Domen Prevc, New Ambassador of Slovenian Tourism and Economy

MSc. Maja Pak Olaj, STB Director, highlighted: “Domen Prevc uniquely embodies top sporting achievements, authenticity and a genuine connection with Slovenia. These are precisely the qualities that resonate most strongly with global audiences today. This partnership enables us to present Slovenia even more effectively in key markets where ski jumping enjoys strong popularity. Through his recognition, credibility, and reach, we will further strengthen Slovenia’s position as a year-round destination for active experiences and outstanding sporting stories.”

Tamara Zajec Balažič, the SPIRIT Slovenia Director, added: “At SPIRIT Slovenia, we believe that elite athletes are powerful ambassadors of the values that also define the Slovenian economy. Through our partnership with Domen Prevc, we are meaningfully connecting sporting excellence with economic success. The partnership is grounded in shared values – top performance, perseverance, continuous improvement and the ability to compete with the world’s best – reinforcing Slovenia’s story as a small country achieving remarkable global success. We believe that by linking top-level sport with the economy, we will further strengthen the visibility of Slovenia’s economy, encourage an entrepreneurial mindset, and build a stronger image of Slovenia as a country of excellence, innovation, and sustainable solutions.” 

Tatjana Vošinek Pucer, Director of Holding Lipica Stud Farm, said: “Our partnership with Domen Prevc began in October 2025, when he became the godfather of a Lipizzaner foal, symbolically stepping into our story. From the outset, we highlighted that the Lipizzaner embodies courage, strength, and elegance – values that Domen reflects with remarkable authenticity. Today, we are elevating this connection into a comprehensive partnership that brings together elite sporting achievement and one of Slovenia’s most recognisable cultural heritages. Through his authenticity, dedication, and exceptional results, Domen resonates with a global audience while remaining deeply rooted in Slovenia and its natural environment. Horse riding has also become his new passion outside the ski jumping season. He has already taken to the saddle in Lipica, and it is fair to say he performs almost as confidently there as he does on the ski jumping hill. With this agreement, Domen has also symbolically gained a truly unique group of supporters – more than 400 noble white Lipizzaner horses. This makes him the only ski jumper in the world with such backing, adding a distinctive, almost iconic dimension to our partnership.”

Domen Prevc: A Globally Recognised Face of Slovenia

Domen Prevc commented: “I am proud to become an ambassador of the I feel Slovenia brand. Slovenia is not just where I come from – it is where I find energy, peace and inspiration. I look forward to sharing the authenticity, beauty, innovation, and warmth of our country through sport and my values. I am especially pleased to partner with Lipica Stud Farm, which represents an important part of Slovenian identity.”

Domen Prevc is widely regarded as one of the most dominant ski jumpers of his generation and among the few athletes in history to have secured all major titles in the sport.

His key achievements include:

• two gold medals at the 2026 Winter Olympic Games,
• overall World Cup winner 2025/26,
• winner of the 2025/26 Four Hills Tournament,
• ski flying world record (254.5 metres, Planica 2025).

Beyond his sporting success, he is recognised for his authenticity, humility and strong connection with nature – qualities that closely align with the values of the I feel Slovenia brand.

Partnership in Practice: From Campaigns to International Platforms

Within the partnership, STB, SPIRIT Slovenia, and Lipica Stud Farm will each contribute through their respective activities to present Slovenia as an attractive tourist destination, a competitive and innovative economic environment, and a country rich in cultural heritage.

The partnership will include a comprehensive range of communication and promotional activities, including participation in digital campaigns and social media, the creation of authentic photo and video stories showcasing Slovenia – with a focus on winter experiences and active nature-based holidays – the development of dedicated content at Lipica Stud Farm and appearances at selected international business and promotional events.

Activities will primarily target the domestic market as well as key international markets where ski jumping has a strong tradition, particularly in Central Europe, Scandinavia, and Japan.

Planica as a Symbol of Excellence and Connection

Planica once again confirms its status as one of the most important sporting and social events in the region. The valley beneath the Ponce mountains is hosting the Ski Jumping World Cup final, which, for the first time in history, also includes women’s ski flying on the Letalnica bratov Gorišek hill—marking a significant milestone in the evolution of the sport.

With tens of thousands of visitors and fans from more than 25 countries, the event extends well beyond the realm of sport, further reinforcing its role as a sustainability-oriented platform that seamlessly connects sport, tourism, and the economy. In doing so, it represents a powerful platform for the international promotion of Slovenia and the I feel Slovenia national brand, a role further amplified through the strategic partnership of SPIRIT Slovenia and the Slovenian Tourist Board (STB).

MSc. Maja Pak Olaj, STB Director, stated: “Each year, Planica once again demonstrates its exceptional ability to bring together sport, tourism, and the economy in a truly compelling way. With more than 60,000 visitors and a global reach measured in the millions, it stands as one of the key platforms for the international promotion of Slovenia and the I feel Slovenia brand. At STB, we systematically engage millions of sports enthusiasts through more than 70 international sporting events annually, with Planica remaining one of our most iconic and recognisable symbols.”

The organisers of Planica consistently adhere to environmental, social, and economic principles of sustainability, ranging from actively encouraging sustainable arrivals by public transport to the comprehensive and responsible management of the event in line with internationally recognised sustainability standards.

This year’s atmosphere in Planica is further elevated by the outstanding success of Slovenian ski jumpers, adding an additional layer of excitement and national pride to the event. The season has been notably marked by Nika and Domen Prevc, who both secured the overall World Cup titles, representing a historic milestone for Slovenian ski jumping. This exceptional sporting achievement further solidifies Slovenia’s position as a powerhouse in winter sports and strengthens its international reputation as a destination synonymous with top sporting excellence.

The value of sport in the recognition and image of Slovenia is huge, therefore STB sistematicaly promote country as the sport destination. Each year, STB partners in more than 70 international sporting events hosted across Slovenia, thereby systematically engaging professional and recreational athletes, sports clubs and associations, as well as millions of fans across key source markets. Slovenia’s international visibility is further enhanced through close collaboration with elite athletes—ambassadors of Slovenian tourism—who embody the country’s values and global appeal. In this role, Domen Prevc joins a distinguished group of exceptional individuals: Luka Dončić, Tadej Pogačar, Primož Roglič and Janja Garnbret.

In recent years, SPIRIT Slovenia has also been actively promoting Slovenia and its economy on international markets through the national communication campaign I feel Slovenia. Green. Creative. Smart. Within this framework, a network of 40 high-performing Slovenian companies – economic ambassadors, including the Nordic Centre Planica – systematically contributes to strengthening Slovenia’s recognition as an innovative, forward-looking, and sustainability-oriented business destination. The agency has increasingly identified international sporting events with global participation as a highly effective platform for promoting the Slovenian economy, business environment and national brand. “Such events bring together international audiences, business partners, media, and representatives of the economy, enabling the effective presentation of Slovenian companies, technologies, and innovations, while also facilitating valuable networking with investors and strategic partners and further strengthening Slovenia’s international recognition as an attractive and competitive business destination. The presence of a top athlete significantly enhances the emotional and symbolic impact of promoting the country and contributes to a more recognisable and memorable narrative of Slovenia. For this reason, the partnership with Domen Prevc represents a logical and strategic upgrade of these activities,” concluded Tamara Zajec Balažič.

Cover photo: Borut Cvetko – Mediaspeed

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