Strong summer tourism results confirm Slovenia’s appeal and the importance of balanced growth

The summer season results, key tourism trends and the outlook for the remainder of the year were presented at a press conference by Dubravka Kalin, Director-General of the Tourism Directorate at the Ministry of the Economy, Labour and Sport; MSc Maja Pak Olaj, Director of the Slovenian Tourist Board (STB); Fedja Pobegajlo, Director of the Tourism and Hospitality Chamber of Slovenia; and Srečko Kunst, Chair of the Hospitality and Tourism Section at the Chamber of Craft and Small Business of Slovenia.

Slovenia remains an attractive and competitive tourism destination

Despite global uncertainty, Slovenia continues to stand out as an attractive and competitive tourism destination, combining safety, sustainability, good accessibility and a wide variety of experiences within a compact area.

Dubravka Kalin, Director-General of the Tourism Directorate at the Ministry of the Economy, Labour and Sport, said: “This year’s successful summer tourism season confirms that Slovenia remains an attractive and competitive tourism destination, further strengthening its position on the global tourism map. Visitor figures are encouraging, and we are particularly pleased that the growth in tourism is being accompanied by improvements in quality and a more balanced geographical distribution of visitors across Slovenia. This also reflects the measures and activities implemented by our ministry in recent years, some of which are still ongoing. In recent years, Slovenia has undertaken its largest investment cycle in tourism to date, contributing to higher added value, with the effects expected to remain visible in the years ahead. The ministry has co-financed investments in public and shared tourism infrastructure, the construction and reconstruction of accommodation facilities, as well as the acquisition of sustainability and environmental certifications. Considerable effort has also been devoted to the legislative framework. All these measures, together with many others, contribute to increasing added value in tourism, an important economic sector in both Slovenia and Europe. However, strong tourism statistics are not the result of investment and excellent promotion alone. Behind every satisfied guest are the people who make that experience possible, which is why, at the end of the main tourism season, special thanks go to everyone working in tourism and hospitality. This year’s season also demonstrates that Slovenian tourism is the result of joint efforts by tourism businesses, destinations, local communities, the Slovenian Tourist Board and our ministry, and above all by all those who help shape tourism every day. A successful tourism season brings greater economic activity, more jobs, higher revenues for businesses and increased tax revenues, while also generating positive effects across many other sectors. In the period ahead, we will work even more systematically to create the conditions for Slovenian tourism to remain competitive, high-quality and resilient.”

Tourism statistics for July and August, as well as for the first eight months of the year, show that Slovenia continues to attract visitors from a diverse range of international markets. This broad market mix strengthens the resilience of Slovenian tourism by reducing its exposure to shifts in economic conditions, air connectivity and travel behaviour in individual markets.

MSc Maja Pak Olaj, Director of the Slovenian Tourist Board, emphasised: “This summer’s results confirm that Slovenia remains a highly attractive tourism destination. However, we do not assess tourism performance solely on the basis of arrivals and overnight stays. We look at a broader set of indicators, including added value generated, visitor spending, the seasonal and geographical distribution of demand, the quality of the tourism offer, and satisfaction among both visitors and local residents. Tourism demand in Slovenia is not evenly distributed. Some destinations still have room for growth and would welcome more visitors, while the most visited areas, particularly in the Julian Alps, already experience significant pressure during peak periods as a result of concentrated demand. Our activities therefore need to become increasingly targeted and adapted to the circumstances of individual destinations. In areas with high visitor concentrations, the focus is on spreading demand across different times and locations, while elsewhere the priority is also to stimulate demand and increase the visibility of destinations with untapped potential.”

Fedja Pobegajlo, Director of the Tourism and Hospitality Chamber of Slovenia, said: “Figures for the first seven months confirm continued growth in tourist arrivals and overnight stays, placing Slovenia alongside successful European tourism destinations. Maintaining strong occupancy levels in the future will depend on intensified promotional activities in promising markets such as the Visegrad countries, as well as new direct air connections, including the recently announced route to the United States. A survey among large and medium-sized hotel companies that are members of the Chamber indicates strong occupancy levels, exceeding 80% in many hotels in spring and 90% during the summer. Revenues grew faster than overnight stays, pointing to higher added value and progress in line with the strategy of ‘a little more and much better’. The key challenge remains rising operating costs. As there is limited scope for further increases in occupancy, tax relief will be important for the long-term success of tourism businesses. More effective visitor-flow management in destinations is also essential, as practices and results still vary considerably.”

Srečko Kunst, Chair of the Hospitality and Tourism Section at the Chamber of Craft and Small Business of Slovenia, highlighted some of the challenges facing Slovenia’s hospitality sector: “This summer season was exceptionally successful, and the continued growth in tourism demand also reflects the excellent and systematic work of the Slovenian Tourist Board in promoting Slovenia in international markets. However, encouraging growth in arrivals and overnight stays does not necessarily translate into better business results for hospitality providers, who continue to face high food and energy prices, rising labour costs and, above all, a shortage of skilled staff. If we want to develop Slovenia as a mature, boutique, year-round destination with higher added value, we must ensure a stable business environment, simplify procedures for employing foreign workers and make careers in hospitality more attractive to young people. Particular attention must also be given to succession in family-run restaurants, as without incentives for younger generations to take over these businesses, we risk losing an important part of Slovenia’s culinary tradition. Hospitality businesses are ready to continue investing in quality, local ingredients and authentic experiences, but this requires coordinated systemic support from the government, the Slovenian Tourist Board and local communities.”

