World Championships in Planica: a great opportunity to raise Slovenia's image and attract guests

Published: 21.2.2023 More info

Back to news

World Championships in Planica: a great opportunity to raise Slovenia's image and attract guests

The FIS Nordic World Ski Championships Planica 2023 will officially kick off today in Kranjska Gora with the opening ceremony. 

World Championships in Planica: a great opportunity to raise Slovenia's image and attract guests

The FIS Nordic World Ski Championships Planica 2023, which is expected to reach more than half a billion people through various channels, is a great opportunity to raise the profile of Slovenia and the I feel Slovenia brand, to address potential tourists looking for pristine nature and outdoor sports activities and raise the visibility of Slovenia as a perfect host for top sporting events and an ideal destination for the preparation and rehabilitation of top athletes. The Slovenian Tourist Board (STB) will carry out a number of promotional activities.

Globally, sports tourism is one of the fastest growing segments of the travel industry with high multiplier effects.

The establishment of the Ministry of the Economy, Tourism and Sport has opened up opportunities for further integration and synergies between these three areas. Under the auspices of the Ministry, the Slovenian Tourist Board and SPIRIT Slovenia will promote Slovenia, Slovenian tourism and the Slovenian economy in the winter season 2022-2023, on the occasion of the FIS World Championships in Planica and six other World Cup competitions. To this end, all winter sports events will be branded with the national I feel Slovenia brand and its application in the tourism and economic spheres.

I feel Slovenia brand in Planica in the most prominent places

The STB sees the Nordic World Ski Championships as an opportunity to:

  • Raise the visibility and overall image of Slovenia as an active, green, healthy and sporty destination;
  • Raise the reputation of Slovenia and communicate the I feel Slovenia brand and Slovenian tourism;
  • Raise the visibility and reputation of Slovenia as a tourist destination for active holidays and athletes' training;
  • Position Slovenia as a host of the most demanding major sporting events.


In order to achieve these objectives, the I Feel Slovenia brand will be highlighted in exclusive positions, such as on competitors' starting numbers and in the most visible spots of competition venues, such as the start and finish installations, at the jumpers' landing at the foot of the ski jumping arena, along both ski jumping hills, and within the venues of all cross-country skiing competitions. The brand will also be visible at medal ceremonies and press conferences. Slovenia's winter beauty and winter sports infrastructure will be showcased with a special video.

As part of the activities, a story on with all the necessary information for visitors and fans was created. Sports fans are being invited to Planica through social media posts. In addition, a short video-quiz about Slovenia, including an invitation to Planica, was launched and also a sports quiz, featuring top Slovenian athletes, Primož Roglič and Robert Kranjec. The quiz has gathered more than 3600 views on Youtube in about two weeks. Slovenia will be brought closer to the media and sports professionals by appearing at the professional events that will accompany the competition part of the championshiops and the STB also hosts the Hungarian Association of Tour Operators.


During the World Championships in Planica, a TV advertising in the German market on the national TV channel ZDF will take place. ZDF is a channel with a high viewership, which will broadcast the majority of the Planica races in Germany. This is how one of the most important emotive markets for Slovenian tourism will be targeted. TV ads feature active outdoor experiences, health and well-being, gastronomic and cultural experiences. At least 26 million individuals are expected to be reached with the campaign.

Significant economic impact and opportunity to appeal to potential tourists

Planica and Kranjska Gora will host the biggest sporting event in the history of the Republic of Slovenia - the Nordic World Ski Championships - from today until 5 March 2023. Major sporting events are of paramount importance for the development of tourism. In addition to short-term positive effects such as tourist arrivals, overnight stays and consumption, they can in the longer term act as an important factor in increasing the visibility of a destination and as a stimulant for the development of services, infrastructure and tourism facilities. Such events create numerous opportunities in the local and regional environment and open the door to creating a higher added value.

The FIS Nordic World Ski Championships will showcase Planica, Kranjska Gora and Slovenia to more than 500 million TV spectators worldwide. It will be broadcast by TV stations from the key Slovenian tourism markets: Germany (ARD, ZDF), Italy (RAI Sport+), Austria (ORF 1, ORF Sport+), the Czech Republic, Russia, Finland, Norway, Sweden, Poland, Switzerland, Denmark, Slovakia, France, the UK, Croatia, the USA, China and several other countries (the competition will also be broadcast on the Eurosport global TV network).

The event has major economic implications. Approximately 1,500 competitors with their teams from 60 countries, approximately 2,000 representatives of the foreign media and approximately 150,000 spectators are expected. Based on last year's World Championships in Obersdorf, more than 300 million views of official photos and videos are expected on the event's official social media channels.

Planica is part of the Triglav National Park, the only national park in Slovenia where nature conservation and coexistence is a fundamental goal. This is one of the reasons why the organisers are placing an emphasis on sustainability. The aim is to create an event with almost zero waste, with the lowest possible carbon footprint. To this end, sustainability standards have been established, which will also form the basis for national guidelines for all sustainable outdoor sport events.

The event also directly appeals to spectators to visit Slovenia as a sports-tourism destination and has good promotional potential as it combines perfectly with active outdoor experiences.

Join us in Planica and Kranjska Gora and experience the best cheering atmosphere.


Back to news


Global public relations and Marketing
e-mail address: press(at)

Sign up for the Trade News

Be up to date about what’s happening in Slovenian tourism. By subscribing to our newsletter you will receive the latest trade news in the field of tourism and other current information on a monthly basis.

Share with friends