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Petra Tolja

Director of Sales Middle East and India


Petra’s addiction to the travel industry started at an early age. In her first summer job, at the age of 14, she started selling excursions and day trips at a local travel agency. She still remembers how thankful she felt for the opportunity of having a job where she could develop her communication skills and learn, while meeting new people.

Her natural next step was to study tourism and apply for a part time job at the Slovenia Tourist Board. During that time, Petra was traveling through Europe, representing Slovenia at different events. She was proud to present her country to the vast population around the globe. However, she felt she could do more than leisure, so the real passion came while working for the Slovenian Convention Bureau and later for Kompas, the biggest Tour Operator in Slovenia.

Event planning and corporate travel was where Petra found her true self. Being part of successful events, from planning to operations, mostly in Europe, Middle East and Asia, made her realize she wanted to learn more in different fields. These are just a few projects she took part in: the 2008 operational team for the Slovenian presidency of EU, the organization team for Conventa, the 2015 OCWC Global conference, the 15th ISACP Conference, the 14th ESVCP Congress, organization of incentive groups to the USA, Africa, India, the Middle East and Europe, the organization team of WEF Slovenia in 2020, one of the last global events in Slovenia before the onset of the pandemic.
In 2019, finding herself at a crossroads in her career, she decided to embark on her own path, creating Pure Travel, offering worldwide personal and corporate travel, incentives groups, tailored to individual’s needs and wishes.

As a member of WEF and WICCI, she has met inspirational women from around the world, who helped her understand the power of connecting, communication and sharing experiences and expertise. She started helping companies across the globe to improve their operational processes. With knowledge and interest in the Indian and the Middle Eastern market she was honoured to join the Sophia Academy’s team as the Director of Sales ME and India.

Petra’s references:


Ravi Burman

President, OSA Hindu College, New Delhi, India

We would like to place on record our appreciation for the excellent Trip to Slovenia that Petra organized for our group of 30 people in April 2019. The arrangements she made for us during our 7 day trip were very good, right from the 3 days of golfing at Royal Bled, Ottocec and Ptuij golf courses to the daily sightseeing trips all over Slovenia & Croatia to the excellent Lunches and Dinners at various starred restaurants every day. And all this with a loving smile in spite of the various demands of the Group that were asked of her. The whole group enjoyed the trip and her caring and personal company right through the trip. We look forward to her organizing our next trip once the pandemic is over.


Sajit Nair

Product manager, Enveu, UAE

Petra is a bundle of positive energy, skilled in communication and a never say die attitude to work. She was quick, reliable and accommodating of our capricious bosses whims. To give you an example, we had to organize a board meeting in Dubai for our board members from all over the world and it had to be put together in a week including flight tickets, hotels, boardroom, restaurants and entertainment. Instead of giving the industry standard “we-would-need-more-time”, she immediately got on to the task and delivered what can only be described as an uncompromised and hassle free experience.


Barbara Uranjek

British-Slovenian Chamber of Commerce, Slovenia

At the British-Slovenian Chamber of Commerce we promote trade and investment between the UK and Slovenia. We have over 100 members and organise many business-related events and activities.We organise around 10 business delegations to the UK every year, with many delegates with different interests and wishes. These delegations range from 2-3 people to up to 130 people. It is crucial that we have a good partner, like Petra, that knows how to organise and handle these trips and suit them to each individual. Petra organised numerous delegations for us from 2018-2020. She was always very professional and reliable. She knows how to identify each person’s needs and adapt the travel program to them. People are very particular when it comes to traveling and Petra’s patience and adaptability were amazing. She also understood very well our premium level of travel experience and made sure to keep the travel experience at a high level of delivery.

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