30th Edition of the Tour of Slovenia: Key Highlights and Best Host Award
In a remarkable year where Slovenia shines brightly in the cycling world with champions like Tadej Pogačar and Primož Roglič topping the international rankings, the 30th edition of the Tour of Slovenia stands as a testament to the country's rich cycling heritage. This anniversary race, held in mid-June, captivated millions of fans throughout Slovenia and across global television and social media platforms, showcasing the exhilarating spirit of cycling as one of the nation's top outdoor activities.
This week, the prestigious Best Host Award has been presented to Žalec, recognizing its exceptional hospitality and commitment to enhancing the experience for both participants and spectators. This award not only honours Žalec's dedication to the cycling community but also underscores the significant role that such events play in promoting sports tourism in Slovenia.
The 30th edition of the Tour of Slovenia achieved a historic milestone by uniting all four neighboring countries for the first time, showcasing 46 participating destinations and 71 tourist attractions (POIs) through captivating television broadcasts. This is a testament to the great partnership among the Adria Mobil Cycling Club, the Slovenian Tourist Board, local destinations, volunteers and the Slovenian Police that was honoured with a special award at the closing ceremony.
MSc Maja Pak Olaj, Director of the Slovenian Tourist Board (STB), emphasized the significance of this partnership: "This marks the seventh consecutive year that the STB has been involved in the Tour of Slovenia. In celebration of this 30th anniversary edition, we again partnered with Eurosport and implemented numerous communication and promotional activities, reaching millions of viewers worldwide. This endeavour has further solidified Slovenia's visibility as a land of elite athletes and a top destination for active outdoor adventures. The event highlighted 46 destinations, enhancing the visibility of the Tour of Slovenia on the international stage. The race is a true ambassador of our nation’s passion for sport, nature, and hospitality. The STB remains dedicated to showcasing Slovenia as a top tourist destination through the achievements of our outstanding athletes and the hosting of top international sporting events in the future."
STB's Prize Draw Generates Record Response on Eurosport
As part of its promotional efforts for the Tour of Slovenia, the Slovenian Tourist Board (STB) produced 10 captivating destination videos.
These promotions extended beyond Slovenia, airing from June through the end of July during iconic events like the Giro d'Italia and the Tour de France on Eurosport channels 1 and 2. Over the course of the campaign, 220 ads were broadcast, including 80 showcasing destinations. The ads reached an impressive 12.7 million viewers, with 7.5 million sports fans tuning in to watch the race. Since 2016, more than 63.5 million people have watched the Tour of Slovenia on Eurosport, which broadcasts in over 130 countries worldwide.
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Digital engagement saw remarkable growth as well, with a reach of 2.4 million users on STB’s social media channels alone. In addition, STB strategically placed ads on Eurosport’s websites and apps, targeting key European markets such as the UK, France, Germany, Spain, Italy and Poland.
One of the standout innovations of this year’s campaign was the introduction of an online prize draw in partnership with Eurosport. This initiative more than doubled the usual response rate for Eurosport's giveaways, attracting a record 13,600 participants, making it the most successful prize draw ever held on Eurosport's platforms.
Žalec Wins Best Host Award: Tough Decision Among 46 Destinations
For the 30th edition of the Tour of Slovenia, the Slovenian Tourist Board (STB) distributed more than 22,000 I Feel Slovenia fan flags across all participating destinations, creating a unified image of national pride throughout the race.
This year, the coveted title of Best Host City was awarded to Žalec. A regular host of the Tour’s stage starts and finishes, Žalec has consistently been a hub of excitement, particularly during the stages held in Štajerska region. This year, the town hosted the start of Stage 2, transforming the streets into a lively celebration of cycling with a host of side events. As the heart of Slovenia’s hop-growing industry, Žalec made sure to showcase its unique tourist attractions, such as the renowned Beer Fountain and the Eco Museum of Hop-Growing and Brewing, drawing in countless visitors.
In addition to the Best Host award, the race organisers also introduced new categories to honour innovation and community spirit. Ljubljana won the Innovation Award for its daring cycling descent from Nebotičnik, while Dobrovnik took home the prize for the Most Committed Municipality: practically the entire town turned out to support the race, leaving no one at home. In a special tribute, the Slovenian Police were recognized for ensuring the safety of the race over three decades, with no serious incidents reported, underscoring the event’s exemplary organisation.
All 46 official destinations received silver medals, a symbolic gesture to acknowledge their outstanding cooperation and contribution to the race’s continued success.
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