Joint activities of the Olympic Committee of Slovenia and Slovenian Tourist Board during the Olympic Games

Sport majorly contributes to the promotion of the country, its visibility and reputation. Slovenia's strategic geographical location in the heart of Europe and its characteristic natural features, such as unspoiled nature, favourable climate, good infrastructure for active recreation and related expertise, make the country one of the most desirable destinations for high-profile sporting events, training athletes and active holidays.

The Olympic Games offer an exceptional opportunity to address global and Slovenian public with a help of excellent Slovenian Olympians and the Slovenian Olympic team and present Slovenia as an outstanding destination for active holidays and sports leisure.

The Olympic Committee of Slovenia and the STB will carry out several joint promotional activities during the Olympic Games in Tokyo. Of particular importance will be content announcements, where modern technology and social media posts will play a key role as there are no spectators allowed. Thus, #ifeelslovenia will form an integral part of the announcements of the Slovenian Olympic team from Tokyo, while photos from the Olympic Games will also be included in the promotion of Slovenian tourism. Slovenian Olympians will also inspire for an active break through video stories. The I feel Slovenia brand will also be included in the memorials and Olympic events organized by the OCS during the Olympic Games. The partnership also includes activities related to the Beijing Winter Olympics, which will begin in just over six months.

"Sport and tourism play a major role in Slovenia. This is why I am thrilled that after participating in the Slovenian House project at the Olympic Games, which has been cancelled in Tokyo due to the epidemic, we have joined forces during the Olympic Games and will aim to bring Slovenia closer to the world public with the help of digital technology and also, of course, with the success of our athletes, and invite the global public to visit Slovenia," said Bogdan Gabrovec, the President of the Olympic Committee of Slovenia.

Sports tourism is one of the fastest growing segments in the tourism industry, and active holidays are among the fastest recovering tourism products during and after the pandemic. Given Slovenia's natural resources and favourable climate, Slovenia is a destination created for active holidays and sports tourism 365 days a year.

Major success of Slovenian athletes in recent years has brought Slovenian into the spotlight with the global public. This greatly contributes to the recognition and promotion of Slovenia and further development of Slovenia as a destination for active holidays, preparation of athletes and hosts of international sporting events.

As sport plays a major role in promoting the country and raises its visibility and reputation, the STB and the OCS designed a series of promotional and communication activities on the occasion of the Olympic Games.

MSc. Maja Pak, Director of the STB, pointed out on this occasion: “At the Slovenian Tourist Board, we connected with the Olympic Committee of Slovenia with the aim of exposing Slovenia as a country of top athletes and world champions and the I feel Slovenia brand. Slovenia is a green country, ideal for active holidays, preparation of athletes and an excellent host of major sporting events. This is the key message that we will send to the international and Slovenian public at this year's Summer Olympics. Luka Dončić, Tadej Pogačar and Primož Roglič, recognizable faces of the Slovenian Olympic team and ambassadors of the Slovenian tourism, impress sports fans all over the world with their kindness, competitiveness and incredible results and ensure extensive publicity. Through a series of communication activities, together with the OCS and the ambassadors of Slovenian tourism, we will strengthen the image of Slovenia and highlight it as a hospitable green destination for authentic active experiences.”

Since active holidays and sports tourism have enormous potential, the STB has identified active holidays and sports tourism as the central promotional theme for the next two years.

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