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THREE DECADES OF STRATEGIC SLOVENIAN TOURISM MARKETING

 

 

Celebrating 30 Years of the Slovenian Tourist Board

 

30 Years of Visionary Growth and Global Recognition

On April 29 1995, the Centre for the Promotion of Tourism of Slovenia (CPTS) – the predecessor of today’s Slovenian Tourist Board (STB) – was established. In 2025, we proudly celebrate 30 years of the STB and three decades of strategic, systematic marketing that has elevated Slovenian tourism to new heights.

Over the years, Slovenian tourism has taken bold steps in both promotion and development. Thanks to a clear vision, committed teamwork and close partnership with stakeholders, Slovenia has become the world’s first certified green destination and positioned itself on the global tourism map as a safe, sustainable and authentic destination for boutique experiences. Together with the Ministry of the Economy, Tourism and Sport, the Slovenian tourism industry, key institutions, product associations and other valued partners, we’ve crafted an inspiring and authentic tourism story – one that continues to attract visitors from across the globe.

The STB remains dedicated to strengthening Slovenia’s global visibility and appeal as a top destination. We are embracing digital transformation and championing the development of sustainable, tailor-made and innovative experiences. Our efforts contribute to a tourism that reflects the very best of Slovenia: warm hospitality, genuine character and responsible practices. As we mark this important milestone, we look ahead with optimism and determination – to protect what we’ve built and continue forging a bright, sustainable future for Slovenian tourism.

Woman with long blonde hair wearing a bright red blazer over a black top. The background features a gradient sky transitioning from pink to blue, with mountains visible in the distance. T

"As I reflect on the past 30 years, I do so with pride, deep gratitude and sincere respect for everyone who has played a role in shaping Slovenian tourism. United by a clear vision, we laid the foundations that have earned Slovenia its reputation as an attractive, authentic and sustainable destination. From the very beginning, the core mission of the Slovenian Tourist Board has been – and continues to be – the strategic, professional and purpose-driven promotion of Slovenia as a unique green destination for boutique experiences. Through thoughtful branding, heartfelt connections and emotionally rich storytelling, we have co-created an image of Slovenia that resonates deeply with both domestic and international guests.

As we celebrate the milestones of the past, our vision remains firmly fixed on the future. I believe in a tourism that continues to be sustainably driven, boldly innovative and truly inclusive – one that embraces global trends while remaining true to our distinct identity and commitment to quality.

I invite you to walk with us into the next 30 years – with the understanding that tourism is more than just goals and statistics. At its heart, it is about people. About all of us who believe in its power, who live and breathe it and who leave a lasting mark through it. May this anniversary spark new stories that inspire and shape a brighter, more connected future."

MSc. Maja Pak Olaj,  Director of the Slovenian Tourist Board

A Bouquet of Flowers and a Piece of Green Europe  

In 1995, the first Slovenian Tourism Forum took place in Bled. To mark this milestone, a vibrant bouquet of flowers was chosen as the symbol of Slovenian tourism. Accompanying this symbol was the memorable slogan: The Green Piece of Europe.

1995–2004: Foundations, First Steps and the First Internationally Visible Brand – Bouquet of Flowers

Thirty years ago, Slovenia stepped onto the European and global tourism stage as a new, independent country. With this fresh beginning came both opportunity and challenge: to reposition Slovenia among the ranks of established and globally recognized destinations. Although the country had a rich tradition of tourism, the events surrounding the Ten-Day War and the transition to independence temporarily dimmed its visibility. Slovenian tourism needed to redefine itself.

The word Slovenija written in bold, blue letters below a design of four colorful flowers (white, yellow, red, and green) overlapping each other. The flowers are placed on a dark blue square background.

During this formative period, Slovenia took a decisive step toward shaping the future of its tourism. In January 1995, it adopted its first official tourism development strategy, outlined in the Resolution on Strategic Goals in the Field of Tourism Development in the Republic of Slovenia. This foundational document not only set out a comprehensive programme of activities and implementation measures but also announced the preparation of a dedicated Tourism Promotion Act. On April 29 1995, the Centre for the Promotion of Tourism of Slovenia was established.

Circular stamp with the text REPUBLIKA SLOVENIJA CENTER ZA PROMOCIJO TURIZMA LJUBLJANA around the outer edge. In the center, there is a shield with three stars above a stylized depiction of mountains and water. The number 1 is also present at the bottom of the inner circle.

 

Tourism areas were strategically defined and key tourism clusters identified – Mountains and Lakes, Coast and Karst, Health Resorts, Cities and Countryside. At the same time, tailored strategies were developed for individual tourism products, including: Games and Entertainment, Congresses, Wine Roads, Active Holidays, Green, Blue and White Sports, Alpine Routes, Hiking, Events and Preventive Health Programmes.

Logo with the text Slovenija and The green piece of Europe. The logo features four stylized flowers in white, yellow, red, and green colors arranged around a dark blue square.

 

In 1996, Slovenia adopted its first tourism marketing strategy named Index 365. That same year, Slovenia expanded its international presence by opening representative offices in Munich, Milan and Vienna. It also marked the launch of the first issue of the promotional magazine Tur!zem. The first edition of the Slovenian Incoming Workshop (SIW) followed in 1998. By the end of 1999, the Centre for the Promotion of Tourism of Slovenia (CTPS) evolved into the Slovenian National Tourist Board (later, the term "national" was dropped from the name).

