Luka Dončić Remains an Ambassador of Slovenian Tourism

We are closely following Luka Dončić’s exciting new chapter with the Los Angeles Lakers. Luka is not only one of the world’s best basketball players, but also one of Slovenia’s most globally recognizable figures. A beloved fan favourite, he is a proud ambassador of Slovenian tourism and we Slovenians are incredibly proud of him. No matter where he plays, Luka carries a piece of Slovenia with him.

The partnership between the Slovenian Tourist Board (STB) and Luka Dončić is not tied to the specific club he plays for. Therefore, we are thrilled to continue this partnership as Luka remains a steadfast ambassador of Slovenian tourism.

In recent years, Luka’s recognition and daring spirit have opened doors for us, particularly in Texas. This has been reflected in our successful partnership with the Dallas Mavericks. From 2022 through 2024, we hosted promotional events under the "Dallas Feels Slovenia" slogan during select NBA games. These events were enhanced by business conferences in partnership with various stakeholders. Moreover, we have consistently executed advertising campaigns both at games and online, working closely with the club, and organized fan engagement activities to invite people to Slovenia, Luka’s homeland.

While we have been in active discussions with the club about potential partnerships for the next two years, the recent changes in Luka’s career mean that we will not be finalizing a new agreement, as the previous activities were closely tied to Luka’s involvement with the Mavericks. This mirrors the terms of our previous agreements, which stipulated the contract would be void if Luka no longer played for Dallas.

In light of recent developments, and after consultations with the Slovenian tourism industry, we are excited to announce plans to host an event in Los Angeles this March, coinciding with our tourism business event in Houston. These initiatives will further elevate Slovenia’s profile in California, especially with the 2028 Olympic Games in Los Angeles on the horizon.

The Slovenian Tourist Board has been dedicated to enhancing Slovenia’s visibility and reputation across the USA for many years. This effort includes targeted outreach to American travelers, partnerships with travel agencies, tour operators and prestigious associations such as Virtuoso, Signature and USTOA. Our story is supported by top media like National Geographic, and the results speak for themselves—last year, the number of overnight stays by American tourists in Slovenia rose by 18 percent year-on-year and by an impressive 25 percent compared to pre-pandemic levels.

Luka’s move to the Los Angeles Lakers marks a thrilling new phase in his remarkable career, and we stand with him in full support—just like his many loyal fans. At the same time, we remain committed to finding new opportunities to promote Slovenia through the achievements of our exceptional athletes, whose talent, courage and charisma inspire the world.

We wish Luka the very best of luck in Los Angeles!

Back to news