The Core of Slovenian Tourism Results in 2025: Sustainability and Quality
In 2025, Slovenian tourism continued to deliver measurable results while staying firmly committed to its long-term strategic direction. Growth remained moderate and well-balanced, with a clear emphasis on quality, sustainability and resilience – confirming that Slovenia’s tourism model prioritises value over volume. Strong international demand, a resilient domestic market, successful season extension and wider spatial dispersion all point to a tourism sector that is developing responsibly, supported by high visitor satisfaction, positive local attitudes and increasingly data-driven management tools.
In 2025, overnight stays by foreign visitors increased by around 9%. The largest share of overnight stays was generated by guests from Germany, Italy, Austria, the Czech Republic and Croatia, together accounting for 44% of all foreign overnight stays. Among the fastest-growing markets were Poland, Spain, the Czech Republic, the United Kingdom, Croatia, the Netherlands and the United States. The domestic market continues to play a vital role, accounting for one quarter of all overnight stays and confirming its strategic importance and stability.
Clear progress has been made in extending the tourist season. The highest growth rates were recorded in spring and autumn, indicating the success of efforts to promote year-round tourism.
Spatial dispersion of tourism is also strengthening. Last year, strong growth was recorded in leading destinations such as Velenje–Topolšica, Dolenjska, Nova Gorica with the Vipava Valley, Brda, the Upper Savinja Valley and the Green Karst region.
According to data from the Bank of Slovenia, travel exports reached EUR 3.09 billion between January and October 2025, representing a 5% increase compared to the same period last year. The Foreign Tourist Survey (Statistical Office of the Republic of Slovenia) shows that hotel guests spent an average of EUR 214 per day in spring, including EUR 122 on accommodation – significantly more than in 2022. In summer, hotel guests spent an average of EUR 170 per day, slightly less than in summer 2021. In campsites, average daily spending amounted to EUR 63.
All of this is complemented by a high level of visitor satisfaction. The average online rating of the tourist experience in Slovenia in 2025 stands at 8.9 out of 10, placing Slovenia above the average of selected comparable countries and confirming the quality of its offer and the holistic visitor experience.
A positive attitude of residents towards tourism remains a key foundation for sustainable development. Research shows that two thirds of Slovenia’s population perceive tourism as an activity with more positive than negative impacts, while around 60% would like greater involvement in shaping tourism policies at the local level
As of 1 January, the National Tourism Information Hub (NiST) has been fully operational, serving as a central data hub to enable more strategic, efficient and environmentally responsible tourism management at all levels. At the same time, the integration of the renewed Green Scheme of Slovenian Tourism into the NiST system is already underway, representing a key step towards comprehensive monitoring of tourism’s environmental and social impacts and providing strong support for the further development of sustainable tourism. Significant progress is also being made through the introduction of artificial intelligence-based solutions, for example in marketing, within the development of the virtual assistant Alma and the NiST system.
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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.
The Slovenian Tourist Board reserves the right to revoke a user’s right to use certain materials at any time.
The rights acquired based on these General Terms and Conditions may not be transferred to third parties.
Citing the source and authorship
Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
Rights of use
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:
Digital catalogues, e-magazines, newsletters (solely for the purposes of free distribution);
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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