Nova Gorica, 8 February 2025 – Hit Group is participating in the European Capital of Culture 2025 (ECoC) project not only as the largest provider of hotel and conference services in the Goriška region but also as a creator of a wide range of tourist experiences. This year, these experiences will be further enriched with culturally themed content.
The Hit Group operates four hotels in the Goriška region—Perla and Park in Nova Gorica, Lipa in Šempeter pri Gorici, and Sabotin in Solkan—offering a total of 833 beds and nearly 1,000 seats in conference halls. As a key tourism provider, Hit has been involved with the ECoC project from the very beginning. This year, it is further adapting its hotel and conference services to accommodate the influx of visitors coming to Nova Gorica for ECoC events.
Since its founding 40 years ago, Nova Gorica-based Hit has played a crucial role in attracting international tourists. Even in the 1980s, its activities symbolically transcended linguistic and national borders. The company has also been a longstanding supporter of numerous socially responsible cultural projects and a co-organizer of various local events. In 2025, it is building on this role by creating experiences that not only provide visitors with a tourist experience but also offer insight into the cultural heritage of the region.
The Hit Group President of the Management Board, Mr Sandi Brataševec, commented:
“Our participation in the European Capital of Culture project represents a significant contribution to achieving Hit Group’s strategy of sustainable growth and internationalization. Cross-border collaboration, support for socially responsible projects, efforts to create a vibrant entertainment scene, and enhancing the destination’s global recognition are our shared goals. Through these efforts, we also contribute to the sustainable development of the wider community in which we operate.”
Upcoming Activities by the Hit Group for the celebration of the European Capital of Culture 2025:
1. Exhibition: “A Collection of Artprints by Primorska Artists (1951–1989)” at the Park Hotel
The exhibition features 118 artprints by Primorska and cross-border artists, presenting the creative legacy of 22 exceptional authors who helped shape modern art in the region. It can be viewed every Wednesday from 3pm to 5pm or by prior arrangement with the hotel reception (t: +386 5 336 20 00).
Curated by the Hit Group, this exhibition reflects the company’s long-standing dedication to preserving and promoting cross-border cultural heritage. By supporting such initiatives, Hit ensures that valuable artworks—expressions of the region’s rich cultural identity—are preserved and passed down to future generations.
2. Digital Art Exhibition by Bogdan Soban at the Perla
The Perla foyer will host an exhibition featuring 20 digital artworks by local artist and former Hit employee, Bogdan Soban. Created using computer-generated techniques, the exhibition titled “Coexistence-Convivenza” celebrates Nova Gorica and Gorizia’s joint title as European Capital of Culture. The exhibition runs until the end of February 2025.
3. Hit’s “Borderless” Cultural Tourism Packages
The Hit Group has partnered with Go!2025 to promote Nova Gorica and its ECoC events. The company is offering “Borderless” tourism packages, which include accommodations in Hit hotels, a range of hotel and dining services, and cultural experiences revealing the region’s uniqueness. These packages are promoted through joint brochures at tourism fairs in Slovenia and abroad.
4. Hit’s Participation in the Bulevar.eu Project
Nova Gorica’s tourism providers have joined forces in Bulevar.eu, a mobile app developed by the Nova Gorica-based company Arctur. The app allows visitors to explore cultural landmarks across the twin cities of Nova Gorica and Gorizia. The Hit Group is part of this initiative, enabling app users to redeem points for services at Hit hotels and restaurants.
5. Catering at the ECoC Opening Ceremony
For the ECoC 2025 opening event, the Hit Group played a key role as a catering service provider. The Hit Group and its subsidiary, Hit Alpinea, combined their experienced teams to organize a banquet for over 1,000 guests. The menu paid tribute to local cuisine, including special Gorizia delicacies created by Chef Matjaž Šinigoj from the Perla Hotel for Nova Gorica’s 70th anniversary. Using locally sourced ingredients and dishes inspired by regional culinary traditions, the event authentically presented the cross-border area’s rich gastronomic heritage.
In the lead-up to ECoC 2025, Hit Group provided accommodation and hosted various conferences in its hotels. In 2025, they are prepared for an even higher demand. During the festive opening weekend of the European Capital of Culture Nova Gorica–Gorizia, from 7 to 9 February, Hit hotels Perla, Park, and Sabotin recorded over 400 additional overnight stays as a result of the event.
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More information: Ms Maša Koglot, masa.koglot@hit.si, m +386 41 616 626