STB's promotional activities in the field of cycling tourism

Slovenia is a fast-growing cycling destination, host of top competitions and home to the best cyclists in the world

Active outdoor holidays and sports tourism are the main communicational topics of the Slovenian Tourist Board for 2022 and 2023. Cycling is one of the most sustainable and green forms of tourism, which in recent years, despite difficult conditions in tourism, is experiencing a new renaissance. Through its numerous activities, the STB develops, creates and promotes cycling tourism and supports professional cycling, which has a long tradition in Slovenia. In this way, it co-creates the economic, social, environmental, cultural and health prosperity of the Slovenian tourism industry and sports.

The STB supports the best cyclists in the world

Tadej Pogačar and Primož Roglič are synonymous with top sporting achievements, which have catapulted Slovenia among cycling superpowers. Passion, dedication and a sporting heart are the values that unite them in promoting Slovenia at the most prestigious sports competitions, such as Tour de France, Vuelta, Giro d'Italia, the Summer Olympics and others. They are making history with their achievements, which rank them among the best cyclists in the world.

The STB strengthens the visibility of Slovenia as a destination for an excellent cycling holiday by cooperating with top cycling aces, Tadej Pogačar and Primož Roglič, who are also ambassadors of Slovenian tourism. Through creative and emotional communication, they represent the diversity of Slovenia for cycling experiences for both recreational cyclists, family biking and professional cycling teams. Exceptional mutual respect and relentless competition on bicycles among Slovenian aces is a reflection of exceptional sports personalities who represent Slovenia as a unique destination for active outdoor experiences for all who appreciate the rich nature, heart and dedication of tourism workers and diversity of cycling tourism experiences for road, mountain, long-distance  and  family cycling

The two-time reigning champion of Tour de France, Tadej Pogačar, is also the absolute record holder of the most watched I Feel Slovenia brand videos. With Pogačar, the STB has prepared a series of inspiring videos about Slovenian cycling routes as a source of motivation and inspiration for the best cyclist in the world. The main "Tadej Pogačar training for the Tour de France 2022 in Slovenia" video has already been watched by more than 183 thousand users on the YouTube channel and about 30 thousand on the Feel Slovenia Facebook page. Pogačar also participated in the world exhibition Expo Dubai 2020. The most recent promotional material made with Pogačar is the podcast, in which Dr Noah Charney interviews Tadej Pogačar and asks him about Slovenia’s gastronomy, his personal life and trainings and where to cycle when you visit Slovenia. The Tour de France with the main Slovenian aces is also a great opportunity to raise Slovenia's profile in the world, so the STB has created a special video quiz, in which Roglič and Pogačar compete in knowledge of Slovenia.

The STB supports and participates in as many as 10 Slovenian cycling competitions at European and global level

European and world competitions in road and mountain biking have been taking place at sports venues across Slovenia for many years. The excellence and dedication of the organizers of cycling competitions and unique venues attract the world's biggest cycling stars to Slovenia. They admire Slovenian nature, Slovenian hospitality and the atmosphere created by Slovenian and foreign fans along the tracks. By promoting Slovenia as a green and sustainable destination at sports competitions, the STB creates added value for domestic competitions and increases their international impact in the segment of active outdoor experiences and sports tourism.

Cycling competitions with an international tradition

More than 10 Slovenian cycling competitions with an international tradition, supported by the STB, are proof that Slovenia is a unique destination for sports tourism in Europe and the world. Among them are Tour of Slovenia, UCI GP Slovenian Istria, GP Nova Gorica and Vipava Valley, GP Gorenjska, GP Adria Mobil, the Franja Marathon, IXS European Downhill Cup, the Black Hole Bike & Outdoor Festival – Enduro World Series, the European Mountain Cycling Championship, L'Étape Slovenia by Tour de France. For many years, the STB has also supported the outmost retro cycling event, Red Bull Goni Pony, when the crowd of retro dressed-up recreative cyclists rides to the highest mountain pass in Slovenia on Pony bikes.

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After many years, one of the three grand races returned to Slovenia. Giro d'Italia 2022 (and Giro d'Italia 2021) was held in Slovenia. This year, the 19th stage in Soča Valley represented one of the greatest and most demanding challenges for the cyclists. The race was broadcast via a television network that reaches 768 million viewers on five continents.

For the fifth time this year, the STB, in partnership with the Adria Mobil Cycling Club, is broadcasting the Tour of Slovenia under the recognizable "Fight for green" slogan on the global television network Eurosport. S By purchasing advertising space on Eurosport TV channels and the website, the STB will represent Slovenia and tourist destinations in 238 TV commercials and 3.2 million displays of online advertisements. The live broadcast of the race on the Eurosport 1 channel will take at least 10 hours, the same applies to TV Slovenia. Attention to Slovenia as a green and safe destination for great experiences will also be given in the article on Slovenia and the race. Other communication activities of presenting Slovenia as a green and safe destination for excellent active experiences on Eurosport channels have also been intensified.

