2024 Travel & Tourism Development Index: Slovenia Excels in Branding, Environmental Sustainability and Safety
In the World Economic Forum's assessment of tourism development, Slovenia was ranked 42nd out of 119 countries. Among the 102 indicators evaluated, Slovenia achieved remarkable distinctions, securing the top spot in branding. In environmental sustainability, Slovenia excelled with a second-place ranking. In terms of safety, Slovenia is among the safest countries, ranking 10th with zero instances of terrorism and organized crime.
In the World Economic Forum's 2024 assessment of tourism development, Slovenia was ranked 42nd out of 119 countries. What is more, it achieved the highest ranking in the tourism branding indicator, securing 1st place among 119 countries, an improvement from 2nd place previously. This top ranking reflects Slovenia's exceptional branding strategy, effectively aligning international tourists' perceptions with its promotional efforts.
On this occasion, Minister of the Economy, Tourism, and Sport Matjaž Han remarked: "Slovenian tourism has rebounded remarkably quickly in the years following the pandemic, which is the most important indicator for us. Nevertheless, such surveys are crucial for assessing our work and planning for the future. I am pleased that we have excelled both in branding Slovenia as a tourist destination and in environmental sustainability. With the highest rankings globally, we have shown that we are consistently pursuing our vision of 'a green boutique, with a smaller footprint and more value for all.' We can also be proud of the Slovenian Tourist Board, whose efforts have elevated the I Feel Slovenia brand far beyond our borders. The survey results show that Slovenia is on the right track in promoting tourism development, but we must continue to improve in certain areas."
Director of the Slovenian Tourist Board MSc. Maja Pak emphasized: "Slovenia's first place in the T&T Development Index 2024 Ranking for the Branding Strategy underscores the remarkable success of our promotional efforts. Through targeted, clear, and consistent communication, we are achieving the desired visibility of Slovenia as a safe and sustainable destination for unique experiences, while advancing the development of tourism products in line with our vision of a green boutique. Additionally, we take pride in our outstanding second place in environmental sustainability, a testament to our commitment to sustainable tourism practices. The effective cooperation between the STB, the Ministry of the Economy, Tourism and Sport, the Slovenian tourism industry, and other key stakeholders, coupled with the professionalism, dedication, and enthusiasm of the STB team, significantly contribute to these exceptional rankings."
Slovenia also excelled in environmental sustainability, maintaining its 2nd place, just behind Luxembourg. In safety and seciruty, Slovenia ranked 10th, emphasizing its status as a secure travel destination with no incidents of terrorism or organized crime.
Previously known as the 'Tourism Competitiveness Index,' the assessment now features an updated methodology, grouping 17 pillars into 5 sub-indices/categories. Slovenia's impressive rankings highlight its commitment to sustainability and excellence in tourism development. Overall, Slovenia ranks 42nd, based on the ecaluations of 5 key categories, 17 domains, and 102 indicators. Slovenia's top performances include: Environmental Sustainability (2nd), Safety and Security (10th), Openness to T&T (12th), Prioritization of T&T (14th), Tourist Services and Infrastructure (14th), Ground and Port Infrastructure (17th).
Significant improvements were noted in several areas:
Cultural resources: 75th (up 5 places)
Air Transport Infrastructure: 108th (up 2 places)
Price Competitiveness: 83rd (up 6 places)
Business Environment: 39th (up 3 places)
Environmental Sustainability: 28th
Human Resources and Labour Market: 26th
ICT Readiness: 35th
Health and Hygiene: 37th
In general, the USA is at the top, followed by Spain, Japan, France and Australia in the top five spots. At the bottom is Mali.
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