Content Campaign in Europe’s Top Media Highlights Slovenia’s Inspiring, Sustainable Tourism

In line with its 2025 work programme, the STB continues to prioritise content marketing as a key tool for raising awareness, enhancing reputation and increasing the likelihood of Slovenia being chosen as a tourist destination. Advanced technologies and digital tools are being used to ensure the effective integration of content marketing into the broader promotional mix.

The campaign, which has just launched in premium online media with wide readerships, is designed as an umbrella promotion of Slovenia as a boutique, authentic and sustainable destination. It highlights Slovenia’s ability to offer unique, tailor-made experiences every day of the year – well beyond the traditional high season.

Twelve Leading Media Outlets with Millions of Readers in Seven Key Markets

Visually compelling articles and dynamic digital guides will bring Slovenia to life in Austria’s Der Standard and Kurier, Germany’s Welt, Italy’s Corriere della Sera and La Repubblica, France’s Le Figaro and Le Monde, the UK’s Guardian, Telegraph and BBC, as well as Denmark’s Politiken and Finland’s Iltalehti.

Together with these trusted media partners, nearly 50 pieces of content will be created, with an expected reach of over 590,000 reads and at least 85 million campaign impressions.

The campaign is aimed at increasing awareness of Slovenia as a boutique, sustainable and inclusive destination among high-spending visitors. It seeks to inspire environmentally conscious travellers who value authenticity, local character, active holidays, and well-being, while encouraging visits outside the busiest months and across all four macro-regions of Slovenia.

Content Advertising for Deeper Impact

The content campaign not only complements but also amplifies other promotional activities of the Slovenian Tourist Board (STB) in the selected countries, while actively sparking interest in Slovenia’s key tourism products: historical sites and culture (with art and culture as the current overarching communication themes), active outdoor holidays, health and well-being and gastronomy.

Each story is enriched with direct links to landing pages and features on the slovenia.info website, ensuring that readers of reputable international media gain access to reliable, high-quality information and practical tips for planning their future travels in Slovenia.

By partnering with Europe’s most respected media brands, content advertising significantly shapes both the perception and the reputation of Slovenia as a distinctive tourist destination, while reinforcing the I feel Slovenia brand. This approach combines engaging content articles, fresh storytelling methods, advanced digital solutions and the authority of trusted media with a long-standing tradition. As a result, it leaves a deeper and more lasting impression than quick, flashy ads on social networks or mass digital platforms, and helps to build an informed and meaningful relationship with key target groups.

The campaign will run until the end of autumn, with selected publications also being shared across the Feel Slovenia social media channels, further extending their reach and impact.

Back to news