Digital Content Marketing Department of the Slovenian Tourist Board: Priorities and Outlook for 2026

Global digital campaign and off-season demand generation

In 2026, the global digital campaign will remain the central pillar of STB’s continuous presence in international markets. In 2025, the campaign achieved approximately two billion impressions and 16 million clicks across more than 23,000 digital ads. In 2026, the campaign will be implemented using a modular, multi-channel approach, optimised through advanced analytical insights, and rolled out across 18 priority markets.

A dedicated off-season campaign will also be launched, aimed at stimulating travel during shoulder and low seasons, thereby supporting year-round tourism and more balanced tourism flows.

TV, radio, print and out-of-home as a strategic complement to digital

Alongside digital activities, STB will continue to strategically deploy traditional advertising channels – television, radio, print media and out-of-home (OOH) – as a complement to the digital marketing ecosystem. These channels will be used selectively, based on market characteristics and target audiences, with a particular focus on reinforcing Slovenia’s premium positioning and strengthening the I feel Slovenia brand. Television advertising will play an important role in image-building in high-potential markets, while OOH and print will primarily support other communication activities.

Strong owned channels, content projects and awareness-raising initiatives

In 2026, STB will continue to develop its owned communication channels, which remain a vital support for digital campaigns. With 1.7 million followers across social media platforms, STB is able to distribute content efficiently and maintain ongoing dialogue with its audiences. Strategic content projects such as Sounds like Slovenia will continue, alongside positioning Slovenia within relevant global sports, cultural and gastronomic contexts.

As part of the Safe in the Mountains project, STB will further strengthen awareness-raising around safe and responsible mountain travel in 2026, including expanded winter-focused content and deeper integration of safety messages into digital campaigns in key mountain source markets.

Partnerships with Ambassadors of Slovenian Tourism

Partnerships with Ambassadors of Slovenian tourism will remain a key pillar of content marketing. In 2025, content published in cooperation with ambassadors on STB channels achieved a combined reach of more than 14.7 million views, with above-average engagement rates. In 2026, STB will continue partnerships with leading sports ambassadors such as Luka Dončić, Tadej Pogačar, Primož Roglič and Janja Garnbret, cultural ambassadors including Joker Out, and gastronomic ambassadors such as Ana Roš.

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The slovenia.info portal and Alma

In 2026, the slovenia.info portal will remain the central digital hub of STB’s communication activities. In 2025, the portal again exceeded 7 million users and recorded a 5 % year-on-year increase in traffic, reaching 17 million page views – confirming the continued relevance of high-quality content even in an environment where AI-generated search summaries reduce organic click-through rates.

Alma, the smart AI travel assistant for Slovenia, answered more than 82,000 user questions on slovenia.info in 2025. In 2026, further upgrades are planned, including the development of structured data sources to improve information quality, pilot integrations on destination websites, tools for direct local content editing, expanded presence on social media platforms, and continuous improvements in accuracy and timeliness.

Content management will also remain a priority on the Taste Slovenia portal, where STB will continue producing new boutique gastronomic stories to strengthen Slovenia’s positioning as a top culinary destination.

Press and influencer trips and international media events

The organisation of carefully curated trips for international media representatives will remain one of the most effective instruments for strengthening Slovenia’s global media presence. In 2025, STB hosted 330 foreign journalists and influencers on tailored visits across the country, providing them with in-depth, first-hand experiences of Slovenia’s diverse tourism offer. The primary objective remains the strategic acquisition, long-term development and nurturing of strong relationships with influential journalists from leading global and product-focused media outlets, ensuring sustained, high-quality international coverage.

Advanced media approaches and strategic partnerships

In the coming period, STB will further strengthen partnerships with the world’s most respected travel media and introduce advanced content formats to present Slovenia credibly and emotionally as a sustainable destination of unique experiences. The focus will be on strategic partnerships combining editorial coverage, paid content, press trips and integrated digital formats. Priority will be given to media that address more discerning audiences with interests in luxury, culture, sustainability and boutique experiences.

Publications and promotional products

STB will maintain a curated selection of high-quality printed publications, with print runs and language versions adapted to the specific needs of individual activities in domestic and international markets.

The I feel Slovenia promotional product line will be further developed, alongside continued production of sports fan merchandise for branding at international sporting events hosted in Slovenia. STB will also continue working with a selected retail partner for exclusive distribution of I feel Slovenia-branded products.

Arts and culture in 2026: the central communication theme

With arts and culture as the central communication theme, STB will implement activities in 2026 that highlight cultural tourism as an integral part of Slovenia’s overall visitor experience. A new flagship publication has been prepared, offering a contemporary approach tailored to today’s travellers. In support of this theme, three new promotional videos have been produced, featuring storytellers presenting Maribor, Nova Gorica and Ptuj through their personal perspectives. These will be shared with audiences across STB communication channels in the coming weeks.

Moja Slovenija Campaign and Careers in Tourism

On the domestic market, STB will continue the Moja Slovenija (My Slovenia) campaign, with additional emphasis on strengthening positive attitudes towards tourism and hospitality. The Careers in Tourism campaign (Creating Experiences) will also continue, with a strong presence on TikTok, ongoing management of the karieravturizmu.si platform, and dedicated activities for school career counsellors.

Data-driven communication, CRM and co-marketing

Email marketing and marketing automation on an advanced platform, strengthening the integration between campaigns, CRM systems and analytics will further be developed. At the same time, 2026 will mark an important step in establishing the operational framework for a co-marketing platform, designed to increase transparency in activity planning and enable structured partner participation in joint campaigns – particularly in the field of digital marketing.

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