Tourism stakeholders of Štajerska co-created new stories and experiences in Ptuj
On 8 April 2026, more than 100 stakeholders gathered at the Dominican Monastery in Ptuj, Slovenia’s oldest town, for an event organised by the Štajerska Destination Consortium. Through inspiring success stories from Štajerska, Maribor and Ptuj, as well as expert presentations, participants explored ideas for developing new authentic tourism experiences.
With the establishment of the Štajerska Destination Consortium in 2022, coordinated by RRA Podravje – Maribor, the foundations were laid for a systematic and strategic regional tourism development approach in this part of northeastern Slovenia. Bringing together more than 300 stakeholders, the partnership proudly reflects on the progress achieved so far. Today, Štajerska is the world’s only urbanature destination and a model example of regional cooperation. By connecting a wide range of stakeholders, the consortium enables the development of a comprehensive tourism offer that encourages visitors to explore the wider region while generating greater added value for the entire area.
Our work is focused on the long term: we connect development potentials, identify opportunities and create the conditions for Štajerska to grow as a modern, sustainable and internationally recognisable destination story. This strategic direction gives us an excellent foundation for cooperation today — locally among providers, regionally among destinations, and nationally and internationally, where we work with key foreign markets,
summarised Nataša Ritonija, Director of RRA Podravje – Maribor, reflecting on the importance of cooperation.
RRA Podravje – Maribor, together with its consortium partners, recognises the demanding role of coordinator: on the one hand, discovering and developing the destination’s potential, and on the other, ensuring balanced development. Within this framework, an important insight also emerges: today’s hidden corners may become tomorrow’s recognised gems, well worth visiting. As Karmen Razlag, Head of Sector at RRA Podravje – Maribor, the organiser of the third and now traditional gathering of providers, emphasised, the aim of the event is to strengthen cooperation among providers. She adds:
We are building Štajerska as a modern regional destination, where cooperation is not merely an approach, but the foundation of development. Our goal is to encourage visitors to discover the wider region, stay longer and experience it as a comprehensive, diverse and authentic story. In this way, Štajerska is strengthening its role as a unique urbanature and wine tourism destination, building its visibility on cooperation, quality, shared stories and experiences.
Štajerska – the World’s Only Urbanature Destination (Karmen Razlag, RRA Podravje - Maribor)
International Successes and Recognition
A clear development vision has led the consortium partners to remarkable international achievements. The Štajerska Destination ranked an outstanding 3rd among Europe’s 20 most desirable destinations, while other consortium partners have also celebrated major successes. Maribor surpassed Bordeaux and Porto to win the prestigious title of Best European Wine Capital 2026, and Ptuj was named Best European Cultural Heritage Town 2026. These achievements confirm that Štajerska is successfully building a distinctive and competitive destination with growing recognition across Europe.
Matic Ber from the Ptuj Public Institute notes that these
achievements are the result of long-term and systematic work by many colleagues and partners. Such recognitions confirm the quality of our work, while also bringing great responsibility: to maintain this quality, develop new content and remain development-oriented in the future.
Ptuj – Ancient Town, New Experiences (Matic Ber, Javni zavod Ptuj)
Jure Struc from the Maribor Tourist Board adds:
The titles we have received through the European Best Destinations platform in recent years showcase the unique stories of our city to a wider European and global audience, while strengthening its reputation as an attractive destination for new generations of visitors. However, these awards are only part of the success. Trust in the process, strategic planning and ambitious goals combined with the right level of confidence enable us to know who we are and where we want to go.
Where the Urban and the Natural Create an Urbanature Experience
Five years ago, RRA Podravje – Maribor established its tourism sector, where a consistent regional approach has successfully supported the development of regional tourism and is now delivering its first results. In 2025, the destination recorded 448,440 arrivals (+8.0% compared to 2024) and 906,307 overnight stays (+5.9%). This growth confirms that a joint regional approach and coordinated market presence are producing concrete results. Among the key foreign markets, Germany, Austria, Croatia, Poland, Czechia, Serbia, Italy, Hungary and the Netherlands stand out, confirming Štajerska’s relevance in the wider Central European region.
How to Engage German Visitors: Trends, Insights and Opportunities for Collaboration (Rebeka Kumer Bizjak, Slovenian Tourist Board Representative Office in Germany)
How NiST Can Support Tourism Providers and Destinations (Ana Jemec Špik, Slovenian Tourist Board)
How to Use AI to Improve the Promotion of Tourism Offers (Sabina Bizjak, Red Orbit)
Co-creating the Future of Tourism in Štajerska
The gathering was not only aimed at networking, but also at sharing current knowledge and guidance for the further development of tourism. Participants learned about the guidelines of the National Information Centre for Sustainable Tourism, the opportunities offered by the German market as one of the key source markets, and the potential use of artificial intelligence in tourism. This combination of strategic guidelines, market insights and practical tools provided tourism providers with concrete support for the further development of their offer.
Visitors do not travel by municipalities, but through experiences. When we move beyond administrative borders and connect, we can create authentic moments that cannot be found in catalogues – from a visit to a family wine cellar run by the third generation of winemakers to a culinary experience co-created by the guest together with the chef. These authentic and personal experiences are precisely what visitors remember and what makes a destination truly successful.
emphasises Jure Golež, owner of the MarTour agency
What Makes a Tourism Destination Successful? (Jure Golež, MarTour)
From an Idea to an Experience: The Journey Leads Through Collaboration
The development of a destination is inseparably linked to the creation of authentic stories that resonate with today’s visitors. This is precisely why tourism stakeholders gathered in Ptuj – recognising cooperation, knowledge sharing and the joint creation of new experiences as the foundation of long-term development.
At the meeting, I recognised an important opportunity for broader cooperation among tourism stakeholders across Štajerska. Gatherings like this are valuable because they create opportunities for new connections, the exchange of experiences and joint reflection on the future development of tourism in the region,
emphasises Uroš Vidovič, tourist guide. Tourist guides play an important role in this process, as they bring the destination closer to visitors in an engaging, personal and memorable way.
Looking ahead, Štajerska’s key objective remains clear: to disperse tourist flows, enhance the quality of the offer and ensure the destination’s long-term sustainable growth, while further strengthening its role as a recognisable wine tourism region.
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The Štajerska Destination brings together tourism providers and key stakeholders with one shared goal: to establish and strengthen the Štajerska regional brand, enhance the region’s recognition at home and abroad, and create greater added value for the local economy.
Together, we are shaping Štajerska as an urbanature pleasure.