Bled at WTM London as a destination offering authentic and sustainable experiences

From 4 to 6 November 2025, a leading global event for the travel industry, the World Travel Market (WTM) London, is taking place in the British capital. As in previous years, the destination of Bled is once again taking part, together with the Julian Alps Association. Slovenia is presenting itself at the market as an outstanding destination offering unique experiences, including the authentic and sustainable experiences that the Julian Alps offer to their visitors.

© Lucy Cave

That this is an event of exceptional importance in the global tourism industry is confirmed by the impressive figures: more than 46,000 trade visitors and over 4,000 exhibitors. The destination of Bled, together with the Julian Alps Association, presented its offer at a shared exhibition space under the umbrella of the Slovenian Tourist Board (STO). Also present at the stand were other providers from the Upper Carniola region: M Tours DMC, which has been representing Bled at WTM for 30 consecutive years, Sava Turizem, Hit Alpinea and JGZ Brdo.

© Lucy Cave in Turizem Bled

Media event: Slovenia is a land of unique experiences

On the Slovenian exhibition stand, a special media event took place on Wednesday, 5 November, attended by 20 British journalists and influencers. As part of the event, a round table discussion was organised, presenting experiences certified under the Slovenia Unique Experiences (SUE) label, which are synonymous with authenticity, boutique quality and sustainability.

Taking part in the discussion were Maša Klemenčič (Slovenian Tourist Board), Elizabeta Skumavc (Tourism Bled, Julian Alps Association), Tanja Sodja (Tourism Bohinj, Julian Alps Association) and Prof. Terry Stevens, an internationally recognised expert in tourism destination development.

© Lucy Cave

The speakers highlighted the importance of working together with local communities and the impact that authentic stories have on experiencing Slovenia as a green, sustainable, boutique and inspiring destination.

Terry Stevens presented his latest book The Spark and a Sense of Wonder: A Guide for Creating and Enjoying Inspirational Tourist Experiences, in which he celebrates exceptional tourism experiences. Among the selected examples, the book also features four Slovenia Unique Experiences.

After the round table, the attending media representatives and influencers split into groups and went to explore the Slovenia Unique Experiences available in the destinations showcased at WTM London: the Julian Alps and Ljubljana. Each group experienced its own story and created an authentic narrative for social media. The most original and inspiring stories will be rewarded with an invitation to a special media event in Slovenia in 2026.

© Lucy Cave

“The Julian Alps, with their authentic and sustainable experiences, are an ideal choice for British visitors seeking a connection with nature, culture and the local way of life. A great example of this are the three experiences certified as Slovenia Unique Experiences, which embody the essence of the region – unspoilt nature, living tradition and the warmth of the local people. The festive atmosphere on a homestead near Bled, rowing with Olympians on Lake Bled, and the tranquil Melody of the Forest beneath Bohinj’s spruces offer moments of authenticity that British travellers are increasingly yearning for,” emphasised representatives of the Julian Alps Association.

Julian Alps Association at the Wanderlust Reader Travel Awards ceremony

On Wednesday, 5 November, a formal award ceremony for the Wanderlust Reader Travel Awards took place at the National Gallery in London. The awards are organised by the prestigious British travel magazine Wanderlust, which focuses on travel and destinations with an emphasis on sustainable tourism. The Julian Alps were nominated in the category of Most Desirable European Regions, while Slovenia was nominated in the category of Most Desirable European Destinations.

This was the 24th edition of the awards, which once again welcomed more than 500 representatives of the international tourism industry, including members of the Julian Alps Association. Although the Julian Alps did not receive the award in their category this year, the nomination itself is an important recognition and proof that the Julian Alps region is increasingly attracting the interest of the international public.

© Elizabeta Skumavc

Growth in arrivals and overnight stays by British tourists, and new flight connections

In the first nine months of this year, Slovenia was visited by 170,446 British tourists, representing an 11.7% increase compared to the same period last year. They generated 448,812 overnight stays, which is 12.7% more than the year before.

During this period, Bled welcomed 39,084 British visitors, an increase of 7.7% compared to last year, and they generated a total of 117,337 overnight stays, which is 8.7% more than in the same period of the previous year.

An expansion of flight connections with the United Kingdom is also expected: in addition to the existing connections with London, the low-cost carrier EasyJet will introduce a new route to Manchester from November, and from April next year will also launch flights to Edinburgh.

These additional connections will significantly improve the accessibility of Slovenia, as well as destinations in the Julian Alps region, for British guests and will contribute to further growth in tourist arrivals from one of Slovenia's key markets.