The conference has been organised by The Travel Network Group, an association of independent British tour operators, which selected Bled as the location due to its fairytale setting.

Saying that Bled has fulfilled all the expectations of The Travel Network Group for hosting such an event, the association's director Gary Lewis voiced an expectation that the location would enchant the participants of the event.

Slovenia's investment and tourism promotion agency, SPIRIT, welcomed the visit as an excellent opportunity for the British tourist industry to get to know Bled and Slovenia and also as a chance for the Slovenian tourism industry to showcase its offering.

While growth in the number of visitors from Britain has stagnated in recent years due to a drop in the number of low-cost flights, Britain still represents the seventh-biggest tourist market for Slovenia.