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Slovenian Tourist Board

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16.1.2025

Royal Return: Vila Muhr Reopens Its Doors

Stories don’t have beginnings… only steps that lead through time. Adolf Muhr, a man with a vision, recognized the potential of this place and built a villa that, over the centuries, has become a precious refuge for nobility. Its strategic location and timeless beauty have placed the villa among the world’s most recognized destinations.

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16.1.2025

STB on TikTok: Connecting with Generation Z and Millennials

The Slovenian Tourist Board (STB) has been achieving impressive results through its Feel Slovenia profile on TikTok, a platform it has actively engaged with since 2022. In 2024, its captivating and authentic video content showcasing Slovenia's tourist destinations and products amassed over 17 million views, more than 330,000 likes, and sparked over 2,700...

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15.1.2025

2024 Brought Record-Approaching Overnight Stays in Bled

In 2024, 481,213 guests generated 1,150,708 overnight stays in Bled, marking a 6% increase in overnight stays and an 8% rise in visitors compared to 2023. The year came very close to matching the record-breaking 1,151,831 overnight stays achieved in 2018.

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15.1.2025

FEELSLOVENIA's Pinterest Profile: Inspiring Travelers Worldwide

The Slovenian Tourist Board (STB) has established one of the most influential Pinterest profiles among global tourist destinations. With over 5,900 followers, the FEELSLOVENIA profile captivated more than 3.1 million impressions in 2024, reaching 1.4 million users monthly through stunning photos and engaging video content.

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9.1.2025

Slovenian Tourism 2025: Building a More Sustainable, Competitive an...

In 2025, Slovenian tourism will be marked by numerous projects, innovations and activities. This year also celebrates two significant anniversaries: 30 years since the establishment of the precursor to the Slovenian Tourist Board and 120 years of the Tourism Association of Slovenia.

More on: Slovenian Tourism 2025: Building a More Sustainable, Competitive and Resilient Industry Together

8.1.2025

A Glimpse into the Official Programme of the European Capital of Cu...

Discover a selection of standout events from the Official Programme of the European Capital of Culture 2025 Nova Gorica - Gorizia.

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8.1.2025

One Month to Go: European Capital of Culture 2025 Nova Gorica – Gor...

In one month, Nova Gorica and Gorizia will become the Europe's first borderless Capital of Culture , highlighting an extraordinary display of cross-border unity.

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7.1.2025

Top Sports Events 2025 – Cheer with Us!

Slovenia is gearing up for a year filled with thrilling sports events in 2025. What are the key dates to circle on your calendar? 

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6.1.2025

Slovenia Named One of the 50 Best Places to Travel in 2025 by Trave...

Slovenia has been highlighted in the prestigious Food and Drinks section of Travel + Leisure's 50 Best Places to Travel in 2025, cementing its reputation as a rising star in the global culinary and wine scene.

More on: Slovenia Named One of the 50 Best Places to Travel in 2025 by Travel + Leisure

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. 

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Nova Gorica and Gorizia – European Capital of Culture 2025

The countdown to 2025 is on as Nova Gorica, Slovenia's youngest city, and its neighbouring counterpart Gorizia, a unique fusion of two interconnected cities, prepare to light up the European and global cultural stage as the cross-border European Capital of Culture. At the same time, Slovenia will step into the spotlight, showcasing its rich culture, world-class art, vibrant creativity and unique heritage to a global audience.

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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 2024

Slovenia's presentation at this year's ITB Berlin highlighted art and culture, the STB's overarching communication theme for 2024 and 2025. Throughout the fair's duration, the Slovenian stand hosted insightful discussions on culture and art travel

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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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The New York Times: Ana Roš, one of the best chefs in the world

The New York Times: Ana Roš, one of the best chefs in the world

One of the world's most respected magazines has turned its attention to chef Ana Roš and presents her impressive story in depth. Though self-taught, her lack of formal training paves the way for boundless creative freedom, a feature vividly reflected...

