Slovenia Goes Global With New Tourism Campaign Featuring Star Ambassadors
The Slovenian Tourist Board (STB) has launched a new international campaign titled “From Slovenia. With Love.” as part of its global digital campaign. It features the ambassadors of Slovenian tourism who authentically present the country through their personal stories, values and favourite places.
Leading the campaign are the ambassadors of Slovenian tourism – world-class athletes and artists: climber Janja Garnbret, cyclist Tadej Pogačar and the pop-rock band Joker Out. Each introduces Slovenia to a global audience from a personal perspective – through nature, sport, culture and music. Their stories are designed to connect emotionally and inspire interest in visiting Slovenia as a destination for authentic experiences.
The campaign’s launch coincides with key international sporting events: Tour de France, where Pogačar is among the top contenders, and the first World Cup climbing event of the post-Olympic season featuring Garnbret.
“From Slovenia. With Love.” is part of a wider digital content campaign running across 22 international markets and appearing on 9 major global platforms, including Google, Meta, TikTok, Pinterest, Snapchat, YouTube, Spotify, LinkedIn, and X (formerly Twitter). Content is currently available in five languages: Slovenian, English, German, Italian and French.
Combining Storytelling With Smart Digital Advertising
The campaign blends compelling visual storytelling with paid digital advertising and influencer marketing. This multi-channel approach – already proven effective in past STB campaigns – leverages the credibility and reach of recognizable personalities while delivering targeted content to diverse audiences.The campaign focuses on active and curious travellers who seek genuine experiences in nature, outdoor activities, arts and culture.
Among the ambassadors leading the campaign are some of Slovenia’s most celebrated athletes and artists – Janja Garnbret, Tadej Pogačar and the acclaimed band Joker Out. Each of them inspires audiences around the world in their own distinctive way, offering a personal and authentic perspective on what makes Slovenia special. They are not just public figures but compelling storytellers whose charisma, achievements, and deeply rooted values contribute meaningfully to Slovenia’s global image. Through them, the campaign moves beyond conventional tourism messaging – these are stories of genuine pride, love for their homeland, and a heartfelt connection to the places that shaped them.
On the world’s biggest sports arenas and concert stages, ambassadors capture hearts with their unwavering dedication, passion and authenticity. But what shapes the values they so naturally embody? It’s a question that sports commentators and music critics often ask. The answer leads back to Slovenia itself – a country where nature, sport, art and culture are not just pastimes, but a way of life. From lively cities to scenic alpine villages, it’s a place that nurtures excellence and creativity. The landscapes inspire, the communities support, and the spirit of Slovenian fans – genuine, loud, and loyal – fuels every performance, every triumph.
The Slovenian Tourist Board cultivates long-standing, trust-based partnerships with the ambassadors of Slovenian tourism. Their integrity, achievements, and character elevate the country’s image on the global stage – and their stories remind us that tourism, culture and sport are deeply connected and mutually inspiring.
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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.
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