Feel Slovenia Social Media Achieves Record Engagement in the First Half of 2026
Published:
10.7.2026
Feel Slovenia Social Media Achieves Record Engagement in the First Half of 2026
The Slovenian Tourist Board (STB) recorded exceptional engagement across its social media channels during the first half of 2026, with a record number of post shares highlighting strong audience interaction and an emotional connection with the I feel Slovenia brand.
Social media continues to play a central role in Slovenia's digital tourism promotion, inspiring travellers while strengthening the country's image as a green, active, healthy and sustainable destination.
National Day post reaches more than one million views
The most successful post of the first half of the year was published to mark Slovenia's Statehood Day. Shared by more than 4,000 users, it generated over one million organic views, making it one of the STB's best-performing social media posts during the period. The results demonstrate that content combining national identity, authentic Slovenian landscapes and emotional storytelling resonates particularly strongly with audiences.
Inspiring travellers through authentic storytelling
The STB's social media strategy focuses on inspiring both domestic and international audiences while building long-term engagement with the Feel Slovenia brand. Rather than simply providing information, its content serves as a visual and emotional gateway to Slovenia's tourism experiences through carefully curated photography, video, destination stories, ambassador content and user-generated experiences.
Partnerships with destinations and tourism partners
The strong results reflect the STB's integrated approach to social media management, supporting destination branding, tourism product promotion, audience engagement and both consumer (B2C) and trade (B2B) communications.
Partnerships with Slovenian destinations and tourism businesses form an important part of the content strategy. Through joint posts, the STB amplifies high-quality destination content, strengthens national tourism communication and helps authentic local stories reach wider audiences in Slovenia and abroad.
User-generated content builds authenticity
User-generated content (UGC) continues to be one of the strongest drivers of engagement across Feel Slovenia channels. Photos and videos shared by visitors present Slovenia through genuine personal experiences, showcasing its nature, culture, gastronomy and local stories while increasing trust and encouraging further interaction.
Influencers and Content Creators
The Slovenian Tourist Board (STB) also works with influencers and content creators to produce distinctive, platform-specific content. Through their reach, authentic storytelling and deep understanding of different target audiences, they play an important role in increasing Slovenia's visibility across social media.
These partnerships showcase Slovenia through personal experiences, contemporary digital formats and content tailored to the habits and preferences of users on individual platforms. In this way, influencers and content creators complement the STB's editorial communications with a more direct, experience-driven and community-focused approach.
The ambassadors of Slovenian tourism hold a special place in the STB's social media content strategy. Among them are Luka Dončić, Janja Garnbret, Tadej Pogačar, Primož Roglič and Domen Prevc. Through their international recognition, sporting achievements and authentic connection to Slovenia, they make a significant contribution to strengthening the country's reputation and enhancing its appeal as a tourism destination.
Employee-generated content gains importance
Employee-generated content (EGC) has also become an increasingly valuable part of the STB's communications. Staff contribute field insights, event coverage and story ideas that support authentic, timely and relevant content across both consumer and trade-focused channels.
The first-half results confirm that strategic social media management, platform-specific content and the combination of destination, ambassador, employee and user-generated stories significantly enhance audience engagement and strengthen Slovenia's international visibility.
The STB's social media channels remain one of the organisation's most effective tools for promoting Slovenia as an inspiring, authentic and sustainable tourism destination.
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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.
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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.
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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.).
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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.
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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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