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A bridge between Nova Gorica and Brda

13.5.2025

Crossing Borders, Uniting Cultures: Giro d’Italia Shines a Light on...

Giro d’Italia is returning to Slovenia on May 24 2025, with the world’s top cyclists crossing from Friuli Venezia Giulia into the Primorska region during stage 14. A press conference held yesterday at a symbolic location – the bridge, which connects Nova Gorica and Brda, Slovenia and Italy – officially announced the cross-border celebration of sports and...

More on: Crossing Borders, Uniting Cultures: Giro d’Italia Shines a Light on Slovenia

13.5.2025

Slovenia’s Premier Tourism Event, SIW 2025, Kicks Off with Strong I...

The central business day of the Slovenian Incoming Workshop (SIW) 2025 – the largest and most important business event in Slovenian tourism – is taking place today, May 14, in the renowned spa town of Rogaška Slatina. This year, 144 foreign tour operators and travel agencies from 27 countries are participating, engaging in more than 3,500 scheduled one-on...

More on: Slovenia’s Premier Tourism Event, SIW 2025, Kicks Off with Strong International Participation

9.5.2025

Michelin-Starred Delights: Grič and Milka Unveil New Seasonal Offer

Two Michelin-starred restaurants – Grič and Milka – are ready for an exciting summer season, offering unique dining experiences.

More on: Michelin-Starred Delights: Grič and Milka Unveil New Seasonal Offer

9.5.2025

ECoC Events in May: Two Cities, One Heart

From 1 to 10 May, Nova Gorica and Gorizia are coming alive with the second major public event of the European Capital of Culture 2025 – the March for Europe. This vibrant ten-day celebration builds on the legacy of cross-border marches from the 20th century, symbolically uniting the twin towns and celebrating shared values of cooperation, peace and cultur...

More on: ECoC Events in May: Two Cities, One Heart

9.5.2025

Slovenian Tourist Board to Host Special Media Event at Osaka Expo o...

As part of its participation in Expo 2025 Osaka, the Slovenian Tourist Board will host a special media event on 20 May, coinciding with World Bee Day – a global initiative launched by Slovenia to recognize the essential role of bees and other pollinators in supporting ecosystems and agriculture.

More on: Slovenian Tourist Board to Host Special Media Event at Osaka Expo on World Bee Day

9.5.2025

New Hop-On & Hop-Off Bus Line Launched in Nova Gorica as Part of th...

To mark the European Capital of Culture (ECoC) year, Nova Gorica has introduced a new circular hop-on, hop-off tourist bus line, making it easier for locals and visitors to explore ten key attractions in and around the city.

More on: New Hop-On & Hop-Off Bus Line Launched in Nova Gorica as Part of the ECoC

8.5.2025

A Season of Wellness & Fun at Terme Olimia

This year, the thermal resort continues to impress with revitalized attractions, wellness innovations and a glimpse into exciting developments on the horizon. 

More on: A Season of Wellness & Fun at Terme Olimia
A photo of Žužemberk

8.5.2025

Žužemberk: The Town of Knights, Iron and the First Slovenian Star i...

Žužemberk may be best known for its mighty medieval castle perched above the emerald Krka River, but this historic town is also the birthplace of remarkable stories that reach far beyond Slovenia’s borders – including the journey of the first Slovenian actress to make it in Hollywood: Zalla Zarana.

More on: Žužemberk: The Town of Knights, Iron and the First Slovenian Star in Hollywood

7.5.2025

Slovenia's Forest Stories Featured in Google’s Global World Wide Wo...

The Slovenian Tourist Board proudly joins a prestigious group of over 100 partners from 36 countries in a remarkable global multimedia initiative.

More on: Slovenia's Forest Stories Featured in Google’s Global World Wide Wood Project

Welcome to Slovenian Tourist Board Business Sites

For B2B visitors and the media who are keen on finding out more about Slovenian Tourist Board's digital as well as developmental projects and those who are searching information about events and workshops, as well as media-related projects, this is the site to browse through.

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SLOVENIA - a sports destination

Slovenia Sports Destination website is a dynamic hub where sports and tourism converge. It provides tour operators with information about business opportunities for organizing specialized thematic visits of Slovenia related to sports. It serves as a resource for organizing sports training, events, conferences, rehabilitation and competitions. It also invites fans to visit sports events in Slovenia.

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Art and Culture

The overarching communication theme for the period 2024-2025 aims to showcase Slovenia as a destination renowned for its rich arts and culture. We will strive to make it known for modern, alluring, yet undiscovered arts and culture scene, characterised by top artists and a year-round calendar of inspiring events.