Three large panels with text written in Slovenian, part of a display for the Slovenian Tourist Board. Below the panels, there are decorative plants.

 

The 21st century marked a dynamic shift in Slovenian tourism, with a notable surge in demand – particularly from international visitors. In 2001, for the first time since gaining independence, foreign tourists once again outnumbered domestic guests in overnight stays. In 2003, the launch of the first official tourism portal, slovenia-tourism.si followed. This comprehensive online platform succeeded its forerunner, the so-called Blue Pages.

Webpage layout with a blue background and various sections. On the left side, there are buttons with text in Slovenian, including Osnovne informacije, Namestitev, Turistični produkti, and others. The main section of the page has a header titled Turistična področja and contains an image of a map with different colored icons labeled as Zdravilišča, Obala in kras, Gore in jezera, Mesta, and Podeželje. At the bottom, there is contact information for the Slovenian Tourist Organization.

 

Overnight stays tripled in three decades

Back in 1995, Slovenia recorded just over 1.5 million tourist arrivals, with foreign guests accounting for less than half of that figure. Fast forward 30 years, international visitors now represent approximately three-quarters of all arrivals, while the number of domestic tourist arrivals has nearly doubled compared to three decades ago. Overall, total tourist arrivals have quadrupled and the number of overnight stays has nearly tripled.

Photo Gallery: The First Decade

Discover key moments and milestones.
 

A wooden booth with the sign "Slowenien" and "Slovenija". The booth has a rustic design with wooden beams and tables covered with checkered tablecloths. There are also signs indicating "Friuli Julisch Venetien." The setting appears to be an indoor exhibit
Three people standing around a table with brochures and pamphlets. The background has a large display with the word "Slovenija" at the top and various scenic images of Slovenia.
Three people in a formal setting. Two are engaged in conversation, while the third person stands behind them, observing. They are dressed in business attire, including suits and ties.
A group of people in a busy indoor setting, possibly at an event or conference.
Two people standing in front of a display with the word "Slovenija" at the top. The background features a large yellow flower and other decorations.
A group of five people standing behind a booth at a trade show or exhibition. The booth promotes Slovenia, indicated by the text "Slovenia" and an image of a scenic landscape with water and greenery on the front panel of the booth. There are yellow balloo
A person sitting and playing an acoustic guitar. The background features large, colorful flower shapes in yellow, white, red, and blue. There are magazines or brochures on a stand in front of the person, with one partially showing the word "Slovenija." Th
A group of people gathered together, possibly at an event or social gathering. Some individuals are engaged in conversation. The background appears to be indoors with some artwork or decorations on the walls.
A sign with the word "Slovenija" in blue text. Below the text, there is a colorful flower-like design with petals in yellow, red, and green. On the right side, there is a partially visible poster or sign with some text and an image, but it is not fully le
A trade show booth for the company Slovenia. Three people are present, one standing behind the counter and two talking in the background.
Two women standing in front of a backdrop with a logo and text. The backdrop has a white background with a green and yellow heart-shaped logo and the text "Empowering Communities for Health." One woman is holding a microphone, while the other stands besid
A large dining hall with multiple round tables set for a formal dinner. The room is well-lit with ornate chandeliers. Many people are seated at the tables, engaged in conversation and dining. The floor is covered with a blue carpet, and the walls are dark
A booth at an event or exhibition representing Slovenia. Five people are standing behind the booth, which has a table covered with promotional materials, including brochures and bottles of wine. The backdrop features banners with the word "Slovenia" and i
A booth with the word "Slovenija" prominently displayed at the top. A person in traditional attire is performing a dance in the foreground, while another person stands behind a counter with brochures. The background features images of scenic landscapes an
n the foreground, four people are sitting around a table, engaged in discussion or work. The background features colorful abstract wall art with large shapes in red, blue, and white. The setting appears to be an office or meeting room.
A fair-skinned woman in a grey jacket stands on the left side behind a counter at an exhibition or trade show. In the middle and right are dark-skinned men, one in a white shirt with green patterns, the other in a suit and tie. On the counter are brochure
Exhibition space with a yellow backdrop featuring the word "Slovenija" and several photographs of Slovenian landscapes. In front of the backdrop are two tables covered with red tablecloths. Each table displays various items, including gift boxes or packag
Crowded indoor event or exhibition with multiple people standing and interacting. In the background are booths with signs that read "Lipica Stud Farm," "Lake Bled," and "Postojna Caves." In the distance, there is a sign that reads "Czech Republic."
Trade fair or exhibition booth with the name "Slovenija" prominently displayed on two signs. One sign has the text "Slovenija" in blue with a colorful logo next to it, while the other sign has just the text "Slovenija" in blue. Below these signs, there ar
A man sitting at a desk with various documents and items. His face is blurred. He is wearing a green suit with a tie that has yellow and green patterns and a purple flower pinned to the lapel. He is holding a pen in his right hand and giving a thumbs-up w
Crowded indoor event or exhibition with several people gathered around various booths. In the background, there is a large colorful wall decoration featuring abstract flower shapes. On the left side of the image, a person is playing an acoustic guitar.
A man in a suit stands in front of a colorful wall with large flower-like shapes. To the left of the man, there is a microphone stand and a stool.
Exhibition booth with the word "Slovenija" prominently displayed at the top. Below it, there is a section with colorful flower-like shapes and a sign that reads "Julische Alpen und Seen." An image of snow-covered mountains is also on display.
Three people sitting around a table in what appears to be a booth or small meeting area. The background features a colorful abstract wall design with shapes in yellow, red, green, and blue. There are chairs and a table with some items on it, including pap
A group of people in formal attire at an indoor event, elegant venue with wooden paneling and mirrors.
A group of people at an indoor event or exhibition, sign Slovenia, colorful abstract design on the wall, people seated at tables.
Screenshot of the Slovenia Tourist Board website. The content includes general info, experiences, accommodation, video, e-postcards, and cycling.
Screenshot: Blue screen with the header "Choose the correct one" and an image of a highway. Below are four options: house, star, car, rocket.
Screenshot of a website: Slovenia in Sydney 2000. Enter the Slovenian House to view the exhibition and enjoy Slovenian delicacies.
Brochure titled Slovenian Tourist Exchange 1998, multiple photos of tourist attractions and landscapes, additional text.
Cover of a book or magazine with a green cover featuring a photograph of potica. Text on the right side of the cover: "FERIEN AUF DEM SLOWENISCHEN LANDE" and "TOURISTISCHE INFORMATIONEN."
Yellow cover page of a report titled "Letno poročilo 1997" with an illustration of four interlocking puzzle pieces in red, green, yellow, and blue.
Brochure with a blue cover and the title "BANKA TURISTIČNIH PRILOŽNOSTI SLOVENIJE". The content includes information about connecting and exchanging data on tourism opportunities and collaboration between companies for tourism development.
Page from a magazine or newspaper titled "TURIZEM Slovenija". It contains multiple columns of text, a small image of a person, several charts, and a barcode in the bottom left corner. The main headline reads: "KAKO SE PIŠE SLOVENSKEMU TURIZMU V LETOŠNJEM
Partially blurred magazine cover with the text "DRIPEDITIVE" at the top and "Slovenija" at the bottom right corner.
Map of Europe with information offices and CTPS participation in fairs abroad for the year 1998.
Poster for the promotion of tourism in Slovenia and the European Union. Event: Slovenian tourism and our integration into European structures, Hotel Piramida, November 9, 1999.
White mug with a handle on the right side. The mug has a design featuring colorful abstract flower shapes and text "Slovenija" and below it "The green piece of Europe".
Black leather keychain with gold-colored text and floral design. The text reads "Slovenija." The keychain has a gold-colored metal ring attached to it.
Cheering instrument in the shape of a crown with three points. The instrument has a blue border, white zigzag pattern in the middle, and green sections inside the white zigzag pattern.
Magnet with a yellow background and the word "Slovenija" written in blue text. Above the text, there are four stylized flowers in different colors: white, yellow, green, and red.
Black leather keychain with the Slovenia logo and a small spoon with a metal handle and the Slovenia logo on top.
Promotional graphic for Slovenia featuring the text "Slovenia Invigorates" in multiple languages and colors, with a background of words "LOVE" and "INVIGORATE
Colorful geometric model with a red circular base, blue square background, and yellow-green semi-circular shapes.
White mug with a handle on the right side, decorated with colorful flowers and the text "Slovenija" and "The green piece of Europe".
Show all images
Photo: Archive STB

