Slovenian Tourism Business Event in Paris Coincides with Upcoming Olympic Games

With the opening ceremony today, the Olympic Games in Paris will commence, where Slovenia will be strongly represented by its largest team to date. The following day, the Slovenia House in La Villette Park will have its grand opening. On Monday, July 29, the Slovenia House will host the first of two events dedicated to Slovenian tourism.

Before the start of the Olympic Games, STB Director Maja Pak Olaj emphasized: "High-profile international sports events are an excellent opportunity to effectively engage both professional and general audiences. The Olympic Games, with many top Slovenian athletes, as well as the recently concluded Tour de France featuring Slovenian hero Tadej Pogačar, provide significant additional attention to Slovenia as a country deeply rooted in sports, a healthy lifestyle, and sustainable values. It can be said that French tourists are rediscovering Slovenia in recent times. Last year, we recorded a 29% increase in overnight stays by French guests compared to the most successful year so far, 2019. The trend continues with a 28% increase in the first half of this year. Slovenian tourism particularly captivates the French with its offerings of activities in beautiful nature, excellent gastronomy, and rich cultural experiences, with good air connections between the two countries significantly contributing to market growth."

The Slovenian tourism workshop, centered around bilateral meetings between Slovenian destinations and product associations and French tour operators and travel agencies, is an excellent opportunity to strengthen existing and establish new business partnerships. Representing Slovenia will be Ljubljana Tourism, Portorož Tourist Board, Julian Alps Community, Nova Gorica & Vipava Valley Tourist Board, Association of Slovenian Natural Spas, ORA Kras and Brkini, and Holding Kobilarna Lipica. Participants will continue with informal networking and sports cheering after the official part of the event.

The second business event for Slovenian tourism alongside the Olympic Games will take place on Saturday, August 10. The day at the Slovenia House will be dedicated to presenting Slovenia to foreign media. In the first part of the event, the STB will prepare a culinary experience for the media with chef Ana Roš, presenting Slovenia as a top destination for active holidays and culinary delights. In the second part, the new promotional campaign will be detailed, and journalists will have the opportunity to attend a possible meeting with the world's best climber and Slovenian tourism ambassador, Janja Garnbret.

Numerous communication and marketing activities

Alongside the Olympic Games in Paris, STB is conducting various other communication and marketing activities. These activities present Slovenia as a destination where top sports and unique unspoiled nature intertwine, as well as an attractive, boutique, and sustainability-oriented country.

In collaboration with the Olympic Committee of Slovenia Association of Sports Federation, STB launched a joint promotional campaign at the beginning of June with the central message "Slovenia. It's All is in Our Nature." The campaign combines images of beautiful Slovenian nature with over 20 top athletes, including Olympians Janja Garnbret, Kristjan Čeh, Andreja Leški, Toni Vodišek, and the women's handball and men's volleyball teams. STB is conducting the campaign on social media as part of a global digital campaign in 21 foreign markets, with TV advertising on Eurosport and intensive communication on its own channels. The campaign also marks the appearance of the Slovenia House in Paris.

Additionally, STB will be involved in equipping Slovenian fans with recognizable I feel Slovenia fan props at the Olympic Games. Among other items, more than 27,000 flags and cheering clappers will turn the venues where Slovenian athletes compete green.

STB is also carrying out numerous other own communication activities, such as social media posts and interesting content on the slovenia.info portal.

Continuous and targeted activities in the French market

France is one of the primary markets for Slovenian tourism, ranking 9th among foreign markets in terms of overnight stays last year. STB's enhanced engagement during the Olympic Games in Paris complements continuous promotional and communication activities in this market.

Throughout the year, STB conducts a global digital campaign in the French market with ads on Google platforms and social media. This year, it will also run content advertising in prestigious media such as Le Monde and Le Figaro.

STB hosts or supports numerous press trips for French journalists, resulting in prominent features in French media, and collaborates with esteemed French brands, such as the Michelin culinary guide.

In partnership with the Tour de France organizer A.S.O., and in collaboration with the social network X, STB is running the X Amplify Sponsorship campaign to promote Slovenia during the world's greatest cycling spectacle. The campaign has been repeatedly awarded at festivals such as BalCannes, SEMPL, and SoMo.

STB is also active in business communications in the French market. Among the business events where Slovenian tourism is regularly presented under STB's auspices, IFTM Top Resa Paris stands out. In October this year, Slovenia will host a meeting of the association of travel agencies and tour operators from the Paris region, Les Entreprises du Voyage Ile-de-France.

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