Slovenian Tourism 2025: Building a More Sustainable, Competitive and Resilient Industry Together
Slovenian Tourism 2025: Building a More Sustainable, Competitive and Resilient Industry Together
Published:
9.1.2025
Slovenian Tourism 2025: Building a More Sustainable, Competitive and Resilient Industry Together
In 2025, Slovenian tourism will be marked by numerous projects, innovations and activities. This year also celebrates two significant anniversaries: 30 years since the establishment of the precursor to the Slovenian Tourist Board and 120 years of the Tourism Association of Slovenia.
At the start of 2025, leading institutions in Slovenian tourism unveil their cornerstone projects, transformative activities and innovative initiatives shaping the year ahead.
Ministry of Economy, Tourism and Sport
Focus in 2025: Legislative changes in tourism, investment incentives and sustainable development
In 2025, the ministry plans various initiatives, including the completion of the new Hospitality Act, expected to be adopted in the first half of the year. Legal frameworks for data sharing with online short-term rental platforms, in line with EU regulations, are also in preparation. Amendments to the Tourism Promotion Act are planned, particularly concerning destination management organizations.
2024 was concluded with a €15 million public call for co-financing accommodation quality. Investments in accommodations, tourism product development and cross-border community projects will continue in 2025. Currently, 58 public tourism infrastructure projects are being co-financed through EU funds. A new call for sustainable tourism projects will be launched, accompanied by initiatives under the European Agenda to balance green investments in tourism. Additionally, the establishment of a National Tourism Information Hub is expected to be finalised.
Slovenian Tourist Board (STB)
Celebrating 30 Years with Intensive Promotion and Groundbreaking Projects for Enhanced Quality in Tourism
2025 is a milestone year for the Slovenian Tourist Board, marking 30 years since the establishment of the Center for Tourism Promotion Slovenia (CPTS), which laid the foundation for systematic tourism marketing.
Key initiatives include launching the National Tourism Information Hub, enabling data-driven decision-making, improved management of tourist flows and supporting the Green Scheme of Slovenian Tourism. Innovative promotional campaigns, in partnership with tourism stakeholders, destinations and special collaborations, will strengthen Slovenia’s international standing. The STB is proud of new boutique, sustainable tourism stories launched last year, emphasizing authenticity and high value. Facing global challenges like geopolitical, environmental, and economic shifts, we remain committed to building a responsible and sustainable Slovenia, inspiring locals and visitors alike.
Chamber of Tourism and Hospitality of Slovenia (TGZS)
Key Success Factors for 2025: Regulation of Short-Term Rentals and Improved Destination Management
TGZS will continue representing the interests of its members—Slovenian tourism companies from all sectors. The new Hospitality Act, expected in 2025, is crucial for regulating short-term rentals and ensuring equal business conditions. Enhancing accommodation categorization processes is also a priority.
Destination development will play a vital role, with a focus on calculating carrying capacities to ensure quality tourism. TGZS also intensifies partnership with HOTREC, the European association for hotels, restaurants and cafes, furthering its impact on Slovenian tourism.
Section for Hospitality and Tourism at the Chamber of Craft and Small Business
Key 2025 Goals: Promoting Hospitality Careers, Tradition and Sustainability and Improving Industry Conditions
The Section for Hospitality and Tourism at the Chamber of Craft and Small Business (OZS) will advocate for its members amid economic challenges. Efforts will focus on promoting hospitality careers, flexible labour legislation and expanding short-term work options. The section will continue promoting the Gostilna Slovenija project, emphasizing traditional cuisine, trends and sustainability. Proposed financial incentives for young innkeepers aim to preserve Slovenian culinary heritage.
Tourism Association of Slovenia
Celebrating 120 Years of Organized Tourism with a Focus on Cultural and Natural Heritage
In 2025, the Tourism Association of Slovenia celebrates its 120th anniversary. Heritage remains at the forefront, with a focus on culture, nature and ethnography.