The I Feel Slovenia brand made its most powerful impact in tourism

The second decade of Slovenian tourism was defined by a bold new identity. In 2007, Slovenia unveiled a refreshed visual brand that resonated deeply with the evolving image of the country: the I Feel Slovenia slogan. 
 

2005-2014: Shaping the Foundations of Sustainable Tourism and the I Feel Slovenia Brand

In 2006 and 2007, key strategic documents were adopted: the Development Plan and Guidelines for Slovenian Tourism 2007–2011 and the Marketing Plan for Slovenian Tourism 2007–2011. These plans placed distillation management at the forefront, emphasizing the importance of public-private partnerships. They also focused on critical objectives such as decentralization, deseasonalization and a transformation in promotional strategies. In this period, also The Strategy for the Development of Gastronomy in Slovenia was adopted, the reservation system at the Slovenian Tourist Board (STB) introduced, the first STB's e-brochure published and the Tourist News Agency (TTA) launched. 

 

Green trapezoidal shape with the text I FEEL SLOVENIA. The word SLOVENIA is partially in white and partially in a lighter shade of green.

In 2007, Slovenian tourism embraced a new visual identity, perfectly aligned with the country’s refreshed overall image: I Feel Slovenia. In the following years, Slovenia entered the Schengen Area and assumed the presidency of the EU Council. However, this period was also shaped by the global financial crisis. By 2009, Slovenian tourism saw the end of a decade-long period of growth in arrivals and overnight stays. During this time, global tourism was impacted by a range of external challenges, including terrorism, the Gulf War, SARS, tsunamis, various strains of influenza and the global economic recession.

Green trapezoidal shape with the text I FEEL SLOVENIA. The word SLOVENIA is partially in white and partially in a lighter shade of green.

