Tour of Slovenia: The success story of promoting Slovenia worldwide

Published: 13.9.2023 More info

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Tour of Slovenia: The success story of promoting Slovenia worldwide

For the sixth consecutive year, the Slovenian Tourist Board has partnered in promoting the Tour of Slovenia, bringing forth numerous highlights. The live broadcast on Eurosport attracted 10 million viewers.

Tour of Slovenia: The success story of promoting Slovenia worldwide

For six years running, the Slovenian Tourist Board has joined forces with the Tour of Slovenia, showcasing Slovenia as a premier destination for active outdoor recreation and a host of sporting events. The slogan of the race "Fight for the Green," emphasizes our commitment to a greener future and responsible behaviour, values we hold dear in Slovenian tourism. The central part of the international visibility of the STB is created through the broadcasts of the race and advertising on the global TV network Eurosport. This year, the race attracted an impressive viewership of 10 million, with television ads reaching an additional 13 million viewers. Among the participants was also Slovenian cyclist Matej Mohorič, who, after winning a stage at Tour de France, captivated the world with his sincere interview.

Over the course of 30 years, the Tour of Slovenia has transformed into a true cycling holiday

The Tour of Slovenia spans five stages and involves 10 destinations as starting and finishing points. The entire route includes as many as 40 destinations that see this partnership as a golden opportunity for international exposure, fostering local community connections, and raising awareness of sustainability and a healthy lifestyle. This year, STB signed a contract with Eurosport for television and digital advertising. The race, along with destination presentations, aired for a remarkable 11 hours.

Moreover, Eurosport re-broadcasted the highlights of the race, which resulted in 35 hours of content in the European market and 24 hours in the Asia-Pacific market. The race was also broadcast on the national Slovenian television, which provided extensive media coverage through its digital platforms. Special attention was paid to the 30th anniversary of the first race in 1993, resulting in 705 mentions in Slovenian media, with an advertising equivalent of 1.6 million euros in coverage.

More about the Tour of Slovenia


STB's digital campaign for the "I feel Slovenia" brand and destinations

On Eurosport's digital platforms ( and the app), STB achieved over 3.3 million impressions with targeted sponsored posts, primarily in key markets like UK, France, Germany, Spain and Italy. Eurosport commentators highlighted Slovenia's diverse landscape, suitable for all types of cyclists. During the initial two stages, they also emphasized the rich wellness and spa offer. In the second half of the race, the exceptional fan atmosphere in destinations and the vibrant support for cyclists were spotlighted. According to them, sport is an integral part of Slovenian culture, reflected in the variety of cycling routes and enriching experiences for active leisure, both culinary and cultural.

Watch promotional videos of the destinations:


During the race, STB launched an extensive content-based digital campaign about Slovenia and its destinations on social networks like Meta, Twitter, and LinkedIn. This campaign generated over a million impressions, showcasing destinations, experiences, and the natural and cultural attractions of Slovenia. Special guest Primož Roglič, this year's winner of the Giro d'Italia and the ambassador of Slovenian tourism, also received significant attention on the social media. He attended the final stage of the race in Novo Mesto and participated in the award ceremony.

The best host of the year: Novo mesto takes the crown this year

STB provided "I feel Slovenia" flags for fans in all 40 destinations. These destinations also competed in the Naj gostitelj selection (Best Host Selection), where an expert panel evaluated innovation, comprehensive approaches, and sustainability. This year's title was claimed by Novo mesto. The city boasts a rich cycling tradition spanning over five decades, and the event was accompanied by a plethora of sports, tourism, and promotional activities. An intriguing fact is that Novo mesto has hosted the race's start, finish, or both 36 times in its history. The expert panel commended the participating destinations for their exceptional yearly progress, evident in their continuous improvement and the diverse activities they organize for fans and local residents alike.

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Global public relations and Marketing
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