Crossing Borders, Uniting Cultures: Giro d’Italia Shines a Light on Slovenia
Giro d’Italia is returning to Slovenia on May 24 2025, with the world’s top cyclists crossing from Friuli Venezia Giulia into the Primorska region during stage 14. A press conference held yesterday at a symbolic location – the bridge, which connects Nova Gorica and Brda, Slovenia and Italy – officially announced the cross-border celebration of sports and culture, highlighting Slovenia’s growing status as a cycling powerhouse.
As Nova Gorica and Gorizia jointly hold the title of European Capital of Culture 2025, Giro d’Italia is turning the eyes of the world to this unique cross-border region. On May 24, the 14th stage of one of cycling’s most prestigious races will culminatein Nova Gorica, shining a global spotlight on Slovenia’s cycling culture, its picturesque landscape and its growing presence on the international sporting stage.
While the event marks the sixth time the Giro has passed through Slovenian territory, this year's edition is exceptional – not just because of the symbolic route that bridges Italy and Slovenia, but because of the story it tells: one of unity, excellence and cultural cooperation.
The Mayor of the Municipality of Nova Gorica, Samo Turel, emphasized: "The Municipality of Nova Gorica decided to join the Giro d’Italia project because our cyclists have been achieving outstanding results – and we are extremely proud of them. We saw this as the perfect opportunity to bring one of the world’s most prestigious sporting events to our city, especially in the year we bear the title of European Capital of Culture. This stage will not only put our city on the global cycling map, but will also be a vibrant celebration, with a rich programme of events throughout Nova Gorica. We sincerely hope to welcome our top cyclists – Primož Roglič, Jan Tratnik and Matevž Govekar – and who knows, maybe even see our champion ride into town wearing the pink jersey! The finish line at Europe Square will underscore the symbolic and real connection between Nova Gorica and Gorizia and further enrich the cultural and sporting calendar we’re preparing together this year. We’re also proud that so many local sports clubs and associations have joined in, helping us create an exciting atmosphere along the route."
The Slovenian Tourist Board will play a vital role in amplifying this message as it participates in Giro-E, the electric bike version of the Giro, with its I Feel Slovenia daily team. The team will join two key stages, including the one finishing in Nova Gorica, proudly wearing Slovenia’s signature green jerseys that echo the color of the Soča River and the Tour of Slovenia’s leader’s jersey.
Ana Savšek, Head of the Digital Content Marketing Department at the Slovenian Tourist Board, emphasized the significance of the Giro d’Italia for Slovenian tourism promotion: "Giro d'Italia presents an extraordinary opportunity to showcase Slovenia as a top tourist destination. We are delighted that this year, one of the world’s most prestigious cycling events will pass through Nova Gorica and Brda—where the race’s dynamic energy will blend with a rich tourist offer and the vibrant cultural programme of the European Capital of Culture. Through a strong presence across diverse communication platforms during the Giro, our goal is to increase Slovenia’s visibility as a destination for active and green experiences. To support this, we are implementing a wide-ranging promotional campaign: advertising on Eurosport, social media coverage via Feel Slovenia channels, a strategic partnership with the I feel Slovenia team in the Giro-E and a dedicated landing page with curated content on slovenia.info. Additionally, we’re collaborating with Primož Roglič, the Ambassador of Slovenian Tourism, to create inspiring promotional content, while also branding the route and integrating the Giro into all major STB's communication channels."
The 49 km Giro-E stage from Cormons to Nova Gorica on the same day gives cycling enthusiasts and media a taste of what makes Slovenia so special – from its rolling vineyard landscapes to its cross-border spirit. The STB’s participation reinforces Slovenia’s deep-rooted cycling identity, celebrated by millions worldwide thanks to the achievements of Primož Roglič, Tadej Pogačar and other top Slovenian riders.
To enhance visibility and visitor experience, a day-long celebration will unfold in Nova Gorica’s city centre, including media activations, children’s activities, live race screenings, and a headline concert by The Kolors. Partner organizations from both sides of the border have joined forces to create a festive atmosphere that matches the historic significance of the day.
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