 

The years that followed were marked by intensive promotional and marketing efforts, as the Slovenian Tourist Board (STB) focused on strengthening the I Feel Slovenia brand, particularly in the fields of green, cultural and sports tourism. A key highlight of this period was the launch of the first campaign featuring the I Feel Slovenia brand in international markets (on the photo: a striking IFS brand presence on London taxis). STB’s activities included participating in over 70 fairs and workshops annually. In addition, the organization hosted between 150 to 200 journalists, tour operators and agents from around the world. Each year, STB published approximately 20 promotional publications and executed a wide range of advertising campaign in foreign media.

Black and white car with an advertisement on its side. The advertisement features a winter sports scene with snow-covered mountains, skiers, and a blue sky. There is also text that reads I FEEL SLOVENIA and the website www.slovenia.info.

The 2010 World Cup in South Africa and the Winter Olympics in Vancouver provided excellent platforms for positioning Slovenia on the global stage. During this time, the domestic market reached an impressive 45% share in overnight stays. Campaigns such as Close to Home, Close to the Heart (Blizu doma, blizu srca) and On the Road to Better Things (Na lepše) encouraged Slovenians to discover their own country. The Slovenian Tourist Board (STB) significantly ramped up its online marketing efforts, embracing innovative digital strategies to engage a wider audience. Development initiatives were strongly focused on promoting green tourism, with the core message being that Slovenia is a green, active and healthy destination.

Winding road through a lush green landscape, likely vineyards. In the upper left corner, the text reads: BLIZU DOMA, BLIZU SRCA... Slovenijo čutim www.slovenia.info. There is also a green box with white text that says: I FEEL SLOVENIA.

May 2012 marked a significant turning point for the Slovenian Tourist Board (STB), as its resources were drastically reduced by more than 50%. In early 2013, the STB became part of the newly established public agency of the Republic of Slovenia for the promotion of entrepreneurship, innovation, technological development, investment and tourism, known as SPIRIT Slovenia.

Logo and text related to SPIRIT Slovenia, the Public Agency of the Republic of Slovenia for the Promotion of Entrepreneurship, Innovation, Development, Investment, and Tourism. The text reads: SPIRIT SLOVENIJA I FEEL SLOVENIA Public Agency of the Republic of Slovenia for the Promotion of Entrepreneurship, Innovation, Development, Investment, and Tourism Tourism Sector.

Photo Gallery: The Second Decade

Discover key moments and milestones.

Indoor fair with various booths and banners displaying the text "I FEEL SLOVENIA" and "TOURIST FEE". People are walking around and interacting with the booths. Some booths have displays with brochures or pamphlets, and there is a large metal pole in the c
Trade show booth with the theme "I FEEL SLOVENIA" displayed on a hanging sign, featuring various displays including images of natural landscapes, wooden structures, and informational panels. In the background, there is another booth with the name "LITHUAN
Tourism exhibition booth with various promotional materials and posters. The main sign reads "TOURIST BOARD KRANJSKA GORA." Brochures and pamphlets are displayed on wooden stands, and posters feature scenic landscapes, including mountains and lakes. Other
Crowded indoor event with people dressed in formal or semi-formal attire, some holding drinks. Large banners hang from the ceiling, and the background includes various displays and lights.
A group of people standing outdoors on a grassy area, possibly at a golf course or park. There are trees and a small building in the background. The individuals are dressed in casual clothing, with some wearing hats and sunglasses.
Busy exhibition hall with numerous booths and displays from various companies. People are walking around, interacting with exhibitors, and exploring different stalls. The hall is well-lit, with banners, posters, and promotional materials displayed through
Five people standing on the deck of a boat. The background includes the sea and parts of the boat's structure, such as ropes and wooden railings. There are two life rings attached to the railing behind them. The individuals are dressed in formal attire; f
A group of people posing for a photograph outdoors with a scenic background that includes mountains, trees, and a castle on a hill. The people are arranged in three rows, with the front row sitting and the other two rows standing behind them.
Exhibition stand with the theme "I FEEL SLOVENIA." Multiple signs with this slogan and the website "www.slovenia.info" are displayed on one of the structures. The exhibition stand features various posters and displays promoting Slovenia, including images
Two people are standing at the counter, which has brochures and promotional materials. The background features large posters of scenic landscapes, and there is a yellow banner on the right side displaying more images and information about tourism.
Busy exhibition hall with multiple booths and people walking around. Various displays, banners, and posters are at the booths. The hall is well-lit, and the booths are arranged in rows with pathways for attendees to walk through.
A group of people seated at tables in an exhibition or conference setting. Large, colorful banners with various scenic images hang on the walls. A woman is standing near a screen displaying some information, and several people are engaged in discussions o
Booth at an event promoting Slovenia, with the text "Slowenien" and "Allgemeine Informationen." A woman in a pink shirt stands behind the boot
Eight different dishes on white plates, each featuring traditional Slovenian cuisine. The text "Taste Slovenia" and "Okusite Slovenijo" is written in cursive at the bottom center of the image, along with a green logo "I FEEL SLOVENIA" and the website link
Sticker with a green and pink background. The top left corner of the sticker is slightly peeled. The text reads "Izkl'uč" in white letters on the green part, and "SLOVENIA GREEN" with a leaf logo in white letters on the pink part.
Recipe for "Všenat zelje" in Slovenian, including ingredients, preparation instructions, and a photograph of the finished dish.
Logo with a blue globe highlighting Europe in yellow, with the text European Distribution of Excellence and five yellow stars surrounding the bottom half of the globe
Promotional flyer for Slovenia with a green landscape featuring terraced fields and the text Dobrodošli, Welcome, Willkommen.
Scenic landscape of the Savinjska and Šaleška valleys with alpine peaks in the background. Title: Savinjska and Šaleška valleys - from underground to alpine peaks. Multiple paragraphs of text describe various aspects of the valleys, their natural beauty,
Cover page of the publication Slovenian Tourism in Numbers, published by the Slovenian Tourist Board. The cover page shows several horses grazing in a green field with trees and a blue sky with clouds in the background. The year 2005 is indicated on the l
Cover page of a magazine titled Hiking in Slovenia with the website www.slovenia.info/pohodnistvo. The cover features two people dressed in outdoor gear, walking in a mountainous area.
Brochure for the Slovenian Incoming Workshop (SIW) 2007, held in Portorož from June 14 to June 16. The brochure features a cityscape reflected in water, with the text Short Breaks, Long Memories at the bottom. Logos of various sponsors and partners, inclu
Cover page of a magazine featuring a scenic coastal landscape. The text on the cover reads: Vetrova pot, Krošnjarska pot, Side paths are more alluring than the main ones.
Document titled Strategy for the Development of Hiking Tourism Product in Slovenia, dated August 2008. It includes several images related to hiking and tourism.
Cover page of a magazine featuring two people skiing on a snowy slope. The title at the top reads: Ski Resorts of Slovenia. There is also a logo with the word Slovenia at the bottom right corner.
Cover of a brochure or magazine with a green border and the year 2007 written on the spine. The cover features images of candles, small bottles with white caps, and purple flowers.
Wooden boat with the banner reading Slovenian Incoming Workshop Portorož, 12-16 June 2011.
Green rectangular banner with the white text www.slovenia.info on the left side. On the right side, there is a white shape with the green text I FEEL SLOVENIA.
A person in a wetsuit and helmet jumping into a body of water, likely engaging in an outdoor adventure activity such as canyoning. Above the image, there is text that reads I FEEL SLOVENIA in a green geometric shape, and below it, there is the website URL
Scenic countryside road with green fields and trees in the background. On the right side of the image, there is a rearview mirror reflecting a blurred face of a person holding a phone.
Screenshot of a website from 2009 with the text I FEEL SLOVENIA and the website address www.slovenia.info.
Screenshot of a redesigned tourism website from 2010 for Slovenia. The site features navigation options at the top, an image of Lake Bled in the center with accompanying text about protected territories in Slovenia.
Show all images
Photo: STB Archive

