Portorož, 22 September 2025: This year, Portorož celebrates a remarkable milestone – 140 years of tourism. This is not merely an anniversary, but a story of perseverance, vision, and growth of a town that evolved from a humble spa with ten rooms into one of the most recognizable tourist destinations in Slovenia and the Adriatic.
The beginnings of tourism date back to 1885, when Piran’s physician Giovanni Lugnani transformed part of the local chemical factory into an experimental thermal facility. With only ten guest rooms and ten therapeutic baths, this small center laid the foundation for Portorož’s development as a leading destination for thermal tourism and quality leisure. In 1897, Portorož was officially declared a spa town, marking the start of its rapid growth.
The Tourist Board of Portorož will celebrate World Tourism Day by honoring the town’s rich history and the individuals whose dedication and work over the decades have shaped the tourist identity of Portorož.
Postcard from Portorož
The main celebratory event, titled “Postcard from Portorož: 140 Years of Tourism in Portorož,” will take place on Saturday, 27 September at 6 PM in Trg prekomorskih brigad (Square of the Overseas Brigades). The event will be both a tribute to the past and a celebration of the present, emphasizing the historical importance of postcards, which once played a major role in promoting Portorož. Visitors will even be able to send a special commemorative postcard from the town that has been welcoming guests from around the world for over a century.
During the event, the 2025 Tourism Excellence Award (Grb odličnosti v turizmu 2025) will be presented. The evening will also feature members of the Rosa Klementina, Anbot, and TD Taperin Sečovlje associations, who will recreate the atmosphere of the past. A fashion show organized by Barbara Misson will offer a colorful journey through historical eras, while the highlight of the evening will be a concert by the legendary band Faraoni, whose timeless hits have captivated generations of listeners.
The celebration will be complemented by local culinary delights, including sardines in “šavor,” fish stew (brodet), and seafood lasagna. Those with a sweet tooth can enjoy the Piran cake Š’torta and the famous Bled cream slice (kremna rezina), accompanied by top-quality Istrian wines. Admission to the event is free.
Conference on Regenerative Tourism at Turistica
On Friday, 26 September at 12 PM, the Faculty of Tourism Studies – Turistica will host a conference titled “Tourism that Gives Back to People and the Destination.” Guests from Greece, Spain, Bosnia and Herzegovina, and Slovenia will discuss how tourism can go beyond classical sustainability and become regenerative — meaning tourism that gives more back to communities and nature than it takes.
The event is aligned with this year’s United Nations World Tourism Organization (UNWTO) theme, which emphasizes inclusivity and responsibility toward the planet, and also follows the European Union’s vision for the development of regenerative tourism.
Among the speakers will be:
- Jana Čarkadžić (Sarajevo) – speaking on the role of tourism in strengthening social cohesion in post-conflict societies
- Gian Andrea P. Garancini (Greece) – presenting regenerative practices and their impact on local economies
- Massimiliano Rumignani (Spain) – focusing on building networks for regenerative tourism communities
- Dr. Irena Fonda (Slovenia) – discussing partnership-based destination cooperation and inclusive sustainable development
The conference will be held in English and moderated by Assoc. Prof. Emil Juvan, PhD (Australia), Dean of UP FTŠ Turistica.
