Slovenia Hosts the Prestigious 2024 Virtuoso® Chairman's Event

Organized by the Slovenian Tourist Board (STB) in partnership with top Slovenian luxury providers, including the Luxury Slovenia agency, InterContinental Ljubljana, Kempinski Palace Portorož and Otočec Castle Hotel, alongside Ljubljana Tourism and the Portorož Tourist Board, the event underscores Slovenia as the ultimate destination for premium travel experiences.

The Virtuoso Chairman's Event is a one-of-a-kind experience that blends the exploration of the host destination with meaningful business interactions. This year, from November 6 to 10, more than 200 of Virtuoso's most influential members are gathering in Slovenia, offering the country a remarkable opportunity to showcase its wealth of exceptional experiences tailored for high-end travelers. Alongside the Slovenian Virtuoso partners, the event is supported by a wide range of local operators and associations, including the Julian Alps Association, Bled Tourism, Radovljica Tourism, Maribor Tourism, Koper Tourism, Izola Tourist Board, Brda Tourism, Postojna Cave, Lipica Stud Farm, Škocjan Caves, Sečovlje Salt Pans Landscape Park and many others.

"Slovenia is a country where exceptional experiences await at every turn. Guests traveling under the guidance of Virtuoso advisors seek out unique, personalized services of the highest quality – Slovenia offers all of this and more. The Virtuoso Chairman's Event provides an ideal platform to showcase our country as a premier destination that blends natural beauty, rich cultural heritage, world-class cuisine and exceptional hospitality. This aligns perfectly with the key strategic goals of Slovenian tourism. In the first few days, participants have expressed their admiration for the clear sustainable vision that drives Slovenian tourism, supported by a powerful partnership between both the public and private sectors," emphasized MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB).

At the Welcome Evening at Ljubljana Castle, STB's Director MSc​​. Maja Pak Olaj presented Slovenia as a great boutique, sustainable destination with diverse experiences for guests with higher spending power.At the Welcome Evening at Ljubljana Castle, STB's Director MSc​​. Maja Pak Olaj presented Slovenia as a great boutique, sustainable destination with diverse experiences for guests with higher spending power.

"The Virtuoso Chairman's Event presents a unique opportunity to share our passion for Slovenia's rich heritage with guests who are drawn to authentic and exceptional experiences. From visiting a traditional handicraft workshop where visitors can create their own lasting souvenir, to exploring the timeless architectural marvels of Ljubljana, crafted by the visionary Jože Plečnik and recognized as part of the world’s cultural heritage, we are crafting unforgettable moments in Ljubljana. Our city is a destination designed for the most discerning guests – engaging, full of surprises and always inviting," commented MSc. Petra Stušek, Director of Ljubljana Tourism.

"Slovenia is not just a destination – it’s an experience that unfolds through every story, place and person visitors encounter. It captivates with an authenticity that transcends luxury, offering a beauty that touches the heart of even the most seasoned traveller. For over 20 years, Luxury Slovenia has been providing experiences that go beyond expectations. We are proud to be a Virtuoso preferred partner and honoured to host their prestigious annual event here in Slovenia," said Mattej Valenčič, co-founder and co-owner of Luxury Slovenia.

"It is a true honour for us to host such a prestigious event in Portorož and Piran. Virtuoso agency owners and managers will have an opportunity to experience the authenticity of Istria. We will guide them through the charming streets of Piran, the unique Sečovlje Salt Pans and the breathtaking Istrian countryside. Guests will taste our organic olive oil, truffles and other exquisite Istrian delicacies, complemented by the renowned Piran salt. With exceptional quality, a laid-back Mediterranean ambiance and a warm, welcoming atmosphere, we are confident that even the most discerning guests will be thoroughly impressed," remarked MSc. Patricija Gržinič, Director of the Portorož Tourist Board.

"The InterContinental Hotel, Ljubljana's first luxury five-star hotel since 2017, offers a unique blend of prestige, comfort and exceptional service in the heart of Slovenia’s capital. In 2019, we proudly joined the exclusive Virtuoso network and have since had the privilege of hosting many prestigious Virtuoso guests from the USA, Australia, Mexico, Brazil and beyond. We are honoured to help sponsor the Virtuoso Chairman's Event, where our guests can enjoy unparalleled service and unforgettable experiences. They will relax in spacious rooms with stunning views of the Alps and Ljubljana Castle, savour an unforgettable breakfast at the B-Restaurant on the 20th floor with panoramic city vistas and unwind in our world-class wellness centre on the 18th floor, complete with a swimming pool, saunas, jacuzzi and fitness centre – all offering breathtaking, unrivalled views of Ljubljana that elevate their stay," shared Duško Božić, General Manager of InterContinental Ljubljana.

