Tour of Slovenia 2026: A Cycling Spectacle Showcasing Slovenia to the World

In recent years, Slovenia has earned a reputation as a global cycling powerhouse, thanks to the outstanding achievements of cycling champions Primož Roglič and Tadej Pogačar, who also serve as ambassadors of Slovenian tourism, the country’s diverse landscapes that enable year-round cycling, and its sporting events, particularly the Tour of Slovenia. The race itself has served as an important stepping stone to victory on the world’s biggest cycling stages for both Pogačar and Roglič. This year’s Tour of Slovenia carries additional significance as it serves as a prelude to an exceptional cycling season that will culminate with the European Road Cycling Championships.

At a press conference in Velenje on Tuesday, Metka Pirc, Head of Sports Tourism Product Development at the Slovenian Tourist Board, said: “The Tour of Slovenia is an important international promotional platform for the STB. Through our partnership with Eurosport, we present Slovenia to millions of viewers around the world as a green, active, and boutique destination with outstanding natural assets, welcoming people, and excellent conditions for active experiences. Through the long-standing cooperation of the organiser, destinations, and the STB, the Tour of Slovenia has become a recognised example of the successful integration of sport, tourism, and sustainable destination promotion. Our commitment to this event reflects the STB’s mission: to strengthen Slovenia’s reputation as the home of world-class athletes, a destination for unforgettable active experiences, and an outstanding host of international sporting events.” 

Slovenia offers everything found in the world’s leading cycling destinations: excellent cycling infrastructure and diverse landscapes – from the Pannonian plains to the coastal cycling experiences of the Slovenian coast, from the rolling cycling routes of Styria, Dolenjska, and Notranjska to the iconic mountain climbs of the Slovenian Alps. Slovenian hospitality and a deep understanding of cyclists’ needs add significant value to the country’s cycling tourism offering. With the success of Slovenian cyclists – from rising stars such as Jakob Omrzel to internationally renowned champions and ambassadors of Slovenian tourism, Tadej Pogačar and Primož Roglič – Slovenia continues to gain visibility among the world’s most desirable cycling destinations.

This year, cycling fans can look forward to an exciting battle between German rider Florian Lipowitz, a member of Roglič’s team, Red Bull – BORA – hansgrohe, and Slovenia’s young prospect Jakob Omrzel of Bahrain Victorious. Lipowitz will benefit from the support of team captain Jan Tratnik, who returns to the Tour of Slovenia after a five-year absence. Riders from the remaining 15 teams are also expected to challenge for the coveted green jersey awarded to the overall winner.

Nearly a Decade of Partnership Between the STB and Eurosport

For the 9th consecutive year, the Slovenian Tourist Board, in partnership with the international television network Eurosport, is promoting Slovenia, its destinations, and the I feel Slovenia brand. Since 2016, this international partnership has brought images of Slovenia and the Tour of Slovenia to audiences in 130 countries and to more than 71 million viewers worldwide. Each day of the race includes more than two hours of live television coverage on Slovenia’s national broadcaster and on Eurosport 1 and Eurosport 2, resulting in a total of 10 hours of live broadcasting across all five stages.

In addition, the STB promotes Slovenia and its destinations on Eurosport through 230 television advertisements, 80 of which specifically highlight the destinations hosting stage starts and finishes. These advertisements are also broadcast during the world’s three major Grand Tours – the Giro d’Italia, Tour de France, and Vuelta a España – as well as during this year’s European Road Cycling Championships, which Slovenia will host from 2 to 7 October. Last year, the campaign reached more than 14 million viewers.

The STB has also prepared cycling and tourism videos for the destinations hosting stage starts and finishes. These videos will be broadcast during the live race coverage and form part of the international tourism campaign accompanying the Tour of Slovenia.

Additional activities include a digital advertising campaign across Eurosport’s digital platforms, including its website, applications, and YouTube channel, as well as an online prize competition in key markets such as Germany, the United Kingdom, France, and Poland. In 2025, more than three million video advertisement impressions were recorded across Eurosport’s digital platforms, while the online competition reached more than 2.3 million users and attracted over 17,000 participants.

This year, the STB will once again amplify coverage of the Tour of Slovenia through its own communication channels, particularly the slovenia.info portal and Feel Slovenia social media channels, as well as through partnerships with international media. Visitors and spectators along the route will also be greeted by more than 27,000 green I feel Slovenia flags, alongside additional I feel Slovenia branding at stage starts, finishes, and various points along the route. In this way, the I feel Slovenia brand will serve as the green thread connecting all five stages of the race.

Ten Slovenian Destinations to Receive Special International Exposure

Over five days and more than 800 kilometres, the Tour of Slovenia connects the entire country, not only through its race routes but also through the people and organisations that make this exceptional cycling event possible: the organiser, the Novo Mesto Cycling Club, the Slovenian Tourist Board, destinations, local communities, and countless cycling enthusiasts.

The greatest attention each day is focused on the destinations hosting stage starts and finishes. This year, these are Velenje, Rogaška Slatina, Radlje ob Dravi, Ormož, Maribor, Celje, Kranj, Kranjska Gora, Litija and Novo Mesto.

The opening stages in northeastern Slovenia will showcase flat and rolling cycling routes, including sections of the wider European Drava Cycling Route, as well as moderately challenging climbs through the green forests of Pohorje. After a 13-year absence, the Tour of Slovenia will once again tackle the climb to Vršič, Slovenia’s highest mountain road pass, which will serve as the highlight of Saturday’s queen stage. A special feature of the queen stage is MyTour – an exceptional opportunity for recreational cyclists to ride part of the most demanding stage at their own pace and experience the route like professionals. The final battle for the green jersey will take place from Litija to the cycling capital of Novo Mesto, where, on Sunday, 21 June, a new winner of the Tour of Slovenia will be crowned – and perhaps a future star of the upcoming Tour de France will emerge.

Photo: Sportida.com

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