Watch the Documentary Film Marking 30 Years of the Slovenian Tourist Board and Systematic Tourism Promotion
Published:
18.12.2025
Watch the Documentary Film Marking 30 Years of the Slovenian Tourist Board and Systematic Tourism Promotion
To mark the 30th anniversary of the Slovenian Tourist Board (STB) and three decades of systematic promotion of Slovenian tourism, a documentary film has been produced, offering a reflective journey through the organisation’s past and a confident look to the future.
Titled A Story Inspiring the World for 30 Years, a Documentary on the Slovenian Tourist Board, the film explores the work and impact of the STB through archival footage, interviews and key milestones. It highlights the organisation’s role in establishing Slovenia as a recognisable, sustainable and competitive tourism destination on the global stage.
The Slovenian Tourist Board was founded on 29 April 1995 as the Centre for the Promotion of Tourism of Slovenia (CPTS), its predecessor. In 2025, Slovenia thus marks 30 years of the STB and three decades of strategic, long-term and coordinated tourism marketing.
The documentary sheds light on the organisation’s early beginnings, the people who helped shape its foundations, and the challenges of promoting Slovenia in the early 1990s. At the same time, it presents the remarkable achievements of Slovenian tourism over the past three decades. In 1995, Slovenia recorded around 1.5 million tourist arrivals, with foreign visitors accounting for less than half of the total. Today, foreign guests represent approximately three quarters of all arrivals, while the number of domestic tourists has nearly doubled. Over this period, total tourist arrivals have increased fourfold, and the number of overnight stays has grown by almost three times.
Today, tourism contributes 5.2% to Slovenia’s GDP and employs more than 59,000 people. During this time, Slovenia has become the world’s first Green Destination, firmly established itself as a leading gastronomic destination, and strengthened its international reputation through outstanding athletes who serve as powerful ambassadors of the Slovenian tourism.
As a tribute to past achievements and an inspiring look ahead, the documentary invites viewers to journey through time and rediscover the story of Slovenian tourism.
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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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