ArrayIn Brežice, we marked World Tourism Day with a press conference in the morning, followed by training sessions and networking with local tourism providers in the afternoon.
On World Tourism Day, this year’s tourism results for the Municipality of Brežice, the destination’s development priorities and the achievements of the Bizeljska Pentlja project, which concludes in October, were presented at the Debeluh Via Vitus estate in Bizeljsko. The programme continued in the afternoon with a gathering of tourism stakeholders at the Istenič estate, where the ZPTM Brežice team presented its work, activities and plans for the future, emphasising its desire for even closer cooperation with local providers. Both events shared a common goal: to encourage visitors to discover more of the destination, stay longer and return.
This year’s international theme of World Tourism Day highlights digitalisation and artificial intelligence. Katja Čanžar, Director of the Institute for Entrepreneurship, Tourism and Youth Brežice, emphasised: “Technology can help us reach visitors, present our offer and guide them around the destination. However, the reasons why they choose to visit, stay longer and return are still created by people, the local environment and high-quality experiences.”
Growth in visitor numbers and the development of experiences
Tourism in Brežice recorded a successful first eight months of 2026. The municipality registered 555,264 overnight stays, 4.5% more than during the same period last year, and 172,693 arrivals, representing growth of 8%. International visitors accounted for 63% of all guests. According to the data presented, the average length of stay was 3.1 days, approximately 20% above the Slovenian average of 2.6 days.
The positive results are also reflected in visits to attractions and experiences: the Čatež ob Savi Tourist Information Centre welcomed more than 5,600 visitors, the Posavje Museum Brežice more than 10,500 and the Water Tower more than 3,600 visitors.
“We not only invite visitors to the Municipality of Brežice, but also encourage those already staying here to discover Bizeljsko, Pišece, tourist farms and wine-growing areas,” explained Katja Čanžar.
Ivan Molan, Mayor of the Municipality of Brežice, stressed that the tourism results are the product of many years of work. He recalled the municipality’s first tourism strategy from 2007, which focused on destination development, the creation of tourism products, the promotion of Brežice and cooperation among providers. According to him, cooperation was one of the most demanding processes: “A great deal of effort was required for providers to realise that, although they are also competitors, they can only achieve more by working together.”
The Bizeljska Pentlja project delivers tangible results
The Bizeljska Pentlja project connects local providers and attractions, helping Bizeljsko strengthen its visibility within the Brežice destination. Its aim is to combine wine and gastronomic experiences with heritage, active leisure and modern ways of presenting the area.
Chef and Brežice Izbrano brand ambassador Jure Tomič presented the new Debeluh Via Vitus project along the Vidova pot trail and explained that his family had been inspired to invest by the great potential of Bizeljsko. He recalled the former reputation of local inns and expressed his wish for Bizeljsko to once again become a natural choice for excursions and gastronomic experiences—so that, when planning a day out, people would say: “Let’s go to Bizeljsko.”
He believes that his team can contribute to this goal through the experience and reputation of Ošterija Debeluh in Brežice. Looking out across the surrounding hills, he compared Bizeljsko to Tuscany and added that he was not worried about the future, although everyone would have to roll up their sleeves and get to work.
Wine tradition and a new generation of providers
Nik and Mark Istenič presented the perspective of the younger generation continuing their family’s winemaking tradition. Nik Istenič emphasised: “We, the younger generation, must also have the courage to continue this story, preserve what is good and develop what still has potential.”
He pointed out that visitors do not come to Bizeljsko solely for a good bottle of sparkling wine, but for the complete experience, encounters with local people and the feeling that they have discovered something special. Cooperation among providers therefore allows visitors to find with one provider what may not be available from another.
They also highlighted opportunities to connect wine tourism with cycling and an active lifestyle. Their goal is for Bizeljsko to develop from a day-trip destination into a choice for a multi-day break, where guests feel welcome, find peace, return and spread the word about the area. The Bizeljska Pentlja project also contributes to this goal, creating a foundation for new shared experiences through tangible improvements and closer cooperation among local providers.
The ZPTM Brežice team presented its work and plans for closer cooperation
The afternoon gathering at the Istenič estate, organised to connect tourism stakeholders, provided an opportunity to continue discussions and strengthen relationships. The ZPTM Brežice team presented an overview of its work and activities, as well as its plans for the coming period. The gathering brought together large and small tourism providers, members of the Brežice Izbrano collective brand, representatives of associations and other tourism stakeholders who jointly shape the municipality’s tourism offer.
The tourism team presented the promotion of the destination under the Visit Brežice and Brežice Time for Me brands, activities within the Green Scheme of Slovenian Tourism, the development of the Brežice Izbrano collective brand and the organisation of events. They also provided insight into the work of tourist information centres, tourist guide services and other promotional activities that direct visitors towards local providers.
The team also presented the new Vila Envira tourism product, while the overview of the institute’s work was complemented by a presentation of entrepreneurial mentoring and support for the development of tourism offers.
The ZPTM team invited providers to cooperate even more closely in developing the destination. The central message of the gathering was that stakeholders should get to know one another better, recognise what they can offer each other, identify opportunities for cooperation and begin turning them into reality together.
The programme also included a lecture by Marko Slapnik on the development of high-quality themed trails and the integration of natural and cultural heritage with local tourism offers.
At the conclusion of the gathering, Ivan Molan, Mayor of the Municipality of Brežice, and Katja Pinterič, President of the Municipal Tourism Association, presented awards to the Brežice Rural Women’s Association, Kapele Tourist Association and Bizeljsko Tourist Association on the anniversaries of their work. They thanked them for their many years of voluntary service, preservation of local heritage and contribution to tourism development in the municipality.
