Slovenia Back in the Global Sporting Spotlight with the Volleyball Nations League
From 24 to 28 June, Ljubljana will once again become the stage for world-class volleyball as the prestigious Volleyball Nations League returns to Arena Stožice, bringing together some of the world's top national teams.
The tournament, which generates significant international media exposure and attracts athletes and fans from across the globe, provides an excellent opportunity to showcase Slovenia as a green, active and welcoming destination. As a partner of the event, the Slovenian Tourist Board (STB) is helping position Slovenia as an attractive destination for high-quality active experiences, major international sporting events and training camps, as well as responsible travel, while further strengthening the visibility of the I feel Slovenia brand.
Arena Stožice will host one of the tournaments of the elite FIVB Volleyball Nations League from 24 to 28 June. Organised under the auspices of the International Volleyball Federation (FIVB), the Volleyball Nations League is the world's premier international men's volleyball competition. The tournament in Ljubljana will feature the national teams of Slovenia, Italy, Brazil, Canada, Ukraine and Bulgaria.
Hosting the Volleyball Nations League represents an important international communication and promotional opportunity, placing Slovenia at the centre of attention for the global sports community, fans, media and digital audiences. As an event partner, the STB is promoting the tournament across its communication channels within the broader context of Slovenia as a country with a strong sporting identity, a green capital city, outstanding opportunities for active holidays, and a wide variety of experiences that encourage visitors to extend their stay.
The STB is participating at the highest partnership level. The I feel Slovenia brand will enjoy prominent visibility throughout the venue, including key television camera positions, LED perimeter boards, official interview and press conference backdrops, VIP and media areas, as well as video content shown inside the arena and during television broadcasts. The STB is further enhancing Slovenia's promotion through on-site visitor activations at Arena Stožice, I feel Slovenia supporter merchandise, a promotional area outside the venue, content across the Slovenian Volleyball Federation's digital channels, and by directing international fans and media to tourism information about Slovenia on Slovenia.info.
To mark the start of the tournament, the STB has also launched a special promotional fan activation under the hashtags #FeelSport and #FeelLove, combining world-class volleyball with inspiring imagery of Slovenia, Slovenian athletes and the passion of its supporters. As part of #FeelSport, a branded I feel Slovenia volleyball travelled symbolically across selected Slovenian destinations together with members of the Slovenian national team. Under #FeelLove, fans in Maribor and Ljubljana recorded their messages of support for the national team. These moments will be brought together in a fan video collage, culminating today, 24 June, at Arena Stožice. The activation presents Slovenia as a green, active and welcoming destination where elite sport, authentic local stories and the emotions of passionate supporters come together to create a compelling I feel Slovenia promotional story.
Yesterday, the Volleyball World team joined the captains of all six national teams competing in Ljubljana—from 24 to 28 June 2026—including Bulgaria, Brazil, Canada, Italy, Slovenia and Ukraine, for a walk through the centre of the Slovenian capital. As a commemorative gift, each captain received one of Ljubljana's iconic dragon mascots.
Sporting Events as a Driver of International Visibility and Tourism
International sporting events play an important role in strengthening Slovenia's reputation on global markets. They combine extensive media exposure, the emotional appeal of sporting stories, passionate fan engagement and direct tourism spending. Volleyball holds a particularly important place in Slovenia, with the national team having become one of the country's most recognisable and successful team sports in recent years.
Figures from 2025 confirm the exceptional promotional value of the Volleyball Nations League. Television broadcasts of both the men's and women's competitions reached 1.72 billion viewers across 80 countries and territories. The Ljubljana tournament alone attracted 3 million television viewers and 361,000 streaming views across 23 countries. Social media content related to the Ljubljana tournament generated 1.35 million interactions, while the I feel Slovenia brand achieved more than 50,000 branded placements.
The event also generated measurable tourism and economic benefits. According to the official 2025 FIVB Men's Volleyball Nations League, Ljubljana, Slovenia report prepared by TSC, the tournament generated 12,348 overnight stays and attracted 24,548 visitors. The total economic impact for Ljubljana and Slovenia amounted to USD 9.3 million (approximately EUR 8.1 million), including USD 4.1 million (approximately EUR 3.6 million) in direct economic effects.
Slovenia – A Country with a Big Sporting Heart
For Slovenia, hosting a competition such as the Volleyball Nations League is an important opportunity to position the country as a destination that successfully combines elite sport with boutique experiences, sustainability, hospitality and high-quality tourism. Visitors to Ljubljana can easily combine a world-class sporting event with the city's vibrant atmosphere, green spaces, exceptional gastronomy, rich cultural offer and close proximity to nature.
The Slovenian Tourist Board therefore considers international sporting events an important pillar of Slovenia's modern destination promotion. Such events strengthen the country's global visibility, enhance the value of the I feel Slovenia brand and create valuable opportunities to engage audiences seeking active holidays, sporting experiences and responsible travel.
About the Event
The Slovenian Volleyball Federation will organise the Volleyball Nations League tournament in Ljubljana for the third consecutive year. From 24 to 28 June, the Slovenian capital will host 12 matches featuring the national teams of Slovenia, Italy, Brazil, Canada, Ukraine and Bulgaria. More information about the tournament, match schedule and tickets is available through the official channels of the Slovenian Volleyball Federation.
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