30th Tour of Slovenia: Celebrating the Synergy of Sport and Tourism on the Global Stage

Published: 10.6.2024 More info

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30th Tour of Slovenia: Celebrating the Synergy of Sport and Tourism on the Global Stage

The jubilee 30th edition of Slovenia's premier cycling event will once again feature a top international lineup, showcasing Slovenia as a global cycling powerhouse and exemplifying the positive impact it creates for tourism, sport and the economy. For the seventh consecutive year, the Slovenian Tourist Board (STB), in partnership with the global TV network Eurosport, is enhancing the race's value on the international stage by strengthening the visibility of Slovenia, its destinations and the national I Feel Slovenia brand.

30th Tour of Slovenia: Celebrating the Synergy of Sport and Tourism on the Global Stage

Traditionally, mid-June is reserved for the Tour of Slovenia, which in its three-decade history has become a launching pad for promising Slovenian cyclists, including two of the world's best and most frequent winners, Primož Roglič and Tadej Pogačar. This year, more than 160 professional cyclists from 23 teams around the globe will compete for the green jersey of the overall winner of the Slovenian Pentathlon, held from June 12 to 16. The organisers, the Adria Mobil Cycling Club, along with their partners, will unveil the latest race details at a press conference today in Murska Sobota.

MSc. Maja Pak, the Director of the Slovenian Tourist Board, stated: "The Tour of Slovenia exemplifies successful partnership between the organiser, the STB and various destinations, collectively developing a sports-tourism product that enhances Slovenia's international visibility as a green country, with sport and a healthy lifestyle deeply rooted in its traditions. For the seventh consecutive year, the STB, in partnership with the Eurosport TV network and 46 destinations, has positioned Slovenia as an authentic, sustainable and green destination, offering numerous opportunities for unique experiences for lovers of active and inspiring adventures. Over the past years, our Eurosport coverage has reached more than 56 million viewers. We are very proud to continue bringing the beautiful images of our country to sports fans around the world."

A Race Connecting Slovenia’s Cycling Opportunities with the World

This year, the five-day race will traverse 46 destinations, each hosting various stages of the competition. Videos showcasing the start and finish locations of these stages are available on the Feel Slovenia YouTube channel.

The destinations have highlighted 72 points of interest, which will be featured in TV coverage across 130 countries on all continents, reaching Eurosport's 246 million subscribers. This coverage will spotlight Slovenia's natural and cultural attractions as well as active experiences.

Additionally, TV advertising for the destinations and the "I Feel Slovenia" brand is currently running on Eurosport 1 and 2, including 230 adverts. Half of these adverts are aired during prime time, including advertising during Giro D'Italia and Tour de France.

The digital campaign, in partnership with Eurosport, also includes advertising on Eurosport's websites and apps, targeting key markets (the UK, France, Germany, Spain, Italy, and Poland). Eurosport.com, Europe's leading sports website, boasts an average of 50 million monthly users. A special feature this year is an online prize draw about Slovenia on Eurosport's digital channels, enhancing the STB's digital content marketing efforts.

A Global Spotlight on Slovenia’s Premier Cycling Event

Numerous foreign media outlets will also cover one or more stages of the race live, including media representatives from neighbouring countries Italy, Austria and Hungary, as well as from the UK, Germany and France. The organisers expect more than 115 accredited media representatives.

Last year, the live broadcast of the race attracted 10 million viewers on Eurosport channels 1 and 2, bringing the total viewership since 2016 to over 56 million. The previous year's advertising campaign on Eurosport's TV channels, which ran for nearly two months, reached 13 million viewers and engaged more than 3 million online users. The campaign featured 40 Slovenian tourism destinations.

Excitement Builds as Destinations Prepare to Welcome Fans

Also this year, 46 destinations along the Tour of Slovenia route are gearing up to welcome a large number of fans for all five stages. Many of these destinations are preparing special, multi-day programmes for visitors. To enhance the experience, the Slovenian Tourist Board (STB) will provide over 22,000 green "I Feel Slovenia" flags for fans, further reinforcing the message of the fight for the green jersey in the overall race standings.

On Wednesday, June 12, the race will start in Murska Sobota and finish in Ormož, leading cyclists across the Pannonian plains and into Croatia, Hungary, and Austria. This unique cross-border feature, linking up all the neighbouring countries, is being reintroduced for the first time in 20 years. On the second day, the race will be hosted by Žalec, Slovenia's beer capital, and will include one of the country's most popular cycling climbs, the ascent to Celjska koča. The stage will finish in Rogaška Slatina, a renowned spa and health resort with one of Slovenia's longest traditions.

Following two stages traversing the Pannonian plains, wine-growing hills, and expansive green hop fields, the third day of the race will begin in Ljubljana, the former European Green Capital and the capital of Slovenia. Cyclists will head towards the Slovenian coast and the coastal region, passing through the Vipava Valley and ending in Nova Gorica, the European Capital of Culture 2025.

The race will continue with the fourth stage starting in Škofljica, a newcomer to the family of destinations hosting the starts and finishes. The route will take cyclists to the historic town of Škofja Loka, then onward to Kamnik, a town renowned for its cultural heritage and Alpine charm. The highlight of the day will be the challenging climb to Krvavec, a popular winter and summer mountain resort, offering a breathtaking cycling backdrop above the clouds. This climb is particularly notable as it is a favourite of Slovenian champion Tadej Pogačar.

Traditionally, the fifth stage will head towards Novo mesto, the home town and capital of the Tour of Slovenia. Starting in Šentjernej, the cyclists will navigate through picturesque wine-growing countryside, before showing their last atoms of strength with a climp up Trško Gora before the finish.


Slovenia Anticipates World's Best Teams and a World Champion Competing for the Green Jersey

The Tour of Slovenia will host 23 teams this year, including seven competing at the highest level in the ProTour series. A highlight of this anniversary edition is the debut participation of INEOS Grenadiers from the UK, a team renowned for their numerous victories in the Tour de France and significant media presence. Among the cyclists already confirmed for the Slovenian race is the reigning world road cycling champion, Matej Mohorič. Additionally, Luka Mezgec and Domen Novak, who played pivotal roles in Tadej Pogačar's overall victory in Giro D'Italia, will also be competing.

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

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