An Exceptional Year with Groundbreaking Achievements for www.slovenia.info
The official tourist portal www.slovenia.info concluded 2024 with outstanding results, attracting an impressive 7 million visitors. The portal has been enhanced with several innovative projects and high-quality content, a proven strategy for captivating audiences and boosting engagement. Designed to connect Slovenia’s inspiring stories with tangible offer, the portal effectively transforms curious visitors into guests, thereby contributing significantly to Slovenia's tourism sector. Analytics confirm that Slovenia continues to captivate global audiences, solidifying its reputation as a premier destination for both tourism and sports.
With pioneering projects and engaging stories, the portal has proven to be an effective catalyst for inspiring global audiences and converting online interest into real-world visitors, thereby contributing significantly to Slovenia's tourism sector. According to analytics, Slovenia remains a top destination, captivating travellers worldwide with its unique offerings in both tourism and sports.
In May 2024, several trailblazing projects were introduced on the portal, each complementing Slovenia’s unique identity through creative storytelling and innovative features:
Virtual Advisor Alma
Powered by artificial intelligence, Alma serves as a virtual assistant, offering personalized assistance to travelers planning their visit to Slovenia. In 2024, Alma handled over 25,500 inquiries from more than 46,000 users across seven languages, providing them with 24/7 access to tailored information about Slovenia’s attractions, events, and destinations.
This new platform connects the worlds of sports and tourism, providing extensive information about Slovenia’s sports venues, events and training opportunities. With 24,000 visits in its first year, the website has established strong ties between international sports enthusiasts and Slovenia’s tourism offer.
In a unique fusion of culture and technology, Slovenia’s natural beauty and rich cultural heritage are now accessible through audio guides available on Spotify and the www.slovenia.info portal. These audio stories take listeners on immersive journeys through Slovenia’s most iconic locations, blending cultural depth with innovative digital storytelling.
Improved Digital Accessibility
www.slovenia.info has achieved full compliance with WCAG 2.1 guidelines, ensuring an inclusive experience for all users, regardless of their abilities. This commitment to accessibility guarantees that Slovenia's tourism content is available to a wider and more diverse global audience.
These projects represent more than just technological advancements; they embody an innovative approach to telling Slovenia’s story to the world. From the convenience of a virtual assistant to the captivating experience of audio storytelling, Slovenia is being brought closer to potential visitors in more engaging and inspiring ways.
Unprecedented Digital Growth and Increased User Engagement
In 2024, www.slovenia.info experienced record-breaking digital growth, reflecting an increasing interest in Slovenia as a travel destination:
The portal attracted 7 million visitors, marking an 11% increase from the previous year.
Total visits exceeded 10 million (+18%), with 16 million page views (+30%).
The portal's mobile-first strategy continues to pay off, with 83.7% of all traffic now coming from mobile devices, a 10% increase from 2023.
Additionally, the portal introduced 43 new stories, refreshed 33 existing ones, updated 1,700 points of interest (POIs), published 1,310 events and featured 184 tourism industry offers. Search engine presence also grew significantly, with Google Search Console reporting a 10% increase in clicks and improved search engine rankings.
Slovenia’s international appeal reached new heights in 2024, with visitors from 234 countries, a rise of five nations compared to the previous year. Core markets like Italy, Germany and France remain strong, while interest in wellness, hiking, cycling, cultural experiences, and skiing continues to dominate visitor preferences.
Looking Toward the Future
2024 laid the foundation for even more ambitious projects. The Slovenian Tourist Board (STB) remains dedicated to pushing the boundaries of digital innovation, utilizing cutting-edge technology to deliver exceptional user experiences. The continued evolution of the virtual assistant Alma and the development of the sports tourism platform signal an exciting future for engagement with global audiences. With a renewed focus on digital accessibility and the enhancement of editorial content, the portal is set to continue its role as a dynamic, inspiring representation of Slovenia’s tourism landscape.
