Inspiring Content and High Social Media Engagement of the Slovenian Tourist Board in 2025
Published:
30.1.2026
Inspiring Content and High Social Media Engagement of the Slovenian Tourist Board in 2025
The Slovenian Tourist Board (STB) achieved outstanding results on social media in 2025. With more than 10,000 posts across 16 channels, it generated over 31 million total interactions, further strengthening the global visibility of the I feel Slovenia brand among tourists, potential visitors, followers of the Feel Slovenia channels, and the business community.
2025 proved exceptionally successful for the STB’s social media presence, marked by strong growth in reach, user engagement and high-quality interactions across key domestic and international markets. Across a total of 16 social media channels with more than 1.74 million followers combined, the STB published over 10,000 pieces of content, collectively generating more than 31 million interactions in the form of likes, comments, shares and video views.
In 2025, social media made a significant contribution to the effective promotion of Slovenia’s tourism offering and to strengthening relationships with various target audiences. Content was strategically designed to engage tourists, potential visitors and followers of the Feel Slovenia channels, as well as the business community, supporting the STB’s communication objectives in both B2C and B2B promotion.
In the B2C segment, content addressed potential visitors to Slovenia through inspiring stories, visually engaging formats and a strong focus on experiences that spark interest in visiting the country and reinforce emotional connections with the I feel Slovenia brand. Special emphasis was placed on promoting diverse Slovenian tourism products, events, festivals and seasonal offerings, which achieved wide reach and high user engagement through social media. Communication consistency was maintained in an authentic and memorable way.
In the B2B segment, social media served as an important channel for promoting business events, trade fairs, workshops and professional meetings, as well as for targeted communication with tourism stakeholders, partners and other key audiences. Tailored content supported event participation, increased awareness of Slovenian tourism products and contributed to the long-term strengthening of cooperation with domestic and international partners.
The results achieved in 2025 confirm the effectiveness of a comprehensive and strategic approach to social media management, based on thoughtful content planning, audience segmentation and the adaptation of messages to individual platforms and communication objectives. This impact is further reinforced through advertising as part of the Global Digital Campaign, which the STB implements systematically.
In 2025, the number of posts using the hashtag #ifeelsLOVEnia increased by more than 15% compared to the previous year (Source: Brand24).
Below are the most successful posts of 2025, which stood out in terms of reach, engagement and user response, and made a significant contribution to strengthening Slovenia’s image as an attractive, sustainable and trustworthy tourist destination.
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The General Terms and Conditions determine the conditions and manner of using the Slovenian Tourist Board’s Media Library services. In the Media Library, users have at their disposal high-resolution photos and audio-visual recordings of the products and services offered by Slovenian tourism, which are to be used solely for non-commercial purposes as defined below.
General rules of application
Registration is required to use the Media Library’s services. Registration is available to any legal entity in the Republic of Slovenia and abroad, regardless of their legal form, whose activities involve marketing, promoting and presenting Slovenia as a tourist destination.
Photos and audio-visual recordings (hereafter: materials) may be used free of charge for all non-commercial publications that constitute promotion of Slovenia as a tourist destination, abroad or in the Republic of Slovenia, in accordance with these General Terms and Conditions.
The right to use the materials is not limited in terms of time or place (the use is permitted in Slovenia and other countries) unless a restriction relating to location and duration of use is specifically provided for an individual item of material.
The Slovenian Tourist Board reserves the right to revoke a user’s right to use certain materials at any time.
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Photos and audio-visual recordings may only be used with consistent citation of author/co-authors and source: www.slovenia.info.
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A registered user of the Media Library shall obtain the following non-exclusive economic rights to use the downloaded photos and audio-visual recordings:
the right of reproduction and distribution,
the right of making available to the public,
the right of public presentation,
the right of including photos in other copyright work.
The above rights refer to all forms of non-commercial and free-of-charge online posts, print media, audio-visual media services and other communication channels, regardless of the type of media (print, digital), which includes:
Digital catalogues, e-magazines, newsletters (solely for the purposes of free distribution);
Publication in print and other media that report on the Slovenian tourism products and services or promote Slovenia as a tourist destination;
Use on social media as part of organic posts (reporting on an event, press releases (solely unpaid posts);
Printed promotional materials, prospectuses, leaflets, brochures (solely for the purposes of free distribution);
Promotional events in the Republic of Slovenia and abroad (e.g., tourism fairs, exchanges, workshops, presentations, etc.) that are exclusively or predominantly intended to promote Slovenia as a tourist destination.
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.
Prohibited forms of using materials/commercial use of materials
Using materials for commercial purposes, such as reproduction on postcards, T-shirts, books, magnets, embedding audio-visual inserts in one’s own promotional materials, all forms of external advertising (stationary billboards, digital advertising, etc.), use in advertisements unrelated to the promotion of Slovenia as a tourist destination, use on websites that are not intended to present Slovenian tourism products and services and similar activities, is not included in these General Terms and Conditions and is prohibited.
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.).
Using audio-visual materials is allowed only in the unchanged form available in the Media Library. Transformations, adaptations, clips, embeddings, and instances of using individual shots in one’s own audio-visual works, even if intended for promotional purposes, is prohibited.
Breaches of General Terms and Conditions
Any breach of economic and/or moral rights of the authors of photographs or audio-visual recordings may constitute a criminal offence and may result in substantive and damage liability of the user.
The entity breaching copyright pertaining to the material shall reimburse the Slovenian Tourist Board for all the damage incurred to it due to the breach of rights.
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.
General provisions
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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