Record-Breaking Reach and Strong Engagement on STB's Social Networks This Summer
Published:
22.8.2025
Record-Breaking Reach and Strong Engagement on STB's Social Networks This Summer
From posts and photos to reels and videos, Slovenia inspired a wave of online storytelling this summer, reaching 1.7 million followers and sparking 16 million interactions on their social media channels.
The Slovenian Tourist Board (STB) continues to strengthen its digital presence, carrying out communication activities in line with the latest global trends – from the rapid growth of video content (especially reels), to an emphasis on authentic user-generated posts and the inclusion of local stories. Partnerships with the tourism industry and the ambassadors of Slovenian tourism plays a central role, ensuring comprehensive and coordinated promotion of Slovenia as a destination.
The results speak for themselves: a steady increase in followers, excellent reach and a high level of engagement from users who are becoming active co-creators of the I feel Slovenia brand story.
The most successful post of the summer was an Instagram reel from the Volleyball on the Ljubljanica event, which organically reached more than 2.1 million views and generated over 23,000 interactions.
Poleg športnih uspehov in dogodkov smo letos posebej izpostavili Beyond sports events and achievements, STB’s summer content also highlighted arts and culture, a campaign promoting safe visits to the Slovenian mountains, the promotion of lesser-known but attractive destinations to disperse tourist flows and the activities of the ambassadors of Slovenian tourism, who inspire their audiences with authentic stories.
The most visible social media posts confirmed a clear trend: users value authentic video content, genuine moments and experiences that create a sense of belonging to a community. Increasingly, communication is measured not by likes alone but by values, trust and meaningful connections.
In addition to traditional visibility through search engines, the STB is placing increasing emphasis on the social SEO – optimizing social media content through strategic use of keywords, hashtags and descriptions. This approach makes Slovenia more visible to travel seekers on platforms like Instagram, TikTok and YouTube, which are increasingly serving as the first points of contact for travel inspiration. In this way, social networks are not only a space for community building but also a vital driver of actual visits to Slovenia.
These results are more than proof of a successful digital strategy – they demonstrate that STB is building a community rooted in sustainability, authenticity and connection. At the same time, these activities raise awareness among visitors, direct flows toward less-visited areas and strengthen the balanced and sustainable development of Slovenia’s tourism, ensuring an even higher-quality experience for travellers.
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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.
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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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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.
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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.
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