STB's promotional activities at the Volleyball World Championship strengthen the visibility of Slovenia as a sports tourism destination

In 2022 and 2023, sports tourism, i.e. active recreation in nature or outdoor and sports events, is the key communication theme of Slovenian Tourist Board's (STB's) activities. This is why it is paying even more attention to the promotion and development of this important and at the same time promising tourist product. International sports events hosted by Slovenia are of extreme importance, which is why the STB runs intensive communication and promotional activities and forms partnerships with Slovenian athletes. Today, the biggest sporting event of this year in Slovenia, the men's volleyball world championship, is starting with the opening match in Stožice, Ljubljana.

One of the most high-profile international sports events that will take place in Slovenia this year is the World Volleyball Championship for men, which was moved from Russia to Slovenia and Poland. The event represents a unique opportunity to raise the global visibility of Slovenia as a host of top sports events. That is why the STB, in partnership with the Volleyball Federation of Slovenia and the Government Office for Communication, highlights Slovenia as a safe, green sports destination through numerous promotional and communication activities.

The STB has systematically planned and targeted the promotion of Slovenia as an excellent host of major sporting events, the sports preparations and as an attractive destination for active experiences. For 2022 and 2023, sports tourism has been defined as a key communication theme, which is why the STB pays even more attention to the developmental promotional activities of this product. Sports tourism is considered one of the most important and fastest growing sectors of the global travel industry.

With its exceptional nature and climate, quality infrastructure and expertise, Slovenia is an excellent destination for active holidays in nature and for the most demanding sports events and preparations. The international sports events hosted by Slovenia are extremely important for promotion; this year's volleyball world championship will reach as many as 2.3 billion people. In the framework of this globally resounding volleyball spectacle, the STB is participating in the implementation of the I feel Slovenia brand and the presentation of Slovenia as a safe, green and hospitable destination for active experiences and as one of the best organizers of large sports events in the world and as an increasingly popular destination for sports preparations.

Upon this occasion, MSc. Maja Pak, the director of the STB, pointed out: “The World Volleyball Championship is a unique opportunity to get 2.3 billion people excited about Slovenia. By participating in the event, the Slovenian Tourist Board strengthens the global visibility of Slovenia as a tourist destination, as an exceptional host of the most demanding sports events and as the homeland of the most passionate fans. Slovenian tourism and the I feel Slovenia brand, which reflects the green sporting heart of Slovenia, will be highlighted at the event venue itself, in broadcasts of matches from Slovenia, in the overall communication, within the event's official website and on social networks of the event, in communication with foreign and domestic media and in accompanying events of the championship. Together with the Government Office for Communication and the Volleyball Federation of Slovenia, we will turn Slovenia green and present it to sports enthusiasts around the world as an excellent destination for active holidays.”

The World Volleyball Championship is one of the most important and high-profile international sports events that Slovenia is hosting this year. For this purpose, the Slovenian Tourist Board has carried out a series of promotional activities, which include highlighting the national I feel Slovenia brand. The STB also prepared a video quiz about Slovenia with outstanding Slovenian volleyball players, Rok Možič and Jan Kozamernik, who invite you to follow the world championship with The Ultimate Slovenian Quiz Challenge. In addition, it also prepared special sports-themed contents on the tourism portal. This summer, the STB also launched the first sports and tourism platform, Sports fans of Slovenia, which emphasizes the Slovenian sporting heart and connects domestic and foreign fans of top Slovenian athletes during the biggest sports events. It also includes the promotion of active experiences for various recreational sports in Slovenia. For fans, virtual fan props are also available in GIF collections on Instagram and special filters for Instagram stories, which can be found under the Fans of Slovenia keyword.

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