Opatija Riviera strengthens promotion in two important markets: Slovenia and Austria in focus during appearances in Ljubljana and Vienna
The Opatija Riviera used the beginning of 2026 for a stronger outreach to the audience in two traditionally key source markets – Slovenian and Austrian – through appearances at international tourism fairs in Ljubljana and Vienna. The focus of the presentation was on content that positions Opatija and the surrounding areas as a destination for year-round stays: active holidays, wellness, gastronomy, and a program of events that is particularly important outside the summer months.
According to available data from organizers and national tourism institutions, both fairs attracted a large number of visitors and professionals, and the interest largely related to travel during the pre- and post-season periods – a segment in which the Opatija Riviera has been building a competitive advantage for years.
Ljubljana: Alpe-Adria 2026 with Croatia's status as a partner country
At the 36th edition of the international tourism fair Alpe-Adria, held in Ljubljana from February 4 to 7, 2026, Croatia had a particularly prominent role as the fair's partner country, which further enhanced the visibility of Croatian destinations on the Slovenian market. The Croatian national stand was the central point of the program, with content emphasizing cultural and historical heritage, eno-gastronomy, and the offers of various regions and destinations, according to the Croatian National Tourist Board in an official announcement about the appearance in Ljubljana.
Within this framework, the Opatija Riviera was presented as a destination with a long tourism tradition, but also with emphasized contemporary products – from wellness and health tourism to active holidays and gastronomic experiences. In conversations with visitors, the possibilities of staying during spring and autumn were emphasized, when the destination traditionally records stable interest from guests from Slovenia, but also when efforts are made to further extend the season through events and thematic programs.
For travelers planning an arrival, practical information about the position of hotels and apartments in relation to promenades, wellness facilities, congress and cultural programs, and excursions to Učka and the Kvarner islands is increasingly sought. In this context, visitors are most often interested in
accommodation for visitors of the Opatija Riviera, especially during terms when holidays are combined with events and shorter thematic stays.
Opening of the fair and messages on the importance of the Slovenian market
At the official opening, according to information from the Croatian National Tourist Board, the Minister of Tourism and Sport of the Republic of Croatia, Tonči Glavina, and the Director of the Croatian National Tourist Board, Kristjan Staničić, participated, and representatives of Slovenia also addressed the program, including Tanja Fajon, Vice President of the Government and Minister of Foreign and European Affairs. The official HTZ announcement emphasizes the strategic importance of the Slovenian market: Minister Glavina stated that Slovenia is among the most important source markets for Croatian tourism and that in the previous year, about 1.8 million arrivals and more than 11 million overnight stays of guests from Slovenia were recorded, with growth compared to the year before.
From the same source comes the message that Slovenian guests are increasingly choosing Croatia even outside the peak of summer, which is in line with the goals of destinations like the Opatija Riviera, which rely on year-round products. HTZ Director Staničić also highlighted the broader context of cooperation between Croatia and Slovenia in tourism, including joint promotional activities in more distant markets.
The Alpe-Adria fair is described in Slovenian and institutional announcements as one of the leading regional tourism events, with an emphasis on sustainable practices, active holidays, and authentic experiences. Part of the reports mention numbers that vary depending on the methodology, stating the participation of more than 300 exhibitors, while the Slovenian Tourist Board in its report on the 2026 edition speaks of more than 350 tourism providers from a large number of countries. The published, unique, and officially confirmed number of visitors in available official summaries is not always identical, so different estimates of attendance appear in public reports.
What the Opatija Riviera offered to the audience in Ljubljana
The highlights of the Opatija Riviera presentation followed what Slovenian guests traditionally seek in Kvarner: short holidays during the year, quality wellness, promenades and natural attractions, gastronomy, and safety and good transport connectivity. Precisely the proximity and simple arrival make Opatija and surrounding places a logical choice for weekend stays, but also for longer holidays outside the main season.
In conversations with visitors, it was particularly emphasized that the offer is not limited to summer swimming: wellness hotels, organized coastal promenades, events and festival programs, as well as excursions to Učka, represent the backbone of the content that makes the destination interesting even in the colder part of the year. For some visitors, planning the stay in relation to the dates of manifestations is also crucial, which is why inquiries often went towards the calendar of events, gastronomic weeks, and thematic weekends.
When it comes to planning an arrival, the most sought-after information is about
accommodation offers in Opatija and surroundings, especially for pre-season terms, when travelers more often decide on shorter but content-rich stays.
Vienna: Ferien-Messe Wien 2026 and messages indicating a growth in interest
After Ljubljana, the Opatija Riviera was also present in January at Ferien-Messe Wien 2026, one of the most important Austrian tourism manifestations intended for the general public and the travel industry. The fair was held in Vienna from January 15 to 18, 2026, at VIECON Messe Wien, as stated by organizers and institutions associated with the Vienna fair system.