Tourism – A Key Pillar of the Slovenian Economy

Tourism today plays a vital role in Slovenia’s economy, contributing 5.4% to the country’s GDP and providing employment to 6.3% of the working population. Beyond its substantial economic impact, tourism is instrumental in regional development, the preservation of cultural heritage and the promotion of sustainable development.

2015-2025: A Decade of Intensive Promotion and Digital & Sustainable Transformation

In August 2015, the Slovenian Tourist Board (STB) regained its independence, marking the start of a dynamic era for Slovenian tourism. This period was defined by significant changes in promotional strategies, with a clear shift towards sustainable development and a focus on the digital transformation of tourism. During these years, the STB underwent a comprehensive restructuring, significantly doubling the budget for promotional activities, while launching major global campaigns with far-reaching impact. The STB strengthened both domestic and international partnerships, spearheaded the Green Scheme of Slovenian Tourism and introduced four key marketing-based macro-destinations.

During this period, the Slovenian tourism industry has developed a number of attractive offers aligned with the vision of a green, boutique Slovenia. Many of these are part of the Slovenia Unique Experiences (SUE) label programme. Recognizing that human resources are at the heart of crafting exceptional travel experiences, the Slovenian Tourist Board has launched initiatives such as the Digital and Marketing Academy for Slovenian Tourism, and the I Create Experiences project.

Slovenia’s growing visibility as a top tourist destination has been significantly shaped by the achievements of numerous individuals and ambassadors who have championed Slovenian tourism on the global stage. Among the standout sports ambassadors during this period are Luka Dončić, Tadej Pogačar, Primož Roglič, Janja Garnbret and Ilka Štuhec. The spotlight on Slovenia and the global media coverage that has elevated the country’s profile as a must-visit destination has never been greater.

Among the most significant projects of the Slovenian Tourist Board (STB) is the development of content digital marketing, aligned with cutting-edge marketing trends. A standout achievement is the global digital campaign "Slovenia. Make New Memories", which has achieved a multi-million reach across social media platforms. In international markets, the "My Way" campaign has been a key creative highlight, while in Slovenia, two impactful domestic campaigns – "Two Million Reasons Why We Feel Slovenia" (Dva milijona razlogov, zakaj čutimo Slovenijo) and "My Slovenia" (Moja Slovenija – have garnered significant attention. Additionally, campaigns in partnership with global brands that share the values of the I Feel Slovenia brand, such as National Geographic, have helped to secure exceptional visibility for Slovenia on the world stage.

