In less than 14 days, Giro d'Italia will cross Slovenia

Giro d'Italia is considered one of the world's most renowned cycling races. After 17 years, on May 23, this spectacular Italian bicycle race will again cross Slovenia, more precisely the regions of Goriška Brda and Nova Gorica. Slovenian Tourist Board (STB), together with Brda Tourism Board and Nova Gorica, has carried out a number of promotional activities to strengthen the visibility of Slovenia as a destination for active experiences.

The STB pays special attention to cycling as one of the key products of active holidays in Slovenia. Globally recognizable cycling races, such as Giro d'Italia, strengthen the visibility and reputation of the country an excellent cycling holiday destination. Active holidays provide visitors to Slovenia with a safe, sustainable and attractive experience. They are based on close contact with nature and address guests that search for safe and sustainable experiences, which is of major importance especially in the post pandemic world.

The hosting of the Giro d'Italia cycling race in Slovenia represents an exceptional opportunity to highlight the I feel Slovenia brand and present Slovenia to international public and cycling enthusiasts who follow this recognizable cycling event every year. This year's race will be broadcast in as many as 185 countries, with a total of 95 hours of live broadcast. The broadcast will take place via a television network that reaches as many as 790 million viewers on five continents.

In order to strengthen the visibility of Slovenia as an active holiday destination and the I feel Slovenia brand in general, the STB has decided to support the promotion of the sporting event and set up several advertising campaigns, such as advertising on the website www.giroditalia.it, advertising in the Sport Week sports magazine, setting up a new landing page on the www.slovenia.info tourist portal and filming a promotional video with the Slovenian cycling star, Tadej Pogačar. In addition, the press conference was held on 12 May in Milan, for the representatives of the Italian media.

MSc. Maja Pak, Director of the STB, points out: "Giro d'Italia, one of the three largest cycling races, reaches as many as 790 million spectators on five continents via a television network and through a unique backdrop of unspoiled nature presents Slovenia as an active holidays destination. This year, one of the stages will cross Slovenia and we have provided additional promotional support. At the STB we are aware of the great importance of internationally recognizable and resounding sports events and top athletes, this is why we strengthen promotional and developmental activities in the field of active holidays and upgrade partnerships with top athletes, Slovenian tourism ambassadors, such as cycling champions Tadej Pogačar and Primož Roglič. The STB has also identified active holidays and sports tourism as the central promotional themes for the next two years."

Head of the STB's office in Italy, Aljoša Ota, adds: “The prestigious Giro d'Italia, which is returning to Slovenia, is an exceptional opportunity for Italian and international spectators, who have been faithfully following this sporting event for many years, to get to know Slovenia and the places included in the 'Slovenian' stage of the race. For us, this is a great opportunity to show that Slovenia has a cycling soul, a green heart and a number of great opportunities for outdoor activities. In addition to the Austrian and German markets, Italian market is the most important emitting market for Slovenian tourism. In light of the current situation with the pandemic, we have adapted our promotional activities, and Giro d'Italia is an excellent opportunity to upgrade and further highlight Slovenia as a destination for active holidays.”

The STB also strengthens the visibility and reputation of Slovenia as a destination for excellent cycling holidays in other international cycling races. By participating in the Tour of Slovenia cycling race, which will take place between 9 and 13 June, the race will be broadcast on Eurosport. Additionally, the STB has intensified other communication activities on Eurosport network, presenting Slovenia as a green and safe destination for excellent active experiences. Visibility is also strengthened by the partnership with top cycling aces, Tadej Pogačar and Primož Roglič. Thanks to the great potential and opportunities for Slovenian tourism, the STB has identified active holidays and sports tourism as the central promotional theme in the following two years.

During Tour de France, the STB will promote Slovenia as a destination for active holidays, with an emphasis on cycling experiences. The key focus of communication activities will be on the strong connection between Slovenia and currently the best cyclists in the world, Primož Roglič and Tadej Pogačar, who will compete for the victory.

Giro d’Italia is one of the world's most famous cycling races. This year's 104th edition will have a total of 21 stages. The race will take place in 14 out of 20 Italian provinces, and twice turn outside Italian territory – to Slovenia and Switzerland. The cyclists will cover almost 3,500 kilometers in three weeks and together make a record 47,000 meters of altitude difference. Slovenians Matej Mohorič and Jan Tratnik will also compete in the race.

Take a look at the inspiring video that reveals favourite routes of some of the best Slovenian cyclists, including Tour de France legends Primož Roglič and Tadej Pogačar.

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