Julian Alps at ITB Berlin

The Julian Alps are once again successfully presenting themselves at one of the world's largest and most important tourism trade fairs – ITB Berlin. From March 4 to 6, the Julian Alps Association is participating in the promotion of Slovenia as a destination for artistic and cultural experiences in the German capital.

Germany remains the most important source market for Slovenian tourism. In 2024, German tourists generated nearly 2 million overnight stays, marking a 4% increase compared to 2023 and a remarkable 29% growth compared to the pre-pandemic period of COVID-19. Slovenia is presented to German guests as a nearby, safe, and sustainable destination that offers premium experiences for discerning travelers.

In the exhibition space Hub27, 27 tourism companies and organizations are showcased across 210 m², including the Julian Alps Association. The central role in Slovenia’s presentation has been taken on by the Maribor Tourism Institute.

In the past two days, the Julian Alps Community has held approximately 20 meetings, including discussions with international experts in sustainable tourism, digital solutions, marketing, and artificial intelligence. The majority of visitors are from Germany, the Netherlands, France, Ireland, and Belgium, showing the most interest in active experiences in the Julian Alps, as well as accommodation options and top attractions.

In addition to the meetings, exclusive discussions on culture and art took place at the stand, exploring the connection between culture and tourism. Among the speakers were Martin Šolar (Kobarid Museum, Soča Valley) and Sandra Battigaglia (Friuli Venezia Giulia), who presented the Path of Peace.

As part of ITB Berlin, the prestigious Berlin Bears awards for excellence in marketing communication were once again presented this year. The Slovenian Tourist Board won an impressive six awards for its promotional projects, with the Julian Alps playing a significant role in two of them.

The international jury awarded the Golden Bear to the German TV show Globetrotter, which won in the TV/Documentary Film category. The show tells the story of Drahomira’s refugee journey, as she fled Czechoslovakia through Slovenia to Germany in 1982. This experience inspired the documentary film Over the Mountains to My Roots, which represents more than just a hiking journey through the Slovenian Alps.

Janika and Drahomira follow a path of memories leading them through Triglav National Park. In the film, the Julian Alps serve as the backdrop for a deeply personal adventure—one filled with courage, connection, and confronting the past.

The Julian Alps Association, in collaboration with the Slovenian Tourist Board, will provide Slovenian subtitles for the award-winning film and present it to the Slovenian audience. Screenings will take place at various locations across the Julian Alps region.

The Silver Bear was awarded to the exclusive Virtuoso Chairman’s Event 2024 in the MICE & Events category. In November 2024, the event hosted over 200 influential travel advisors and luxury travel organizers, with the Julian Alps Association serving as a host for a study tour to Bled and Radovljica.

Participants from around the world embarked on a unique culinary experience—they met a beekeeper, prepared a traditional Slovenian dish, visited Bled Island to experience its famous potičnica, and ascended to Bled Castle, where they were greeted by a winemaker and a medieval printing demonstration.

In Radovljica, they explored the historic old town, followed by a visit to Gostilna pri Avseniku (Avsenik Restaurant), where they enjoyed a cultural program featuring Avsenik’s music. The Bled Convention Bureau and Tourism Radovljica carefully curated the study tour experience.