The Virtuoso Chairman’s Event 2024 has concluded, recognising its top global producers in Slovenia – and reporting record YTD sales for the network.
Following on from last year’s event in Sicily, Virtuoso again took to Europe for the prestigious 2024 Chairman’s Event that ran between 6-10 November.
The event welcomed 134 of the company’s highest-performing agency owners and managers from 14 countries. Held in the cities of Ljubljana and Portoroz, the event celebrated top producers while showcasing Slovenia’s growing appeal as a luxury travel destination.
The first leg of the Virtuoso Chairman’s Event took place in Ljubljana, Slovenia’s capital; while the second portion of the event moved to Portoroz, a Mediterranean town along Slovenia’s coast.
“We are so proud to showcase Slovenia as a top-tier destination for luxury travellers,” said Maja Pac Olaj, Director of the Slovenian Tourist Board.
“With its sustainability efforts, stunning landscapes, and exceptional cuisine, Slovenia is quickly becoming one of the world’s most sought-after luxury destinations.”
The event began with a private reception at Ljubljana Castle, where guests were treated to an array of Slovenian wines, local cocktails, and traditional delicacies.
Over the next four days, attendees participated in a range of curated ‘Design Your Day’ activities that allowed them to experience Slovenia’s natural beauty. These included rowing on Lake Bled with Slovenian Olympians, truffle hunting in the forests, and exploring UNESCO World Heritage sites such as the Škocjan Caves.
Virtuoso’s Chairman and CEO Matthew D. Upchurch kicked off the business portion of the Virtuoso Chairman’s Event by presenting key forecasts from the World Travel & Tourism Council. He noted that the travel industry is on a growth trajectory, with the sector expected to comprise 11.4 per cent of the global economy by 2034.
“We work in a dynamic sector, one that is constantly evolving to meet the needs of today’s luxury travellers,” said Upchurch.
“Virtuoso’s competitive advantage lies in our ability to reflect the growing diversity of luxury clients. We understand that luxury today isn’t one-size-fits-all—it’s personalised and diverse.”
During a presentation by David Kolner, Executive Vice President at Virtuoso, the group’s sales figures from the network’s global operations were revealed.
Year-to-date sales in 2024 have surged by 14 per cent, setting a new record for the network. Furthermore, future bookings for 2025 and 2026 are up 30 per cent, with high-end bookings exceeding $50,000 seeing an increase of 42 per cent.
“We’re seeing significant growth in luxury travel, with destinations like Slovenia benefiting from this shift,” Kolner said. “Our network is delivering incredible value to clients by focusing on curated, experiential travel—something Slovenia excels at.”
Cory Hagopian, Senior Vice President of Global Member & Partner Sales, shared data on Virtuoso’s “Communities,” a network of specialised travel advisors. These niche-focused communities are seeing sales outpace non-members, highlighting the growing demand for tailored luxury experiences.
A major focus of the event was Slovenia’s dedication to sustainable tourism, a theme touch on during several presentations and discussions led by Javier Arredondo, Vice President of Sustainability at Virtuoso.
Matej Knific, of Luxury Slovenia, emphasised how the country is leading the way in green tourism, ensuring that luxury travel doesn’t come at the expense of the environment.
“Slovenia’s commitment to sustainability is one of the main reasons why the country is becoming a luxury destination of choice for responsible travellers,” said Knific.
“We offer experiences that are both high-end and eco-friendly, creating lasting memories without compromising our natural resources.”
The event culminated with a gala at the Kempinski Palace Portoroz, where attendees enjoyed a progressive party featuring live performances and local entertainment.
Following the celebration, delegates explored the scenic coastal region with activities including Mediterranean cooking classes, olive harvesting, and wine tasting in the renowned Brda wine region.
Barbara Muckermann, the newly appointed CEO of Kempinski, also joined the event, speaking on the importance of luxury properties like Kempinski in fostering a deeper connection between travellers and destinations.
“The luxury travel sector is evolving,” Muckermann said. “It’s not just about indulgence; it’s about connection, sustainability, and offering authentic, immersive experiences. Slovenia provides the perfect setting for this new wave of luxury travel.”
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