Ljubljana Food Crawl Wins Best Pop-Up B2B Event at Conventa Crossover 2025
26 Sep 2025
On September 9, 2025, at the Conventa Crossover Best Event Awards, Ljubljana Tourism proudly received the award for Best Pop-Up Event in the B2B category for the Ljubljana Food Crawl – A Journey of Flavours, Culture & Stories, originally created for the Virtuoso Chairman’s Event Slovenia 2024.
The Virtuoso Chairman’s Event, hosted in Ljubljana and Slovenia in November 2024, brought together over 130 luxury travel agency owners and managers from around the globe. For Ljubljana, it was a landmark opportunity to position the city as a premier luxury destination and to showcase Slovenia’s unique, boutique experiences within the prestigious Virtuoso network.
The Ljubljana Food Crawl turns the city into a stage filled with taste and culture. Guests seamlessly walk through Ljubljana’s charming streets, stopping at carefully selected locations where food, architecture, and storytelling meet. Every detail is designed to create flow and immersion: local delicacies such as roasted veal liver with microgreens, Trnič cheese, Belokranjska pogača, and Ljubljana barley stew are paired with cultural narratives and authentic encounters, connecting travellers with the city in a personal, meaningful way.
The project was made possible thanks to strong collaboration with the Slovenian Tourist Board, Luxury Slovenia DMC, Jezeršek Catering, InterContinental Ljubljana, Steklarna Rogaška, and the Zagreb Tourist Board. Guided by the creative concept “Falling in sLOVEnia – A Recipe for Love in 4 Acts,” the event became part of a wider communication strategy that generated real impact: Virtuoso reported a 473% increase in bookings for summer 2025 following the event.
This award is a recognition of creativity, collaboration, and passion. A heartfelt thank you to the Conventa Crossover jury and to all partners who helped bring this project to life!