Representatives of the Slovenian Tourism Board (STO) will join the more than 5,000 tourism experts at the event to present Slovenia as a first-class destination for luxury travellers.

"Today's tourists search for an exclusive experience tailored to their needs to enrich their lives," said STO boss Maja Pak ahead of the event. She added that the STO had set a goal to put Slovenia on the map as a green, luxury destination for five-star tourism experiences.

"Luxury tourism entails an innovative and top-notch range of offers with authentic and sustainable elements tailored to each visitor. Slovenia has created many offers and experiences in this regard, all of which put each visitor's personal needs in the spotlight," she said.

Slovenia will be attending more than 270 individual meetings at the event and will also be among the nine countries that will have the honour of meeting some of the most influential media outlets at the event, such as Conde Nast Traveler, Forbes, Travel+Leisure, Vogue and El Pais, the STO said.

The event is organised by Virtuoso, a network of luxury travel agencies bringing together more than 15,200 tourism agents, advisors and providers worldwide. Known as the driving force of the global luxury tourism industry, its collaborators come from more than 40 countries from North, Central and South America, Europe, Asia and Africa.

The STO has reported that an above-average 6.2% rise in luxury tourism is expected in the next decade. More than half of all luxury trips, 64%, are taken by visitors from Europe and North America, while a rise in the number of luxury travellers is expected in Brazil, Russia, India and China.

Since 2006, Slovenia has recorded a steady rise in visits and overnight stays by American tourists. In the first half of 2017, Slovenian tourism companies have recorded a 26% rise in visits and an 18% rise in overnight stays by American tourists from the same period last year.

Two thirds of US tourists chose to stay at four- and five-star hotels in Slovenia, spending some EUR 160 daily on average, which is one of the highest amounts spent by foreign visitors in Slovenia.