Ljubljana is the host this year of the ABTA Convention 2014, the central event of the association and one of the biggest annual meetings of the British tourism industry which takes place at a different location each year.

"The representatives of 90% of the British tourism industry which sells packaged tourist trips are in Ljubljana," Karmen Novarlič of the SPIRIT agency for the promotion of entrepreneurship, investment and tourism stressed the conference's importance for the STA.

Novarlič pointed to Slovenia's ski resorts as a good destination for novice skiers from Britain, while she feels that additional regular flight connections would be needed along with the existing two low-cost carriers and Adria's charter flights to London.

ABTA head Mark Tanzer, who has above all been taken by Slovenians' hospitality, told the conference that Slovenia can offer a lot to British guests, who accounted for around 235,000 overnight stays in the country last year.

Around 400 executives from the industry are in Ljubljana this week, including from giants such as Google, Yahoo and Expedia.

The focus of this year's convention is the role of human resources in tourism and changes in British in global society which are affecting the tourism industry as well.