The Slovenian exhibition area will be expanded with the stand covering 248 square metres, 46 more than last year.

Focusing on unique travel experiences which cater to wealthier visitors and follow the trends of global tourism, Slovenia will present authentic and enlightening cultural as well culinary attractions.

The main Slovenian programme partner will be the Lipica Stud Farm, a popular tourist destination famous for its white Lipizzaner horses. Slovenia will also be presented as the 2021 European region of gastronomy through culinary performances.

The Slovenian Tourism Board (STO) will also introduce a new communication platform, an updated creative brand I Feel Slovenia - My Way, and a new global digital campaign of the same name which will cover 16 foreign markets and digital channels.

Every year ITB gives away numerous tourist awards at the fair. This year, Slovenia is again among the finalists in the category of the Global Top 100 Sustainable Destinations with its Slovenia Green scheme, presenting green destinations. The country could also be awarded one of the Golden City Gate multimedia awards.

The STO also stressed the importance of their international cooperation and acclaim - the travel franchise network Lufthansa City Center has decided to hold their annual ITB meeting at the Slovenian stand, while the Pacific Asia Travel Association (PATA) has invited the STO to present its tourism brand I Feel Slovenia at their meeting.

Germany is an important market for Slovenian tourism - last year, German visitors were the first among foreign ones with 1.36 million nights and second regarding the number of arrivals based on 500,000 of them.

"The success of Slovenian tourism among German visitors is a result of promotion, in-depth digital marketing and business events, organised in cooperation with the tourist economy sector. The partnership with ITB Berlin has also greatly contributed to it," said STO head Maja Pak.

Economy Minister Zdravko Počivalšek will attend the fair, which last year attracted 10,000 participants from five continents and more than 180 countries, and 160,000 visitors, 110,000 of them from the business sector.