The Slovenian stage of Giro d'Italia: an excellent opportunity to strengthen the visibility of Slovenia as a destination for active experiences

While hosting the race in Slovenia, the STB, in cooperation with the Soča Valley Tourism Board, is carrying out a series of promotional activities to strengthen the visibility of the I feel Slovenia brand and of Slovenia as a destination for active and especially cycling experiences.

The 19th stage of the Giro d'Italia 2022 cycling race leads the cyclists to a demanding ascent to Kolovrat before arriving in Santuario di Castelmonste. The ascent to Kolovrat is considered to be one of the most challenging parts of this year's Giro d 'Italia for cyclists. Simultaneously with the 19th stage of the race, the 16th stage of the E-Giro began. Here, the cyclists will compete for the green I feel Slovenia cycling jersey. More than 50,000 cycling enthusiasts, mainly from Slovenia, Austria and Italy, are expected to encourage cyclists in Soča Valley.

Major international sporting events such as Giro d'Italia are an excellent opportunity to promote Slovenia as a destination for active experiences in pristine nature and to appeal to fans of active holidays.

STB at the Giro d'Italia with a series of promotional activities with a special focus on sustainable mobility

On the occasion of Giro d'Italia, the most important Italian and international cycling event in Slovenia, the STB is carrying out intensive communication and promotional activities to highlight Slovenia as a destination for active holidays with an emphasis on cycling experiences. The STB supported the promotion of the race through a public call and set up several advertising campaigns, including on www.giroditalia.it and advertising in the Sport Week sports magazine.

At this year's race, the STB pays special attention to the E-Giro sporting event, where it highlights the I feel Slovenia brand. The event is dedicated to racing e-bikes and runs along the same route as Giro d'Italia. One of the key objectives is to raise public awareness of the importance of sustainable mobility. Sustainability stages also include special presentations in the so-called "Sustainability Villages". The STB will presents the winners of the Giro-E with the I feel Slovenia green jersey, as well as the winner of today's 19th stage.

At the starting point in Kobarid, the acting director of the STB, Ilona Stermecki, greeted the cyclists participating in the Giro-E, the current winner of the "I feel Slovenia" green jersey and the Slovenian team of cyclists organized, which includes top Slovenian athletes Tanja Žakelj, Ana Bucik, Filip Flisar, Boris Premužič, Matevž Melinc and Gregor Slobočan.

At the same time, Ilona Stermecki, the acting director of the STB, pointed out: “The Slovenian Tourist Board is excited to take part in this year's edition of the prestigious Giro d'Italia, which is watched by nearly 800 million cycling enthusiasts. The race ranks at the very top of the largest and most popular cycling races and thus represents an excellent opportunity to highlight the I feel Slovenia brand and Slovenia as a destination for great experiences in pristine nature. As part of the Giro-E, dedicated to raising awareness of the importance of sustainable mobility, the Slovenian Tourist Board is highlighting the central, sustainable sustainability commitment of the Slovenian tourism by awarding green I feel Slovenia cycling jerseys. At this year's Giro d'Italia, we are also strengthening our attention to Slovenia through communication activities that highlight Slovenia as a country of top cycling aces, especially Primož Roglič and Tadej Pogačar, ambassadors of Slovenian tourism. I would also like to thank Soča Valley Tourism Board for their excellent cooperation and efforts in preparing an extremely varied and attractive program of events for this year's race."

Giro-E to promote sustainable mobility

Giro-E is a unique e-bike experience that takes place on the same days and on the same routes as Giro d'Italia. The use of e-bikes also opens the possibility for amateur athletes to tackle climbs, which are usually reserved only for cycling champions. The event connects all bike lovers into a real Gira d'Italia experience, only the locations of departures change, and the length of the route is shorter. The 2022 race includes 18 stages with a daily distance between 70 and 100 kilometers. Each stage is done in a joint team, except for some parts of the routes, where all participants face regularity tests and special tests with their teams. The Giro-E runs exclusively on electrically assisted racing bikes (e-road bikes), with 250 W motors for a maximum speed limit of 25 km/h.

One of the main goals of Gira-E is to raise public awareness of sustainable mobility. This year, the Slovenian Tourist Board is one of the key co-organizers with the aim of promoting sustainable development, green mobility and sports tourism by awarding the feel Slovenia green cycling jersey, which the winner receives at each stage of the Giro-E.

Cover photo: Daniele Colli, Team New Holland-Raspini, current jersey winner I Feel Slovenia, STB's acting director Ilona Stermecki and Aljoša Ota, the head of the STB's office in Italy at the starting point in Kobarid. Photo: Nino Verdnik, Blenda

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