Novo Mesto will mark World Tourism Day from 25 to 27 September 2026. The programme, prepared by TIC Novo Mesto in cooperation with various local providers and organisations, will give visitors an insight into the tourism offer of the town and surrounding area, while highlighting the important role that cooperation within the local community plays in creating tourism experiences.
World Tourism Day is celebrated around the world on 27 September. It was established by the World Tourism Organization (UNWTO) in 1980, with the date marking the anniversary of the adoption of the organisation’s Statutes in 1970. The day aims to raise awareness of the importance of tourism and its economic, social, cultural and environmental impact. Each year, it focuses on a topical theme that offers an insight into the future of tourism and its role in society.
This year’s theme is “Digital Agenda and Artificial Intelligence for Transforming Tourism”, highlighting the increasingly important role of digital technologies and artificial intelligence in the development of tourism services, experiences and destinations. World Tourism Day is therefore also an opportunity to reflect on how tourism is changing and how new technologies can support its continued development.
Local offer and cooperation in the spotlight
In Novo Mesto, too, the celebrations will bring together a range of activities and local providers. From 25 to 27 September 2026, TIC Novo Mesto will host open days, offering visitors promotional materials, maps and other information about the local tourism offer, as well as a wine tasting and a special offer on e-bike bookings.
The main programme will take place on Saturday, 26 September 2026, when local providers and tourism experiences will be presented at Glavni trg. Participants will include TIC Novo Mesto, Cviček mobil, Gea Gerstenhofer, the Novo Mesto Association of Rural Women and Ana Marija Saksida, while Dobrote Dolenjske will present and offer tastings of traditional Dolenjska cuisine.
Visitors will also have the opportunity to discover ways of exploring Novo Mesto by e-bike, take a raft trip along the Krka River and visit Trška gora. In cooperation with Cviček mobil, a guided visit to the Open Vineyard Cottages will be organised. The programme will also include the Dolenjski Museum, which will offer free admission to its permanent archaeological exhibition on the day, when using the mobile app.
The celebrations will conclude on Sunday, 27 September 2026, with Štruklijada at the pušelšank at Botra Jožefina in Zidanica Verček on Trška gora. Visitors will be able to enjoy štruklji in a variety of shapes and flavours, wine and other local delicacies, as well as an opportunity to socialise.
The World Tourism Day programme in Novo Mesto brings together the town centre, the Krka River, Trška gora, gastronomy, cultural heritage and local providers, presenting visitors with different ways of experiencing the destination – from exploring the town by bike and travelling along the Krka River to discovering the local wine-growing tradition and Dolenjska cuisine. At the same time, it provides an opportunity to highlight the importance of cooperation in creating high-quality, sustainable and authentic tourism.