For this purpose, under the leadership of the Slovenian Tourist Board, and in cooperation with a strong inter-ministerial group of partners, guidelines to support the marketing of the arts and culture main communication theme were created. The document identifies, at a strategic level, the promotion pillars and contents, as well as cultural-tourism highlights, products and experiences for the needs of communication and marketing activities. For the purpose of coordinated national promotion, the document also contains guidelines and sub- guidelines for both Slovenian Tourist Board and destinations. 

Download the document

European Capital of Culture 2025 Nova Gorica - Gorizia

Nova Gorica, Slovenia’s youngest city, and the neighbouring Gorizia in Italy, a unique and brilliant combination of two intertwined cities from adjacent countries, are the first ever borderless European Capital of Culture in 2025. The presentation of Nova Gorica also showcases Slovenia, its diverse culture, vibrant creativity and unique heritage.

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Business events

Slovenian Tourist Board, in cooperation with Slovenian travel professionals and international partners, carries out a number of marketing and communication activities for the business community. Most activities are carried out at business and trade fairs, workshops and other international events both in Slovenia and abroad.

siw2024

SIW 2025

Slovenian Incoming Workshop (SIW) is the flagship B2B tourism event in Slovenia which offers time-efficient meetings with renowned Slovenian tourism providers. This year it will take place between 13th and 15th May in Rogaška Slatina.

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itb

ITB Berlin 2025

Slovenia's presentation at this year's ITB Berlin will highlight art and culture, the STB's overarching communication theme for 2024 and 2025. For tour operators, travel agents, media and all other business opportunities, be sure to schedule a meeting with Slovenia at stand 102 in Hub 27.

More information in English

Travel Agent Manual 2024

Explore the latest highlights of Slovenia in this handbook tailored for travel professionals. Uncover five captivating reasons to select Slovenia, highlighting its dynamic Arts & Culture scene, which serves as the focal point of the annual promotional theme. Gain insights into seamlessly integrating outdoor adventures, wellness retreats, culinary delights, and immersive cultural experiences into your curated offerings.


Library of Feel Slovenia podcasts

Listen or learn more about each theme, with detailed information and useful links by scrolling down to episode guide.

Listen to Feel Slovenia podcast

Cover stars

Slovenian proverb states “a good name is better than riches”. The name of Slovenia reached several global medias that recognised it as a trendy tourist destination, mainly due to its sustainable and boutique direction. See which media placed Slovenia on the pedestal of the most attractive and sustainable tourism destinations in the world.

Slovenia in the eyes of the global media

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Condé Nast Traveler: Slovenia among the Top ten Greenest Countries in Europe

Condé Nast Traveler: Slovenia among the Top ten Greenest Countries in Europe

The global travel giant Condé Nast Traveler has compiled a list of the ten greenest countries in Europe and included Slovenia in the top ten.

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Forbes: New and renovated accommodation facilities in Slovenia

Forbes: New and renovated accommodation facilities in Slovenia

The prestigious American magazine Forbes highlights new and renovated hotels in Slovenia, which, in its opinion, are improving Slovenia's image as a tourist destination.

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National Geographic: Images of Drežnica Carnival

National Geographic: Images of Drežnica Carnival

A prominent post on the National Geographic Instagram profile highlights the traditional masks of the Soča Valley. The Drežnica Carnival characters are among the most recognisable traditional masks in Slovenia and are part of Slovenia's rich cultural...

Vanity Fair: Holidays in Ptuj

Vanity Fair: Holidays in Ptuj

A journalist from the Italian media outlet Vanity Fair discovers the charms of Slovenia’s oldest city, Ptuj. She finds it to be a hidden gem that is an ideal venue for cultural tourism, wellness and culinary experiences related to wine.

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Kulturzeitung 80: The cultural and gastronomic pulse of Ljubljana

Kulturzeitung 80: The cultural and gastronomic pulse of Ljubljana

Kulturzeitung 80 reveals the diverse aspects of art in Ljubljana, noting, "Ljubljana boasts interesting museums, excellent cultural events and a growing culinary scene."

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Green Me: The charm of outdoor activities in Carinthia and the Savinja Valley

Green Me: The charm of outdoor activities in Carinthia and the Savinja Valley

A feature presents Carinthia and Savinja as ideal destinations for lovers of outdoor activities and unspoiled nature.

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Krone Bunt: Journey into the underground of Mount Peca

Krone Bunt: Journey into the underground of Mount Peca

The Austrian newspaper Krone Bunt featured the unique experience of exploring Mount Peca’s underground, where you can journey through an abandoned mine in exciting ways.

