According to the latest available data, around 22 million foreign passengers travel yearly across Slovenian border crossings, which is great potential for Slovenian tourism. The Slovenian Tourist Board (STO) has thus launched a campaign addressing passengers who travel through Slovenia without making a stop. With support from the Ministry of Economic Development and Technology and the participating destinations and providers Lipica Stud FarmPostojna Cave and Predjama CastleMaribor and Ptuj, a comprehensive campaign has been created which sends the message to potential tourists that Slovenia is a destination where one should make a stop. The STO and the Ministry are especially grateful to the national motorway company DARS and fuel retailers MOL Slovenija d.o.o.Petrol d.d., Kompas Shop d.d. and OMV Slovenija, d.o.o. for participating in the project by distributing leaflets to travellers who purchase a weekly or a monthly vignette.


Between 15 February and 15 May this year, the STO will target with the digital campaign the Austrians, Italians, Hungarians, Poles and Czechs who show with their digital footprint a clear interest in travelling to our neighbouring countries. Until September, other transit guests will also be informed by leaflets which will be handed to them when they buy a weekly or monthly vignette. The leaflets will be distributed by DARS, MOL, Petrol and OMV, while a limited number will also be available in tourist information centres around Slovenia

The digital campaign takes place on a key travel portal and two social networks. Ads are expected to be displayed more than 13.5 million times through the largest travel portal TripAdvisor, and more than 6.5 million e-mails will be sent to subscribers of TripAdvisor's e-newsletter, while almost 350,000 clicks on advertisements are expected on the social networks Facebook and Instagram. The landing pages have been translated into German, Italian, Hungarian, Czech and Polish.

In accordance with the Operational Programme for Marketing of Cultural Tourism, also participating in the pilot campaign are cultural icons and destinations. Each of the destinations offers benefits to travellers under certain conditions, with the key condition being that they show a receipt for a purchased weekly or monthly vignette. This way, the necessity of purchasing a vignette becomes a positive experience on several levels, letting travellers know that we are a tourist-friendly country.



Slovenians are proud of Lipica and its stud farm that has been in operation for over 400 years. The oldest European stud farm that has been breeding the same horses without interruption is a cultural and historical monument, which impresses visitors with its horses and its surprising landscape.

BENEFIT: With a receipt for a purchased weekly or monthly vignette, a family or a group travelling in one car can enter the park free of charge.

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Predjama Castle is famous for being the largest cave castle in the world. For over 800 years it has been guarding a rock face, 123 metres high. Mysterious underground tunnels connect it with the cave directly beneath. 

So far, more than 38 million visitors from all over the world have seen Postojna Cave. They began their visit at the departure platform of the unique cave railway. Tourists can travel a 5-kilometre subterranean trail.

BENEFIT: With a receipt for a purchased weekly or monthly vignette and by purchasing tickets for Predjama Castle or Postojna Cave, two adults and two children can make a free visit to the educational, interactive and entertaining exhibition EXPO Postojna Cave Karst, which offers a detailed insight into the world of karst.

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Maribor is the home of the oldest vine in the world and is the second largest city in Slovenia.

BENEFIT: Travellers who show a receipt for a purchased weekly or monthly vignette at Hiša Stare trte (Old Vine House) will receive 3+1 vouchers (pay three, get fourth for free) for the confectionery shop, gondola cable car ride to the Pohorje Hills, for entrance to a museum or for meals in one of the restaurants participating in the campaign.

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Ptuj is the oldest city in Slovenia. Standing above the city is the magnificent Ptuj Castle, which offers beautiful views as far as the eye can see. It houses the Regional Museum Ptuj Ormož, which presents the entire history of the city through millennia.

BENEFIT: A group travelling with one car who shows a receipt for a purchased weekly or monthly vignette can see the ethnographic collection of the museum free of charge, while two adults can see the Dominican Monastery free of charge. A free visit to the wine cellar is possible for one person upon prior notice.

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In accordance with the Strategy of Sustainable Development of Slovenian Tourism 2017–2021, the key objectives of Slovenian tourism and the STO are to make tourism less dependent on seasonal factors and to geographically disperse the tourist flows. Also in the core of the activities of the STO is clear, targeted and intensive promotion which puts content-based digital marketing in focus.

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