Published on
September 25, 2025
In a strategic move to promote their tourism offerings in distant markets, Croatia and Slovenia teamed up to present their unique travel destinations to the Japanese audience. This collaboration culminated in a special event held in Tokyo, which included a B2B workshop titled “Experience Croatia, Feel Slovenia.” Organized by the Croatian National Tourist Board (CNTB) and the Slovenian National Tourist Board (STB), the event served as a platform to introduce the best of both countries’ tourism to Japanese travel agents and other industry stakeholders.
Kristjan Staničić, the Director of the Croatian National Tourist Board, and Ana Savšek, the Head of the Digital Marketing Department at the Slovenian National Tourist Board, were at the forefront of this promotional effort. They highlighted the allure of Croatian and Slovenian destinations, emphasizing authentic experiences, natural beauty, rich cultural history, and diverse gastronomy. The event was also supported by Turkish Airlines, which partnered in making the event a success.
The Power of Joint Tourism Promotion
The collaboration between Croatia and Slovenia is not new; both countries have often combined their efforts when it comes to presenting their tourism products to markets far beyond their borders. This collaboration is particularly strategic as many tourists from Japan, South Korea, and China often visit multiple European countries in one trip. The combined offerings of Croatia and Slovenia make for an appealing and diverse travel experience for these travelers.
During the event, Staničić spoke about the importance of working together with Slovenia to present a united front in markets like Japan. He noted that Japanese tourists are drawn to Croatia throughout the year for its authentic experiences, natural beauty, cultural and historical wealth, and diverse gastronomy. Staničić expressed confidence that the event would help foster positive trends in tourist traffic from Japan, especially in the pre- and post-season months. He also revealed that Croatian tourism had seen a notable increase in Japanese visitors, with a 5% rise in arrivals and a 4% increase in overnight stays during the first eight months of the year compared to the same period last year.
Slovenia’s Growing Appeal to Japanese Tourists
Slovenia, too, has been experiencing growth in the number of Japanese tourists visiting the country. From January to July of this year, Slovenia recorded a 10% increase in overnight stays and a 19% rise in arrivals from Japanese travelers compared to the previous year. Ana Savšek from the Slovenian National Tourist Board highlighted the fact that Japanese tourists tend to visit Slovenia throughout the year, with the busiest period being from May to October. Savšek noted that nearly half of the overnight stays by Japanese visitors occur in Ljubljana, the capital, with a significant portion of visitors also exploring Slovenia’s mountain destinations.
Japanese tourists are particularly drawn to Slovenia for its authentic experiences, unspoiled nature, high-quality services, and sense of security. Slovenia’s commitment to sustainability and green tourism has made it an appealing destination for Japanese travelers, who value these qualities when choosing their travel destinations. Savšek emphasized that the long-standing cooperation between Croatia and Slovenia has made their joint promotional activities even more effective, especially in the Asian market. By joining forces, the two countries can better cater to Japanese tourists, who often travel to multiple countries in one trip.
The B2B Workshop: Facilitating Tourism Business Connections
The event’s centerpiece was the B2B workshop, which featured 65 Japanese agents from top travel agencies such as JTB, G2 Travel Japan, Miki Tourist, Hankyu Travel International, Air Trip, and Eurasia Travel. Representatives from nine Croatian companies participated in the workshop, including the Zagreb Tourist Board, the Šibenik Tourist Board, the Association of Croatian Travel Agencies (UHPA), and the Krka National Park Public Institution. Additionally, Croatian businesses like Tumlare Corporation Croatia, Travemo Club, Uniline, Fortuna Travel, and the Croatian Premium Selection were involved in the workshop.
On the Slovenian side, ten organizations, including Ljubljana Tourism, Turizem Bled, Sava Hotels & Resorts, and Ljubljana Castle, were represented. The workshop provided an excellent opportunity for Croatian and Slovenian companies to engage directly with Japanese agents, forging new business relationships and strengthening existing ones.
The event ended with informal networking opportunities and a prize draw, where Turkish Airlines generously provided two return air tickets from Japan to Croatia, adding an extra element of excitement for the attendees.
Strengthening Croatia and Japan’s Tourism Ties
As part of his official visit to Tokyo, Director Staničić also met with representatives from the Japan National Tourism Organization (JNTO), including Makiyu Deguchi, the Executive Vice President of the JNTO office in Frankfurt, and Yoshinobu Ota, the Executive Director for the Promotion of Japan’s Tourism Offer Abroad. The meeting focused on future activities in the Japanese market and discussed ways to further strengthen cooperation between Japan and Croatia. This meeting is expected to pave the way for more collaborative efforts and opportunities for Croatian tourism in Japan.
Conclusion: A Growing Relationship Between Japan, Croatia, and Slovenia
This joint promotional event in Tokyo was a significant step in deepening the relationship between Croatia, Slovenia, and Japan. The growing interest in both countries from Japanese travelers is evident in the increasing number of arrivals and overnight stays, and the event’s success is expected to continue fueling this positive trend. The collaboration between Croatia and Slovenia highlights the power of partnership in tourism, with both countries joining forces to present a unified, attractive destination for Japanese tourists.
By showcasing the beauty, culture, and experiences that Croatia and Slovenia offer, the two nations are poised to strengthen their presence in the Japanese market, ensuring long-term success and growth in tourist traffic from one of Europe’s most important Asian markets.
[Image Credit: Croatian National Tourist Board]
