Germany Leads Slovenian Tourism Growth in 2024, with Rising Global Markets
In 2024, Slovenian tourism saw remarkable growth, with Germany maintaining its lead as the top foreign market while emerging global markets, including the US and Visegrad countries, contributed to the sector’s continued recovery and success.
Slovenian tourism crafted a remarkable success story in 2024, outperforming both global and European recovery trends following the pandemic, despite numerous challenges. Tourist arrivals surged by 6.3% compared to 2023, reaching an impressive total of 6.58 million visitors. Overnight stays also saw significant growth, rising by 4.5% year-on-year to a record 16.85 million, according to the Statistical Office of the Republic of Slovenia(open in a new window).
Germany continues to hold its position as the top foreign market for Slovenian tourism in 2024. Overnight stays from German visitors increased by 4% last year, marking a 29% rise compared to pre-pandemic levels. Italy, the second most important market in terms of overnight stays, is recovering at a slower pace with just a 2% growth, still trailing behind its pre-pandemic figures. Austria remains the third key market, while Croatia has surged into fourth place. Croatian visitors, who accounted for 41% of their overnight stays during the winter months in Slovenia last year, made a significant contribution to the country’s deseasonalisation efforts.
Among the fastest-growing markets, the Visegrad countries stand out. Poland saw a 19% year-on-year growth in overnight stays in 2024 and a remarkable 56% increase compared to 2019. Slovakia reported an 11% growth in overnight stays from 2023, with a 51% jump compared to 2019. The French market also showed impressive results, with an 8% increase over 2023 and a 40% rise compared to 2019.
The North American market is performing exceptionally well, with the US market up by 18% year-on-year in 2024 and a 25% increase compared to 2019. Asian markets are also showing encouraging signs of recovery, particularly China, with a 46% increase compared to 2023, and Japan, which saw a 20% rise, though both are still below 2019 levels.
The positive performance of Slovenian tourism is further highlighted by several key quality indicators. The hospitality rating from the local population remains high and Slovenia's online reputation outperforms that of comparable countries such as Austria, Italy and Croatia. Additionally, in the World Economic Forum's survey, Slovenia ranks first among 119 countries for its branding strategy, underscoring the success of the STB’s promotional efforts.
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These General Terms and Conditions shall be subject to occasional amendments. Upon the user’s publication of the material, the version of the General Terms and Conditions that is current at that particular time shall apply for the use of materials. If the user disagrees with the amendments made to these General Terms and Conditions, they shall immediately cease using the material and remove it from all media and other communication channels.
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