Slovenian Tourism in 2025: Moderate Growth with a Strong Focus on Quality, Sustainability and Long-Term Resilience

At today’s press conference in Ljubljana, the Minister of the Economy, Tourism and Sport, Matjaž Han, and the Director of the Slovenian Tourist Board (STB), MSc Maja Pak Olaj, stressed that Slovenian tourism will continue to pursue responsible growth, with a clear emphasis on higher quality, sustainable development and the long-term resilience of the sector.

“Slovenia is an exceptionally beautiful country with welcoming people. As an attractive tourist destination, however, we are well aware that tourism development must be sustainable and responsible. In 2025, Slovenia once again recorded the highest number of tourist arrivals and overnight stays, yet the development of Slovenian tourism continues to follow the principle of ‘slightly more, but much better’, as set out in our strategy,” said Minister Matjaž Han. “The success of our tourism sector is not coincidental; it is the result of targeted measures, investments and promotion. In 2025, we completed the largest investment cycle in tourism to date: EUR 121 million in European and national budget funds supported 119 tourism investment projects with a total value of EUR 278 million. We will continue to launch calls for funding in the coming year to further develop Slovenian tourism,” he added.

MSc Maja Pak Olaj emphasised: “2025 confirms that Slovenian tourism is in good shape and on the right path. Stable, moderate growth and strong partnerships resulted in the highest number of arrivals and overnight stays so far – approximately 7 million arrivals and 17.9 million overnight stays – while maintaining a clear focus on quality and sustainability. I am particularly pleased that growth was not limited to peak seasons or the most visited destinations; the highest growth was recorded during the shoulder seasons and across numerous destinations throughout Slovenia. Slovenian tourism is gradually generating higher added value, reflected in the growth of travel exports, higher average visitor spending and exceptionally high ratings of the overall tourist experience.

A major milestone is the full launch of the National Tourism Information Hub, which, through 60 economic, environmental and social indicators, for the first time provides a comprehensive overview of tourism impacts and represents a key tool for better tourism planning in the future. We are entering 2026 with ambition, but also responsibility – with a clear focus on more demanding guests, dispersal of visitor flows, digital transformation and long-term resilience of the sector, in close cooperation with all tourism stakeholders in Slovenia.”

Sustainability and Quality at the Forefront

In 2025, overnight stays by foreign visitors increased by around 9%. The largest share of overnight stays was generated by guests from Germany, Italy, Austria, the Czech Republic and Croatia, together accounting for 44% of all foreign overnight stays. Among the fastest-growing markets were Poland, Spain, the Czech Republic, the United Kingdom, Croatia, the Netherlands and the United States. The domestic market continues to play a vital role, accounting for one quarter of all overnight stays and confirming its strategic importance and stability.

Clear progress has been made in extending the tourist season. The highest growth rates were recorded in spring and autumn, indicating the success of efforts to promote year-round tourism.

Spatial dispersion of tourism is also strengthening. Last year, strong growth was recorded in leading destinations such as Velenje–Topolšica, Dolenjska, Nova Gorica with the Vipava Valley, Brda, the Upper Savinja Valley and the Green Karst region.

According to data from the Bank of Slovenia, travel exports reached EUR 3.09 billion between January and October 2025, representing a 5% increase compared to the same period last year. The Foreign Tourist Survey (Statistical Office of the Republic of Slovenia) shows that hotel guests spent an average of EUR 214 per day in spring, including EUR 122 on accommodation – significantly more than in 2022. In summer, hotel guests spent an average of EUR 170 per day, slightly less than in summer 2021. In campsites, average daily spending amounted to EUR 63.

All of this is complemented by a high level of visitor satisfaction. The average online rating of the tourist experience in Slovenia in 2025 stands at 8.9 out of 10, placing Slovenia above the average of selected comparable countries and confirming the quality of its offer and the holistic visitor experience.

A positive attitude of residents towards tourism remains a key foundation for sustainable development. Research shows that two thirds of Slovenia’s population perceive tourism as an activity with more positive than negative impacts, while around 60% would like greater involvement in shaping tourism policies at the local level.

As of 1 January, the National Tourism Information Hub (NiST) has been fully operational, serving as a central data hub to enable more strategic, efficient and environmentally responsible tourism management at all levels. At the same time, the integration of the renewed Green Scheme of Slovenian Tourism into the NiST system is already underway, representing a key step towards comprehensive monitoring of tourism’s environmental and social impacts and providing strong support for the further development of sustainable tourism. Significant progress is also being made through the introduction of artificial intelligence-based solutions, for example in marketing, within the development of the virtual assistant Alma and the NiST system.

Funding Available in 2026 to Enhance the Quality of Slovenian Tourism

In the coming year, the Ministry of the Economy, Tourism and Sport (MGTŠ) will continue to launch calls for funding to support the development of Slovenian tourism. In December, it already published a call for the development of authentic tourism experiences linked to cultural heritage in the Eastern Cohesion Region. The aim of the call is to revitalise cultural heritage by integrating it into the tourism offer and to encourage the digitalisation of Slovenian cultural heritage at destinations in Eastern Slovenia. The application deadline is 12 February.  