Growth brings both opportunity and responsibility

Slovenia has enjoyed a strong tourism summer. According to currently available experimental data from the Statistical Office of the Republic of Slovenia (SURS), more than 2.2 million tourist arrivals and 6.3 million overnight stays were recorded in July and August. Compared with the same period last year, this represents growth of approximately 7% in both arrivals and overnight stays. Overnight stays increased by 8.9% in July and by an estimated 5% in August.

International visitors accounted for 83% of all overnight stays in July and August, with the five leading international markets – Germany, the Czech Republic, the Netherlands, Italy and Poland – generating 48% of all foreign overnight stays. Particularly strong growth in overnight stays during July and August was recorded from the United Kingdom, the United States, Spain, Serbia and Poland. Domestic tourism remained broadly stable compared with the same period last year.

The strong summer performance continues the positive trend seen throughout the year. In the first eight months of 2026, Slovenia recorded almost 5.2 million tourist arrivals and 13.6 million overnight stays, with both figures up by approximately 6% year-on-year.

In terms of tourist arrivals, Slovenia’s leading international markets in the first eight months remained Germany, Italy and Austria. For overnight stays, the Czech Republic ranked third, ahead of Italy. The Visegrad markets recorded particularly strong growth in overnight stays, led by the Czech Republic (+18%), Poland (+15%) and Hungary (+12%). Among Slovenia’s ten leading source markets, the United Kingdom stood out with growth of 31%.

The results highlight the importance of maintaining a long-term, consistent presence in Slovenia’s key tourism markets and tailoring promotional activities to the specific characteristics and potential of each market.

Experimental data from SURS also point to an estimated 2% increase in domestic overnight stays in the first eight months of the year.

Based on current trends, overnight stays are expected to grow by 5% to 6% by the end of the year, although the outlook remains subject to uncertainty in the international environment. Tourism flows can be affected quickly by geopolitical developments, economic uncertainty, rising travel costs, extreme weather events and changing travel patterns.

Managing visitor flows for high-quality and balanced development

Tourism demand is not evenly distributed across Slovenia. Growth is particularly pronounced in Alpine Slovenia, partly reflecting increasing interest in active holidays in nature and cooler summer destinations. This presents an important development opportunity, but also a challenge in managing visitor flows, as growing demand can become concentrated in destinations and periods that already attract high numbers of visitors.

The quality of Slovenia’s tourism offer is also reflected in its average online guest rating of 9.0 out of 10 in 2026, which remains high throughout the summer months. Visitors give particularly high ratings to location, cleanliness and service. Economic indicators are positive as well: travel exports reached EUR 1.56 billion in the first half of the year, up 4.6% compared with the same period last year.

The Slovenian Tourist Board carries out most of its promotional and communications activities outside the peak summer season. During periods of highest summer demand, communication focuses primarily on responsible travel, a more balanced geographical distribution of visitors, and respect for nature and local communities. By carefully selecting markets, target groups, content and timing, the STB encourages travel during periods with greater available capacity and promotes less-visited destinations and experiences.

In the domestic market, these efforts are also supported by the STB’s new platform and renewed Moja Slovenija (My Slovenia) campaign. Alongside encouraging people to discover more of Slovenia, the campaign highlights the role of tourism in local development, quality of life and hospitality, as well as the importance of residents’ attitudes towards tourism.

Exceptional international exposure and improved accessibility

Two major developments added further momentum to Slovenia’s tourism summer, strengthening the country’s international visibility and accessibility.

The visit of the Los Angeles Lakers, organised in Slovenia at the initiative of Luka Dončić, generated exceptional international media exposure. More than 900 articles and reports were published in international media, while related social media content achieved an estimated combined reach of more than 46 million.

A particularly valuable part of the exposure came from the authentic, personal content shared by the players and the team, showcasing Bled, Ljubljana, sport, golf, gastronomy and other Slovenian experiences.

The STB amplified this international attention through content on its Feel Slovenia channels, digital advertising and the activation of Luka Dončić as an ambassador of Slovenian tourism. Two STB videos featuring Luka Dončić have together surpassed 12 million views, while 28 Slovenian tourism destinations took part in the broader communications campaign.

More about the visit and exceptional international exposure

Another important milestone is the announcement of a new direct United Airlines service between New York and Ljubljana. The route will launch on 12 May 2027, with four flights per week. The new service will significantly improve Slovenia’s accessibility from the United States, the country’s most important overseas tourism market. According to SURS, in the first seven months of 2026, arrivals from the United States increased by 23.3%, while overnight stays by US visitors rose by 20.5%. US visitors are also particularly important due to their higher spending and their greater propensity to travel outside the peak tourism season.

Read more about the new direct air service between Slovenia and the US

Both developments support a key strategic priority for Slovenian tourism: strengthening Slovenia’s visibility in markets and segments that contribute to higher added value, a stronger demand mix and a more balanced distribution of visits throughout the year.

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The initial assessment of this year’s summer tourism season was presented at a press conference in Bled, held on the sidelines of the Tourism Panel at the 21st Bled Strategic Forum. Entitled When Destinations Grow Up: Strategic Choices for Mature Destinations, the panel explores how tourism should be managed when a destination’s success can no longer be measured simply by visitor growth, and how to maintain a balance between economic opportunity, quality of life and the long-term resilience of destinations.

Cover photo, from left: MSc Maja Pak Olaj, Director of the Slovenian Tourist Board; Dubravka Kalin, Director-General of the Tourism Directorate at the Ministry of the Economy, Labour and Sport; Fedja Pobegajlo, Director of the Tourism and Hospitality Chamber of Slovenia; Srečko Kunst, Chair of the Hospitality and Tourism Section at the Chamber of Craft and Small Business of Slovenia; and Livija Kovač Kostantinovič, Slovenian Tourist Board.

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