How to effectively combine the promotion of a destination with the development of real business cooperation? On September 9–11, 2026, we carried out a Study Tour of Eastern Slovenia, the program of which combined direct exploration of the region with B2B talks between the Polish and Slovenian tourism industries.
The event was attended by 29 representatives of the Polish tourism industry. Over the course of three days, the participants got to know the diverse offer of Eastern Slovenia – from Maribor and active recreation in Pohorje, through thermal facilities, to the wine region of Jerusalem.
However, the aim of the project was not only to present the attractions of the region. We wanted to create a space where the experience of the destination can directly translate into new contacts, product ideas and business cooperation.
Therefore, the finale of the program was a B2B workshop with the participation of 14 partners from Slovenia. Representatives of Polish travel agencies and the tourism industry could meet with local hotels, attractions and tourist organizations and talk about creating new offers for the Polish market.
“In the case of destination promotion, just showing the region is only the first step. We wanted the participants to first get to know the product from the perspective of their own customer, and then be able to sit down to talk to local hotels, attractions and tourist organizations. Thanks to this, the Study Tour becomes a tool for the development of specific B2B cooperation, and not just a promotional visit” – emphasizes Paweł Kranc, owner of the Green House agency.
The project also responded to the growing importance of Polish for Slovenian tourism. In the first seven months of 2026, Slovenia was visited by 144,847 tourists from Polish – 14 percent more than a year earlier. The number of overnight stays increased by 16.5 percent to 359,969.
The Green House agency was responsible for the concept and implementation of the Study Tour. Our team was responsible for the recruitment of participants, organization and coordination of the program, preparation of B2B workshops and project communication.
The Study Tour was carried out in cooperation with the Slovenian Tourist Board, the City of Maribor and Terme Banovci. Transport of participants was provided by Wesley.
The project showed that a well-planned study visit can be more than just a presentation of a destination. The combination of the region’s experience, networking and direct business talks creates conditions for building long-term cooperation and introducing new tourist products to the market.
