As the organizers explain, one of the key motivations for creating the exhibition was the expressed interest of residents in better understanding tourism and its importance for the city, which was highlighted in the 2025 tourism attitude survey. Through concrete data and examples, the exhibition answers its titular question, showcases projects, economic impacts, and the wide range of stakeholders who co-create the city's pulse. At the same time, it invites residents to actively participate in shaping the future tourism strategy, which Ljubljana Tourism will begin drafting this year.
The grand opening will be hosted by the Director of Ljubljana Tourism, Mag. Petra Stušek, and the Mayor of the City Municipality of Ljubljana, Zoran Janković, followed by a guided tour of the exhibition. The exhibition will be on display at Novi Trg until October 2, and throughout this period, free guided tours of the city and the exhibition will take place twice a week. Tour guides will first lead participants through selected points that have marked the development of tourism in the capital, and then continue the tour at the exhibition. Schedules and mandatory registrations are available via the Ljubljana Tourism website.
The content is also closely intertwined with the campaign "Because of us, Ljubljana is...", which is currently running on advertising spaces around the city and online. Through the personal stories of well-known and lesser-known residents, the campaign raises awareness that tourism is not only intended for visitors, but brings numerous benefits to all citizens—from jobs and support for local creators to well-maintained green spaces, infrastructure, and rich cultural events. At the same time, it encourages residents to recognize themselves as active co-creators of city life.
Dogajanje bo med 26. septembrom in 2. oktobrom nadgradil že tradicionalni Teden ljubljanskega turizmaThe exhibition and campaign will be complemented from September 26 to October 2 by the traditional Ljubljana Tourism Week, which for the fifth consecutive year invites residents to experience Ljubljana as its visitors. This year's program draws inspiration from Ljubljana's title as the Best European Creative Destination 2026 and features meetings with creators, creative workshops, guided tours, and cultural and culinary experiences, with many events being free of charge or specifically tailored for the locals.