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The STB hosts approximately 400 foreign journalists in Slovenia each year and actively participates in around 150 events across 30 countries globally. Noteworthy highlights include the partnership at the ITB Berlin 2017 and hosting ECCTA and Virtuoso in Slovenia. This period is marked by a series of prestigious awards for both the STB and Slovenia as a tourist destination, as well as for individual providers and destinations. In 2016, Slovenia earned the distinction of being the first Green Country in the world according to the Green Destinations criteria and was awarded the title of 2021 European Gastronomic Region (EGR). The country also received recognition from esteemed guides such as Michelin and Gault&Millau. From 2018 to 2025, various themes took centre stage in Slovenian tourism promotion, with culture highlighted in 2018 and 2019, gastronomy in 2020 and 2021, active holidays in nature and sports tourism in 2022 and 2023 and arts and culture taking the spotlight again in 2024 and 2025. The STB supports around 60 international sporting events annually and ensures significant global exposure for Slovenia by broadcasting the Tour of Slovenia cycling race on Eurosport.

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Slovenia – European Region of Gastronomy 2021

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Green Scheme of Slovenian tourism

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Photo Gallery: The Third Decade

Discover key moments and milestones.

Group photo of eight people on stage during the Days of Slovenian Tourism 2024 event.
The promotional poster for the Olympic Games beautifully depicts a natural landscape with mountains, trees, and an island with a church in the background. In the foreground, three people are looking to the right. On the left side, there is the text: Slove
Stage with a speaker at a podium addressing the audience. A large screen behind shows an image of people enjoying a meal outdoors. The stage is decorated with plants and musical instruments, including a cello. The walls have the text "I FEEL SLOVENIA" ill
A group of people standing on stage, each holding a framed certificate. The backdrop features the text "SLOVENIA GREEN" along with a logo and additional text "PRIMORSKA IN KRAŠKA SLOVENIJA". An outline map of Slovenia is also visible. The stage is lit wit
Conference event with a speaker at a podium on the left side, addressing the audience. The background features large screens displaying green-themed graphics and text "I FEEL SLOVENIA," "dst," and "DIGITAL SLOVENIA." An image of a person is displayed on o
Cyclist crossing the finish line with arms raised in victory, wearing a white and black jersey with "UAE Emirates" written on it. The background includes spectators and banners. Text in the image: Slovenia, the intersection of sports and tourism, where co
A group of people standing on a blue carpet at an indoor event or exhibition. Some individuals are holding green flags with the text "FEEL SLOVENIA." In the background, there is a large banner with German text "Jetzt Traumurlaub buchen!" Various booths an
Busy exhibition or trade show with multiple people walking around and interacting with various booths. The main booth in the center has a sign that reads "Slovenia" and features images of landscapes. Above this booth, there are large overhead signs that r
A group of people standing behind a booth at an event or exhibition. The booth has the text "I FEEL SLOVENIA" prominently displayed. Various banners and displays are visible in the background, including one that says "SERBIA".
Screenshot of a website showing Alma, an AI assistant, against a background of green hills and white horses. The Slovenian text asks: "Which corner of Slovenia would you like to discover today? Enter your chosen destination for more information on activit
Two people in traditional Slovenian costumes with decorative ribbons and fur. On the left side, there is German text: "I FEEL SLOVENIA MEINE ART. SLOWENIEN. ZU FÜHLEN. Der Mensch ist nicht symmetrisch. Srečko Kosovel, (Slovenian author) www.slovenia.info"
Traditional wooden huts scattered across a grassy field, surrounded by mountains. The sun is setting or rising, casting a warm orange glow over the scene. Text in the image: "MAKE NEW MEMORIES."
Various Slovenian dishes plated and arranged on a table. Text in the image: "SLOVENIAN GASTRONOMY. YOU CAN'T SPELL SLOVENIA WITHOUT LOVE. YOUR PLATE AWAITS."
Conference event with an audience seated in a dimly lit room. The stage is illuminated and features a speaker at a podium, with large screens behind displaying scenic images of Slovenia. Banners on the walls read "VIRTUOSO CHAIRMAN'S SLOVENIA 2024" and "I
Cyclist wearing a yellow jersey and helmet, riding a bicycle. The cyclist is wearing large cycling glasses. Text on the right side of the image reads "Tour de France" and "#ifeelyellow".
Door handle shaped like a goat's head on an old, rustic door. Text in the image: "I FEEL SLOVENIA OPERATIVNI NAČRT TRŽENJA KULTURNEGA TURIZMA SLOVENIJE 2018-2020 (ONKULT)"
Two hikers walk across a meadow towards traditional wooden houses in the hills, surrounded by greenery and flowers. Now is the time for green holidays. My Slovenia.
A person in a chef's uniform holds a whisk and bowl, with a blurred background focusing attention on the person. Text in the image reads: I FEEL SLOVENIA CREATING EXPERIENCES CHOOSE. CAREER IN TOURISM. #IFEELSLOVENIA #CAREERINTOURISM
A person stands in a river, fly fishing, surrounded by lush green trees. Magazine cover with the title "La pêche à la mouche en Slovénie." The top left corner has the text "I FEEL SLOVENIA."
Three hikers walk on a grassy mountain trail with rocky terrain and mountains in the background. Cover with the title "POHODNIŠTVO V SLOVENIJI." The bottom right corner has a logo that says "Slovenija" with colorful elements.
Several horses grazing in a green field with trees and a blue sky in the background. Cover of a booklet titled "Slovenian Tourism in Numbers." The spine of the booklet indicates the year "2005." At the top, there is text that reads "Statistical Office of
Cover of a booklet titled "SLOVENIA EVENTS 2009." Colorful background with musical notes and instruments, including a microphone and trumpet. Text in the image reads: "www.slovenia.info" and "I FEEL SLOVENIA."
Cycling brochure titled "Cycling in Slovenia." The cover features a scenic photograph of a winding road through vineyards with hills and mountains in the background. The top left corner has a green label with the text "I FEEL SLOVENIA."
