30 Years of the Slovenian Tourist Board & Systematic Promotion of Slovenian Tourism

Today, we mark the date when, exactly 30 years ago, the Regulation on the Establishment of the Public Economic Institution 'Centre for the Promotion of Tourism of Slovenia' – now the 'Slovenian Tourist Board' – officially came into force. This anniversary year provides a moment to celebrate the significance and numerous achievements of Slovenian tourism – a sector that contributes 8.6% to Slovenia’s GDP (total GDP resulting from tourism consumption, 2023; source: SORS) and employs more than 59,000 people (according to UN Tourism methodology).

Throughout the year, the STB, in partnership with numerous partners, is preparing a series of activities aimed at strengthening awareness of Slovenia's position as a leading sustainable tourist destination, showcasing tourism as an industry full of opportunity and consolidating a shared vision for the future.

• An anniversary exhibition showcasing key milestones from three decades of systematic marketing of Slovenian tourism will be on display in the lobby of the Chamber of Commerce and Industry of Slovenia in May. Later this autumn, it will be hosted at the premises of the National Assembly.
• A special website, commemorative publication and documentary video will present compelling facts from thirty years of Slovenian tourism and spotlight the partners who have played a vital role in shaping the industry.
• On June 4, a special event for the media and business public will mark an important forward-looking moment in the celebration of 30 years of systematic promotion of Slovenian tourism. In Ljubljana, the National Tourism Information Centre (NiST) will be formally launched – a key instrument for improved tourism planning and management. This milestone both honours past achievements and lays the groundwork for a new era of development.
• The anniversary will also be highlighted during the Days of Slovenian Tourism, the main annual professional gathering that brings together all major stakeholders in the industry. In-depth content focusing on marketing will complement the ceremonial events, providing an opportunity to reflect on the journey so far and to shape a shared vision for the continued growth of Slovenian tourism.

 

Special attention will also be given to the anniversary on other occasions, including World Tourism Day.

On this milestone, Minister of the Economy, Tourism and Sport, Matjaž Han, emphasized: "Tourism is not a success to be taken for granted. Slovenia’s current recognition as a green, boutique and safe destination is the result of thirty years of strategic work, a clear vision and strong partnership between the state and the tourism industry. The Slovenian Tourist Board has played an outstanding role in this – from the early days of promotion to shaping Slovenia’s image, which today inspires guests from all corners of the globe. We can justifiably be proud.

At this turning point, we are also looking to the future with responsibility. The coming years will place even greater emphasis on competitiveness, digital transformation, high-quality and innovative offer  and investment in knowledge and people. Slovenian tourism has the opportunity to take its next developmental leap – more confident, more sustainable and more connected. I believe that we will continue to build a tourism sector that creates opportunities for the economy, regions and communities – and strengthens Slovenia’s global reputation.”

STB Director, MSc. Maja Pak Olaj, adds: “In 30 years, Slovenia has become a recognized and sought-after tourist destination and a global leader in sustainable tourism development. Through the STB’s strategic implementation of sustainable management – carried out via the Green Scheme of Slovenian Tourism (GSTC) and effective communication activities in close partnership with tourism stakeholders – we have successfully placed Slovenia on the global tourism map. 

As we celebrate this anniversary, we do so with gratitude and pride, and above all, with responsibility and excitement for the future. I would like to thank all those who have contributed to this journey: the tourism industry, destinations and local communities, experts, volunteers, the Ministry of the Economy, Tourism and Sport, our institutional partners, all employees working in tourism, and especially the exceptional team at the STB. Together, we have navigated a challenging path with a shared commitment to our vision of Slovenia as a green destination and to the values that guide us: green, digital, innovative, connected and heartfelt. 

We now enter a new phase with a strong team, clear responsibility and a new milestone – the National Tourism Information Centre. NiST will enhance data-driven tourism management, boosting our competitiveness and global recognition even further.”

Over the past three decades, Slovenia has emerged as a recognizable and sought-after sustainable destination. Below are some of the key milestones from this 30-year journey. More about Slovenia’s story can be found on the slovenia.info portal.

