At World Travel Market (WTM) London, taking place from 3 to 5 November, Slovenia is unveiling health and wellbeing as its central tourism communication theme for 2027, presenting a fresh perspective on what it means to feel good, reconnect with nature and travel with purpose. Joined by 20 Slovenian destinations and tourism providers, the Slovenian Tourist Board (STB) is showcasing the country’s diverse tourism experiences, with a special spotlight on the Carsus Trail, a remarkable cross-border hiking route born from the ashes of the devastating 2022 Karst wildfire. Slovenia’s presence at WTM London marks a key highlight in a busy autumn of international tourism promotion and business networking.
MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasises: “In an increasingly digital world, face-to-face meetings remain essential for building trust and long-term business partnerships. WTM London is one of the most important events in a busy autumn business season, during which we work together with Slovenian tourism partners to strengthen Slovenia’s position on the international tourism map and create new opportunities. One of our key strengths is our joint presence under the I feel Slovenia brand, combining the power of the national brand with the unique stories and competitive advantages of individual destinations and tourism providers. In this way, we contribute to attracting more discerning visitors, creating greater added value and achieving a more balanced distribution of tourism throughout the year.”
The United Kingdom remains a key source market for Slovenian tourism, with visitor numbers continuing to grow strongly. According to the Statistical Office of the Republic of Slovenia, Slovenia welcomed 225,778 visitors from the UK in the first nine months of 2026, an increase of 32.5% year on year. Visitors from the UK also generated 598,138 overnight stays, up 33.3% compared with the same period in 2025.
WTM London is one of the world’s major meeting points for the global tourism industry. Last year’s edition brought together 46,500 participants from 182 countries, including 5,500 business buyers, and facilitated more than 40,000 business meetings.