This year's theme, Arts and Culture, highlights these values through initiatives like My Country – A Symbol of Hospitality, which recognizes the most hospitable Slovenian tourist destinations. Young talents will explore the theme Tradition in Trend, merging heritage with contemporary appeal.
The slogan Tourism is People, launched in 1986, continues to emphasize authentic connections between visitors and locals.
Slovenia Green Consortium
Expanding Sustainable Tourism Projects in 2025
The Slovenia Green Consortium will strengthen ties with the Slovenian Tourist Board, hosting events like Green Tourism Day and a "Green Shark Tank," where members present sustainable products to travel organizers. A Hike Slovenia Green campaign will promote hiking trails in partnership with influencers, culminating in the first awards for the best sustainable stories.
Founded in 2016, the consortium now includes 64 members, showcasing certified destinations and providers committed to sustainability.
The Association of Natural Spas of Slovenia (SSNZ)
Investing in Sustainability and Quality for Health and Well-Being
Building on past successes, the association will enhance its offerings with green energy solutions, expanded solar installations and upgraded wellness programmes. Efforts will focus on resilience, stress reduction, and quality sleep programs, connecting natural healing resources with professional expertise to improve mental and physical well-being.
Slovenia Outdoor
Slovenia as a Top Outdoor Destination
Slovenia Outdoor is dedicated to positioning Slovenia as a top outdoor destination. Their goals include certifying outdoor destinations to ensure high standards, fostering sustainable products and enhancing partnerships among destinations. By advancing digitalisation, they aim to provide visitors with seamless access to information and unforgettable experiences in nature, thereby extending stays in Slovenia. Expanding partnerships with all 35 leading tourism destinations and increasing membership are also priorities, ensuring greater diversity and innovation. With a focus on digital advertising, the association seeks to strengthen Slovenia's competitive position globally.
Slovenian Association of Travel Agencies (ZTAS)
Optimism and Ambition for 2025
ZTAS enters 2025 with optimism, representing travel organizers, agencies and DMCs while actively engaging with ECTAA on key industry legislation in Brussels and Slovenia. Their agenda includes revisions to travel directives, passenger rights, data management regulations and EU visa conditions. As a leading voice in Slovenian tourism, they aim to maintain DMC leadership in the region, making Slovenia a pivotal gateway for the Alps-Adriatic and Balkan areas. By promoting collaboration and innovation, ZTAS seeks to develop new tourism products and strengthen the industry's global standing.
Association of Historic Towns of Slovenia
Culture Enriching Daily Life in 2025
The association continues its FEST MEST festival, the longest in Slovenia, which integrates cultural creators from 22 historic towns into tourism offer. They expand sustainable mobility campaigns with "By Bike to Culture" and develop new products like the "Plečnik in Historic Towns" tour, highlighting the architect’s legacy. Their campaign "My City, My Home" emphasizes the importance of residents in preserving vibrant urban centers. Through these initiatives, they aim to engage visitors and locals, celebrating culture, heritage, and historical legacies.
JRE-Slovenia
Committed to Excellence and Sustainability in 2025
JRE-Slovenia remains focused on sustainable hospitality and culinary excellence. Their year ahead features events like masterclasses, the prestigious Black & White event and welcoming new member Gregor Jelnikar, who brings fresh vision to Slovenian gastronomy. With an enduring commitment to quality and sustainability, JRE-Slovenia continues to inspire both local and international culinary communities.
Boutique Accommodation Development and Promotion Association
Strengthening Visibility in 2025
The association prioritizes expanding and consolidating membership to elevate boutique accommodations as a key sector in Slovenian tourism. Plans include creating a boutique tourism catalogue, launching targeted promotions and hosting the second national boutique tourism conference following the success of the inaugural event. With continued support from the Slovenian Tourist Board, they are optimistic about advancing boutique tourism’s prominence domestically and internationally.
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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.).
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