Tourists from Italy present a great potential for Slovenia tourist market. The aim of the research was to form a profile of average international Italian tourist. Gathered information was used to form marketing tips for different areas of tourism.
The results of the analysis show that Italians are quite satisfied with the aspects of Slovenian tourism, in particular with spa and wellness services, town and city experiences, cultural and historical attractions, and games of chance. The exception in negative terms is the traffic infrastructure, which the respondents branded as largely unsatisfactory.