a shift toward meaningful, slower-paced travel. In the MICE segment, open-air venues, wellness-focused programs, and small-scale, experience-based incentives have become more prominent.

We are seeing growing demand for less-explored destinations, which presents Slovakia with a unique opportunity. Trends such as “slow travel” and longer stays align naturally with what Slovakia offers—authenticity, space, and deep cultural engagement.

SLOVAKIA TRAVEL is currently focused on foreign markets such as Hungary, Poland,  the Czech Republic, Nordics, Israel, where we maintain active foreign representations. For long-haul markets, we participate in the Discover Central Europe initiative with our V4 partners (Slovakia, Hungary, Poland, Czech Republic), promoting the region as a unified, culturally rich travel hub.

Simultaneously, we are expanding efforts in strategic markets including the DACH region, UK & Ireland, Benelux,  and GCC countries to attract new MICE clients.

We have also launched an internal, data-driven project that supports strategic decision-making based on real-time insights and KPIs. Priority growth areas include medical congresses, IT and tech meetings, the automotive industry, and nature-based incentive travel. To support these initiatives, we are developing a national CRM platform for partner and client management, and launching targeted B2B marketing campaigns and newsletters that highlight Slovakia’s authenticity, accessibility, and exceptional value as a MICE destination.

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