Under the auspices of the public agency SPIRIT Slovenia and the I feel Slovenia brand, the Slovenian exhibition space at the World Expo in Osaka, Japan, opened today. For the next two weeks, the spotlight will be on Maribor, Styria, and Pohorje. Slovenia’s second-largest city will present itself to the global and Japanese audience as a sustainable and safe destinationoffering a high quality of life, as well as exceptional experiences in culture, gastronomy, and outdoor activities. The World Expo, which runs until October 13, 2025, will host more than 150 countries and organizations from around the world.
This year’s Expo is being held in Japan, on the artificial island of Yumeshima off the coast of Osaka—a cultural and economic hub of western Japan and the country’s third-largest city. The central theme of the exhibition is “Designing Future Society for Our Lives,” focusing on the concept of Society 5.0, which aims to harmonize the virtual and real worlds, balance economic development, and address societal challenges.
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Slovenia is represented at Expo under the I feel Slovenia brand, with key stories of Slovenian tourism coordinated by the Slovenian Tourist Board. A significant role is also played by the presentations of Slovenian regions and their unique offerings. The first to be showcased is Maribor (https://www.visitmaribor.si/en/) along with Styria (https://www.stajerska.si/en) and Pohorje (https://www.pohorje-slovenija.si/?l=en#googtrans(sl|en)), with an emphasis on sustainable tourism, gastronomy, and rich cultural heritage.
Jure Struc, Director of the Maribor Tourism Board, stated:
“The two-week intensive promotion of Maribor at Expo 2025 Osaka is an exceptional opportunity to enhance our international visibility. We aim to present ourselves as a model of successful, sustainable, and innovative urban development. At the same time, participating in one of the world’s largest global events reflects our values of openness, collaboration, and a vision for the future. Through showcasing the unique culture and heritage of Maribor, the fresh green forests of Pohorje, and the wine-growing story of Styria, with the icon of the Old Vine, we seek to attract international tourists and inspire new business opportunities.”
On the opening day of the Expo, the delegation of the Municipality of Maribor began dynamically, with a clear vision for building connections. The day started with a meeting with representatives of Croatia, expressing a strong will to strengthen collaboration and joint efforts in the rapidly growing Asian tourism markets. The highlight of the day was the opening of the Slovenian Pavilion, conducted by Slovenia’s Ambassador Jurij Rifelj and General Commissioner Saša Leban, alongside the delegation from Maribor.
The delegation also met with Montenegro’s Deputy Prime Minister Filip Ivanović and Serbia’s delegation, jointly attending the opening of the Ukraine and San Marino pavilions as a gesture of friendship and solidarity. They also visited the pavilions of Saudi Arabia, Kuwait, Bangladesh, Germany, and the Netherlands, gaining deeper insights into the visionary ITERproject representing the future of energy.
Saša Arsenovič, Mayor of Maribor, commented:
“Expo is a place where ideas converge, partnerships are formed, and the future is shaped. As Slovenia’s second-largest city, Maribor has the opportunity to present itself on this global stage as a dynamic center of innovation, sustainable development, logistics, education, and green technology. The theme of Expo 2025—Designing Future Society for Our Lives—perfectly aligns with our efforts to build a smart, inclusive, and sustainable city. Additionally, Maribor shares a symbolic connection with Japan: descendants of the Old Vine, gifted in 2019 to Inuyama National Park by the Kiso River, and earlier in 1998 to the Katsunuma wine region, thrive here. Maribor is a city of open arms, long-term partnerships, and a city of the future.”
In the coming days, the delegation will continue its active international engagements, including planned meetings with representatives from Korea, Malaysia, and Hungary, as well as visits to prominent pavilions.