The total available funding amounts to EUR 6,890,000. Eligible applicants include organisations responsible for tourism development at the destination level in the Eastern Cohesion Region, as defined in their founding acts, including private institutes, public institutes, public economic institutes, municipalities, local tourism organisations, regional development agencies and other non-profit organisations.

The goal of the call is to enrich cultural heritage with tourism content, thereby accelerating tourism development in Eastern Slovenia. Through multiplier effects, this will positively impact economic growth and balanced regional development. The call is partially co-financed by the European Union through the European Regional Development Fund (ERDF).

An online information day for potential applicants will be held on 13 January 2026.

The Ministry will also publish a public call for the sustainable development and management of Slovenian tourism destinations, aimed at encouraging destination networking into larger, coherent areas with shared objectives, joint solutions to development challenges and better utilisation of opportunities. The call is expected to be published in the first quarter of 2026.

By 2028, EUR  15 million will be available for this purpose, with co-financing of up to 80%. Eligible applicants will be organisations performing destination management, development and promotion functions, including public institutes, public economic institutes, local tourism organisations, regional development agencies and other non-profit tourism organisations.

Through this call, the Ministry aims to establish tourism management at the regional level and at the level of high-potential destinations, thereby enhancing the competitiveness of Slovenian tourism at national, regional and destination levels.

In the first quarter of the year, the Ministry is also expected to publish a call to encourage the adoption of environmental and sustainability labels in 2026. This call will support tourism accommodation providers, hospitality businesses, attractions, agencies, mountain and congress centres in obtaining recognised sustainability certifications. Co-financing of up to EUR 3,500 per label will be available, covering certification costs for any of the recognised labels.

These labels include: EU Ecolabel, Bio Hotels, Green Globe, Green Key, Travelife (for accommodation and for travel agencies/tour operators), Ecocamping, World of Glamping Green, Hostelling International Quality & Sustainability, B Corp and Good Travel Seal.

Additional funding of up to EUR 1,000 will also be available for re-certification for providers who have already obtained these labels in the past.

The call also actively supports the Green Scheme of Slovenian Tourism, with EUR 300,000 allocated for 2026.

STB Activities Focused on Visitor Dispersion and Higher Added Value

In 2026, the Slovenian Tourist Board will continue to promote Slovenia as a destination for more demanding, conscious visitors with higher purchasing power. Key priorities remain the spatial and temporal dispersion of tourist flows and the development of higher value-added tourism products. 

The STB will implement continuous, targeted marketing activities for both business audiences and potential visitors. A global digital campaign will continue across 18 markets, complemented by content advertising in leading international online media and continued cooperation with neighbouring countries in long-haul markets. More than 100 business events will be organised this year, including events linked to the Winter Olympic Games. Business events and promotional activities will support Slovenia’s air connectivity, while partnerships with prestigious international media and brands such as Michelin, Gault&Millau and World’s 50 Best will continue. Slovenia will host the Central European meeting of the International Congress and Convention Association (ICCA) and the Meet Sleep Cycle event, bringing together around 50 renowned travel agents and tour operators. The I feel Slovenia brand will once again be prominently featured at major sporting events, with the country promoted in collaboration with top athletes including Luka Dončić, Tadej Pogačar, Primož Roglič and Janja Garnbret. On the domestic market, the upgraded My Slovenia campaign will be implemented, alongside continued partnerships through the Career in Tourism campaign and the Safe in the Mountains initiative. Close cooperation with destinations and providers will continue through various educational events, including The Days of Slovenian Tourism, the Digital Marketing Academy and the Green Day.

Arts and culture will remain the central communication theme of STB in 2026. The year will be marked by outstanding events such as the Škofja Loka Passion Play, the opening of the Lah Museum, the exhibition Ulay/Marina Abramović – Art Vital and the prestigious title of Best Cultural Heritage City in Europe awarded to the city of Ptuj.

The STB enters 2026 with innovative promotional content to be officially launched in the coming weeks. This includes a new flagship publication on Arts and Culture, a new national destination video highlighting Slovenia’s vibrant artistic pulse and a series of inspiring promotional videos featuring selected storytellers who guide visitors through their cities with a personal touch: choreographer Edward Clug through Maribor, pianist Aleksander Gadžijev through Nova Gorica and actress Iva Krajnc Bagola revealing the stories of Ptuj.

Through these activities, Slovenia is presented as a contemporary, creative and attractive cultural tourism destination with a strong sustainability ethos – a land of outstanding artists, inspiring year-round events and rich cultural heritage. The modern interpretation of heritage and creativity opens numerous opportunities to connect culture with other tourism products, from gastronomy, active experiences and wellbeing to boutique accommodation and local stories, making culture a key element of unique, authentic experiences that enhance the offer and increase the added value of Slovenian tourism.

International Activities

In May this year, Slovenia was elected in Baku to the Executive Council of UN Tourism for a four-year term (2025–2029), becoming a member of this important body for the first time in its history.

At the 26th session of the UN Tourism General Assembly in November, elections were held for the Chair and the First and Second Vice-Chairs of the Executive Council for a one-year term. Slovenia was elected First Vice-Chair of the UN Tourism Executive Council. The UN Tourism General Assembly represents the highest coordinating platform of this international organisation.

These roles clearly demonstrate Slovenia’s important position in shaping international tourism policy and direction.

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