A key difference compared to earlier announcements and estimates is the attendance data: while part of the promotional materials preceding the 2026 edition often mentioned a figure of about 71,000 visitors as a reference to the success of the previous edition, the organizer stated in the final report for 2026 that the fair, together with the accompanying Vienna Drive format, attracted about 86,000 visitors. This jump shows that public interest was strong, but also that figures reported in public can refer to different years or information phases.
For destinations like the Opatija Riviera, the Austrian market remains important due to the structure of guests: interest is often focused on the quality of accommodation, level of service, gastronomy, and the possibility of active holidays. In that sense, stands with concrete information about the content at the destination gain additional weight, especially when travelers arrive with already formed travel plans.
"Almost every second visitor already has a planned arrival": what such conversations mean for the destination
According to information from the provided text about the performance in Vienna, great interest was recorded at the Opatija Riviera stand, with the impression that a significant portion of visitors had already booked a trip or planned an arrival earlier. In such a situation, communication at the fair is less about general promotion and more about the "second phase" – details that help visitors make their stay more fulfilling: what to visit, how to connect wellness and active content, where to find gastronomic recommendations, which promenades and excursions to choose, and how to align the trip with the calendar of events.
That is why destinations increasingly emphasize concrete experiences and the "stay program," and not just the general image of the place. For travelers arriving by car or for short terms, logistics are also important: parking availability, proximity to key content, possibilities for excursions and one-day tours. In this context,
accommodation near event locations on the Opatija Riviera is often sought, so that the stay can be organized without additional loss of time.
Why Slovenia and Austria are crucial: data and trends behind fair appearances
The Slovenian market has a special weight for Croatian tourism due to both geographical proximity and travel habits. According to data reported by the Croatian National Tourist Board, Slovenian guests in Croatia achieve million-fold numbers of arrivals and overnight stays, with growth recorded even outside the peak of the season. The same announcement states that Istria, Kvarner, and Zadar County are among the most sought-after regions for Slovenians, which further explains why the Opatija Riviera presents itself at the fair in Ljubljana with an emphasis on the pre- and post-season and on products that transcend the summer model.
The Austrian market, on the other hand, is often focused on quality and well-developed tourism products. Ferien-Messe Wien is traditionally the place where travelers inform themselves in advance, compare destinations, and look for content that justifies travel outside the most popular terms. The organizer's final report for the 2026 edition, with a figure of approximately 86,000 visitors, emphasizes a wide range of offers – from long-distance travel to regional "hidden gems," gastronomy, and mobility – which shows how much tourism as a theme at the fair connects to lifestyle and travel trends.
The broader picture: fairs as a tool for extending the season and strengthening the destination's image
Appearances at fairs like Alpe-Adria and Ferien-Messe Wien are not just classic promotion, but also a testing of public interest and the collection of feedback. When visitors already have a planned arrival, questions move from "why come" to "how to best use the time." For the Opatija Riviera, this means an opportunity to present the offer of wellness, active holidays, and gastronomy as a logical continuation of classic tourism tradition, but also as a response to modern travel habits: shorter holidays, more frequent arrivals, greater focus on health and experiences.
In this sense, the promotion of the pre- and post-season becomes key. If interest spills over beyond the summer months, the destination gains a more stable rhythm of demand, and the local economy – from hotels and catering to services and events – gains a longer timeframe for work. For guests, this often means a calmer stay, more available dates, and a greater choice, especially when
holiday accommodation on the Opatija Riviera is planned in time and aligned with programs held throughout the year.
As the tourism market changes, it is increasingly important that destinations offer a clear, verifiable, and content-rich image of what a guest can experience. The Opatija Riviera positioned itself exactly like that with its appearances in Ljubljana and Vienna: as a destination that counts on constant presence in key markets, but also on the development of an offer that gives guests a reason to return multiple times a year, and not just in one, summer term.
Sources:- Croatian National Tourist Board (HTZ) – official announcement about Croatia's appearance at the Alpe-Adria 2026 fair, including statements and market data (link)- Government of the Republic of Slovenia (gov.si) – information on the opening of the 36th Alpe-Adria fair and messages on sustainable tourism (link)- Slovenia.info (Slovenian Tourist Board) – media release on the Alpe-Adria 2026 fair and participants (link)- Ferien-Messe Wien (organizer) – final report for the 2026 edition with attendance data (~86,000) (link)- Wien Holding / VIECON Messe Wien – announcement of the dates for Ferien-Messe Wien & Vienna Drive 2026 (January 15–18, 2026) (link)
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