Ljubljana Tourism earned third place among Slovenian entries with the Ljubljana Food Crawl Virtuoso 2024, a curated pop‑up culinary journey created for the prestigious Virtuoso® Chairman’s Event and designed to position Ljubljana as a standout luxury destination.
The event also won the award for Best Pop-Up Event, recognising its creativity and impact in delivering a unique, immersive experience in a temporary location.
The Food Crawl pop‑up experience guided eight groups of high‑profile travel agency owners and managers through eight iconic locations in the city centre, each offering a distinct culinary story. The concept blended gastronomy, architecture, and cultural storytelling, showcasing Ljubljana’s character through regional dishes, local producers, and carefully selected venues. The goal was to present the city’s luxury potential through authentic, high‑end experiences tailored specifically for Virtuoso’s elite audience.
Executing the programme required precise coordination: eight groups rotating through eight stops in just two and a half hours, with varied walking times, different tasting lengths, and an older demographic that required thoughtful pacing. Ljubljana Tourism designed the full experience — from route planning and partner coordination to custom visual materials, maps, menus, and signage that elevated the journey into a cohesive, premium narrative. Collaboration extended beyond the city, bringing together partners from across Slovenia and Croatia to present a unified regional offering.
The event strengthened Ljubljana’s visibility within the global luxury travel network and contributed to a remarkable 473% increase in Virtuoso bookings for Slovenia for summer 2025. By combining local flavours, walkable sustainability, and a curated luxury experience, the Food Crawl positioned Ljubljana as a boutique, culturally rich, and high‑value destination for discerning travellers.
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