Poland Strengthens Its Position as a Key Market for Slovenian Tourism

The three-day programme combined first-hand experience of the region’s tourism offer with direct business networking. A group of 29 Polish tourism professionals explored destinations and attractions including Maribor, Pohorje, thermal resorts and the Jeruzalem wine region. The programme culminated in B2B workshops bringing together the Polish participants and 14 representatives of the Slovenian tourism industry. The meetings provided an opportunity to discuss potential partnerships and develop new tourism products tailored to the Polish market.

The Polish market is becoming increasingly important for Slovenian tourism. During the first seven months of 2026, Slovenia welcomed 144,847 visitors from Poland, 14% more than in the same period last year. Polish visitors generated 359,969 overnight stays, an increase of 16.5%. The three-day Study Tour and the B2B workshops that followed provided an effective combination of first-hand experience of Eastern Slovenia and direct business engagement. This gives Polish tour operators an opportunity to incorporate the region’s destinations and experiences into their programmes, says Jelena Počuča of the Slovenian Tourist Board.

Discovering the Many Faces of Eastern Slovenia

The programme showcased the diversity of Eastern Slovenia and the range of experiences it can offer Polish travellers. Maribor demonstrated its potential as a destination for city breaks, combining culture, gastronomy and wine. Pohorje offered a closer look at the region’s opportunities for active holidays, while thermal resorts highlighted its growing wellness and relaxation offer. The programme was complemented by a visit to the Jeruzalem wine region, known for its winemaking traditions and local cuisine.

You can combine Maribor, outdoor activities in Pohorje, thermal experiences and the Jeruzalem wine region in one itinerary, says Barbara Mitoraj-Kowalczyk, owner of Inspirator Podróży.

This variety creates opportunities to develop both short, themed trips and longer itineraries that bring together different types of experiences, from sightseeing and outdoor activities to wellness, gastronomy and wine tourism.

B2B Workshops: Turning Destination Experience into Business Opportunities

The Study Tour concluded with a dedicated B2B session, bringing the Polish participants together with 14 Slovenian tourism partners. The format was designed to connect destination discovery with practical business discussions. After experiencing the region, its attractions, accommodation and local products first-hand, participants had the opportunity to meet their representatives and discuss potential partnerships, new travel programmes and ways of bringing Eastern Slovenia to the Polish market.

The visits gave me the opportunity to see the properties and attractions for myself. Then, during the B2B workshops, I could immediately discuss potential areas of cooperation, says Barbara Mitoraj-Kowalczyk.

Stanisław Penkała, owner of GMB Family Tours, also points to the value of combining a study visit with face-to-face business meetings:

Visiting the properties and then meeting their representatives in person is very valuable when planning future trips. I made contacts that could lead to the development of new joint products.

The B2B workshops therefore served as a natural continuation of the study programme, turning first-hand destination experience into concrete conversations and helping build business relationships between the Polish and Slovenian tourism sectors.

From Study Tour to Long-Term B2B Cooperation

The initiative was designed not only to showcase Eastern Slovenia, but also to create opportunities for the region to become more widely represented in travel programmes aimed at Polish visitors. By combining first-hand product experience with direct access to local partners, the participants were able to move beyond simply discovering the destination and begin discussing specific opportunities for cooperation.

The Green House agency was responsible for the concept and delivery of the Study Tour. Its role included recruiting participants, organising and coordinating the programme, preparing the B2B workshops and managing project communications. The initiative was carried out as part of activities promoting Slovenia in the Polish market and strengthening cooperation between the Polish and Slovenian tourism industries.

When promoting a destination, simply presenting the region is only the first step. We wanted participants to experience the product from the perspective of their own customers and then have the opportunity to sit down with local hotels, attractions and tourism organisations. This approach turns a Study Tour into a practical tool for developing B2B cooperation rather than simply a promotional visit, says Paweł Kranc, owner of Green House.

The relationships established during the Study Tour and B2B workshops are expected to provide a foundation for further discussions and the development of new tourism products for the Polish market. Initial feedback from participants suggests that combining first-hand experience of the destination with direct meetings with local partners can open the door to new products and further business cooperation.

Partners and Organisation

The Study Tour was organised in cooperation with the Slovenian Tourist Board, the City of Maribor and Terme Banovci. Participant transportation was provided by Wesley.