1995–2004: Beginnings with a Clear Vision

The Slovenian Tourist Board (STB) embarked on its journey with a small but dedicated team and a bold vision: to establish Slovenia as a recognizable and competitive tourist destination. The first symbol of international promotion – a bouquet of flowers – was introduced in 1995, followed a year later by the creation of the first marketing plan, Index 365. In 1997, the STB launched its first cohesive visual identity for promotional tools and began publishing its first printed materials.

In 1998, the first Slovenian Incoming Workshop (SIW) was held, evolving into a key platform for connecting with international partners. A year later, the Centre for the Promotion of Tourism of Slovenia was restructured into the Slovenian National Tourist Board, marking a significant institutional milestone. In 2001, a dedicated research and development department was established and that same year Slovenia welcomed over two million tourists for the first time as an independent country.

The first coordinated international presentation of Slovenia at the 2000 Olympic Games took place in Sydney, strengthening global visibility. In 2003, the national tourism portal www.slovenia-tourism.si was launched and in 2004, Slovenia’s accession to the European Union opened new horizons for growth and visibility in the global tourism market.

2005–2014: 2005–2014: A Period of Rising Visibility and Global Recognition for Slovenian Tourism

2006 marked a turning point with the development of Slovenia’s gastronomy strategy, introducing the pyramid of Slovenian dishes, while the STB published its first e-brochure. In 2007, the national I feel Slovenia brand was launched – still the country’s core communication platform today and most rapidly and thoroughly adopted in the tourism sector. Just a year later, Slovenia joined the Schengen Area and assumed the Presidency of the Council of the EU – key moments in positioning Slovenia as an accessible and safe destination.

In 2009, the first Conventa trade show for the meetings industry was held. At the same time, the global economic crisis prompted a swift response from the STB with the domestic-focused campaign Close to Home, Close to the Heart (Blizu doma, blizu srca). 2010 marked the beginning of a strategic shift in positioning Slovenia as a green, active and healthy destination. A year later, the first Days of Slovenian Tourism were organised, during which a Declaration for the Sustainable Development of Slovenian Tourism was signed with partners: the Ministry of the Economy, the Chamber of Tourism and Hospitality of Slovenia (TGZS), the Hospitality and Tourism Section at the Chamber of Craft and Small Business of Slovenia (OZS), the Slovenian Tourist Association (TZS), the Association of Travel Agencies of Slovenia, the Slovenian Convention Bureau (KUS) and the Association of Slovenian Travel Journalists.

In 2013, following a structural reorganisation, the STB became part of the SPIRIT Slovenia agency. However, its efforts continued – culminating in the 2014 establishment of the Green Scheme of Slovenian Tourism, which united destinations and providers in a shared commitment to sustainability. That same year, international awareness and recognition of Slovenian tourism were further enhanced with the first Tourism Panel during the Bled Strategic Forum.

2015–2025: Green Present and Digital Future

In 2015, the Slovenian Tourist Board regained its independent status and turned its focus sharply toward innovative digital marketing. This period also saw the deepening of partnerships—with, among others, the Association of Slovenian Spas and Natural Health Resorts, Slovenia Outdoor, Chamber of Mountain Resorts, Association of Historical Towns of Slovenia, JRE Slovenia, Slovenia Green, Hoteliers Association of Slovenia, Association of Campsites of Slovenia, Association of Tourist Farms, Boutique Accommodations Association of Slovenia, the Mountaineering Association of Slovenia and the Beekeepers’ Association of Slovenia.

That same year, the first members joined the Green Scheme of Slovenian Tourism and Slovenia surpassed the milestone of 10 million tourist overnight stays. In 2016, Slovenia was named the world’s first green country based on Green Destinations standards. The global digital campaign Slovenia. Make New Memories was launched and the national tourism portal www.slovenia.info underwent a major redesign.

In 2017, the STB received the prestigious National Geographic World Legacy Award for excellence in sustainable destination management. At ITB Berlin – one of the world’s largest tourism fairs –Slovenia was spotlighted as a Convention & Culture Partner. Partnerships expanded to include the Tour of Slovenia cycling race. That year also saw the introduction of the Green Day of Slovenian Tourism and the Digital Marketing Academy. In 2018, the STB established four marketing macro-destinations and designated 35 leading destinations. The campaign Two Million Reasons Why We Feel Slovenia (Dva milijona razlogov, zakaj čutimo Slovenijo) was launched and the STB became a partner of the international gastronomic guide Gault&Millau.

