Expanding Horizons: Slovenia’s Tourism Promotion in the U.S.

For years, the Slovenian Tourist Board (STB) has been strategically and consistently implementing a wide range of promotional activities in the U.S. market, reinforcing the I feel Slovenia brand and positioning Slovenia as a sustainable destination, particularly for discerning travellers. These efforts have led to a significant rise in American visitors, with over 400,000 overnight stays recorded last year – an increase of more than 80,000 compared to 2019.  

The United States remains one of the most important distance markets for Slovenian tourism. American visitors not only stay longer, averaging 8 days per visit, but also contribute significantly to the economy, with an average daily spending of €158, well above the average for international guests. They most frequently visit Slovenia in September, as well as in autumn and spring, supporting the strategic goal of deseasonalizing Slovenian tourism and promoting year-round travel.

The STB takes a strategic and targeted approach to promoting Slovenia in the U.S. market, focusing primarily on discerning American travellers. Key initiatives include a global digital campaign, business meetings in various U.S. cities, and partnerships with leading American media outlets such as National Geographic and Condé Nast Traveller. Additionally, STB partners with esteemed travel associations, including Signature, USTOA and Virtuoso – the latter having selected Slovenia as the host of the prestigious Virtuoso Chairman's Event last November, further strengthening the country’s position in the luxury travel segment.  

This year, STB will also launch a joint promotional campaign in the U.S. in partnership with Croatia and Austria, supported by the ETC. Slovenia enjoys exceptional global visibility in the U.S. market, particularly through its partnership with Luka Dončić, the official ambassador of the Slovenian tourism.

Slovenian Tourism Workshops in Houston and Los Angeles  

Workshops and networking events play a key role in the Slovenian Tourist Board's (STB) promotional efforts in the U.S. market, fostering connections between Slovenian tourism providers and potential American partners. This week, STB, together with 13 Slovenian tourism companies and destinations, hosted two Slovenian tourism workshops in the U.S. The first took place on Tuesday, March 18, in Houston, Texas, followed by the second on Thursday, March 20, in Los Angeles, California. At these events, leading Slovenian tourism businesses showcased their offerings to American travel professionals. Participating companies included Palma Travel DMC, KNMtravel DMC, Sava Hotels & Resorts, Promet T&T, Alpinia Hotels Bohinj, Happy Tours, Active Luxury, Kompas USA INC, Julian Alps, Movis Private Tours, Passport Europe, Kempinski Palace Portorož, and Ljubljana Tourism. Additionally, Turkish Airlines, which connects Europe and the U.S. via Istanbul, presented its services to American partners.

Representatives from the Slovenian tourism industry and destinations engaged with over 70 key stakeholders from the U.S. tourism sector, as well as prominent American media representatives.

In Houston, Irena Jager Agius, the Economic Counselor at the Embassy of the Republic of Slovenia in the United States, delivered a special address, further emphasizing Slovenia's unique appeal.

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