Portorož, Slovenia, Hosts 28th SIW with Over Three Thousand B2B Meetings: Everything You Need to Know

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The coastal town of Portorož has once again positioned itself at the centre of European tourism diplomacy, as the 28th Slovenian Incoming Workshop drew an unprecedented gathering of international tourism professionals from across the globe. The flagship B2B tourism event, organised by the Slovenian Tourist Board, has sent a clear message to the world: Slovenia is not just a destination — it is a serious player in the global travel and tourism industry.

SIW 2026 Sets a New Benchmark for Slovenia’s Tourism Outreach

This year’s edition of the Slovenian Incoming Workshop (SIW 2026) proved to be one of the most significant gatherings in the event’s history. More than 320 tourism professionals converged in Portorož, representing 35 countries across multiple continents. The event brought together over 160 international partners alongside more than 160 representatives from the Slovenian tourism industry, creating a dense and productive environment for deal-making and relationship-building at the highest level.

The centrepiece of the event was the pre-arranged one-on-one business meetings, of which more than 3,500 were conducted over the course of a single central day. This figure alone reflects just how much appetite exists among global travel trade professionals for Slovenia as a tourism destination. The sheer volume of these structured meetings underscores the workshop’s role not merely as a networking occasion, but as a serious business generation platform driving real commercial outcomes for Slovenian tourism stakeholders.

Strong European and Long-Haul Market Representation

The geographic spread of participants at SIW 2026 was notably diverse. Italy led European attendance with 16 representatives, followed closely by Germany with 14 and Spain with 11. Croatia and Czechia each contributed 10 participants, pointing to the depth of interest across Central and Eastern European markets in Slovenia’s tourism offering.

What makes this year’s numbers particularly noteworthy is the strength of long-haul market participation. A full quarter of all attending companies originated from long-haul markets, with 12 companies from the United States and Canada, 11 from Asia, and 8 from South America, specifically from Mexico and Brazil. This signals a growing recognition of Slovenia as a compelling destination not just for neighbouring European travellers, but for audiences far beyond the continent.

Perhaps the most telling statistic of the 2026 edition is that more than 60% of participants were attending SIW for the first time. That figure suggests the Slovenian Tourist Board’s international outreach efforts are successfully tapping into new markets and bringing fresh eyes to what Slovenia has to offer.

Government Backs Tourism as a Strategic Economic Pillar

Senior figures from the Slovenian government and the Slovenian Tourist Board attended the event, reinforcing the state’s commitment to sustainable and competitive tourism development. The Minister of the Economy, Tourism and Sport acknowledged the pressures currently facing the broader tourism and hospitality sector, citing rising costs and global uncertainties as challenges that require coordinated responses both at the national level and within the European Union. The minister emphasised that the focus must remain on building a resilient tourism sector rooted in quality, higher added value, and meaningful partnerships among stakeholders.

Slovenia Asserts Itself as a Safe, Stable, and Sustainable Destination

The Director of the Slovenian Tourist Board noted that Slovenia’s tourism sector has continued to record moderate growth in arrivals and overnight stays in the early months of 2026, even against a backdrop of geopolitical uncertainty and ongoing tensions in the Middle East. In this climate, the importance of platforms like SIW becomes even more critical. Direct, face-to-face engagement between Slovenian tourism providers and international travel trade partners builds the kind of trust that no digital campaign alone can replicate. The ability to position Slovenia as a safe, sustainable, and high-quality European destination in real time, in front of the right decision-makers, is precisely what makes the Slovenian Incoming Workshop a vital annual fixture in the global tourism calendar.

Beyond Business: Experiencing Slovenia Firsthand

The SIW 2026 programme extended well beyond the meeting rooms. Curated study tours and networking activities were integrated into the schedule, giving international partners the opportunity to explore Slovenian destinations and tourism products directly. This hands-on exposure to Slovenia’s natural, cultural, and experiential assets is a deliberate strategy — allowing buyers to become genuine advocates for the destination once they return home.

Portorož, Slovenia, Europe — With over 3,500 business meetings completed, a record share of first-time attendees, and strong representation from long-haul markets including the United States, Asia, and South America, the 28th Slovenian Incoming Workshop has firmly established Slovenia as one of Europe’s most proactive and globally connected tourism destinations heading into the second half of 2026.