The forum opens a space for dialogue on the development and action plan of the destination, placing the new identity of Portorož and Piran and the invaluable power of cooperation among all stakeholders at the forefront.
The event will take place on Thursday, May 28, 2026, from 1:00 pm to 5:00 pm at Boutique Hotel Portorose, where representatives of tourism, business, and the local community will gather.
You are invited to actively contribute your “superpower” to the development of the destination and help co-create its future.
Participation is free; due to limited capacity, registration via the online form (available at the bottom of the page) is mandatory.
PROGRAMME:
13:00 – 13:20
Welcome address
Mag. Patricija Gržinič, Director of the Portorož Tourism Association
13:20 – 14:00
Salty Portorož and Piran: Why salt and what does the new destination identity communicate?
Zenel Batagelj, branding expert and partner at Valicon
Destination branding is a powerful tool for increasing visibility and attractiveness. A new identity can bring a great deal, but it is also very demanding. Although simple, the foundations of the brand are modern and call for a bolder communication approach, while requiring intensive work on the guest experience at every step. What truly connects Portorož and Piran at their core? How do we want the world to perceive us?
14:00 – 14:40
Goal 2030: From strategic plan to concrete actions
Dr. Maja Uran Maravić, Faculty of Tourism Studies – Turistica
A strategic document is not just words on paper, but a living path we build together. In this interactive session, we will gather participants’ views and perspectives first-hand. Your answers and questions will directly shape the discussion on concrete steps that will lead Portorož and Piran toward their 2030 goals and beyond.
14:40 – 15:10 | Networking break
15:10 – 16:00
Our Superpower
Dr. Aleksander Zadel, clinical psychologist
What if Portorož and Piran were managed as a company with thousands of employees? From residents and large hotels to restaurateurs and agencies – everyone is a key link in the chain of success.
Dr. Aleksander Zadel will take us into the core of our collective identity and explore the superpower of community. He will confront us with the fact that we are all co-authors of the “Jewel of Istria” story. A destination is, above all, a psychological relationship between stakeholders – a space where everyone, from locals to tourists, must feel good for the story to truly come alive. It is time to combine our superpowers.
16:00 – 17:00
Discussion: Synergy of champions – How to create an unbeatable destination story from top-quality ingredients?
Guests: Mojca Gobina Mravlje (Sava Hotels & Resorts), Franc Kraševec (Municipality of Piran), Mitja Margon (Pirat Sailing Club), Filip Matjaž (C.O.B.), mag. Aleksander Valentin (Soline d.o.o.)
How can an ambitious action plan be transformed into a tangible experience that visitors can truly feel? Through their extensive experience in hospitality, top gastronomy, sports, and the local community, the speakers will explore how to translate the vision of a higher positioning of Portorož and Piran into everyday practice. Are you curious how to turn the promise of the “Jewel of Istria” into an authentic experience that exceeds expectations?
