An exhibition marking the 25th anniversary of Ljubljana Tourism: “What’s in It for Us?”
9 Sept 2026
On Monday, 14 September 2026, at 12 noon, Ljubljana Tourism will open the exhibition “What’s in It for Us?” at Novi trg square to mark its 25th anniversary. The exhibition explores how tourism has developed alongside the city over the past quarter of a century, how Ljubljana Tourism and its many partners manage its development today, and how tourism contributes to the quality of life of Ljubljana’s residents. The exhibition will be opened by Ljubljana Tourism CEO MSc Petra Stušek and Mayor of the City of Ljubljana Zoran Janković, followed by a guided tour.
© Matjaž Tavčar
One of the inspirations for the exhibition was the interest expressed by residents in gaining a better understanding of tourism and its importance to the city, as highlighted in the 2025 survey on attitudes towards tourism. Through concrete data and examples, the exhibition therefore also answers the question posed in its title: “What’s in It for Us?” It presents projects, economic benefits and the broad range of stakeholders who help shape tourism in the city. At the same time, it invites residents to take part in developing Ljubljana’s next tourism strategy, which Ljubljana Tourism will begin preparing this year.
The exhibition will be on view at Novi trg square until 2 October. During this period, free guided tours of the city and the exhibition will take place twice a week. Tourist guides will first lead participants to selected locations around the city, introducing them to the stories, projects and decisions that have shaped the development of tourism in Ljubljana, before continuing the tour at the exhibition. Tour dates and mandatory registration are available on the Ljubljana Tourism website.
The “Because of Us, Ljubljana Is…” campaign
The exhibition is thematically linked to the “Because of Us, Ljubljana Is…” campaign, currently running on advertising sites across the city and online. Through the stories of well-known and lesser-known Ljubljana residents, the campaign raises awareness that tourism is not only for visitors but brings numerous benefits to everyone who lives in the city – from jobs and support for local creatives to well-maintained green spaces, infrastructure and a vibrant cultural scene. It also encourages residents to recognise themselves as active contributors to life in the city.
Ljubljana Tourism Week
Between 26 September and 2 October, the exhibition and campaign will be complemented by Ljubljana Tourism Week, which, for the fifth consecutive year, will invite residents to experience Ljubljana as visitors do. This year’s programme, designed especially for the people of Ljubljana, is inspired by the city’s title of Europe’s Best Creative City Destination 2026. Residents will be invited to meet local creatives and take part in creative workshops, guided tours, cultural and culinary experiences, and other events, many of them free of charge or created especially for Ljubljana Tourism Week.