Direct New York–Ljubljana Air Link Marks a Major Milestone for Slovenian Tourism

United Airlines will launch a direct service between Newark (EWR) and Ljubljana (LJU) on 12 May 2027, the airline announced today. Flights will operate four times a week using a wide-body Boeing 767-400ER aircraft.

Ljubljana is one of ten new international destinations being added by United in 2027 as part of the largest international network expansion in the airline’s history.

The new direct service removes one of Slovenia’s key competitive constraints on the US market: more complex air access. A non-stop flight means a simpler and more convenient travel experience, while placing Slovenia more firmly on the map of European destinations considered by American travellers when planning their trips.

“Air connections are a gateway to the world. Every new route strengthens Slovenia’s position within international transport flows. The launch of a new air service is also a recognition of Slovenia as both a destination in its own right and a transit hub. This is particularly good news for the economy and tourism. For Slovenia, connections with large and strategically important markets are especially valuable. The new link with the United States will provide an additional boost to economic cooperation. Better air connectivity makes it easier for Slovenian companies to do business, encourages foreign investment, strengthens tourism flows and enables Slovenia to integrate more effectively into global economic networks,” said Deputy Prime Minister of the Republic of Slovenia and Minister of the Economy, Labour and Sport Dr Anže Logar following the announcement of the new route.

“A direct air connection with the United States is an exceptionally important development for Slovenian tourism. It comes at a time when we are seeing very strong growth in interest in Slovenia on the US market. In recent years, working closely with Slovenia’s tourism industry, we have strengthened our country’s visibility in this market through a number of high-profile activities, including hosting the prestigious Virtuoso Chairman’s Event at the end of 2024 and our collaboration with Luka Dončić, ambassador of Slovenian tourism. In recent days, Slovenia has received additional global attention with the visit of the Los Angeles Lakers, who came to Slovenia at Dončić’s invitation, with the combined reach of related content already exceeding 40 million. The new air service significantly builds on these long-standing efforts and creates even better conditions for the continued growth of Slovenian tourism on the US market,” said MSc. Maja Pak Olaj, Director of the Slovenian Tourist Board (STB).

US Among Slovenia’s Fastest-Growing Markets

According to the Statistical Office of the Republic of Slovenia (SURS), more than 200,000 visitors from the United States travelled to Slovenia in 2025, generating almost 449,000 overnight stays. Both arrivals and overnight stays increased by 11% compared with the previous year.

Growth has accelerated further this year. In the first seven months of 2026, arrivals from the United States increased by 23% year on year, while overnight stays by American visitors rose by 21%.

The US market is characterised by strong and growing interest in Europe. Around 84% of American international travellers express an interest in visiting Europe within the next three years, making it their preferred international region. Key interests among US travellers include cultural experiences, authentic cuisine and exploring nature. American travellers are also planning to increase their leisure travel spending, while travellers from higher-income households tend to favour longer and more luxurious trips when travelling to Europe (source: MMGY research).This is therefore a market that directly supports the key development objectives of Slovenian tourism: higher added value, a stronger quality structure of demand, and a better year-round distribution of tourism flows.

Long-Term Growth of Slovenia’s Presence in the US Market

The direct air service further builds on years of strengthening Slovenia’s visibility and reputation among American travellers.

Sport has also played an important role in this momentum. Luka Dončić is an ambassador of Slovenian tourism, and his global reach is particularly strong in the United States. In recent days, the NBA’s Los Angeles Lakers visited Slovenia at Dončić’s initiative and invitation, placing the country firmly in the spotlight of the international sporting community.

Sport has also played an important role in this momentum. Luka Dončić is an ambassador of Slovenian tourism, and his global reach is particularly strong in the United States. In recent days, the NBA’s Los Angeles Lakers visited Slovenia at Dončić’s initiative and invitation, placing the country firmly in the spotlight of the international sporting community.

Initial figures on the impact of the visit point to an exceptional international communications effect. The visit generated extensive media coverage, with more than 500 reports recorded in international media to date, including MARCA, New York Post, Bleacher Report, Yahoo Sports, The Guardian, ESPN LA, BasketNews, Times of India and AS.

The response on social media has been equally strong, with content about the LA Lakers’ visit to Slovenia generating a combined reach of more than 40 million to date. An Instagram post from Bled published by the NBA’s official account, for example, had exceeded 5.2 million views by 25 August, while several individual pieces of content published by the Los Angeles Lakers from Slovenia reached audiences in the millions. Content was also widely shared through the personal profiles of Luka Dončić and other players, as well as numerous sports, basketball and fan accounts around the world. Over several days, Slovenia became part of a global digital conversation connected with one of the world’s most recognisable sports teams and one of its most influential sporting leagues. Reach across global channels continues to grow, meaning the final figures are expected to be even higher.

More broadly, the STB works in close partnership with Slovenia’s tourism industry, taking a targeted and continuous approach to promotional activities on the US market, with a particular focus on discerning American travellers. Key activities include a global digital campaign, partnerships with leading US media such as National Geographic and Condé Nast Traveler, and cooperation with travel industry associations including Signature, USTOA, Maritz and Virtuoso.

Virtuoso selected Slovenia to host its prestigious Virtuoso Chairman’s Event in November 2024, significantly supporting Slovenia’s desired positioning in the luxury tourism segment. Virtuoso also included Slovenia among its nine leading luxury travel experiences for 2025.

In March last year, the STB, together with 13 Slovenian companies and destinations, organised two business events on the US market – Slovenian tourism workshops in Houston, Texas, and Los Angeles, California.

Over the past two years, Slovenia has also carried out joint promotional campaigns with the Croatian and Austrian national tourism organisations, supported by the European Travel Commission.

In cooperation with Italy and France, and together with the Slovenian Convention Bureau, business workshops have also been organised over the past two years in Toronto, New York, Chicago and Minneapolis. Combined with Slovenia’s annual presence at IMEX America, these activities are strengthening the country’s visibility as a destination for business meetings and incentive travel.

During Luka Dončić’s time with the Dallas Mavericks, the STB also worked in partnership with the NBA club. Over the years, activities included the highly successful I feel Slovenia Night promotional events, advertising during games and digital promotional campaigns.

From Better Accessibility to Greater Value

Good air connectivity is one of the key factors determining a destination’s competitiveness in long-haul markets. A direct connection gives Slovenia a stronger position among individual travellers, travel agencies, tour operators and business-event organisers, while creating additional opportunities to incorporate Slovenia into the European itineraries of American visitors.

It is equally important that demand from the US market aligns closely with the tourism offer Slovenia aims to develop and promote. American visitors frequently seek authentic, high-quality experiences, nature, active holidays, gastronomy, culture, health and wellbeing, as well as safe and green European destinations. These are precisely the areas in which Slovenia has strong competitive advantages.

The goal of Slovenian tourism is not simply to increase visitor numbers, but to channel growing interest into high-quality visits across different parts of Slovenia and throughout the year. The new connection provides an opportunity to convert rising interest in Slovenia even more effectively into high-value tourism demand.

The Slovenian Tourist Board will incorporate the new direct service into its activities on the US market, using it to further strengthen cooperation with the travel industry, media and other partners, while reinforcing Slovenia’s position as a green, safe, high-quality and boutique European destination.

Cover photo: United Airlines. Photo for illustrative purposes.

 

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