The 29th edition of the Tour of Slovenia to be broadcast on Eurosport again

In order to promote Slovenia and the destinations hosting the race even more effectively, the STB is carrying out additional advertising activities alongside the race. The partners presented the details of the race at today's press conference in Ljubljana, which was also attended by top cyclists Luka Mezgec and Domen Novak.

Excellent results in previous years have convinced the STB to participate also in this year's Tour of Slovenia cycling race. The race, which will take cyclists from 19 teams from around the world along 833.3 kilometres of the route, is estimated to reach more than 10 million cycling enthusiasts during 11 hours of live coverage on Eurosport 1 and 2 TV channels.

MSc Maja Pak, Director of the Slovenian Tourist Board, commented: "We are delighted to have brought this exceptional sporting event, organised by the Adria Mobil Cycling Club with the support of the destinations and the STB, to international recognition and to growing popularity among the Slovenian public. In addition to the coverage of the race on Eurosport, the STB will this year provide additional visibility for the event by advertising on Eurosport in May, June and July with 230 video clips of Slovenia and the destinations hosting the start and finish of each stage, online advertising on eurosport.com and announcements on other Eurosport channels. The race boasts a huge viewership, with more than 46 million spectators over the last five years."

Pak added that the televised race, along with being an attractive sporting event, also brings Slovenia's tourism profile to the world. "This year, the race runs almost through the whole of Slovenia, from Kobarid to Ormož. It is important that the race is also broadcast by RTV Slovenia, as this also reinforces the desire for active leisure and a healthy lifestyle among the Slovenian population," she concluded.

Slovenia: a great destination for active adventures

With the Eurosport coverage of the race, Slovenia is already presenting itself as a great country for active outdoor experiences and as a top host of the most demanding sporting events. The STB will further enhance the visibility of the race through advertising activities. Slovenia and destinations will be featured in 230 TV commercials and in an estimated 3.2 million online ad impressions on eurosport.com. Five TV commercials will be aired during the coverage of the Giro d'Italia and five during the coverage of the Tour de France. Other communication activities to present Slovenia as a green and safe destination for great active experiences on Eurosport channels are also in the pipeline.

Eurosport Group, the multimedia giant, reaches 205 million people worldwide every month (via TV channels, the web, apps and social networks). It ranks among the most watched international TV channels, outperforming channels such as CNN and the BBC.

This year, the STB has again partnered up with tourist destinations. All 10 destinations hosting the race starts and finishes (Celje, Žalec, Grosuplje, Ljubljana, Vrhnika, Rogaška Slatina, Ormož, Postojna, Kobarid and Novo mesto) will be featured in videos highlighting key tourist attractions. The I Feel Slovenia brand will be prominently displayed along the race route, including 20,000 flags in the green colour of the I Feel Slovenia brand.

The most important sporting events for strengthening the visibility and reputation of Slovenia and the I feel Slovenia brand

The STB recognises the importance of major and globally-renowned sporting events, which enhance Slovenia's image as a great destination for active holidays and training for athletes, and strengthen the recognition of the I feel Slovenia brand. Therefore, in recent years, the STB has intensified its activities to promote Slovenia at major sporting events, including the Tour of Slovenia. The STB is now spending twice as much on promotional activities for the race as it did in 2017, which significantly increases the visibility of Slovenia's natural beauties, destinations and the I Feel Slovenia brand.

In 2022, the STB has intensively exposed Slovenia, Slovenian destinations and the national brand at 51 international sporting events and seven European and World Championships hosted by Slovenia. Remarkable achievements have been recorded. The highest number of reaches was recorded at the World Volleyball Championships, with 2.3 billion viewers. Slovenia's stage of the Giro d'Italia reached 651 million spectators, while the Women's European Handball Championships, for example, reached 351 million spectators.

Sport events also contribute significantly to the deseasonalisation of Slovenian tourism, with more than 70% of the sport events supported by the STB in 2022 taking place in the low tourist season. Sports tourism is also characterised by its extremely high multiplier effects.

Tour of Slovenia also on social networks

You are also invited to follow the Tour of Slovenia on FeelSlovenia social media channels and the official profiles of the race organiser: Facebook, Twitter and Instagram.

More information about the race is available at slovenia.info and the official website: www.tourofslovenia.si.

Photo: Sportida, Matic Klanšek Velej

On the cover photo from left to right: Head of the Adria Mobil Cycling Club Mojca Novak, Domen Novak (UEA Team Emirates), Director of the STB, MSc. Maja Pak, Director of the ADM, and Luka Mezgec (Jayco Alula).

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