Štajerska Named Best Wine Region in Europe 2027

The award ceremony took place as part of Discover Wine-Growing Štajerska, an event in Maribor bringing together destination representatives, winemakers and winegrowers, representatives of the Slovenian government and the Slovenian Tourist Board, mayors from municipalities within Štajerska, tourism stakeholders and other partners contributing to the region’s development and visibility.

From regional partnerships to international recognition

The award marks an important milestone in Štajerska’s journey towards a stronger shared regional identity. Four years ago, municipalities across the Podravje region joined forces to establish the Štajerska Consortium, bringing together the region’s diverse destinations under a common vision. Today, it connects 41 municipalities across seven areas – Maribor, Ptuj, Jeruzalem Slovenija, Haloze, Slovenske gorice, Ravno polje and Pohorje. From the outset, the ambition has been to bring the region’s diverse stories together and position Štajerska as a distinctive and recognisable destination, both in Slovenia and internationally.

Among more than 90 leading European wine regions

The Best Wine Region in Europe 2027 title was awarded following an assessment by European Best Destinations rather than a public vote. More than 90 leading wine regions across Europe were considered against seven criteria: wine heritage and authenticity; diversity of grape varieties and wine styles; wine tourism infrastructure; landscapes and opportunities for outdoor activities; gastronomy, hospitality and wine accommodation; sustainability and local character; and accessibility and the overall visitor experience.

The assessment resulted in a shortlist of 12 leading European wine regions, with Štajerska taking first place with a score of 19.5 out of 20 and a Wine Experience Excellence Index of 9.8 out of 10. European Best Destinations also singled out Štajerska as Europe’s most promising cool-climate wine region.

A wine story shaped by people

Štajerska’s wine identity is rooted in centuries of tradition, generations of winegrowing and winemaking expertise, and contemporary winemaking. Among its most distinctive stories are the World’s Oldest Vine in Maribor, the sparkling wine tradition of Gornja Radgona dating back to 1852, Slovenia’s oldest preserved archival wine – a 1917 vintage kept in Ptuj – historic wine cellars, family-run wine estates, distinctive grape varieties and diverse wine-growing landscapes.

Here, wine is not simply a product; it is part of the region’s identity. It is intertwined with gastronomy, culture, cities and countryside, nature and hospitality, allowing visitors to discover Štajerska through experiences throughout the year.

The significance of the award extends beyond Štajerska

Štajerska’s growing international profile also provides an opportunity to strengthen Slovenia’s position as a wine, gastronomic and tourism destination. Connecting the local, regional and national levels, together with partnerships between destinations, municipalities, winemakers, tourism providers and other partners, enables a stronger collective presence in international markets.

Katja Koren, State Secretary at the Ministry of the Economy, Tourism and Sport: “Our direction for the development of Slovenian tourism is clear: a high-quality year-round offering, developed with care for both nature and the people who live in these places. We want international recognition to create more opportunities for local providers and for young people to see tourism as an opportunity for their future. The role of the state is to support partnerships between regional destinations, the development of their tourism offering and their joint presence abroad. Today’s achievement is a strong encouragement to continue along this path.”

Štajerska in the international spotlight

The award has also put Štajerska firmly in the international spotlight. Forbes featured the region in its overview of Europe’s best wine regions for 2027, based on the European Best Destinations selection, with Štajerska taking the top spot.

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Maximilien Lejeune, Director of European Best Destinations: “Štajerska represents exactly what today’s travellers in Europe are increasingly looking for: authenticity, exceptional landscapes, centuries of wine culture, outstanding expertise and, above all, a very strong regional identity. From the World’s Oldest Vine in Maribor to the historic wine cellars of Ptuj, from wine roads and vineyards to the people who keep these traditions alive, wine here is much more than a product. It has helped shape the entire region – its culture, gastronomy and the way it welcomes visitors. That is precisely what this recognition is about. The title Best Wine Region in Europe does not tell Štajerska what it should become. It recognises what Štajerska already is and places it in the international spotlight where it belongs. Maribor, Ptuj and the wider Štajerska region are not simply places to visit while travelling through Slovenia – together, they form a European wine destination in their own right.”

The Best Wine Region in Europe 2027 title continues a period of strong international recognition for Štajerska. Destination Štajerska received 101,907 votes and ranked third among Europe’s best destinations in the European Best Destinations 2026 selection, while Maribor was named European Best Wine Capital 2026 and Ptuj received the Best Cultural Heritage Town 2026 award. Štajerska’s latest recognition at the top of Europe’s wine regions further strengthens the international profile of the region as a whole and underlines the power of bringing its diverse stories together.