By 2019, the Green Scheme included over 100 participating providers. STB's digital campaigns achieved over one billion impressions and inspired two million posts with the hashtag #ifeelsLOVEnia. A partnership was also established with the Restaurant Week.

2020 was defined by the global COVID-19 pandemic, yet STB adapted quickly. The campaign Zdaj je čas. Moja Slovenija (Now is the Time. My Slovenia) encouraged safe domestic travel, tourist vouchers were introduced and activities moved online. Luka Dončić and Primož Roglič became ambassadors of Slovenian tourism and a partnership with the Dallas Mavericks was launched. Slovenia received its first Michelin stars, and the Green Scheme was recognized by the European Travel Commission as a best-practice model for Europe.

In 2021, the Feel sLOVEni@ Online Training platform was launched to support education and promotion. Tadej Pogačar joined the ambassador team and Bohinj became the first destination in Slovenia to earn the Slovenia Green Platinum label.

2022 marked a strong recovery: travel export revenues surpassed pre-pandemic levels. Janja Garnbret joined the ambassador family, and the Career in Tourism campaign was launched to attract young talent to the sector. A joint initiative – developed in cooperation with the Ministry of Economy, TGZS, OZS, TZS, the Slovenia Green Consortium, JRE Slovenia and the Association of Municipalities – sought to eliminate single-use plastics from Slovenian tourism.

In 2023, the Ministry of Economy became the Ministry of the Economy, Tourism and Sport, highlighting the growing strategic importance of tourism and its synergies with sport. The STB signed the Glasgow Declaration on Climate Action and Slovenia earned its first-ever three Michelin stars for a restaurant.

In 2024, the STB unveiled three major innovations in digital marketing: the virtual AI assistant Alma, a dedicated sports tourism portal and an exciting sound storytelling project. A joint campaign It's All in Our Nature was implemented with the Olympic Committee of Slovenia. For the first time, Slovenia, Austria and Croatia jointly promoted their destinations in the US market. Slovenia was recognized as the world leader in tourism branding in the World Economic Forum’s Tourism Development Index.

A new chapter begins in 2025. Preparations are underway for the launch of the National Tourism Information Centre (NiST), a new Tourism Barometer is being introduced and the first STB Climate Action Plan is set to be adopted.

From 1.6 Million to 6.5 Million Tourist Arrivals: A Remarkable Journey

Over the past three decades, Slovenia has witnessed a remarkable rise in tourist arrivals, underscoring its growing appeal as a destination. In 1995, around 1.58 million tourists visited Slovenia. By 2024, this figure had surged to 6.5 million – more than a fourfold increase, reflecting the country’s dynamic development in tourism and its recognition on the global travel map.

While the COVID-19 pandemic brought a sudden and sharp decline in foreign tourist arrivals, it also marked a significant shift in domestic travel behaviour. For the first time in 24 years, 2020 saw more domestic than foreign tourists exploring Slovenia. Nevertheless, throughout most of the period from 1995 to 2024, international visitors made up the majority of tourist arrivals.

Throughout all these years, Italy, Germany, and Austria have consistently ranked among the top three foreign source markets.

Germany has held the top position since 2018, following a steady upward trend that culminated in a milestone that year – over 1.3 million overnight stays by German guests. This pushed Germany ahead of Italy for the first time. In 2024, Slovenia recorded an all-time high of 1,965,122 overnight stays by German tourists, firmly securing Germany’s status as the largest foreign source market.

Italy, a historically leading market, has played a pivotal role in shaping Slovenian tourism. While its share has stagnated somewhat over the last decade, it remains a vital partner, contributing 1,097,505 overnight stays in 2024.

Austria, another key market, has consistently remained among the top three. In recent years, overnight stays from Austrian guests have stabilized around the 1 million mark annually. With its reliable year-round travel patterns, Austria continues to be a cornerstone of Slovenian tourism.

Join Us in Celebrating the Jubilee Year of Slovenian Tourism

As we celebrate 30 years of progress and transformation, we warmly invite media and journalists to reflect with us on the milestones that have defined Slovenian tourism. Help us raise awareness of tourism’s essential role in Slovenia’s economic and social development. Let’s honour the past, celebrate the present and shape the future – together.

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