Tour of Slovenia Reaches Millions Worldwide on Eurosport; Ormož Crowned Best Host

The Tour of Slovenia has once again proven to be an outstanding example of the synergy between sport and tourism. Its 31st edition connected destinations across the country and reached nearly eight million viewers on Eurosport, further strengthening Slovenia’s position as a globally recognised cycling destination. The title of Best Host of the 2025 race was awarded to Ormož, praised for its energy, community spirit and creative promotion of cycling. Slovenia’s visibility in the international cycling community continues to be boosted by professional cyclists such as Tadej Pogačar and Primož Roglič, both ambassadors of the Slovenian tourism.

Organised by the Adria Mobil Cycling Club in partnership with the Slovenian Tourist Board (STB) and others, the 2025 race was won by Norwegian rider Anders Halland Johannessen. More than 140 professional cyclists competed across five stages from Piran to Novo mesto, connecting ten Slovenian destinations that hosted the starts and finishes.

While each destination left its mark, some stood out for their innovative promotion of active tourism and healthy lifestyles. Local sports clubs, schools, cultural associations and enthusiastic fans all contributed to the vibrant atmosphere. Over the eight years of broadcasting in partnership with Eurosport, the Tour of Slovenia has now reached more than 71.4 million viewers worldwide.

Ormož Named Best Host of the 2025 Tour of Slovenia

Following an exciting summer for Slovenian cyclists at the Giro d’Italia, Tour de France, and the World Championships, autumn brought the selection of the Best Host award. Chosen by a panel of tourism and sports experts, the award recognises destinations that demonstrate innovation, collaboration, sustainability and creative digital engagement.

Ormož, which hosted the finish of the third stage from Majšperk, received the title for its outstanding cooperation and enthusiasm. Spectators ranged from youth sports games participants to high school students who impressed Eurosport viewers with their “green wheel” fan display. Along the route, vintage vehicle enthusiasts and traditional Kurenti carnival figures added a special cultural touch, blending heritage with the excitement of cycling.

STB Director, MSc. Maja Pak Olaj stated: “The Tour of Slovenia continues to prove its power each year – not only as a top-level sporting event but also as a unique opportunity to promote Slovenia internationally as a green, active, and welcoming country. With this year’s strong Eurosport viewership and digital reach, we have once again shown how successfully sport and tourism can build global recognition together. My sincere congratulations to Ormož, whose exceptional energy and hospitality have rightfully brought this title to Podravje.”

Ormož Mayor Danijel Vrbnjak added: “We are proud of this award, which means a great deal to us. It belongs to everyone involved in organising the race – from organisers and volunteers to schools, associations, and fans who created an unforgettable atmosphere along the route.”

Special recognitions were also presented to the community of Spodnji vrh nad Stopčami (Grobelno) for outstanding local engagement and to Litija and Šmartno pri Litiji for their originality and creativity.

Sport and Tourism United – At Home and Abroad

The 2025 Tour of Slovenia introduced several updates, including an earlier June start. For the eighth consecutive year, the STB partnered with Eurosport to promote Slovenia, the I Feel Slovenia brand, and the host destinations of each stage. The collaboration continues to show remarkable growth in viewership and digital impact, highlighting the importance of combining traditional and online media.

This year’s race attracted 7.9 million viewers on Eurosport, which broadcasts in 130 countries. Across all editions, the Tour of Slovenia has reached a total of more than 71.4 million viewers, with five stages broadcast over 11 hours.

Eight Years of Partnership Between the STB and Eurosport

For the eighth year, the STB produced TV and digital ads promoting Slovenia, the I Feel Slovenia brand and ten stage destinations. What began as a business partnership has evolved into long-term cooperation, giving Slovenia valuable exposure during major cycling events such as the Giro d’Italia, Tour de France and Vuelta a España – where Tadej Pogačar and Primož Roglič, both ambassadors of Slovenian tourism, frequently shine.

A total of 120 ads were broadcast across Eurosport 1 and 2, most during the Tour of Slovenia and others alongside major international races. The campaign reached over 14 million viewers, primarily from Italy, Germany, France, Poland, Romania, Spain, the Netherlands and the UK.

Digital advertising across Eurosport’s online platforms, apps and YouTube channel reached more than 3.1 million users. This year’s online prize game alone attracted over 17,000 participants and achieved a reach of more than 2.3 million users.

The 32nd edition of the Tour of Slovenia in 2026 will take place from 17 to 21 June, marking the event’s return to its traditional summer slot.

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