“Kempinski Palace Portorož is not just a hotel; it is a timeless blend of the old and the new, offering guests the finest of both worlds. The historic Palace hotel, built in 1910, exudes classical elegance, while the modern extension integrates contemporary style, making it a true icon of luxury, hospitality and sophistication. Every visit here becomes an unforgettable experience. We have proudly been a Virtuoso partner since 2010, and it is a tremendous honour to host such a prestigious event, alongside our esteemed partners, to showcase the very best that Slovenia has to offer,” stated Željko Stašević, General Manager of Kempinski Palace Portorož.

Hosting the Virtuoso Chairman’s Event firmly establishes Slovenia’s prominent position on the global luxury tourism map, opening the door to new opportunities that can drive growth and attract high-spending guests, particularly from markets such as the USA, Canada and Australia. From the very first days of the event, Slovenia has captivated participants, with special emphasis placed on the flawless cooperation of all tourism stakeholders, united by a clear and shared vision for the future.

A Unique Opportunity to Showcase Slovenia's Luxury Tourism Offerings
The Virtuoso Chairman's Event presents an exceptional platform to highlight Slovenia's luxury tourism offerings. The event kicked off in Ljubljana on Wednesday with a grand welcome at the iconic Ljubljana Castle, followed by a business meeting at the InterContinental Hotel, where participants engaged in a discussion on sustainability in Slovenian tourism, led by Virtuoso Vice President, Sustainability, Javier Arredondo; MSc. Maja Pak Olaj, Director of the STB; and Matej Knific, co-founder and co-owner of Luxury Slovenia. Attendees will experience the cultural and culinary gems of Ljubljana during the exclusive 'Gourmet Ljubljana Food Crawl,' and cap off the day with a curated dinner at the Rog Centre, where renowned Slovenian chef Ana Roš, in partnership with Tourism Ljubljana, will craft a selection of exquisite dishes.

A glimpse of the panel on sustainability
On Friday, carefully designed excursions will follow throughout Slovenia. Guests can choose from a variety of “Design Your Day” experiences, including visits to Bled, Radovljica, Otočec, Maribor, Postojna Cave and Ljubljana. In the evening, an elegant reception at the Kempinski Palace Hotel awaits them. On Saturday, participants can once again explore with “Design Your Day” options that offer cultural immersion in Portorož, Piran, Izola, Koper, the cross-border treasures of Istria, Goriška Brda, Lipica, Škocjan Caves, Sečovlje Salt Pans, Predjama Castle and more. The event will conclude with a sumptuous evening at the former Grando Salt Warehouse in partnership with the Portorož Tourist Board.

Virtuoso and its guests represent a key segment for the realisation of the vision of Slovenian tourism. By hosting owners and managers of themost influential Virtuoso member agencies, Slovenia expects to raise the visibility of Slovenia, especially in the most important distant market for Slovenian tourism, the USA, as well as in the markets of Canada and Australia. Hosting such an event gives Slovenia unique access to a segment of responsible guests with above-average consumption, who travel throughout the year and stay longer at the destination.

Virtuoso: A Key Partner in the World of Luxury Tourism
Virtuoso is the leading global network of agencies specializing in luxury and experiential travel, with more than 20,000 advisors and preferred partner relationships with over 2,300 of the world’s best hotels, cruise lines, tour operators and more. The network generates (U.S.)$35 billion annually in travel sales, with a strong focus on personalized and exclusive experiences. Virtuoso's clientele consists of affluent individuals who seek exceptional service and unparalleled experiences and are willing to invest significantly to create unforgettable memories.

Virtuoso plays a key role in shaping the luxury travel industry, offering valuable opportunities for destinations and suppliers to attract high-value guests. The association serves as a powerful platform for raising visibility and expanding presence in the global luxury tourism market.

The Slovenian partners of Virtuoso include the Slovenian Tourist Board, Luxury Slovenia and prestigious hotels such as InterContinental Ljubljana, Kempinski Palace Portorož and Hotel Grad Otočec. The 2024 Virtuoso Chairman's Event in Slovenia was also hosted in conjunction with Ljubljana Tourism and the Portorož Tourist Board, with destinations and suppliers from across Slovenia.

Virtuoso’s annual Chairman’s Event is designed to recognize Virtuoso’s most productive and engaged member agencies. The by-invitation-only event brings together owners and managers from top producing Virtuoso member agencies to have a shared experience in a unique destination, while networking and discussing best business practices, ways to engage today’s travellers, along with industry issues and opportunities. The hallmarks of the Chairman’s Event are agency appreciation, cultural immersion in the host destination and strengthening relationships with local partners.