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STB on TikTok: Connecting with Generation Z and Millennials

Published:
16.1.2025

STB on TikTok: Connecting with Generation Z and Millennials

The Slovenian Tourist Board (STB) has been achieving impressive results through its Feel Slovenia profile on TikTok, a platform it has actively engaged with since 2022. In 2024, its captivating and authentic video content showcasing Slovenia's tourist destinations and products amassed over 17 million views, more than 330,000 likes, and sparked over 2,700 interactions. The follower count grew by an outstanding 42%, demonstrating TikTok's vast potential for promoting Slovenian tourism.

 

TikTok: A Key Platform for Tourism Promotion and Information Seeking

TikTok has rapidly become one of the leading social networks for younger generations aged 14 to 35, a key demographic in travel and tourism. Generation Z (14-23 years old) is increasingly using TikTok not just for entertainment but as a source of travel inspiration, discovering local destinations, cuisine and unique experiences. Research indicates that TikTok is now competing with traditional search engines, as young users seek visually engaging, authentic and practical content.

The platform’s fastest-growing user group is young adults aged 25-35, representing young families with growing purchasing power. TikTok’s appeal lies in its short, unfiltered, mobile phone-shot videos, often set to trendy music, presenting inspiring stories. This vertical video format has been adopted across platforms like YouTube (Shorts) and Instagram (Reels), further solidifying TikTok’s influence.

Reaching Young Audiences through Authentic Content

STB’s goal on TikTok is to engage Generation Z and young millennials by embracing modern trends and showcasing Slovenia as a destination for unique, authentic experiences. The platform’s creative potential allows lesser-known destinations, traditional customs and local flavours to be presented in a fresh way, promoting sustainable tourism.

Partnership and Global Reach

Through its TikTok profile, Feel Slovenia collaborates with 916 HUB, which helps create genuine content that resonates with global audiences. The profile attracts active followers from Slovenia, Croatia, the USA, Poland, Germany and beyond.

Among the top-performing content in 2024 were:

  • Štatenberg: A video that taps into the Bridgerton series trend, using a unique location that captures attention and drives shares.
  • Visit Slovenia in 2025: A fast-paced, aesthetically pleasing video featuring trending music and dynamic edits that highlight Slovenia’s diverse destinations and activities.
  • Brežice: A video linking the destination to a famous film shot there, engaging viewers with a fun, cinematic connection and boosting emotional appeal.

 

The Feel Slovenia profile on TikTok is a powerful tool for presenting Slovenia’s tourism offer, complementing the Slovenian Tourist Board’s global digital campaigns.

Stay connected with STB’s activities on their FEELSLOVENIA Tiktok Chanel.
 

Contacts

Global public relations and Marketing
e-mail address: press(at)slovenia.info

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