Key priorities for tourism sector in Slovenia on a national level

Published: 30.3.2022

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Key priorities for tourism sector in Slovenia on a national level

This year, the Ministry of the Economy will focus on stimulating the investment cycle in tourism with EUR 140 million, adopting a new tourism development strategy and adapting Slovenia's tourism promotion to nearby markets.

Key priorities for tourism sector in Slovenia on a national level

Compared to 2020, Slovenian tourism recorded better results in 2021. 4 million tourist arrivals were recorded, which is 31 % more than in 2020, and more than 11 million overnight stays, which is 22 % more. The inflow from travel exports amounted to 1.5 billion euros, which is 26 % more than in 2020. Foreign guests generated 50 % more arrivals than 2020 and 43 % more overnight stays. This is especially thanks to Slovenian or domestic tourists, as they generated 57 % of all tourist overnight stays and 10 % more more overnight stays than in 2020 and more than 46 % more overnight stays than in 2019.

4 million arrivals, more than 11 million overnight stays

Minister of Economic Development and Technology Zdravko Počivalšek emphasized that the pandemic had severely affected the tourism sector, which has now been deepened by the war in Ukraine. “The state or on her behalf, the Ministry of Economic Development and Technology, has always been and will be an important partner of Slovenian tourism. We helped the sector as much as possible. Despite the difficult circumstances, we have taken numerous measures to enable the survival and active operation of the Slovenian tourism sector.”

Počivalšek pinpointed that the state had helped the sector with more than 1 billion euros in 10 anti-corona packages and a special intervention law to help the hospitality and tourism sector. "Through timely and concrete measures, we have increased the demand of domestic tourists, helped companies to retain employees and jobs, and helped overcome the liquidity problems of the tourism industry."

Tourism vouchers have significantly increased overnight stays of domestic guests and the operation of the tourism sector. So far, a total of 3.71 million redemptions of 2020 and 2021 vouchers have been made, with a total value of almost 393 million euros. The government extended the validity of the vouchers until the end of June this year.

The habits of tourists have also changed.

Due to the pandemic and the war in Ukraine, the habits of tourists have also changed. To a lesser extent, they opt for mass tourism destinations. Instead, they prefer to choose green holidays, which include activities in nature, as well as staying at tourist farms, glampings, camps and apartments. Holidays at home and in nearby car-accessible markets have also increased.

Počivalšek also announced three key priorities in the field of tourism this year. "This year, we will allocate more than EUR 140 million to tourism, as we want to stimulate the investment cycle in the direction of raising the quality of public tourist infrastructure, accommodation facilities and tourist offer in the direction of green high-quality tourism. Our aim is also to increase the added value of employees in tourism.” He also announced the long-awaited one-off tourism aid measure for the most affected tourism and hospitality companies during the pandemic in the amount of 10 million euros, which is expected to be published in 14 days.

"Another important priority is to ensure a stable and predictable business environment, with special emphasis on the adoption of the new 2022–2028 Strategy of Sustainable Development of Slovenian Tourism. The strategy maintains the key direction of Slovenian tourism in greater added value for all stakeholders. ”The document has been prepared and is expected to be adopted by the government and presented in more detail to the general public by the end of April.

"The third priority is to adapt the country's activities in the field of tourism promotion to the new pandemic and war in Ukraine, focusing on nearby markets such as Austria, Germany, Italy, Hungary, Slovakia, the Czech Republic and Poland," he added.

The Minister wrapped up his presentation by pointing out the successful presentation of Slovenia at EXPO Dubai, which was “the largest organized business presentation of Slovenia abroad in its 30-year history”.

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