A man stands behind a podium with the text "dst '23" and "I FEEL SLOVENIA" on it. The background has the text "Matjaž Han Minister za gospodarstvo, turizem in šport."
Six people stand in front of a large backdrop featuring a scenic landscape with hills, greenery, and some structures.
Maja Pak stands behind a podium on stage, where a large screen displays her name and title as Director of the Slovenian Tourist Board.
A woman sits in a canoe on a lake, facing towards an island with a church, surrounded by trees and mountains.
A traditional woven bee skep stands on the left side, with a colorful beehive structure featuring multiple painted boxes in the background. There is also a sign with an illustration of a bee and the text "Save the Bees!"
Panel discussion setup with three speakers on stage. Two large screens display information about the event and the speakers.
A group of people stands around a table outside a building with large windows. One person in a bright green suit is writing on a piece of paper on the table, while others are watching.
A group of people stands outdoors on a grassy area with trees in the background. The individuals are holding framed certificates or awards, and there are 17 people in total. They appear to be posing for a group photo.
A woman stands at a podium, addressing an audience seated in a modern, well-lit room with large windows and wooden ceilings. The audience consists of men and women sitting on colorful chairs arranged in rows. The room has circular light fixtures on the ce
A woman stands at a podium, addressing an audience seated in a modern, well-lit room with large windows and wooden ceilings. The audience consists of men and women sitting on colorful chairs arranged in rows. The room has circular light fixtures on the ce
A group of nine people stands in front of a backdrop that features a scenic view with mountains and a tower. The backdrop has text on the left side that reads "I FEEL SLOVENIA" and on the right side that reads "BSF Bled Strategic Forum." The people are dr
A conference or panel discussion with four people seated on a stage. The audience is seated in front of the stage, and the room is decorated with plants and a chandelier. A screen on the right side displays information about the event, including text that
A panel discussion with four individuals seated on stage, each with a microphone. The background features a scenic view of a lake and mountains, with the text "I FEEL SLOVENIA" in the top left corner and "BSF" in the top right corner. There is an audience
A church with a tall steeple in the background, surrounded by greenery. In the foreground, there is a sign with the text "SIW Slovenian Incoming Workshop" on it. The sign is black with white and green text, and it features a curved green line below the te
A man holds a microphone and some papers, standing on a staircase surrounded by greenery. There are two large signs; one reads "SIW Slovenian Incoming Workshop" and the other reads "I FEEL SLOVENIA".
A man spins a large hoop with fire at the ends, in front of a staircase surrounded by greenery. In the background, there is another person playing a violin. There are two signs visible: one says "SIV" and the other says "I FEEL SLOVENIA."
A large group of people gathered outdoors on a grassy area for an event. People are standing and conversing in small groups. In the background, there are buildings, including a modern structure with large windows and a patio. Behind the buildings, there i
A serene landscape with a calm lake reflecting the surrounding greenery and houses. There are several text elements in the image, written in Slovenian.
A conference event in a large room with a stage at the front. Multiple people are seated in the audience, and several individuals are on stage. The backdrop features two large screens with event information, including "Top Innovators in Tech" and sponsor
A group of seven people stands in front of a backdrop. In the middle of the group, there is a person in a green dragon costume. The people are dressed formally, wearing suits and dresses.
Virtual exhibition hall with various booths and displays. Large banners with the text "I FEEL SLOVENIA" and images of scenic landscapes. The floor has green mats with white text that reads "Feel Slovenia." There is a person standing in the foreground, fac
Group photo of people standing in front of a banner with the text Texas Feels Slovenia Business. One person is holding a sports jersey.
Group photo of three individuals standing on a stage with a backdrop that reads TEXAS FEELS SLOVENIA and BUSINESS INVESTMENT CONFERENCE. The backdrop also includes logos and additional text.
Promotional banner with a background of splashing water. The text on the banner reads: HEALTHY WATERS SLOVENIA Green.Active.Healthy.
Long indoor hall with high ceilings and wooden beams, decorated with green light patterns projected onto the walls. At the end of the hall, there is a stage with speakers or performers, illuminated by blue lighting. There are plants along the sides of the
Winter landscape with snow-covered mountains and a ski resort. There is a logo in the top left corner that reads PLANICA FIS NORDIC WORLD SKI CHAMPIONSHIPS 2023 with additional logos for Slovenia and I FEEL SLOVENIA.
Collage of eight different images showcasing natural landscapes or architectural beauty. The text in the center reads: INSPIRATION 10 SUSTAINABLE DESTINATIONS TO VISIT IN 2021.
A person stands on a rocky outcrop overlooking a vast, mountainous landscape with dense forests and rolling hills. The sky is clear, and the sun appears to be setting or rising, casting a warm light over the scene.
A group of people posing for a photo on a stage, holding red plaques with the Michelin logo, indicating they have received Michelin awards. There is a large screen in the background displaying the Michelin logo.
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Photo: STB Archive

30 Years of the Slovenian Tourist Board and the Strategic Marketing of Slovenian Tourism

The 30-year journey of the Slovenian Tourist Board is a story of inspiring projects, transformative changes, overcoming challenges and remarkable achievements. It is a story built on a foundation of resilience and innovation, which continues to shape the future of Slovenian tourism. As the Slovenian Tourist Board moves forward, this legacy will remain a guiding force, driving the continued success and growth of tourism in Slovenia.

