In a world where nations are more connected and depend on each other than ever, tourism – an industry built by people for people – has become a powerful force in transcending stereotypes and dismantling prejudices.

On World Tourism Day 2024, UNWTO emphasizes the crucial role tourism plays in fostering understanding, acceptance and unity. It allows us to experience diverse cultures, hear new languages, taste exotic flavours and connect with others, fostering empathy and building tolerance. Beyond its economic impact, tourism is a profound educational and spiritual journey that broadens horizons and nurtures a deeper appreciation for our shared humanity.

Tourism is a vital pillar of Slovenia's economy, contributing 5.4 percent of the national GDP and providing 6.3 percent of all jobs. Read the full letter from Minister of the Economy, Tourism, and Sport, Matjaž Han.

Dear partners in co-creating Slovenian tourism and our shared success story,

Today is our day once again! On September 27, as we shine a special spotlight on tourism, we take the opportunity to celebrate its importance and emphasize its role in society. This year's World Tourism Day theme, Tourism and Peace, is particularly fitting given the current turbulent times in Europe and across the globe.

We, who contribute to the creation of tourism experiences in Slovenia, know that tourism is one of the most powerful tools for fostering mutual understanding and cultural integration. In a time when the pursuit of peace is critical, the role of tourism as a catalyst for promoting peace and reconciliation is more vital than ever.

Tourism connects people and diverse cultures. Through travel, we experience coexistence, gain understanding, and grow respect for human rights, equality, social justice and human dignity. As one of the world’s leading economic sectors, tourism is also a strong advocate for peace. Beyond its significant economic impact, tourism teaches us to value all people, regardless of race, social status, or any other characteristic, fostering respect for humanity and for life on our fascinating planet.

An old Slovenian slogan "Tourism is people" beautifully captures the essence of tourism. On this day, as we celebrate its significance, we also recognize its role as an instrument of peace. Tourism connects globally, fosters dialogue and creates important partnerships and strategies that promote peace and reconciliation.

On the occasion of World Tourism Day, I extend my sincere gratitude to all the co-creators of Slovenian tourism for your tireless dedication, innovation, efficiency and your excellent cooperation with the Ministry of Economy, Tourism and Sport. I hope we will successfully continue to shape Slovenia as a highly attractive and safe tourist destination.

With sincere regards,  

Matjaž Han

Listen to the speech of Zurab Pololikashvili, Secretary-General of of the UN Tourism.

Watch the video

After a thriving summer season, Slovenian tourism is poised for yet another year of strong performance and surpluses. Listen to the address from the Director of the Slovenian Tourist Board, MSc. Maja Pak Olaj.

Watch the video

Tourism Year 2024 in Numbers

Following the devastating floods that impacted Slovenia in August 2023, which significantly affected tourism, this year’s August has marked a remarkable recovery. In August 2024, we recorded 1.18 million tourist arrivals and nearly 3.27 million overnight stays. This represents an impressive 18 percent increase in tourist arrivals and a 14 percent rise in overnight stays compared to the same period in 2023.

August 2024

The tourism figures for January to August 2024 are highly encouraging. Slovenia welcomed nearly 4.8 million tourist arrivals, marking a 6 percent increase compared to the first eight months of the previous year. There were also 12.5 million overnight stays, reflecting a 4 percent rise. Tourists from Germany contributed the most overnight stays, with 1.52 million, representing a 33 percent increase compared to the same period in 2019. Strong growth was also recorded from countries within the Visegrad Group, with the Czech Republic seeing a 36 percent increase, Hungary 23 percent, Poland an impressive 58 percent and Slovakia 51 percent. Other markets also showed significant growth compared to 2019, including the Netherlands with an 11 percent rise, Belgium at 10 percent, France with a robust 38 percent and Croatia at 27 percent. 

January – August 2024

From January to August 2024, domestic tourists in Slovenia made the most overnight stays in spas (38 %) and seaside municipalities (26.5 %). Foreign tourists gravitated towards mountain municipalities (37.5 %) and Ljubljana (18 %). While most types of municipalities experienced growth, there was a slight decline in urban municipalities (4.2 %).

January – August 2024

A comprehensive overview of the tourism results for the first eight months of this year is available at the link below. 

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Several Events Across Slovenia

In honour of World Tourism Day, a variety of engaging events are taking place throughout Slovenia, designed for both locals and visitors, as well as professionals in the tourism sector. The lineup includes diverse activities such as guided tours, exhibitions, consultations and more, all aimed at emphasizing the significance of tourism and its impact on society. We invite you to join us in celebrating World Tourism Day 2024! 

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Finding Peace. My Way.

Slovenia is a safe country where peace is not just a cherished ideal but a fundamental value. Its rich history, shaped by diverse cultures and its unique location in the heart of Europe – at the crossroads of four geographical worlds –  give it a special charm and richness.

Slovenians have long maintained a profound connection with nature, which we consider our greatest treasure. Our country is a green tapestry of forests and expansive countryside, where time seems to slow down, allowing us to experience the pristine beauty of silence and tranquility. Our cities are welcoming, green and accessible, fostering genuine relationships while honouring the heritage of our ancestors.

In Slovenia, we are committed to sustainable and inclusive tourism that respects natural resources and cultural heritage. This approach not only enhances the experience for visitors but also brings meaningful benefits to local communities, employees and all those who contribute to shaping our vibrant tourism industry.

Discover locations for relaxing getaways in the great outdoors

Choose your very own oasis of peace and relaxation.

Discover locations for relaxing getaways in the great outdoors

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Discover nature

Feel the beneficial effects of the green natural environment in Slovenia.

Discover nature

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The best stories from Slovenian forests

Choose an unforgettable forest experience in a land where nearly 60% of the surface area is covered by forests.

The best stories from Slovenian forests

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Countryside

The countryside – in the middle of nature, with locals, and enjoying local food.

Countryside

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Cities, places and spaces for people

The allure of Slovenian cities and towns lies in their ability to evoke a sense of humanity and freedom in visitors.

Cities, places and spaces for people

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My way of fully unplugging

Slovenia = your destination for digital detox.

My way of fully unplugging

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Sound stories from Slovenia

Experience Slovenia through its sound images.

Sound stories from Slovenia

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