Ljubljana Food Crawl Virtuoso 2024

The Food Crawl is a culinary concept that blends gastronomy with culture, architecture, and guided storytelling. While we had implemented the concept in Ljubljana in the past, this time we decided to elevate and redesign it to cater specifically to private groups and high-end experiences. All locations were carefully chosen with the intention of combining outstanding architecture with authentic local delicacies. The experience was designed to showcase the history and culture of both Ljubljana and Slovenia. The culinary selection included regional producers and dishes from Central Slovenia, such as roasted veal liver with microgreens by Šebenik and Trnič cheese, as well as specialties from other regions like Belokranjska pogača (a traditional flatbread from Bela krajina) and Ljubljana barley stew, served with or without Carniolan sausage.

The key role of Ljubljana Tourism was the design and coordination of the entire programme. We were responsible for selecting the locations and coordinating with on-site partners and working with the agency on designing the graphics and visuals used at the venues, scheduling the group visits, and organising the tourist guides for all eight groups. To enhance the experience, together with the DBP studio we developed a full set of visual materials. This included a specially designed Food Crawl map, marking all eight stops and detailing the culinary offerings awaiting guests at each location. Each site had its own menu, and signage boards were placed at the entrances, featuring an illustration of the building, a brief history of the location, and a description of the culinary experience provided there. Guests received a printed flyer with the map, helping them navigate the experience and engage with the city through this carefully curated culinary journey.

Ljubljana Tourism collaborated with numerous partners on this project. Even more significant was that the partnership extended beyond Ljubljana and its region to include stakeholders from across Slovenia and Croatia. Together with the Slovenian Tourist Board, the event brought together key partners such as Luxury Slovenia DMC, InterContinental Ljubljana, Kempinski Palace Portorož, Grad Otočec – Relais & Châteaux, and the Zagreb Tourist Board. This joint effort created a strong and diverse network that showcased not only Ljubljana’s potential as a luxury destination but also positioned the wider region as an attractive and unified offering for high-end travellers. We also partnered with Jezeršek Catering, who played a key role in delivering the programme across four carefully selected locations. They were responsible for the technical setup at each venue, providing professional catering staff for food preparation and service, and preparation of the culinary selection of local food.

The event served as a valuable opportunity to present Ljubljana as a top-tier destination for luxury travel experiences and to increase the visibility of its luxury segment within the Virtuoso network at the highest level. According to Virtuoso data, Slovenia has recorded an impressive 473% increase in bookings for summer 2025 following the Chairman’s Event Slovenia 2024.

The Virtuoso Chairman’s Event Slovenia 2024 was part of a wider communication and marketing strategy led by the Slovenian Tourist Board, in collaboration with Ljubljana Tourism and key partners. The concept “Falling in sLOVEnia – A Recipe for Love in 4 Acts” served as the creative narrative and visual identity for the event, guiding the communication before, during, and after the experience. Each of the four acts—feeling, discovering, loving, and sharing—framed the guest journey and was reflected in curated content, design, and storytelling.

Sustainability played a key role in the design of the Ljubljana Food Crawl and the overall event experience. All eight locations were within walking distance in the city centre, minimising the environmental impact and allowing guests to explore Ljubljana at a relaxed, human pace. The culinary programme focused on locally sourced ingredients and regional specialties, highlighting local producers and traditional Slovenian dishes. Jezeršek Catering, our key culinary partner, is known for its strong commitment to sustainability—embracing seasonal menus, reducing food waste, and prioritising reusable or compostable materials in food service. Their approach supported the project’s goal of offering authentic, high-end experiences that are also environmentally conscious. By connecting guests with local flavours and sustainable practices, the event not only showcased Slovenia’s cultural richness, but also its dedication to responsible tourism.