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The Times: Ljubljana among the top cities to visit as a solo traveller

The Times: Ljubljana among the top cities to visit as a solo traveller

Among the most charming city breaks for solo travellers, recommended by the renowned British media outlet The Times, the Slovenian capital Ljubljana is ranked in first place.

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Kurier Freizeit: Soča – Slovenia’s magical river

Kurier Freizeit: Soča – Slovenia’s magical river

Follow the journey along the Soča River, described by the Austrian newspaper Kurier Freizeit as one of Europe’s most beautiful rivers that "runs like a delicate, emerald green thread through (western) Slovenia."

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Cycling Weekly: Cycling on the home routes of champions Pogačar and Roglič

Cycling Weekly: Cycling on the home routes of champions Pogačar and Roglič

Cycling Weekly journalist discovers the peculiarities of the homeland of cycling legends Tadej Pogačar and Primož Roglič while cycling over the Vršič Pass towards the Soča Valley.

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The Times: This spectacular tiny country is returning to its glory days

The Times: This spectacular tiny country is returning to its glory days

Find out how a journalist from The Times experienced the wild beauty of Bohinj, the majesty of the Julian Alps crowned by Triglav, and the intertwining of modernity and tradition in the renovation of hotels in the vicinity of the lake.

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The Esquire: Luka Dončić wants a farm in the future

The Esquire: Luka Dončić wants a farm in the future

In an interview with the reputable media outlet Esquire, the Slovenian NBA basketball star revealed that he would like to have a farm of his own in Slovenia after his retirement.

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Travel and Leisure: A gastronomic journey through a dreamland for foodies

Travel and Leisure: A gastronomic journey through a dreamland for foodies

On her journey through Slovenia, a journalist from Travel and Leisure magazine explores how the surrounding nature and tradition inspire top Slovenian chefs and how dedicated local producers are to their work.

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National Geographic: Crossing the Karawanken – the best lodge-to-lodge tour?

National Geographic: Crossing the Karawanken – the best lodge-to-lodge tour?

A journalist from the renowned National Geographic Magazine explored the charms of hiking trails in the Karawanken Mountains. He was impressed by the well-marked trails and the hospitality in mountain lodges.

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Lonely Planet: Vipava Valley among the top seven destinations for solo travellers

Lonely Planet: Vipava Valley among the top seven destinations for solo travellers

Lonely Planet, the famous travel guide, has added the Vipava Valley to its seven top destinations for solo travellers.

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The Telegraph: Ljubljana among the safest cities in Europe

The Telegraph: Ljubljana among the safest cities in Europe

The British media outlet The Telegraph presents the safest European cities, one of them being Ljubljana.

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What's new in Slovenian ski resorts

Many of Slovenia's ski resorts are opening up for the new ski season with new facilities and other improvements. At Krvavec, Rogla and Velika Planina, new six-seater chair lifts with heated seats will will ferry you atop the winter wonderlands this season. At Vogel, you can take a panoramic cable car to the top of the Zadnji Vogel ski slope and enjoy the view of the surrounding peaks of the Julian Alps in a comfortable setting. The Mariborsko Pohorje cable car has a new intermediate station. However, the ski resorts of Golte and Kope have the most new facilities. At Golte, the old Smrekovec chair lift and the Stari Stani drag lift will be replaced by two modern four-seater chair lifts, and digital ski passes will go on sale. At Kope, two new four-seater chair lifts will take you to the top of the Kopnik and Peharnik ski slopes. On the Velika Kopa ski slope, a new modern drag lift has been built.

Current statistical data

In 2023, Slovenia recovered faster than the European and world average

According to the lates data from the UN Tourism, international arrivals at the global level in 2023 were still behind 2019 (the year before the pandemic) by 12 percent, and in Europe by 6 percent. Slovenia therefore recovered faster than the European and world average. The Middle East recorded even 22 percent more international arrivals than in 2019. According to the UN Tourism, global tourism should achieve full recovery this year.

A remarkable annual performance

The year 2023 was the most successful year for Slovenian tourism so far. We recorded 16.13 million overnight stays, which is 2 percent more than in 2019 and 3.5 percent more than in 2022. We realized 6.19 million arrivals, which is almost 6 percent rise compared to 2022 and only 0.6 percent drop compared to 2019. At the same time, we kept the average length of stay at the level of 2019, despite the trend of shorter breaks during the year.

More information

International arrivals recovery 2023

Tourist arrivals 2023 and growth rates vs 2022 and 2019
 

Tourist overnight stays in 2023 and growth rates vs. 2022 and 2019

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