Heritage and Art Tourism

The Slovenian Tourist Board is promoting ART AND CULTURE as the main theme in domestic and international markets for 2024-2025. As the authors of the strategic guidelines for this promotion, we are proud of the extensive cross-sectoral group we guided, which, under the auspices of the Slovenian Tourist Board, reached common goals, identified thematic pillars and key topics. The objective is to position Slovenia as an attractive destination for cultural heritage and contemporary creativity.

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​CULTURAL TRANSVERSAL AND HISTORIC TOWNS

The promotion focuses on the largest urban centers of Slovenia—Ljubljana, as the capital with the most national and city cultural institutions, and two European Capitals of Culture—Maribor 2012 and Nova Gorica 2025. The promotion of cultural heritage and the urban pulse is also led by the Association of Historic Towns of Slovenia.

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ENTICING JOURNEYS THROUGH TIME AND THE TRANSFORMATIVE POWER OF ART​ 

The ART AND CULTURE promotion guidelines highlight UNESCO heritage, the most renowned creators from Slovenian history, led by architect Jože Plečnik, and the most prominent contemporary artists. We have selected the most important exhibitions, performances, and festivals, emphasizing Slovenia's connecting themes: modernism in architecture and design, the Counts of Celje, and cultural routes.