Earlier this week, at the Slovenian pavilion at EXPO Dubai, 2 time Tour the France & Monument winner and most recently UAE Tour winner for the 2^nd successive time Tadej Pogačar, the ambassador of Slovenian tourism and the best cyclist in the world showcased a promotional film made in partnership with the Slovenian Tourist Board (STB) and renowned photographer Ciril Jazbec was premiered as part of the press conference.

In the last part of a series of presentations of Slovenian tourism, visitors to the pavilion will have a chance to get to know the Thermal Pannonian Slovenia. The last in a series of four B2B tourist workshops will take place on Tuesday.

The STB is aware of the great importance of internationally recognized top athletes for the promotion of Slovenia and the Slovenian tourist offer, which is why the partnership has been upgraded and continues also in 2022.

Ilona Stermecki, M.Sc., acting director of the STB: “Tadej Pogačar is certainly one of the most recognizable and important ambassadors of Slovenia, whose success since winning the Tour de France has been monitored by a great number of cycling enthusiasts. In the last two years, the number of his followers on the Instagram profile alone has grown by more than 870 %. This year, Slovenian Tourist Board has upgraded the partnership by launching a special promotional video that unveils Slovenia through his eyes. For several years, the STB has formed partnerships with top Slovenian athletes, who with their achievements, enthusiasm and heartedness impress millions of sports enthusiasts and active individuals around the world. In this way, we visibility of Slovenia as a destination for active leisure time and sports tourism, the main promotional and communication theme of Slovenian tourism for the next two years, is being highlighted. Taking into account current trends, we pay special attention to the promotion of tourist products that appeal to demanding visitors who are looking for diverse and active experiences in unspoiled nature. Among them, cycling plays a major role, especially as part of the offer of active relaxation and experiences in nature.”

Special attention will be paid to the world premiere of the video with Tadej Pogačar, created in partnership with the STB and renowned photographer and director Ciril Jazbec, who also works with National Geographic. The video narrates the story of Tadej and shows how beautiful and diverse Slovenian landscape has helped him become world’s best cyclist. The video brings you closer to the pristine nature of Slovenia, which offers unique views and cycling routes. The story of a green and active country is underpinned by Tadej’s incredible energy, authenticity and sincerity. The video tells the story of how sports connects people and encourages them to go beyond the limits what is possible. “This is my way of freedom,” Tadej Pogačar concludes in the video.

Tadej Pogačar, who is also a great advocate of healthy living, also became a proud ambassador of Slovenian bees, as he concluded a partnership with Medex, the Slovenian company working with innovative food supplements based on bee products.