Thanks to intensive promotional activities, 2017 was a major success

Published: 30.1.2018

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Thanks to intensive promotional activities, 2017 was a major success

Exceptional statistics, a number of awards and great exposure in the world’s most important media are the reflection of various promotional activities carried out by the Slovenian Tourism Board and tourism industry in 2017.

Thanks to intensive promotional activities, 2017 was a major success

2017 was one of the most successful and promotionally intensive years for the Slovenian Tourist Board, which attended and organised 140 business events in 30 countries around the world and held over 13,000 business meetings. While being concentrated on key markets, the promotion of Slovenian tourism was particularly intensified in the USA and France, the markets with outstanding potential. One of the most high-profile presentations of 2017 was the partnership with the world's leading travel trade show, ITB Berlin.

Various events intended for education and networking of the Slovenian tourism industry were also organised in Slovenia, i.e. Slovenian Incoming Workshop – SIW, which hosted tour operators from all over the world, a tourism panel within the framework of the Bled Strategic Forum and Days of Slovenian Tourism with a first tourism hackathon. In addition, various stakeholders of the Slovenian tourism concluded a Declaration for the sustainable growth of Slovenian tourism there. Slovenia also hosted a high-profile international event, i.e. the General Assembly of the Lufthansa City Center.

The global digital campaign, Slovenia. Make New Memories. reached over 117 million people in 21 countries. Furthermore, the first broadcast of the Tour of Slovenia cycling race on Eurosport reached 113 million viewers. Also the number of followers on social networks of the STB increased: on FB by 32%, on Instagram by 183% and on Twitter by 26%. In 2017, the STB implemented another campaign, i.e. Discover SLOVENIA, Europe‘s best-kept secret. Together with Expedia, the world’s largest online travel company for reservations, the STB held a campaign in order to boost the possibility of selecting Slovenia as a tourist destination for 5-star experiences and to also promote reservations in the low season.

In addition to increased digital activity, the STB prepared various activities with the ambassadors of Slovenian tourism, such as the best female chef in the world, Ana Roš, and many athletes. It issued digital catalogues and publications in 17 languages in 850,000 copies.

The STB promoted the development of sustainable and innovative products with higher added value with the following projects, the Sejalec and the Snovalec awards, EDEN and the Green Scheme of Slovenian Tourism, which now combines 46 holders of the Slovenia Green brand. To assist further promotion and marketing of Slovenia, the STB for its own needs and for the needs of the Slovenian tourism industry carried out a project of identifying the most attractive target groups, the so-called personas of Slovenian tourism and various educational workshops. The STB also participated in the drafting of the 2017–2021 Strategy for the Sustainable Growth of Slovenian Tourism. 

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Global public relations and Marketing
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