Slovenian Tourist Board

Cycling stronghold: Slovenia rolls with the world’s best

Thanks to the success of Slovenian cyclists, the organization of top cycling races and events, the development of sports tourism and unique outdoor active experiences, Slovenia has in the past decade become synonymous with one of the most attractive green destinations for sports tourism.

The Slovenian Tourist Board (STB) actively develops, creates, encourages and promotes cycling tourism through a wide range of projects, while also supporting professional cycling, which has a long-standing tradition in Slovenia. In doing so, it contributes to the economic, social, environmental, cultural, and health-related well-being of Slovenia’s tourism industry and sport sector.

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

Three-time Tour de France winner, 2024 World Champion, and the top-ranked cyclist on the UCI World Ranking since 2021 — these are just some of the most high-profile achievements of the Ambassador of Slovenian tourism Tadej Pogačar. With his athletic success, philanthropy, and deep love for Slovenia, he continues to inspire fans across the globe. Among his videos about Slovenia, the most viewed is Tadej Pogačar training for Tour de France 2022 in Slovenia, which has already garnered over half a million views across various platforms.

The first Slovenian to win the overall title at the prestigious three-week Giro d’Italia and the record-holder for the most overall wins at Spain’s La Vuelta. Olympic champion in Tokyo. But Primož Roglič is more than just a former ski jumper — he often celebrates cycling victories with his signature telemark jump. As the Ambassador of Slovenian tourism, he showcases family-friendly experiences across Slovenia, both in winter and summer. One of the most popular glimpses into Roglič’s family adventures is the video.

The STB supports and participates in many 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, 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.

One of the three Grand Tours, the Giro d’Italia has carried a Slovenian touch for over a century. In 2025, the 108th edition of the race visited Slovenia for the sixth time in history — this time in the European Capital of Culture, Nova Gorica/Gorizia. This cycling spectacle is watched annually by 694 million viewers in 198 countries via TV broadcast. After a short hiatus, the amateur event Giro-E is also making a comeback. It is the first Grand Tour for e-bikes and features a special team, the I Feel Slovenia Daily Team.

For many years, the Slovenian Tourist Board (STB) has partnered with the Adria Mobil Cycling Club to broadcast the Tour of Slovenia under the well-known slogan “Fight for Green” on the global television network Eurosport. Through advertising placements on Eurosport’s TV channels and website, STB promotes Slovenia and its tourist destinations with 238 TV ads and 3.2 million digital ad impressions. Live coverage of the race on Eurosport exceeds 10 hours, with the same amount broadcast on TV Slovenia. A feature segment about Slovenia and the race also highlights the country as a green and safe destination for outstanding experiences. STB has further intensified communications to showcase Slovenia as a prime green and safe destination for active outdoor experiences on digital platforms and the Eurosport network. To date, the race has reached over 63.5 million viewers worldwide.

Start and finish destinations of Tour of Slovenia

Each year, ten Slovenian destinations host the start and finish lines of the Slovenian green cycling tour. In 2025, these are Piran, Škofljica, Velenje, Rogaška Slatina, Majšperk, Ormož, Maribor, Golte, Litija and Novo Mesto. All destinations are featured in video clips highlighting their key natural and cultural experiences and attractions. Throughout the race, the I feel Slovenia brand is prominently showcased, including during the TV broadcast. The coverage also presents numerous points of interest (POI) across the five race stages.

Partnership with Eurosport television network

In partnership with Eurosport, the Slovenian Tourist Board (STB) ensures the broadcast of the Tour of Slovenia in 130 countries around the world. Since 2016, a total of 63.5 million viewers across 130 countries have watched the Tour of Slovenia on Eurosport. Each year, the race attracts more than 20 domestic and international teams, including some of the top WorldTour teams. Around 140 professional cyclists will compete for the green jersey across diverse stages from Piran to Maribor.

Through its Feel Slovenia social media channels, the STB carries out an intensive communication campaign before, during, and after the race—highlighting destinations, the I feel Slovenia brand, points of interest, and various sporting attractions and highlights of the Slovenian tour.

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

In 2022, Slovenia hosted the largest cycling conference in the world – Velo City, organized under the auspices of the European Cyclists’ Federation. More than 1,400 participants from 60 countries attended the Velo-city conference in Ljubljana, the European Green Capital of 2016. The event featured Slovenia’s first-ever 11-kilometre cycling parade, created by local cycling enthusiasts to showcase the country’s commitment to an active, healthy, and sustainable lifestyle.

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.

In partnership with the Slovenia Green consortium, the Slovenian Tourist Board (STB) developed the first green cycling experience – the Slovenia Green Gourmet Route – connecting destinations and providers awarded the Slovenia Green label. With the documentary-promotional film Slovenia Green, green cycling tourism opened a new chapter in the development and promotion of active, sustainable travel. Excellent feedback has confirmed that active and green experiences represent the future of destination development. Inspired by this first green cycling journey, a new experience soon followed: the Slovenia Green Wellness Route, which focuses on active cycling paired with thermal indulgence at some of eastern Slovenia’s top wellness destinations

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, 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

The Slovenian Tourist Board (STB) continuously strengthens its partnership with leading global travel media, including Lonely Planet and National Geographic. Within the Global Communications Department, identifying opportunities to cooperate with international media is a key component in crafting inspiring stories.

A journalist from the French daily Le Monde published an in-depth feature on Tadej Pogačar, highlighting the importance of cycling in Slovenia.

The New York Times showcased Slovenia in an article on the EuroVelo 8 cycling route and the Parenzana trail, featuring coastal towns such as Koper, Izola, Piran, and Portorož.

The Belgian outdoor retail chain A.S. Adventure produced a product catalogue in Slovenia, spotlighting the country’s natural beauty while testing outdoor gear in the Vipava Valley and the Logar Valley.

Through a comprehensive marketing approach, stories from Slovenia inspire tens of thousands of international recipients of the Slovenian tourism newsletter each week.

The STB team works daily to update current information and share captivating stories – featuring passionate tourism professionals who create a warm, authentic atmosphere for active getaways 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: