Graduated at University of Ljubljana, where he majored in Italian language and anthropology, He started his career in tourism in 1999, working for the tourist agency Club in Most na Soči, organising vintage steam train trips on the “Transalpine Railway”. Always following his ideas that visitors should find more than they expected, fully experience the country they travel to and live their dreams on holiday.
He continued to follow these guidelines even when he started working for the Slovenian Tourist Organisation. In 2007 he became a director for the Italian market.
He was appointed Director of Slovenian Pavilion at World Expo 2015 in Milan. He saw the biggest exhibition event in the world as a great opportunity to promote Slovenian tourism in addition to the economy. The pavilion was visited by over one million visitors and exceeded all expectations. The newspaper “Il Corriere della Sera” listed Slovenian Pavilion among the four most active at the World Expo.
In 2017 he founded his own company Lovely Trips, where he promotes and represents tourist regions and products from Slovenia, Central and South-Eastern Europe on the Italian market.