Published on
January 11, 2026
By: Paramita Sarkar
Slovenia is kickstarting its 2026 tourism campaign at the prestigious Vakantiebeurs in Utrecht, the largest travel fair in the Benelux region. With a focus on the Netherlands, Belgium, and Luxembourg, which have historically been among the most avid supporters of Slovenia’s green tourism offerings, the Slovenian Tourist Board (STB) is set to showcase the country’s diverse natural, cultural, and sustainable travel experiences. This move is a crucial step for Slovenia, as these markets align perfectly with its “I Feel Slovenia” brand, which emphasizes outdoor adventures, nature, and eco-friendly travel.
The event serves as the perfect opportunity for Slovenia to introduce its most exciting tourism highlights for 2026, particularly appealing to Dutch and Belgian travelers who prioritize hiking, camping, and sustainable travel. These visitors are drawn to Slovenia’s high concentration of forests, mountains, and pristine landscapes, making it a prime destination for nature lovers. Through the promotion of Slovenia’s Green Scheme of Slovenian Tourism (GSST), which ensures that destinations and providers meet high environmental standards, the country is reinforcing its commitment to sustainability.
What Is Slovenia Promoting for 2026?
Slovenia’s 2026 tourism campaign is centered around several unique and culturally significant events, as well as new sustainable tourism initiatives. The country’s unparalleled natural beauty, with its lush forests, towering mountains, and pristine lakes, remains a core draw. At the same time, Slovenia is spotlighting several landmark events and new tourism offerings to engage travelers from the Benelux region.
Green Tourism and Sustainability
Slovenia is using the Green Scheme of Slovenian Tourism (GSST) to emphasize its commitment to sustainable travel. This national certification program ensures that all tourism providers meet high environmental standards, giving travelers peace of mind that their adventures in Slovenia will have a minimal environmental impact. It reflects Slovenia’s growing reputation as one of Europe’s top eco-friendly destinations, where visitors can enjoy both nature and culture responsibly.
Major Highlights for 2026
Slovenia is not just promoting its scenic landscapes but also highlighting a series of rare and significant events happening in 2026. These include the Škofja Loka Passion Play, Ptuj’s Cultural Heritage Status, the opening of the Muzej Lah in Bled, and the UEC Road European Championships in Ljubljana, all of which are set to bring international attention to the country.
Ptuj: Europe’s Best Cultural Heritage Town 2026
Slovenia’s oldest town, Ptuj, has been named Europe’s Best Cultural Heritage Town for 2026. Ptuj is home to a rich history, including its Roman past and the famous Kurentovanje festival, set to take place in February 2026. This colorful Shrovetide carnival features the iconic Kurenti, figures dressed in sheepskin and bells, who are believed to chase away winter. Ptuj will also host Roman Games in August 2026, bringing 800 reenactors to transform the town into the ancient Roman city of Poetovio.
Škofja Loka Passion Play
The Škofja Loka Passion Play is a unique event that occurs once every six years. Taking place from March 21 to April 12, 2026, this large-scale outdoor theatrical production will feature over 1,000 volunteers and 80 horses, reenacting the suffering of Christ in the medieval streets of Škofja Loka. It is a rare and culturally significant event inscribed on the UNESCO Representative List of Intangible Cultural Heritage.
Muzej Lah in Bled
The town of Bled, famous for its picturesque lake and island, is set to become a global destination for contemporary art with the opening of Muzej Lah in the summer of 2026. Designed by Pritzker Prize-winning architect David Chipperfield, this museum will house the Fundacija Lah collection, which includes over 800 works by renowned artists like Anselm Kiefer and Joseph Beuys. The museum will blend contemporary art with Slovenia’s Alpine landscape, offering an unparalleled cultural experience.
UEC Road European Championships in Ljubljana
In October 2026, Ljubljana will host the UEC Road European Championships, making it a significant event for cycling enthusiasts. Slovenia has earned global recognition for its cycling champions like Tadej Pogačar and Primož Roglič, and the country is now hosting its first-ever European Road Cycling Championships. The races will pass through the scenic landscapes of Ljubljana, showcasing both the capital’s urban charm and its surrounding natural beauty.
New Boutique Tourism Experiences
In addition to promoting these high-profile events, Slovenia is also embracing a shift toward high-value, low-impact tourism. New initiatives such as NaturHotel Snovik, which offers wellness inspired by Kneipp therapies, and the Slovenia Unique Experiences program, which includes mushroom foraging tours and beekeeping experiences, appeal to travelers seeking something off the beaten path. Slovenia’s Digital Nomad Visa is another exciting offering, allowing remote workers to enjoy the country’s natural beauty while benefiting from its high-speed infrastructure.
Why Utrecht Matters for Slovenia’s Tourism Campaign
Utrecht is an important venue for Slovenia to reach the Benelux region, where Dutch and Belgian travelers have shown a strong preference for eco-friendly and active holidays. These visitors align perfectly with Slovenia’s offerings of nature-based activities, such as hiking, cycling, and camping. The emphasis on sustainable tourism through the GSST and the country’s commitment to environmental responsibility will resonate deeply with these environmentally conscious travelers.
Conclusion
Slovenia’s tourism campaign for 2026, launched at Utrecht’s Vakantiebeurs, highlights the country’s stunning natural landscapes, rich cultural heritage, and commitment to sustainable tourism. By promoting key events such as the Škofja Loka Passion Play, Ptuj’s cultural heritage, and the opening of Muzej Lah in Bled, Slovenia is positioning itself as a must-visit destination for 2026. The country’s innovative focus on boutique, high-value tourism experiences is expected to attract travelers from the Netherlands, Belgium, and Luxembourg who are looking for both adventure and relaxation in a sustainable setting. With these efforts, Slovenia is set to be one of Europe’s most exciting tourism destinations in the coming year.