Start and finish destinations of Tour of Slovenia

All 10 destinations that host the start and finish of the race (Nova Gorica, Postojna, Ptuj, Rogaška Slatina, Žalec, Celje, Laško, Kamnik and Vrhnika and Novo mesto) will be presented in videos highlighting their key tourist attractions. The I feel Slovenia brand will be prominently displayed along the race route. During the broadcast, over 66 points of interest will be presented in as many as 39 destinations participating in this year's race.

Advertising on Eurosport television network

In 2021, the STB presented Slovenia in more than 120 countries through a comprehensive campaign on Eurosport television network and social media channels. The race was watched by 9.5 million spectators who watched the fight for the green on the television channels Eurosport and RTV Slovenia. Another 16.5 million viewers were reached through television advertising, and additional 3 million through online video ads.

In four years, the STB in cooperation with Eurosport has reached almost 35 million TV viewers with the broadcast of the Tour of Slovenia. Intensive communication took place also on the Feel Slovenia social media channels, with more than 2 million displays of advertisements and posts before, during and after the race. More than 4,000 users came to the portal slovenia.info from this address, and the places that hosted starts and finishes of the race were also intensively exposed in communication. Advertising has also taken place on the Eurosport social networks, reaching around 3.5 million of followers. The number of views on the eurosport.com website has also reached around 30 thousand. A total of 1,676 articles about Tour of Slovenia were recorded in the Slovenian media space, with a total estimated value of 1.88 million euros.

The STB lays foundations for strong ties in the tourism industry

International and domestic tourism fairs and business meetings connect destinations, tourism providers and tour operators. Cycling and sports tourism is experiencing a real renaissance: nature, active holidays, sustainability and boutiqueness are the key factors that connect Slovenian tourism. The STB organizes a large number of fairs and business meetings at home and abroad every year. Among the latter, the STBO pays the most attention to the markets with the largest number of tourists interested in active holidays and cycling trips.

The largest cycling conference in the world - Velo City

It should also be pinpointed that in June Slovenia will host the largest cycling conference in the world – Velo City, which takes place under the auspices of the European Cycling Federation. More than 1,400 participants from 60 countries are attending the Velo City Conference – this year from 14 to 17 June in Ljubljana, the European Green Capital 2016. For the first time, an 11-kilometer cycling parade will be held, created by Slovenian cycling enthusiasts, to show commitment to an active, healthy and sustainable way of life in Slovenia.

The STB develops innovative, sustainable and green cycling stories

Tourism trends predict a bright future for destinations that have been building on sustainable and green tourism products for many years and combined with authentic local experiences turned them into unique experiences. Slovenia's innovation for sustainable and green tourism is recognizable for its excellence on a global scale. With the development of new experiences for active holidays, the STB is turning authentic local experiences into a comprehensive, dynamic and unforgettable experience for tourists in Slovenia.

Last year, the STB, in cooperation with the Slovenian Green consortium, developed the first Slovenia Green Gourmet Route, which connects destinations and providers with the Slovenia Green label. With the promotional documentary Slovenia Green, green cycling tourism opened a new chapter in the development and promotion of active green tourism. Excellent responses are proof that there is an active and green future for destination development. This year, a new cycling experience – Slovenia Green Wellness Route – will be launched. It will focus on active cycling experiences with a touch of thermal pampering in the best wellness destinations in eastern Slovenia.

Watch the film Slovenia Green

The STB creates viral communication that impresses global media

The STB creates a number of inspiring stories, which position Slovenia as the best host of sports competitions and active green experiences in the homeland of world cycling stars such as Tadej Pogačar and Primož Roglič. Their innovative digital marketing approaches target those interested in outdoor active experiences in Slovenia.

Media posts

Partnerships with world cycling stars are also reflected in the high values of media coverage in the world of cycling and tourism media. Through online campaigns through its own channels in 2021, the STB reached millions of users worldwide, focusing on key global markets and neighboring countries.

The STB, together with the world media, creates exceptional cycling stories

In 2022, the STB is upgrading its partnerships with the world's leading travel media, such as Lonely Planet and National Geographic. Finding partnership opportunities with the world’s media is an important factor in creating inspiring stories. In its article on the Euro Velo8 and Parezana cycling routes, the New York Times highlighted Slovenia, the coastal cities of Koper, Izola, Piran and Portorož. Belgian outdoor chain store A.S. Adventure has recorded a catalog of products in Slovenia, in which they highlighted the beauties of Slovenia and performed equipment tests.

With a comprehensive marketing approach, Stories from Slovenia impress foreign visitors that are subscribed to the monthly newsetter. In the last 12 months, the STB's team has created numerous stories and news that present the stories of heartfelt and dedicated tourism workers who create a perfect atmosphere for active holidays in the heart of pristine nature.

Publications to promote Slovenia as a unique destination

To promote Slovenia as a unique destination for outdoor recreation and sports tourism, the STB has also published a number of brochures: Slovenia Outdoor, Hiking in Slovenia, Speciali accommodation for hikers, Cycling in Slovenia, Special accommodation for cyclists, Sports destination - Slovenia and others. The publications are available in several languages: Slovenian, English, German and Italian.

In digital content marketing, the STB also highlights the diverse Slovenian tourist offer for cycling enthusiasts: