From Newsletters to Press Releases: A Look at What Journalists Clicked on in 2025
In 2025, the Global Communications Team within the Digital Content Marketing Department of the Slovenian Tourist Board further strengthened the STB’s position as a trusted and strategically focused source for international media.
Through News from Slovenia and carefully targeted press releases, the media were provided with timely, relevant and story-driven content that consistently captured attention.
News from Slovenia
News from Slovenia, a biweekly newsletter for subscribers, offering journalists and professionals a concise overview of the most relevant tourism news, strategic updates and stories with international relevance, was distributed 26 times in 2025, confirming its role as a trusted information channel for international media and professional audiences.
The strongest response came from stories focused on accessibility and air connectivity. Announcements of new airline routes and improved flight connections to Ljubljana Airport generated the highest engagement of the year, highlighting how essential destination access is for editors, journalists and travel planners.
Readers also showed interest in:
Tourism results, official statistics and strategic outlooks, providing context and comparability
International recognitions and rankings, positioning Slovenia within a global media framework
Slovenia Unique Experiences, which consistently attracted high readership due to their authenticity, boutique character and added value
Cultural heritage and historic towns, particularly when linked to European recognition or long-standing traditions
European Capital of Culture 2025 (Nova Gorica–Gorizia), which emerged as a topic of continuous international relevance
Sport and tourism ambassadors, especially in cycling and basketball, delivering strong visibility and emotional resonance
Seasonal and inspirational stories, such as festive content and World Tourism Day, complemented the information-driven topics by adding atmosphere and emotional depth to the overall editorial mix.
Press Releases
Alongside the newsletter, the Slovenian Tourist Board distributed 18 press releases to international media in 2025. With an average open rate of around 25 percent, the results point to strong and consistent media interest.
The highest engagement was achieved by press releases that communicated:
Major institutional milestones
Strategic achievements and long-term vision
High-profile success stories or internationally recognised names
These results confirm that international media respond particularly well to “big picture” stories that place developments in a broader strategic and European context.
Gastronomy and sustainability – including Michelin recognition, Gault&Millau, green stories and World Bee Day – consistently delivered above-average results, while sports stories performed best when linked to major events or outstanding personalities.
By combining strategic communication, strong storytelling and internationally relevant topics, the Slovenian Tourist Board continues to provide journalists with what they value most: credible stories, clear context and insights that matter beyond headlines. In case you haven’t subscribed yet, click here.
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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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