Slovenia’s Historic Towns Captivate Italian and Austrian Visitors
In November 2024, the Association of Historic Towns of Slovenia launched a targeted digital campaign to inspire Italian and Austrian visitors to explore the country’s historic towns. In line with current tourism trends prioritizing authenticity and sustainability, the campaign highlighted Slovenia’s rich cultural heritage, inviting travellers to uncover the hidden treasures and stories of its charming cities.
Cultural tourism has become one of the most sought-after forms of travel, with visitors increasingly seeking immersive experiences that connect them to local culture, history, cuisine, and traditions – all while embracing sustainable travel practices. Recognizing this opportunity, the Association of Slovenian Historical Towns leveraged their unique heritage to promote boutique tourism experiences tailored to these preferences.
Italian and Austrian Visitors: A Key Audience
Austrian and Italian tourists have long been integral to Slovenia’s tourism landscape. In the first eight months of 2024, Italian visitors accounted for 1,079,587 overnight stays, making up 9.3% of all foreign overnight stays, second only to German visitors. Austrian tourists followed closely with 977,901 overnight stays, representing 8.5%. These figures underscore the significance of both markets in supporting Slovenia’s tourism sector.
A Multifaceted Campaign for Maximum Reach
The campaign successfully reached over 300,000 people in both markets through social media platforms like Facebook and Instagram. Eye-catching ad creatives featured towns such as Tržič, Ptuj, Radovljica, Koper, Kostanjevica na Krki, Kamnik and Slovenj Gradec. In the Italian market, Škofja Loka's freelance creative stood out as the most successful ad, while in Austria, carousel ads resonated best with audiences.
Additionally, the campaign included a two-page feature in the Austrian travel magazine Mein Sonntag, one of the country’s most widely read publications, with a print run of 340,000 copies. The article, which also appeared online and was shared via an e-newsletter to 70,000 recipients, beautifully showcased Slovenia’s historic towns and their allure.
The Magic of Historical Towns - MeinSonntag
Encouraging Results and a Promising Future
The campaign generated significant interest, driving approximately 6,000 users to the website and boosting Slovenia’s visibility among Italian and Austrian travellers. The increase in overnight stays by visitors from these key markets reflects a post-pandemic recovery and a renewed interest in Slovenia as a top cultural destination.
The success of this campaign highlights the immense potential of Slovenia’s historic towns to attract culturally curious travelers while supporting the principles of sustainable tourism. With their picturesque streets, rich history, and boutique tourism offerings, these towns promise unforgettable experiences that continue to captivate visitors from near and far.
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