Which activities will continue strengthening the visibility of Slovenia abroad?

In recent years, Slovenian tourism has received great attention from the global media and has once again been ranked among the top destinations to visit. Last year, the STB conducted more than 100 press trips, hosting over 200 foreign journalists and influencers. More than 1920 publications with a total estimated value of around EUR 50 million were recorded in foreign media (the data refer to the following markets: Austria, Germany, Switzerland, Italy, France, Belgium, the Netherlands, UK and Hungary). This is the result of systematic and targeted marketing and promotional activities, which the STB is continuing with this year as well. The STB also expects Slovenia to be exposed in many reputable foreign media this year, as it will host representatives of several reputable media, such as the British Independent, Forbes, Cycling Magazine and Nat Geo Traveler, already until the beginning of the summer season. Activities will be carried out to present Slovenia as a safe nearby destination for the media on the Hungarian, Croatian and Serbian markets.

More than 1920 articles with a total estimated value of around EUR 50 million, more than 100 press trips... 

Among the key STB promotional campaigns this year is the Global Digital Campaign, which will take place in 21 global markets (Germany, Switzerland, Austria, Italy, Hungary, Czech Republic, Slovakia, Poland, France, Spain, Netherlands, Belgium, Luxembourg, United Kingdom, Denmark , Finland, Sweden, Serbia, Croatia, USA and Canada). The campaign highlights 6 key products of Slovenian tourism; Active Outdoor Experiences, Sports Events, Health and Well-being, Cities and Culture, Gastronomy and Business Meetings and Events. It will run on all major online platforms such as Google (Search, Discovery, Performance Max), YouTube, Meta (Facebook and Instagram), Twitter, LinkedIn, Pinterest and TikTok.

What about domestic market?

On the domestic market, the STB continues with the "My Slovenia" campaign, which has been upgraded with the campaign to promote professions in tourism. The campaign, which was first launched by the STB in May 2020, recorded excellent results in 2021, including more than 1.25 million posts with #mojaslovenija and #IfeelSlovenia hashtags. It was supported by major Slovenian media houses with more than 200 articles, and the total media value of publications within the campaign since its launch amounted to more than 3.5 million euros. This year, the STB's campaign is working on including leading and other destinations more intensively. It will take place in several channels, including co-production with television and radio media houses, press trips for domestic media, and the partnership with Slovenian Railways. The STB will also be involved in the promotional campaign for professions in tourism, together with other key institutions. The aim is increasing the reputation of professions in hospitality and tourism and encourage higher enrollment numbers to secondary and higher education programs related to hospitality and tourism.

In 2022, the STB continues to work with globally recognized media brands such as Lonely Planet and National Geographic: A media campaign is underway with Lonely Planet, which will include a press trip for Lonely Planet journalists on outdoor activities. A series of articles and content contributions will also be published. Slovenia was also included in the prestigious Lonely Planet "Best in Travel 2022" list. The Geography of Adventure campaign on National Geographic channels presents Slovenia as an exceptional destination for active outdoor experiences. In the first wave of the campaign at the end of 2021, advertising took place on National Geographic television channels in Germany, Austria, Italy, UK, France and Slovenia. This year, the National Geographic team in Slovenia will record top video and photo content that will present Slovenia as a green, active and healthy destination for unique active outdoor experiences through a series of stories and publications. The emphasis will be on hiking, cycling, winter sports and water activities. The second part of the campaign will take place in the summer. The STB will continue to partner with the most influential gastronomic brands such as Michelin, Gault & Millau and 50 Best this year as well.

This year, the STB will also highlight the key products of Slovenian tourism with an advertising campaign in foreign online and specialized print media. It is about content advertising in the form of editorial-promotional articles and advertisements. The campaign will complement and strengthen the message of other promotional activities in key markets, and its goal is to raise awareness of Slovenia as a boutique tourist destination for guests with higher income and increase interest in key products of Slovenian tourism.

A clear focus on sustainable development and successful implementation positions Slovenia among the greenest destinations on the globe

The key challenges that tourism faces today, were addressed in Slovenia even before the pandemic. Sustainable development, which has been placed at the core of all promotional and development activities in Slovenian tourism, has positioned Slovenia at the top of the most sustainable destinations on the global level. Thanks to the Green Scheme of Slovenian Tourism, with which the STB successfully implements a sustainable commitment at the national level, Slovenia has become an example of good practice in international professional circles.

The STB continues to develop and upgrade the Green Scheme of Slovenian Tourism, where special attention is paid to encouraging providers and destinations to withdraw disposable plastic and develop of sustainable events. By signing the Commitment for the Exclusion of Disposable Plastics from Slovenian Tourism, they oblige themselves to stop using disposable plastic items defined in the agreement by the end of 2022 (bottles, plastic jars, plastic food packaging and plastic packaging in hotel rooms) and follow the principles of the "Global Tourism Plastic Initiative". To date, the pledge has been signed by more than 80 businesses. The ambassador and the first to sign the initiative was masterchef Luka Košir, the recipient of the 2021 Michelin Star and the Green Michelin Star.

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