Koroška from a new perspective – how serbian travel agencies can benefit from this hidden gem?

Throughout the journey, participants visited numerous destinations showcasing how diverse and attractive Koroška is for modern travelers. The program was carefully designed to combine active tourism, wellness experiences, authentic local encounters, and sustainable tourism concepts, which are becoming increasingly popular among guests from the region.

On the first day, participants arrived in Slovenj Gradec, one of the most beautiful historic towns in Koroška. A guided city tour introduced visitors to its rich cultural heritage, medieval atmosphere, and vibrant art scene for which the town is well known. Special attention was drawn to the visit of Galerija SG, as well as the authentic experience at Perger – Honey Paradise, where local products and the tradition of honey production were presented.

The second day focused on wellness and active tourism, segments through which Koroška is increasingly positioning itself as an attractive year-round destination. Participants were introduced to the new hotel and thermal concept at Rimski vrelec, combining a modern wellness approach, natural surroundings, and an offer tailored to guests seeking relaxation, regeneration, and peaceful stays. A strong emphasis was placed on sustainable tourism development and the connection between wellness experiences, local nature, and authentic regional traditions.

A particularly memorable experience was the visit to the old ironworks Štauharija, an authentic site that vividly reflects the region’s rich industrial history and the former importance of mining and iron processing in Koroška. During the tour, participants had the opportunity to learn about traditional working methods, historical tools, and stories depicting the lives and work of generations that shaped the identity of this area. The combination of preserved industrial heritage, local tradition, and the atmosphere of past times offered a unique experience and brought the authentic character of the region even closer to visitors.

The real adventure followed in the famous Podzemlje Pece, where participants explored former mining tunnels by bicycle deep beneath the earth’s surface — an experience that makes Koroška stand out on the region’s tourism map. Riding through authentic underground corridors of the former mine offered a completely different perspective of the destination, combining adrenaline, industrial heritage, and a unique connection with the nature and history of the area. The atmosphere of the underground passages, illuminated only by miners’ lamps, left a particularly strong impression, allowing visitors to experience the life of miners and the rich tradition of this part of Slovenia in a truly unusual way. Experiences like these are an excellent example of modern and authentic tourism that increasingly attracts travelers looking for something beyond classic tourist routes.

The third day was dedicated to nature, tradition, and local experiences. A visit to the castle ruins and the Pahernik forests and museum demonstrated how much the region invests in preserving its natural heritage. Participants then visited Water Park Radlje, one of Slovenia’s first natural biological swimming pools, as well as Time Brewery, where a craft beer tasting was organized.

Another special experience was rafting on the Drava River, which authentically presents the history and traditions of life along the river. Participants had the opportunity to learn about the former timber transportation methods while enjoying untouched nature, the peaceful river atmosphere, and landscapes that make Koroška one of Slovenia’s most beautiful regions.

The final day of the FAM Trip was reserved for activities on Kope, one of the best-known destinations for active holidays in this part of Slovenia. Participants enjoyed the mountain surroundings, panoramic views, and facilities designed for lovers of nature, sports, and outdoor activities. After an active morning, a shared lunch featuring local specialties further introduced the region’s gastronomy and the blend of traditional cuisine with modern culinary approaches.

Afterwards, participants explored the Štrekna cycling route, today considered one of the most popular bike trails in Slovenia and an excellent example of sustainable tourism development. The cycling path was created along a former railway line connecting Velenje and Dravograd. Stretching 35 kilometers, the route is fully paved, clearly marked, and separated from traffic, making it ideal for both families and recreational cyclists. The trail passes through picturesque landscapes of Koroška and offers panoramic views of the surrounding countryside.

This study trip demonstrated that Koroška has strong potential to become a highly attractive destination for guests from Serbia, especially for travelers seeking a combination of nature, active holidays, wellness experiences, authentic gastronomy, and a slower, more peaceful style of travel. These concepts are becoming increasingly important in modern tourism, and Koroška successfully combines tradition, sustainability, and contemporary tourism experiences. The main goal of this FAM Trip was to strengthen cooperation with Serbian travel agencies and create new partnership opportunities, helping Koroška become more included in regional tourism programs and travel packages in the future.