*The number of countries from which we recorded visits to the website www.slovenia.info exceeds the total number of internationally recognized countries. This discrepancy arises from the methodology used by the Google Analytics 4 tool, which relies on IP address databases and the ISO 3166-1 standard to identify geographical locations. As a result, the data includes not only sovereign states but also dependent territories, special administrative regions, and certain disputed or internationally unrecognized areas.
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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.
General rules of application
Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination.
Photos and audio-visual recordings (hereafter: materials) may be used free of charge for all non-commercial publications that constitute promotion of Slovenia as a tourist destination, abroad or in the Republic of Slovenia, in accordance with these General Terms and Conditions.
The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material.
The Slovenian Tourist Board reserves the right to revoke a user’s right to use certain materials at any time.
The rights acquired based on these General Terms and Conditions may not be transferred to third parties.
Citing the source and authorship
Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
Rights of use
A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:
the right of reproduction and distribution,
the right of making available to the public,
the right of public presentation,
the right of including photos in other copyright work.
The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:
Digital catalogues, e-magazines, newsletters (solely for the purposes of free distribution);
Publication in print and other media that report on the Slovenian tourism products and services or promote Slovenia as a tourist destination;
Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.
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.).
Using audio-visual materials is allowed only in the unchanged form available in the Media Library. Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.
Breaches of General Terms and Conditions
Any breach of economic and/or moral rights of the authors of photographs or audio-visual recordings may constitute a criminal offence and may result in substantive and damage liability of the user.
The entity breaching copyright pertaining to the material shall reimburse the Slovenian Tourist Board for all the damage incurred to it due to the breach of rights.
The Slovenian Tourist Board shall not be liable for any use of photos and video recordings that is contrary to these rules. The user of the material shall be entirely responsible for the content and manner of use.
General provisions
These Media Library General Terms and Conditions shall apply for all instances of using the material unless the Slovenian Tourist Board and user agree on special terms of using the material in advance and in writing for a specific instance of using the material.
These General Terms and Conditions shall be subject to occasional amendments. Upon the user’s publication of the material, the version of the General Terms and Conditions that is current at that particular time shall apply for the use of materials. If the user disagrees with the amendments made to these General Terms and Conditions, they shall immediately cease using the material and remove it from all media and other communication channels.
Alma is a ChatGPT-based virtual travel guide designed to help you find information and inspiration for your next visit to Slovenia. She is full of ideas for great experiences, knows Slovenian destinations and the variety of activities you are particularly interested in, so she can offer you personalised content and inspiring stories available on the official slovenia.info tourism portal.
Our virtual advisor was inspired by the intrepid world traveller Alma M. Karlin; therefore, we named her ALMA.
For an optimal experience, we suggest talking to Alma as a real interlocutor, mentioning the destination you are interested in, the activities you want to experience and when you want to visit Slovenia.
All information provided by Alma is for information purposes only and may contain limitations and errors.
The solution is based on ChatGPT technology, which is owned by OpenAI, and programming upgrades from our partner, Creatim d.o.o.. The content of conversations is retained for 30 days. Access to the content of conversations is limited to authorised persons of the Slovenian Tourist Board and the company Creatim d.o.o., who may process this content solely for the purpose of user support, optimisation, statistical analysis and further development of the Alma service. For the purpose of formulating Alma`s responses, user queries are forwarded to OpenAI servers located outside the EU. The data are encrypted before transmission and when saved to OpenAI servers. OpenAI guarantees compliance with GDPR standards and global best practices in data protection when processing data. Please do not enter your personal information (name, surname, email, phone number, etc.) in the chat window.
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Personal data controller:
Slovenian Tourist Board, Dimičeva ulica 13, Ljubljana
Phone: +386 1 5898 550
Email: info@slovenia.info
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Personal data controller:
Slovenian Tourist Board, Dimičeva ulica 13, Ljubljana,
Phone: +386 1 5898 550
E-mail: info@slovenia.info
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Personal data controller:
Slovenian Tourist Board, Dimičeva ulica 13, Ljubljana
Phone: +386 1 5898 550
Email: info@slovenia.info
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Phone: +386 1 5898 550
Email: info@slovenia.info
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