The success of the Maribor 2012 – European Capital of Culture project also resonated beyond Slovene borders. The Institute Maribor 2012, the executive entity behind ECoC, planned various media visits, both independently and in cooperation with the Maribor Tourism Board and the SPIRIT Slovenia Tourist Board, which brought numerous prominent Austrian, Croatian, British, Belgian, Dutch, German, Israeli, Spanish, Japanese and other media outlets reporting on the ECoC 2012 project to Maribor and its partner towns.
Foreign media expressed great interest in the project, as Maribor was visited by more than 400 foreign media representatives from 28 countries during the ECoC year. The project recorded approx. 800 publications in foreign media.
As the European Capital of Culture, Maribor was reported on in media such as Kleinezeitung, Kronenzeitung, Wiener Zeitung, Lonely Planet, The Sunday Telegraph, The Observer, The Guardian, Independent, The Sunday Post, Chicago Tribune, La Repubblica, HTV, Večernji list, Vijesti, Haaratz, BBC, ORF, France 24, Ireland’s National Television RTE, Deutsche Welle, Euronews, RAI 1, HRT, Al Jazeera, etc.
Lonely Planet selected the old Maribor town core as one of the 2012 Top 10 travel experiences.
The majority of media representatives who visited Maribor came from the neighbouring Austria and Croatia, followed by media representatives from Germany, Italy, the Netherlands, and Great Britain.
With a vast array of positive appearances in foreign media, the ECoC 2012 project contributed to the international recognition of Maribor, its partner towns and the broader region, and secured their place on the global map of cultural tourist destinations.