Tourism in Slovenia hides plenty of surprises – from visitors who return up to ten times, to the country’s most-watched Instagram reel of the summer. Collected for World Tourism Day, these fun facts were just too good not to share, so here’s a special roundup you won’t want to miss!
As part of its World Tourism Day press release, the Slovenian Tourist Board collected a series of fascinating facts and figures about tourism in Slovenia. They go beyond the usual statistics and reveal who visits, how often they return and what they explore – alongside some eye-catching digital milestones and social media highlights.
Since these insights are far too interesting to be left tucked away in a press document, we’ve pulled them out here in a special feature, just to make sure you don’t miss them. Together, they paint a lively snapshot of what tourism in Slovenia looks like today.
DID YOU KNOW?
Tourism in Slovenia contributes 8.6% of GDP and employs almost 60,000 people.
Most foreign visitors travel to Slovenia as couples or with family, followed by solo travellers and group visitors.
Slovenia is most often visited by middle-aged guests (35–64 years). The age profile shifts with the seasons: spring and autumn attract older visitors (65+), while summer and winter are dominated by the 35–54 and 25–34 age groups.
Autumn and summer record the highest share of first-time visitors: 57% in summer and as many as 61% in autumn. Winter (65%) and spring (49%) are dominated by returning visitors.
A quarter of tourists visiting Slovenia in winter or spring had visited more than three times – some even up to 10 times – demonstrating exceptional visitor loyalty.
Slovenia’s central tourism portal, slovenia.info, recorded 12 million page views between January and August 2025. The top visitor markets were Italy, Germany, Slovenia, Austria, Poland, Hungary, the USA, France, and Spain.
Alma, the AI-powered virtual assistant on slovenia.info, received over 58,000 questions in the first eight months of 2025. In August alone, it answered nearly 12,000 questions, half from Slovenian users, followed by Italian, English, German and Spanish speakers.
The STB has more than 1.7 million social media followers, who generated over 16 million interactions in the summer months. The most popular Instagram post was a reel of the Volleyball on the Ljubljanica event, organically reaching more than 2.1 million views and 23,000 interactions.
In the 2024–25 global digital campaign across 22 foreign markets, the STB created more than 22,000 creative ads in 15 languages. The campaign achieved more than 13 million clicks on Google, Pinterest and LinkedIn, 89 million video views on YouTube and TikTok, and over one billion ad impressions on platforms including X, Snapchat, Spotify and Meta.
On 29 April 1995, the Centre for the Promotion of Slovenian Tourism (CPTS), the predecessor of today’s Slovenian Tourist Board, was established. In 2025, we celebrate 30 years of the STB and three decades of systematic tourism promotion.
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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.
General rules of application
Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination.
Photos and audio-visual recordings (hereafter: materials) may be used free of charge for all non-commercial publications that constitute promotion of Slovenia as a tourist destination, abroad or in the Republic of Slovenia, in accordance with these General Terms and Conditions.
The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material.
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Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
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A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:
the right of reproduction and distribution,
the right of making available to the public,
the right of public presentation,
the right of including photos in other copyright work.
The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:
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Publication in print and other media that report on the Slovenian tourism products and services or promote Slovenia as a tourist destination;
Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.
The above forms of use include solely a free-of-charge form of using materials for the purposes of promoting tourism activities and services in the Republic of Slovenia or presenting Slovenia as a tourist destination.
Prohibited forms of using materials/commercial use of materials
Using materials for commercial purposes, such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited.
It is strictly prohibited to use materials on media and distribution channels that are marketed or sold to users (books, school textbooks, other commercial publishing, calendars, postcards, fast-moving consumer goods (clothes and other products), advertising of non-tourism products and services, reproduction of materials on vehicles, etc.).
Using audio-visual materials is allowed only in the unchanged form available in the Media Library. Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.
Breaches of General Terms and Conditions
Any breach of economic and/or moral rights of the authors of photographs or audio-visual recordings may constitute a criminal offence and may result in substantive and damage liability of the user.
The entity breaching copyright pertaining to the material shall reimburse the Slovenian Tourist Board for all the damage incurred to it due to the breach of rights.
The Slovenian Tourist Board shall not be liable for any use of photos and video recordings that is contrary to these rules. The user of the material shall be entirely responsible for the content and manner of use.
General provisions
These Media Library General Terms and Conditions shall apply for all instances of using the material unless the Slovenian Tourist Board and user agree on special terms of using the material in advance and in writing for a specific instance of using the material.
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.
Alma is a ChatGPT-based virtual travel guide designed to help you find information and inspiration for your next visit to Slovenia. She is full of ideas for great experiences, knows Slovenian destinations and the variety of activities you are particularly interested in, so she can offer you personalised content and inspiring stories available on the official slovenia.info tourism portal.
Our virtual advisor was inspired by the intrepid world traveller Alma M. Karlin; therefore, we named her ALMA.
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