The board has introduced the main promotional theme for 2024 and 2025 as art and culture
Slovenian tourism soared to successful growth in 2023 and rebounded at a pace surpassing the European and global average, said Matjaž Han, Minister of the Economy, Tourism and Sport and Maja Pak Olaj, Director of the Slovenian Tourist Board. The board has introduced the main promotional theme for 2024 and 2025 as art and culture.
In a press conference, the ministry officials said that despite global challenges including an unfavourable economic situation, high transport costs, travel restrictions and severe floods in August, Slovenia’s number of tourist arrivals and overnight stays has now returned to pre-Covid 2019 levels.
According to the Statistical Office of the Republic of Slovenia, there were nearly 6.2 million tourist arrivals in Slovenia last year, resulting in just over 16.1 million overnight stays, a record high. In comparison to 2022, arrivals increased by 5.5 pc and overnight stays rose by 3.5 pc. Contrasting with the 2019, tourist arrivals saw a slight decrease of 0.6 pc, while the number of overnight stays increased by 2.2 pc.
Aligned with the Slovenian tourism strategy until 2028, the ministry is dedicated to enhancing the quality of tourist services and increasing added value on a national scale
“The value of travel exports strengthened, reaching EUR 3.08 billion from January to November 2023, a 10 pc increase compared to the same period the previous year. These results underscore the resilience of Slovenian tourism and its ability to overcome significant challenges. Collaboration between the State, municipalities, tourist companies, organisations, employees and volunteers is crucial in creating higher quality and recognition for Slovenian tourist destinations. I believe that Slovenia is well on its way to realising the vision of “green boutique” tourism, characterised by a smaller ecological footprint and greater value for all,” said Minister of the Economy, Tourism and Sports, Matjaž Han.
Simultaneously, Han underscored that, aligned with the Slovenian tourism strategy until 2028, the ministry is dedicated to enhancing the quality of tourist services and increasing added value on a national scale.
“This initiative will not only benefit tourist companies but also their employees and, last but not least, the local population. Going forward, it is imperative to continually elevate the quality of tourist products. Strengthening management and integration at the regional-destination level will be pivotal, as our aim is to foster tourism development evenly across the country throughout the year. All these efforts align with the ‘Something more and much better’ strategy, emphasising a measured increase in capacity and, above all, ensuring higher quality and added value for all,” he added.
“Despite numerous challenges, we recovered at a pace faster than both Europe and the world. Achieving a near-full recovery post-pandemic highlights Slovenia’s strong position as one of the most desirable tourist destinations. As we entered 2024, the STB embarked on an ambitious plan comprising extensive promotional and communication activities, targeting both foreign and domestic markets. The focus for 2024 and 2025 is especially on art and culture. Our goal is to showcase Slovenia as a sustainable, modern and creative destination, characterised by top creators, artistic production, festivals, events and preserved cultural heritage. Ongoing breakthrough development projects, including the establishment of the National Information Centre and the upgrade and digitalisation of the Green Scheme of Slovenian Tourism, align with our main goal, to contribute to the continued quality growth and higher added value of Slovenian tourism,’’ he added.
18 pc growth in international tourist arrivals
The board says that compared to 2022, there was an 18.4 pc increase in foreign tourist arrivals last year while overnight stays by foreign visitors rose by 14.7 pc. In comparison to 2019, foreign tourist arrivals were lower by 0.9 pc.
Focus on art and culture in 2024
Slovenian Tourist Board says that it remains committed to an array of promotional and communication endeavours in 2024. These include an expansive global digital campaign in 21 foreign markets, partnerships with top athletes as ambassadors of Slovenian tourism, partnerships at major international sports events, participation in global fairs, stock exchanges, workshops and other business events.
STB has introduced the main promotional theme for 2024 and 2025 as art and culture, which, it says, aligns with the its central vision to portray Slovenia as a sustainable, modern and creative destination, distinguished by eminent creators, artistic productions, festivals, events and a rich cultural heritage. The focus lies on modern art forms such as fine arts, literature, photography, music, film, dance, theatre, as well as a celebration of tradition and cultural heritage.
In terms of development, STB says its efforts persist with the implementation of crucial projects. These involve establishing the National Information Centre, upgrading and digitalising the Green Scheme of Slovenian Tourism and organising various educational and professional events.
In line with the main communication theme, STB has introduced a fresh concept with the inclusion of storytellers from the worlds of culture, art and creativity. These are prominent Slovenian artists and creators, recognised internationally, who will work with the tourism board to enhance Slovenia’s visibility as a destination for arts and culture.
