In the landscape of European wine tourism, the Podravje region in northeastern Slovenia stands out for its unique combination of winemaking tradition, idyllic landscapes, and a tourist offer that captivates travellers from all over the world. The Regional Development Agency for Podravje – Maribor (Regionalna razvojna agencija za Podravje – Maribor, RRA Podravje – Maribor) plays a key role in this international projection, leading initiatives that integrate wine culture with sustainable tourism. Their participation in FINE #WineTourismExpo reaffirms their commitment to promoting the region as a top wine tourism destination.

A winemaking legacy rooted in Maribor

The Podravje region, known for being one of Slovenia’s most prominent wine areas, has in the city of Maribor one of its main emblems. This locality not only hosts the world’s oldest vine, the Stara trta, but is also an epicentre of the region’s winemaking culture. From its origins, wine production in Podravje has been intrinsically linked to the cultural and economic identity of the territory.

The RRA Podravje – Maribor, with more than 30 years of experience, has been fundamental in the development and promotion of this heritage. Founded with the aim of boosting the economic and cultural growth of the 41 municipalities that make up the region, the agency has integrated wine tourism as a key tool to preserve local traditions while fostering sustainable economic development. Through European projects and local collaborations, the agency has revitalised the wine industry, positioning Podravje as an attractive destination for wine and culture lovers.

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A wine tourism offer for all the senses

The wine tourism offer promoted by the RRA Podravje – Maribor is designed to provide complete and authentic experiences, adapted to various visitor profiles. From wine enthusiasts to travellers interested in local culture, the region offers a range of activities that allow visitors to discover the essence of Podravje’s winemaking.

Among the most notable experiences are wine tastings, organised in local wineries and led by experts who explain the characteristics and nuances of each variety. Visitors can taste the region’s renowned white wines, such as Šipon, Riesling, and Sauvignon Blanc, as well as elegant reds, while learning about the winemaking processes that have evolved over the centuries.

Guided tours of vineyards and wineries allow visitors to delve into the heart of wine production, traversing landscapes of rolling hills covered with vines. These tours, often led by local winemakers or viticulturists, provide a detailed insight into vine cultivation, harvesting, and wine production. Thematic routes, such as the Maribor Wine Route, connect wineries with other cultural and natural points of interest, creating a comprehensive experience that combines wine tourism and heritage.

For gastronomy lovers, the combination of wines and traditional Slovenian dishes is a highlight of the tourist offer. Pairings, organised in local restaurants and wineries, allow visitors to discover how the flavours of regional cuisine enhance the notes of Podravje wines. Dishes such as pogača, a traditional bread, or stews based on meat and vegetables, are the perfect accompaniment to the region’s wines.

Additionally, the agency promotes special events and festivals, such as the Maribor Harvest Festival (Martinovanje), a popular celebration that marks the transformation of must into young wine. These festivities offer visitors the opportunity to immerse themselves in local culture, participating in traditional activities and enjoying Slovenian hospitality.

Innovation and sustainability are the pillars of wine tourism in Podravje

One of the aspects that distinguishes the RRA Podravje – Maribor is its commitment to innovation and sustainability. The agency has led more than 50 European projects focused on regional development, many of them linked to sustainable tourism and responsible viticulture.

Sustainability is reflected both in agricultural practices and in the tourist offer. Associated wineries adopt environmentally friendly production methods, such as organic viticulture and the reduction of chemical use. Likewise, wine tourism routes are designed to minimise environmental impact, promoting the use of sustainable transport and the integration of local suppliers.

In terms of innovation, the agency has implemented digital platforms to enhance the visitor experience, facilitating itinerary planning and activity booking. Additionally, it promotes continuous training for tourism sector actors, ensuring that the quality of the experiences offered meets the highest international standards.

Excellence in sustainable development has led the RRA Podravje – Maribor to obtain certifications that endorse its commitment to social and environmental responsibility. A notable example is its recognition by the Certifikat Družbeno Odgovoren Delodajalec, which highlights its dedication to sustainability in all aspects of its management.

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A unique wine tourism experience to discover

The participation of the Regionalna razvojna agencija za Podravje – Maribor in the Feria de Valladolid is an exceptional opportunity for professionals in the sector and wine tourism enthusiasts to discover a region where winemaking tradition merges with innovation and sustainability. The cultural richness of Podravje, along with the quality of its wines and the warmth of its people, makes this region an essential destination for any traveller interested in the world of wine.

Visiting their stand at FINE #WineTourism Marketplace will allow attendees to learn first-hand about the experiences the region offers and plan an unforgettable trip through Slovenia’s wine routes.