The focal point will be Slovenia's 202 m2 stand that will highlight spas, historical cities with a special emphasis on Ljubljana, sustainable tourism, and, as the first country to be declared a green destination, as a sustainable tourism destination. A total of 31 companies will be featured, a new record.

The partner country status is seen as an excellent opportunity to raise its image among tour operators and industry professionals as a green and active destination that has put the development of its tourism sector on a sustainable footing.

"Slovenia's presentation at ITB Berlin is the biggest to date, in terms of the number of participating representatives of tourism companies as well as in terms of programme and activities," Maja Pak, the director of the Slovenian Tourist Board (STO), told the STA.

The invitation to partnership is a huge recognition since the organisers "always choose among the most attractive tourism destinations. The highlighting of our country in the field of convention and culture tourism is even more important since culture has been selected as the focal theme of tourism in 2018 and 2019," she said.

"The fact is that Slovenia has not had such a prominent role yet," she said in view of the many events that will either be organised by Slovenia or will feature Slovenian representatives.

Minister of Economic Development and Technology Zdravko Počivalšek, for example, has been invited to deliver an introductory address at ITB Future, an event on Wednesday dedicated to key trends in convention tourism.

The same day Slovenia will host a green panel entitled Slovenia Makes You Green featuring Počivalšek, climatologist Lučka Kajfež Bogataj and adventure pilot Matevž Lenarčič, among others.

Pak, who will also participate, said the panel would emphasise Slovenia as a country that had made huge leaps in sustainable tourism in a relatively short time. Pak described it as "a unique model of sustainable tourism".

Slovenia's experience in convention tourism will be presented as part of ITB Mice, a segment dedicated to convention tourism, while Iztok Altbauer, the head of the Association of Natural Spas, will participate in a forum on wellness.

Slovenia's presentation will be rounded off with an evening, likewise dubbed Slovenia Makes You Green, at which invited guests will get acquainted with the Slovenian green vision for cities and the countryside.

Počivalšek said the partnership status was "priceless". "It is the result of our efforts and at the same time an excellent opportunity for reaching our target groups and affirming Slovenia's reputation as a country committed to sustainability," he told the STA.

The event also has a competitive side. On Wednesday, National Geographic's World Legacy Awards will be handed out. Slovenia has been shortlisted for destination leadership alongside Segera Retreat in Kenya and the Riverwind Foundation from the US.

Pak said even just being among the finalists required showing commitment to sustainable tourism and strengthened Slovenia's image as a green, sustainable tourism destination.

The STO has also made the finals of the competition The Golden City Gate, which will award the best promotional materials. It has entered the competition with the 90-second video "Slovenia. Make New Memories".

Slovenia will also be featured in more inauspicious ways. For example, the password for WiFi access at the show will be I Feel Slovenia, which Pak said would be "an excellent introduction to Slovenia for every visitor."

There will also be ten locations with Slovenia advertisements, a photo exhibition, and inclusion in all messages and announcements at the show.

Aside from being a meeting point for the industry, ITB is also a key event for countries wishing to attract German tourists.

Počivalšek noted that Germany was a significant source market, with Slovenian tourism products satisfying Germans' wishes for shorter, active holidays that include nature as well as stays in cities.

Slovenia has seen tourism figures rising but revenue from tourism has grown at a slower pace. Increasing value added and increasing the share of upmarket services will be in the focus of the new tourism development strategy.

One cause of the lag is that investment in tourism has dried up after an investment boom in 2004-2011 aided by EU funds, which also raised the expectation, according to Počivalšek, that the state will help by default.

Since this money is no longer available, the much-needed fresh investments have to be finances with private funds, whereas the state will find ways of making investing attractive.