2025 Confirms the Strength of Slovenian Tourism: Steady Growth, Higher Value and Long-Term Resilience
2025 will go down in history as another successful year for Slovenian tourism. Stable, moderate growth led to the highest number of tourist arrivals and overnight stays to date, reflecting coordinated, strategic and long-term cooperation among all key stakeholders – from destinations, tourism businesses and local communities to state institutions. These figures are further reinforced by high satisfaction ratings from international visitors regarding Slovenia’s tourism offer, as well as a positive attitude of the domestic population towards tourism.
At a press conference on 7 January in Ljubljana, the Minister of the Economy, Tourism and Sport, Matjaž Han, and the Director of the Slovenian Tourist Board (STB), MSc Maja Pak Olaj, stressed that Slovenian tourism will continue to pursue responsible growth, with a clear emphasis on higher quality, sustainable development and the long-term resilience of the sector.
“Slovenia is an exceptionally beautiful country with welcoming people. As an attractive tourist destination, however, we are well aware that tourism development must be sustainable and responsible. In 2025, Slovenia once again recorded the highest number of tourist arrivals and overnight stays, yet the development of Slovenian tourism continues to follow the principle of ‘slightly more, but much better’, as set out in our strategy,” said Minister Matjaž Han. “The success of our tourism sector is not coincidental; it is the result of targeted measures, investments and promotion. In 2025, we completed the largest investment cycle in tourism to date: EUR 121 million in European and national budget funds supported 119 tourism investment projects with a total value of EUR 278 million. We will continue to launch calls for funding in the coming year to further develop Slovenian tourism,” he added.
MSc Maja Pak Olaj emphasised: “2025 confirms that Slovenian tourism is in good shape and on the right path. Stable, moderate growth and strong partnerships resulted in the highest number of arrivals and overnight stays so far – approximately 7 million arrivals and 17.9 million overnight stays – while maintaining a clear focus on quality and sustainability. I am particularly pleased that growth was not limited to peak seasons or the most visited destinations; the highest growth was recorded during the shoulder seasons and across numerous destinations throughout Slovenia. Slovenian tourism is gradually generating higher added value, reflected in the growth of travel exports, higher average visitor spending and exceptionally high ratings of the overall tourist experience.
A major milestone is the full launch of the National Tourism Information Hub, which, through 60 economic, environmental and social indicators, for the first time provides a comprehensive overview of tourism impacts and represents a key tool for better tourism planning in the future. We are entering 2026 with ambition, but also responsibility – with a clear focus on more demanding guests, dispersal of visitor flows, digital transformation and long-term resilience of the sector, in close cooperation with all tourism stakeholders in Slovenia.”
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