Maribor: A City of Culture, Wine and Festivals by the Drava!

Maribor achieved a title that transformed its urban landscape and functional infrastructure: the European Capital of Culture. This, together with the 1st European Culinary Destination in 2023, has awakened visitors and delegates to this Slovenian city and its hidden potential as a premier meetings and event destination.

These aforementioned titles and the ensuing renovation significantly upgraded Maribor’s facilities, infrastructure, and overall attractiveness for the European markets. The transformation allowed Maribor to position itself as a unique destination offering a blend of modern amenities, and rich cultural assets with special venues, evident in the numerous historical museums. The renovation of key landmarks like the Drava River Embankment and Lent, the Main Square, the City Park Promenade, and the Minorite Cultural Quarter has further enhanced Maribor’s appeal as a meeting destination. Unlike larger cities, Maribor boasts a compact city centre, where everything is within walking distance. This fosters a sense of intimacy and allows attendees to immerse themselves in the city’s vibrant atmosphere. “Maribor achieved a record number of overnight stays and tourist arrivals last year. In addition to Slovenians, visitors from Germany, Croatia, Serbia, Poland, Austria, Czech Republic, Italy and Hungary generated the highest number of overnight stays. Maribor is the third fastest growing tourist destination in Slovenia in terms of overnight stays, after the pandemic period,” Jure Struc, Director of Maribor Convention Bureau (MCB), tells us.

In today’s competitive MICE market, Maribor strategically leverages a multi-pronged approach to solidify its position as a medium-sized convention destination. “When bidding for events, we prioritise criteria that ensure a mutually beneficial outcome, targeting events that align with Maribor’s strengths and unique offerings. This has included culinary experiences that showcase the city’s rich food and wine traditions, cultural conferences that draw on our historical heritage, or events that promote sustainability initiatives that resonate with environmentally conscious audiences. “We look for events that leave a lasting positive impact on Maribor, embracing knowledge sharing through conferences, or infrastructure development projects stimulated by the needs of our ecosystem,” adds Struc. The business events segment has demonstrated significant untapped potential, and although it currently represents a smaller portion of global tourism numbers, there is a concerted effort to raise its profile. “The activation of the MCB and our participation in presentations and tradeshows are key strategies we use to increase visibility and attract more business events. Strategically, the meetings industry is becoming increasingly important in our planning by taking advantage of our cultural, historical and natural offerings to attract new markets.”
 

This year, Slovenian Tourism has entered a two-year cycle in which art and culture will serve as the main themes for promoting Maribor, its products and services. With Slovenia’s events industry looking to replicate the success of Michelinlabelled culinary tourism in several of its restaurants, the time has come to showcase the city’s rich cultural tapestry as an attractive and affordable destination for business events. “We’re looking for planners and organisers who aren’t just looking for traditional conference venues, but who want a destination that offers cultural engagement and allows participants to immerse themselves in it.” In collaboration with cultural venues, art galleries or renovated monasteries, Maribor offers a distinctive and inspiring setting for incentives, receptions and gala dinners. “We’ve created a comprehensive cultural calendar that highlights upcoming events, festivals and shows, ensuring that event organisers can incorporate these elements into their event agendas,” says Truc. “This can range from showcasing local talent during opening receptions to organising team-building activities around traditional celebrations.”

Maribor offers exceptional culinary experiences ranging from fine dining to local wine routes. To maximise the natural attraction of Maribor as a destination for oenology and viticulture, the Tourist Board has devised a comprehensive plan to leverage the city’s rich wine heritage and offerings. “We host events dedicated to celebrating our grapevine, such as the Old Vine Festival and St. Martin’s Day festivities. These events not only showcase our wine culture but also attract enthusiasts and professionals from around the world,” explains Struc. The Oldest Vine Museum (pictured above) offers a unique opportunity for visitors to learn about the history and significance of Slovenian wine culture, providing an educational and immersive experience for wine-related events and conventions. As for the planned renovation of the World’s Oldest Vine House, a modern and cosy space is also planned to host events related to oenology and viticulture.
 

The city has a robust network of local partners who contribute significantly to the vibrant MICE activity in the region. These partners include hotels – such as the Habakuk at the foot of Pohorje Mountain, the City Hotel and the boutique Hotel Pohorje – special venues such as the Minoriti Cultural Quarter, Maribor Castle and the Slovenian National Theatre, and restaurants within an exciting gastronomic landscape, ranging from fine dining at Mak and Sedem, to bistros such as Nana and Fudo. In addition, Maribor has proven to be an excellent host for sporting events such as the European Youth Olympic Festival, the Golden Fox Trophy in alpine skiing, the Mountain Bike World Cup and the UEFA Champions League football matches. “Our diverse infrastructure supports a wide range of sporting activities and training camps. Another strategic focus is smaller meetings with a desire for culinary indulgence and unique locations.” MCB actively collaborates with Slovenian congress ambassadors to capitalise on their experience and networks to increase credibility and reach potential clients. “We have established partnerships with caterers, special venue owners, the University of Maribor and the Maribor University Medical Centre to offer comprehensive event solutions. This strategic approach ensures that we deliver personalised services and tailormade requirements for association meetings,” the director says.

Destination Maribor is actively encouraging local providers to participate in the national-level certification Green Scheme for Slovenian Tourism, which brings together all efforts for sustainable tourism development in Slovenia under the brand Slovenia Green. “Our roadmap includes green certifications, eco-friendly practices, and sustainability integration into event planning.” In addition, Maribor is also working on a comprehensive sustainable mobility system in the city. “Sustainability is a core element of our future policies and strategic directions. Our vision is a car-free city centre, with an emphasis on promoting pedestrian walks and the use of sustainable transport such as the Mbajk bicycle system, or the free e-bus. Events can contribute to this vision by encouraging attendees to use sustainable transport options and by pushing green initiatives such as carbon offsetting and waste reduction programmes,” Struc concludes. Meanwhile, the Our Finest brand represents Maribor’s commitment to high-quality local products and experiences, minimising environmental impact and promoting social responsibility in the meetings sector.