STB Promotes Slovenia at European Football Championship

Published: 11.6.2024

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STB Promotes Slovenia at European Football Championship

The UEFA EURO 2024 will kick off on Friday in Germany, the most important foreign market for Slovenian tourism. After 24 years, Slovenia has once again qualified for this prestigious event. To mark this occasion, the Slovenian Tourist Board (STB), together with the Football Association of Slovenia (NZS), the public agency SPIRIT Slovenia, the Ministry of the Economy, Tourism and Sport (MEST), and the Embassy of the Republic of Slovenia in Germany, will organise a series of promotional activities. 

STB Promotes Slovenia at European Football Championship

Again after 24 years, Slovenia has qualified for the European Football Championship. Led by selector Matjaž Kek, the Slovenian national football team will compete in Group C against Denmark, Serbia, and England. The matches are scheduled for 16 June in Stuttgart, 20 June in Munich, and 25 June in Cologne.

Rebeka Kumer Bizjak, Head of the STB Representative Office in Germany, emphasised before the start of the Championships that Slovenia's inclusion in this prestigious competition is an exceptional opportunity to further strengthen Slovenia's visibility on the German market. "Football enthusiasm runs high in Germany and the Championships have a broad European and global reach. Around three million fans will cheer on the national teams in the stadiums, and the final match alone is expected to draw around 300 million viewers on TV. We want to showcase Slovenia as a premier tourist destination with a big sporting heart, as well as a country rich in economic and investment opportunities. With our commitment to sustainability and high-quality service, we aim to captivate and attract German tourists who value environmentally friendly practices and authentic experiences, along with sports enthusiasts from around the globe."

The STB is carrying out a series of dynamic promotional activities:

  • LED and Information Screen Advertising: Ads in Stuttgart, Munich, and Cologne, where the Slovenian national team will play, will significantly boost Slovenia's visibility among football fans and the general public.
  • TV Advertising Campaign: Slovenian tourism commercials will air on multiple German TV channels during the World Cup, aiming to entice German tourists to explore Slovenia.
  • I Feel Slovenia' Branding: the national brand will be prominently featured in all NZS's activities related to EURO 2024, reinforcing Slovenia's image as a premier tourist destination.


These activities complement the STB's ongoing promotional activities in the German market, which include a global digital campaign, participation in numerous faris and workshops, media partnerships, press trips for journalists and fam trips for tour operators.

Slovenian national team matches serve as a spotlight for the Slovenian economy and tourism

Alongside the Slovenian national team matches, high-profile events focusing on the Slovenian economy and attracting significant participation will be hosted in the German market. A key highlight will be the "Invest & Connect Slovenian Business Pitch: Germany Experiences Slovenia" business and investment congress, scheduled for 19 June in Munich. This event will showcase economic opportunities, present best practices, feature company presentations and foster networking among industry leaders.

Among the distinguished guests will be the Prime Minister of Slovenia, Dr. Robert Golob; the Minister of the Economy, Tourism and Sport, Matjaž Han; the Bavarian Minister of Economy, Regional Development and Energy, Hubert Aiwanger; the Slovenian Ambassador to Germany, Dr. Ana Polak Petrič and the President of the NZS, Radenko Mijatović.

Prior to the Congress, the STB will host a working tourism brunch, providing an opportunity for Slovenian tourism companies to connect with German business partners and media representatives.

In partnership with the Slovenian Embassy in Germany, the STB will also organize a business event on 24 June, ahead of the Slovenian national team's last group stage match in Cologne. This event aims to further promote Slovenian tourism and foster new business opportunities in the German market.

On 16 June, coinciding with Slovenia’s first match in Stuttgart, the STB will participate in a business event organized by the Consulate General of Slovenia in Munich and Slovenian associations in southern Germany.

Slovenia on the German Market as an Accessible, Safe, and Sustainable Destination

The European Football Championship presents an exceptional opportunity to promote Slovenia as a tourist destination. By qualifying for EURO 2024, the Slovenian national team is writing a new chapter in the history of Slovenian sport, creating unforgettable moments and inspiring national pride.

Germany remains Slovenia's most important tourism market. Last year marked excellent results, with a growth of over 24% in overnight stays compared to 2019. German tourists spent almost 1.9 million overnight stays in Slovenia last year, accounting for 16% of all foreign tourist arrivals. The highest numbers of overnight stays were recorded in Ljubljana (almost 230,000), followed by Bovec (208,000), Piran (195,000), and Bled (159,000). The trend in overnight stays and arrivals remains positive in the early months of 2024.

Despite current economic challenges in Germany, such as high financing costs, weak domestic consumption, and a pessimistic mood among consumers and businesses, sustainable tourism is gaining traction. German tourists increasingly opt for eco-friendly travel and accommodation options, including eco-resorts, sustainable transportation, and destinations known for their conservation efforts.

The STB presents Slovenia in Germany as a nearby and safe destination offering excellent value for money, with a strong emphasis on sustainability. This aligns with the values of German tourists, who particularly appreciate environmentally friendly practices. The organizers of the European Football Championship are also emphasizing sustainability by promoting sustainable mobility and environmentally friendly practices, such as waste separation and reusable packaging at all venues.

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