I feel Slovenia Brand Slovenia’s National Brand
I feel Slovenia has been Slovenia’s national brand since 2007. It was developed as a shared strategic framework for presenting the country at home and internationally.
The brand goes beyond a logo or slogan. It connects tourism, business, sport, culture, science, diplomacy, gastronomy and sustainability within a coherent and recognisable national identity.
At its core are Slovenia’s defining qualities: green character, authenticity, quality of life, creativity, sustainability and a close relationship with nature.
The Government Communication Office acts as the Slovenia brand manager, and an inter-ministerial group helps it to carry out and implement the Slovenia brand. The Slovenia brand is carried forward and developed by everyone who is a part of Slovenia.
More Than a Visual Identity
The word “feel” gives the brand its emotional dimension. Slovenia is not presented simply as a country to visit, but as a country to experience through its landscapes, people, culture, gastronomy and way of life.
The distinctive green identity reflects Slovenia’s natural environment and its commitment to sustainable development. Together, these elements support Slovenia’s international positioning as a green, safe, active, high-quality and boutique destination.
A Strategic Framework for Slovenian Tourism
The Slovenian Tourist Board has placed I feel Slovenia at the centre of tourism promotion and development since the brand was introduced.
The brand guides:
- national and international campaigns;
- digital communication and the slovenia.info portal;
- publications and audiovisual content;
- appearances at fairs and international events;
- cooperation with destinations and tourism providers;
- the development of sustainable, high-quality and boutique experiences;
- partnerships with media, organisations and ambassadors.
This approach ensures that Slovenia’s diverse destinations and tourism products remain distinctive while contributing to a shared national story.
Consistency and Long-Term Management
One of the main strengths of I feel Slovenia is its consistent and long-term use.
Rather than relying on individual, disconnected campaigns, Slovenia has built a cumulative and recognisable brand story across communication channels and markets. Its core identity remains stable, while its creative expression continues to evolve.
The brand also connects promotion with development. The values communicated to visitors are reflected in the strategic direction of Slovenian tourism and in the experiences Slovenia aims to create.
Partnerships and Ambassadors
The Slovenian Tourist Board strengthens the brand through carefully selected partnerships with respected international media, organisations, events and individuals.
Cooperation with partners such as National Geographic and Virtuoso has helped Slovenia reach strategically important international audiences in credible environments.
Internationally recognised Slovenian athletes, chefs, cultural figures and other ambassadors also play an important role. Personalities such as Luka Dončić, Tadej Pogačar, Primož Roglič, Janja Garnbret and Tina Maze embody values closely connected with the brand, including excellence, authenticity, perseverance and an active way of life.
Their stories give the brand a human dimension and reinforce Slovenia’s international visibility.
Sport, Gastronomy and Culture
Sport provides a particularly effective platform for international promotion. Events such as the Tour de France and the Tour of Slovenia connect the achievements of Slovenian athletes with the country’s landscapes and active tourism offer.
Gastronomy brings the brand to life through local ingredients, culinary traditions, creativity and sustainability. Slovenian chefs and producers strengthen the country’s position as a high-quality and boutique gastronomic destination.
Culture, contemporary creativity, science and innovation further contribute to the image of Slovenia as a modern, open and forward-looking country.
An Internationally Recognised Approach
The long-term and consistent management of I feel Slovenia has contributed to Slovenia’s international recognition and clearer differentiation from competing destinations.
According to the World Economic Forum’s 2024 report, Slovenia ranked first in the world for the effectiveness of its tourism branding strategy.
This recognition confirms that a strong national brand is built through continuity, coordinated stakeholder engagement, credible partnerships, clear positioning and a close relationship between communication and development.
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