At FITUR 2025, Masa Puklavec Polutnik, Global Communications Manager for the Slovenian Tourist Board, emphasized the importance of the event for connecting with partners and promoting Slovenia to the Latin American market.

How are you experiencing FITUR this year?

Masa Puklavec Polutnik (Global Communications Manager, Slovenian Tourist Board) says, “Spain is a highly significant market for Slovenian tourism, which is why we have been participating in FITUR for many years. This event provides an excellent platform to connect and strengthen cooperation with our strategic partners. It is also a key opportunity for us to promote Slovenia to the Latin American market, making FITUR an essential fair for fostering and maintaining our relationships in the region.”

What marketing strategies are you adopting to attract more tourists to Slovenia?

This year, our primary promotional focus is on cultural tourism. We are actively intensifying our efforts in this area, especially as Slovenia, alongside Germany, will be hosting the European Capital of Culture (ECC). The Slovenian cultural capital is jointly represented by Nova Gorica in Slovenia and Gorizia in Italy, and we warmly invite visitors to experience the events taking place there.

Beyond cultural tourism, we continue to promote Slovenia’s diverse offerings, including outdoor and active holidays, wellness and healthcare tourism, as well as city experiences, culture, and gastronomy. Gastronomy, in particular, is a key attraction for Spanish tourists, who are eager to explore Slovenia’s rich and varied culinary landscape.

What can tourists expect to discover when they visit Slovenia?

Slovenia is the only country in the world where four distinct geographical regions converge—the Alps, the Dinarides, the Pannonian Plain, and the Mediterranean Sea. This unique blend creates an incredibly diverse landscape, offering visitors a variety of experiences throughout the year.

From towering mountains and picturesque valleys to serene lakes, rushing rivers, and a charming coastline, Slovenia invites travelers to immerse themselves in nature, adventure, and culture. The country’s compact yet dynamic terrain allows visitors to hike in the Alps in the morning and enjoy the Mediterranean breeze by the afternoon. Additionally, the European Capital of Culture (ECC) event presents an extraordinary opportunity to explore Slovenia through a series of cultural experiences and guided discoveries.

Which countries are your main target markets this season? Are there any new regions you are focusing on?

Slovenia’s key tourism markets include Austria, Germany, Italy, and neighboring countries, along with a growing focus on overseas travelers from the U.S. and Australia. However, Slovenia is not just looking for more tourists—it is looking for the right tourists.

We aim to attract travelers who appreciate nature, cultural heritage, and authentic experiences—those who seek to explore the “Green Heart of Europe” responsibly, valuing its pristine landscapes and rich traditions.

How important is sustainability for Slovenian tourism?

Sustainability is at the core of Slovenia’s tourism philosophy. We encourage visitors to slow down, take their time, and truly immerse themselves in the local way of life. Instead of rushing from one attraction to another, we want tourists to engage with Slovenia’s culture, traditions, and natural beauty in a meaningful way.

By focusing on eco-friendly travel, locally sourced experiences, and responsible exploration, we ensure that Slovenia remains a beautiful, vibrant, and welcoming destination for generations to come.