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Celebrating the Past, Building the Future: Key STB's Activities in 2025

Published:
28.1.2025

Celebrating the Past, Building the Future: Key STB's Activities in 2025

Slovenian tourism showed remarkable resilience in 2024, recovering faster than both European and global tourism sectors. 

Through a well-executed marketing and branding strategy, the STB effectively addressed the evolving demands of modern travellers who increasingly seek green, safe and low-footprint destinations and place a high value on sustainability.

STB's efforts included launching high-profile digital campaigns in 22 markets, partnerships with top athletes and international sporting events to amplify Slovenia's appeal, organizing over 300 corporate events and developing projects that promote sustainability and quality.

Looking ahead to 2025, the STB will continue focusing on initiatives aligned with sustainable and digital transformation, in accordance with the Slovenian Tourism Strategy 2022-2028. A key highlight is the launch of the National Information Hub (NIS), an innovative tool set to revolutionize the way we monitor tourism’s impact on all pillars of sustainable development. NIS will also help manage tourism flows and digitalize the Green Scheme of Slovenian Tourism. The pilot phase of NIS is expected to be launched in June.

In line with its vision, the STB will further position Slovenia as a sustainable, authentic and boutique destination. A special focus will be placed on the theme of Arts and Culture in 2025, with Nova Gorica taking centre stage as a European Capital of Culture.

STB's promotional campaigns will continue to thrive, along with strong partnerships with top athletes, sports event organizers and a showcase of Slovenia's gastronomy. Additionally, partnerships with renowned international associations and media will be deepened and Slovenian tourism will be showcased at various business events both domestically and abroad.

2025 will also mark a significant milestone for the Slovenian Tourist Board, as it celebrates its 30th anniversary"Thirty years of systematic marketing and development of Slovenian tourism represent three decades of inspiration, partnership and growth. On this important anniversary, we aim to reflect on our journey, celebrate the successes of Slovenian tourism and reinforce our collective vision for the future through a series of activities," said MSc. Pak Olaj. "This is a moment to bring our partners even closer together and further elevate the global reputation and success of Slovenia as a premier destination," she added.

Contacts

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

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