Slovenia is being promoted under the auspices of the Slovenian Tourist Board (STO) as an attractive destination offering "five-star experiences".

A special emphasis is placed on culture, which is the main theme of the STO's promotional campaigns in 2018 and 2019.

The country's exhibition area, spreading on more than 175 square metres, features Ljubljana Castle as the main partner.

On Tuesday, the Slovenian pavilion will feature a meeting of Slovenian tourism industry representatives with British and global tour organisers plus global media.

Slovenian food will be served by chef Igor Jagodic and the author of the best article on Slovenia written this year will be declared.

STO director Maja Pak says that "as as one of the most important and globally recognisable fairs, the WTM is a unique opportunity to consolidate the existing and create new business opportunities as well as to connect with the tourism industry in the UK and wider."

Slovenia is recording a rise in arrivals and overnight stays by British tourists, according to Pak, who said that a 27% increase in arrivals was reported for the January-to-August period compared to last year.

In 2017, British tourists accounted for 370,000 nights in Slovenia, whose tourist industry has posted strong growth over the past few years. They are mostly interested in the country's mountains, cuisine, ski resorts and culture.