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National Geographic: Soča Valley gastronomy on the list of the best gourmet getaways in Europe

National Geographic: Soča Valley gastronomy on the list of the best gourmet getaways in Europe

Foodies will not have missed the article in National Geographic describing destinations in Europe worth visiting for their exceptional cuisine. Among the 23 destinations, the Soča Valley's culinary reputation is notably enhanced by its gem, Hiša Franko.

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Apotheken Umschau: The charms of Maribor

Apotheken Umschau: The charms of Maribor

Christian Haas, a journalist with the German media Apotheken Umschau, discovers the charms of the city of the world's oldest vine. He pays special attention to the winter fun to be had at Mariborsko Pohorje.

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Wanderlust: Rambling among the Julian Alps

Wanderlust: Rambling among the Julian Alps

For the online edition of Wanderlust, journalist Steve Fallon discovers the charms of the Julian Alps and gives readers tips on how to fill their short break with diverse experiences.

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Vogue: Why Slovenia – and its dining scene – should be on your European bucket list

Vogue: Why Slovenia – and its dining scene – should be on your European bucket list

Vogue Online celebrates the beauty of Slovenia, both in terms of gastronomy and sustainability and active experiences in nature. It also discusses the cycling star Tadej Pogačar, the ambassador of Slovenian tourism.

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Forbes: A secret winter playground: the Alps of northern Slovenia

Forbes: A secret winter playground: the Alps of northern Slovenia

Travel with journalist Ann Abel through the winter idyll of Kranjska Gora, Velika Planina, Ljubljana, Vogel and Maribor, and get in the cheerful mood in the company of the Kurents in Ptuj.

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The Telegraph: Juliana Trail among the 20 best walking holidays

The Telegraph: Juliana Trail among the 20 best walking holidays

The renowned British media giant The Telegraph has compiled a list of the 20 best walking holidays for 2023. Included among the chosen trails is the well-known Juliana Trail.

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Travel and Leisure: Ljubljana among the best cities in Europe

Travel and Leisure: Ljubljana among the best cities in Europe

The reputable media Travel and Leisure has published its 15 favourite cities in Europe, as voted by its readers. Achieving a notable 7th place, Ljubljana, the capital of Slovenia, was particularly distinguished by its rich historical character.

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BBC: What do wellness guru Sebastian Kneipp and the town of Kamnik have in common?

BBC: What do wellness guru Sebastian Kneipp and the town of Kamnik have in common?

Sebastian Kneipp is known for his methods to improve well-being, the most famous of which is alternating bathing in cold and warm water. But did you know that his methods are also used in the Snovik Spa near Kamnik?

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Condé Nast Traveler: Slovenia among the best honeymoon destinations in the world

Condé Nast Traveler: Slovenia among the best honeymoon destinations in the world

Condé Nast Traveler, a titan in global travel, is guiding newlyweds-to-be in discovering the finest honeymoon experiences and it recommends Slovenia as one of the best honeymoon destinations in the summer.

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Le Monde: Slovenia, the country where bees are queens

Le Monde: Slovenia, the country where bees are queens

The French newspaper Le Monde focuses on the rich beekeeping tradition in Slovenia, which has also found its place on the UNESCO Intangible Heritage List. Readers learn more about Slovenia through the work of women beekeepers near Laško.

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Lonely Planet: Slovenia among the 7 destinations to visit by e-vehicle

Lonely Planet: Slovenia among the 7 destinations to visit by e-vehicle

To celebrate the launch of the new guide, they have selected seven routes in European countries that are ideal for travelling by electric car. Among them is Slovenia, which is recommended for EV drivers because of its growing network of charging points,...

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Lonely Planet: Trans Dinarica cycling trail in the 'Best in Travel' 2024 guidebook

Lonely Planet: Trans Dinarica cycling trail in the 'Best in Travel' 2024 guidebook

The a renowned travel publication Lonely Planet has named the Trans Dinarica cycling trail as one of the Best in Travel Experiences for 2024 for its exceptional quality.

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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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