Štajerska among the best European destinations 2026 (EBD 2026)
Štajerska presents itself at the Vienna fair under the sign of Kurents and its first appearance under the European Best Destinations 2026 label
Štajerska is among the most attractive and recognisable European tourist destinations in 2026 — "European Best Destinations (EBD) 2026" — confirming its long-term commitment to sustainable development, the integration of culture and nature, and the creation of authentic experiences for the modern visitor. Recognition on the Europe's Best Destinations platform is an important milestone for the region and a clear signal that Štajerska, through the development of a quality, connected and sustainable offer, is heading in the right direction.
At the same time, Štajerska is actively strengthening its international visibility through promotional activities and presentations at key tourism trade fairs. These days it is presenting itself at Ferien-Messe Wien (15–18 January 2026) and CMT Stuttgart (17–25 January 2026), where Štajerska takes centre stage in the Slovenian presentation at the stand of the Slovenian Tourist Board (STB). The presentation is brought to life by performances of the Ptuj Kurents and the wine and culinary offer of Štajerska.
Štajerska presents itself as a connected urban-nature destination comprising seven local destinations: Maribor, Ptuj, Jeruzalem Slovenija, Haloze, Slovenske gorice, Ravno polje and Pohorje. Each contributes its own character, identity and stories, and together they create a diverse yet cohesive tourism offer for the region — with experiences within short distances that encourage sustainable exploration and a relaxed pace of travel.
Among the most recognisable icons of Štajerska are Maribor with the World's Oldest Grapevine, a symbol of its rich wine heritage, and Ptuj, the oldest town in Slovenia, whose skyline, castle and old town centre form one of the most powerful cultural backdrops in the country. Jeruzalem Slovenija, Slovenske gorice and Haloze captivate with their wine-growing hills, panoramic views and rural stories, Pohorje offers active experiences in all seasons, while Ravno polje, with its open landscape and the Drava River, connects the urban and rural environments of the region.
Exceptional international resonance
The region's recognition this year is further strengthened by a series of achievements within Štajerska itself. The region builds its visibility on strong icons and proven quality: Maribor has already achieved exceptional international resonance through Europe's Best Destinations, being named a " Top 3 Best European Destination (2023)" and receiving the title of " Europe's Best Culinary Destination" , confirming its role as the leading urban centre of the region. It also holds the title of best green capital in Europe.
On the other side, Ptuj, the oldest town in Slovenia, is increasingly consolidating its cultural identity on the European stage — with the title of "Best Cultural Heritage Town in Europe 2026" (European Best Destinations), which further highlights the uniqueness of its skyline, castle and old town centre.
It is precisely this dual EBD story — Maribor as a recognised urban-culinary hub and Ptuj as a European cultural heritage town — that now logically evolves into a regional message: Štajerska as a connected destination among the best in 2026.
Europe recommends it, visitors experience it
Štajerska is at the same time a region of water, wellbeing and active recreation, where rivers, lakes, thermal springs and hiking and cycling trails offer diverse experiences throughout the year. An important part of the destination's identity is also its authentic cultural and creative energy, reflected in museums, castles, industrial heritage, events and contemporary cultural content.
"The European Best Destinations (EBD) 2026 title is an extraordinary recognition for Štajerska and, above all, confirmation that we are on the right path. We are proud that the interweaving of seven diverse local destinations — from urban centres to wine-growing hills and natural areas — is now also recognised by the European public. Štajerska today builds on quality, sustainability and connectivity, offering visitors comprehensive year-round experiences," emphasise representatives of the Štajerska destination consortium.
In 2026, Štajerska will continue developing connected cultural-tourism products, digital solutions for visitors and sustainable approaches that encourage longer stays, regional exploration and an authentic destination experience.