Press Trip for International Content Creators and Influencers
Published:
18.12.2025
Press Trip for International Content Creators and Influencers
In December, the Slovenian Tourist Board (STB) organised a tour for selected international influencers and content creators, focused on positioning Slovenia as a destination of boutique, five-star experiences. Influencer marketing and the creation of authentic content represent one of the key pillars of contemporary tourism promotion, which is why the STB approaches this field strategically, thoughtfully and with strong analytical support.
The selection of participating content creators was based on thorough analysis, including the relevance of their audiences, content quality, follower engagement rate, geographic reach and alignment of the creators’ values withthe I FEEL SLOVENIA brand. The aim of the collaboration is not merely short-term visibility, but the long-term building of Slovenia’s image as a sustainable, authentic and boutique destination.
This edition of the study tour hosted content creators from Switzerland who reach broad and diverse audiences across Europe:
The combined potential reach of the participating profiles exceeds several hundred thousand followers, with a significant share of users from Germany, Switzerland, Austria, France and Italy – key source markets for Slovenia. Taking into account planned posts, stories and video content, the total digital reach of the campaign is estimated to reach more than a million views, with an above-average engagement rate.
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The content created during the trip will be published gradually over the coming weeks, extending the lifespan of the materials and ensuring a more sustained impact on communication. Through such partnerships, the STB strengthens authentic storytelling based on creators’ personal experiences, while clear objectives and measurable indicators ensure the effective use of resources and the long-term strengthening of Slovenia’s brand in international markets.
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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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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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