STB's Managing Directors

Marjan Jaklič (1995-1996)

Franci Križan (1996-2000)

Barbara Gunčar (2000-2001; 2005-2006)

Bojan Meden (2001-2005)

Dimitrij Piciga (2206-2010)

MSc. Maja Pak Olaj (2010-2012; 2015-2021; 2022-)

Ilona Stermecki, Acting Director (2021)

Managing Directors of SPIRIT (201-2015): Boštjan Skalar, Tomaž Klemenc, Gorazd Mihelič. Within the SPIRIT agency, the tourism sector was managed by MSc. Karmen Novarlič.

Ministers responsible for the economic sector in Slovenia since 1993

Metod Dragonja: Minister of Economic Activities (1993–1997)

Jože Zagožen: Minister of Economic Activities (1997–2000)

Tea Petrin: Minister of the Economy (2000–2004)

Matej Lahovnik: Minister of the Economy (2004, 2008–2010)​

Andrej Vizjak: Minister of the Economy (2004–2008)​

Darja Radić: Minister of the Economy (2010–2011)​

Radovan Žerjav: Minister of Economic Development and Technology (2012–2013)

Stanko Stepišnik: Minister of Economic Development and Technology (2013–2014)​

Zdravko Počivalšek: Minister of Economic Development and Technology (2014–2018, 2018–2020, 2020–2022).​

Matjaž Han: Minister of the Economy, Tourism and Sport (from 2022 onwards)

 

Note: Over the years, the names of ministries have evolved, reflecting the renaming and restructuring of government departments.

The Power of Tourism  

Tourism stands as a key economic driver in Slovenia, with significant multiplier effects and vast potential for further development and growth. When compared to European and global averages, Slovenia's tourism exports as a share of total exports and the contribution of tourism to GDP are notably higher. Additionally, the share of employees working within the tourism sector is also substantial.

Value of exported trips (2024):

Slovenija:  3,316 milijarde EUR 
Evropa:  628 milijard EUR 
Svet:  1.730 milijard EUR 

Slovenia: EUR 3.316 billion  
Europe: EUR 628 billion  
World: EUR 1.730 trillion  

(Source: Bank of Slovenia and UN Tourism, 2025)

Tourism – A Key Pillar of the Slovenian Economy

Tourism stands as one of the most vital and forward-looking sectors of the Slovenian economy.

GDP
Tourism contributes 5.4% to Slovenia's GDP.
Tourism professionals
6.3% of the working population of Slovenia is employed in tourism.
Accommodation, foreign guests
Foreign guests contributed 73% of all overnight stays in 2024.
Accommodation, domestic guests
Domestic guests contributed 27% of all overnight stays in 2024.

Our Guiding Principles

Core Values of the Slovenian Tourist Board

White outline of a heart with flames above it on a green background. Below the heart, there is text that reads SRČNO.

Green background with a white outline of three human figures, one larger in the center and two smaller ones on either side. Two arrows form a circle around the figures, indicating connection or continuity. Below the figures, there is text that reads POVEZANO.

Green background with a white outline of two leaves sprouting from the ground inside a circle. Below the circle, the word ZELENO is written in white capital letters.

A white light bulb outline on a green background, surrounded by arrows symbolizing innovation. Below is the word INOVATIVNO.

White outline of a hand holding a globe with grid lines, symbolizing the digital world. Below the hand, there is the text DIGITALNO in white capital letters on a green background.

Thank you for being part of the story of Slovenian tourism for the past 30 years

The achievements of these 30 years are a testament to the professionalism, dedication and vision of everyone who has helped shape Slovenian tourism. Together, with shared effort, positive energy and meaningful partnerships, we have met great challenges and created remarkable milestones. May the successes of the first 30 years continue to inspire us and serve as a strong foundation for reaching even greater heights in the years to come.

Text SLOVENIA GREEN KONZORCIJ with SLOVENIA in grey, GREEN in green, and KONZORCIJ in grey and rotated 90 degrees clockwise.
Logo with the text JRE JEUNES RESTAURATEURS. The letters JRE are prominently displayed in large, bold font, with JEUNES RESTAURATEURS written in smaller capital letters below.
Circular design resembling a fingerprint with an orange to red gradient. Below the design, there is text Zgodovinska mesta.
A small house with a red roof, surrounded by green hills and trees. Below the illustration, there is text Združenje Turističnih Kmetij Slovenije.

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About Slovenian Tourist Board

Slovenian Tourist Board is the central national agency for the promotion of tourism.

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Here you can get the latest information and media content on Slovenian and global tourism and also subscribe to weekly news.

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We publish numerous tourism-related research and statistics.

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