Historic Breakthrough: Štajerska Ranks 3rd Among Europe’s Tourism Elite

The leading European platform for the promotion of tourism and culture, European Best Destinations (EBD), has ranked Štajerska an outstanding 3rd among the 20 most desirable European destinations. The vote was cast by tourism professionals and more than 1.3 million international travellers, confirming its position as one of the most influential and prestigious travel rankings in Europe.

Travellers ranked Madrid in first place, followed by Nicosia in second. With exceptional support from the international public, Štajerska secured an impressive third place, surpassing numerous world-renowned destinations, including Verona, Paris, Madeira, and Lisbon.

Voting Based on Real Results and Travellers’ Preferences

European Best Destinations (EBD) is a leading European platform promoting tourism and culture. Each year it brings together travellers, experts, and tourism organisations, highlighting the very best destinations in Europe. The selection of Europe’s top destinations takes place in two stages.

In the first stage, the organisers choose destinations from among more than 480 across Europe that have stood out in recent years for growth in arrivals and overnight stays, international visitor traffic, the quality of their offer, sustainable development, and visibility in key foreign markets. The shortlist therefore features destinations with clear development momentum and above-average tourism performance.

In the second stage, travellers from around the world cast their votes. This year, 1,330,682 registered participants took part. Each voter could cast up to three votes, but not for a destination in their own country. The key question was: “Which destination in Europe would you most like to visit in 2026?”

As a result, the ranking is based not only on reputation, but on the real desire and expectations of today’s international travellers.

A Prestigious International Title with Long-Term Impact

With its placement among the top three destinations in Europe in “European Best Destinations 2026,” Štajerska gains an internationally recognised label that strengthens its global visibility, boosts competitiveness in key international markets, and positions the region as a must-visit choice for travellers seeking high-quality, authentic European experiences.

The award also brings increased media exposure, prominent visibility on leading travel platforms, and a stronger presence in digital search engines and AI-powered tools—where most travel decisions are made today.

The Largest Collaboration in Slovenian Tourism as the Foundation for an International Breakthrough

Nataša Ritonija, Director of RRA Podravje – Maribor, emphasises:

Being ranked among Europe’s best destinations is the result of strategic collaboration and a shared vision. In 2022, we established the Štajerska destination consortium, which has since become the largest partnership model for cooperation among tourism stakeholders in Slovenia. Over three years of planned, focused development, we have proven that collaboration is the key to international recognition. Today, Štajerska is clearly positioned on the European tourism map. This success is also an important milestone for the future, as within Slovenia’s upgraded destination management framework, Štajerska has been recognised as one of the eleven regional destination organisations.

When Quality Beats Quantity

The 2026 ranking results confirm a clear shift in tourism: today, travellers are choosing destinations that offer quality experiences over sheer quantity, and emotion over excess. Mass tourism, record-breaking numbers, and spectacle are no longer the main drivers—what matters now is authenticity, safety, and experiences with real substance. More and more, travellers are looking for places where culture, gastronomy, nature, outdoor activities, and lifestyle blend naturally into one. Štajerska offers exactly this kind of balance.

An Urban-Nature Region That Breathes as One

Karmen Razlag, Head of the Tourism Department at RRA Podravje – Maribor, emphasises:

Štajerska is made truly unique by the seamless blend of urban life and natural landscapes, and by the exceptional cooperation between seven tourism destinations and more than 300 stakeholders. Štajerska connects Maribor, Ptuj, Jeruzalem Slovenia, Haloze, Slovenske gorice, Ravno polje, and Pohorje. Together, we are creating a strong urban-nature story that enables multi-day exploration without long distances,” she adds. “The region is home to the Oldest Vine in the world and rolling wine hills, where tradition meets contemporary wine culture. At the same time, it offers a rich cultural heritage—from Slovenia’s oldest town to castles, museums, and living stories. Štajerska invites active holidays in every season, delights with local cuisine and top-quality wines, offers thermal experiences, and the energy of festivals and traditions. It brings together Maribor’s urban creativity and Ptuj’s historic grandeur—all within short distances, where you experience more because you rush less.

Europe’s Destination of the Future

Securing third place among all European destinations marks a historic achievement for the region and a clear confirmation that Štajerska, with its vision, strong partnerships, and distinct identity, belongs at the very top of European tourism.

This recognition is not awarded to a single institution or city—it belongs to the entire region and to all tourism professionals who work every day to bring our region closer to visitors, offering authentic experiences, outstanding wines, local cuisine, and the renowned hospitality of Štajerska. Without the close cooperation of municipalities, destinations, providers, associations, and partners, this success would not have been possible. Stories like this can only emerge where there is trust, a shared vision, and a professional team capable of connecting, planning, and delivering. And that is exactly what Štajerska embodies today.

Štajerska is no longer a hidden gem—it is a confident European destination of the future.

TOP 10 reasons to discover Štajerska: https://www.stajerska.si/en/discover-stajerska-3rd-european-best-destinations-2026