Slovenia as a destination for excellent active experiences and sports tourism

For 2022–2023, the STB defined active outdoor experiences and sports tourism as the main communication topics, which is why even more attention will be paid to the development of this segment. By connecting key stakeholders in the field of sports and tourism, the STB will strive to contribute to the creation of a coordinated and sustainable set of measures and events that will bring long-term economic, social and promotional effects. With the aim of coordinated cooperation of key stakeholders in the field of sports tourism and the preparation of strategic guidelines and priority measures in the field of sports tourism, the STB's Expert Group on Sports Tourism was established in 2022.

The 2022-2023 Action Plan for the Development and Marketing of Sports Tourism of Slovenia is being prepared. This will be the basis for marketing and promotional activities in the field of sports tourism in Slovenia with an emphasis on sports events and preparations of athletes. In-depth interviews with key stakeholders and cross-sectoral workshops with stakeholder representatives across all 4 macro destinations are currently underway. The document will be available in June.

The STB continues and upgrades partnerships with top athletes, ambassadors of Slovenian tourism, who have helped building Slovenia's global visibility as a tourist destination for many years. This year, the ambassadors Tadej Pogačar and Primož Roglič were joined by top climber Janja Garnbret. Agreements are also underway to continue cooperation with Luka Dončić, Ilka Štuhec and Rok Možič. As part of the My Slovenia campaign, young promising Slovenian athletes will also be highlighted. With the umbrella Slovenian sports organization, the Olympic Committee of Slovenia, the STB conducted communication activities during the Winter Olympics in Beijing, and this year the STB will also participate in the European Youth Olympic Festival in Maribor  and the first Slovenian international sports film festival in Rogaška Slatina.

In 2022, Slovenia will also host numerous international sporting events, where the STB will continue to promote Slovenia's visibility among sports enthusiasts by highlighting the I feel Slovenia brand. Among such sporting events are Zlata Lisica, Pokal Vitranc, FIS Ski World Cup Final, Planica, GIRO 'D ITALIA - SLOVENIAN STAGE, Tour of Slovenia, EHF European Women's Handball Championship, Ljubljana, Celje, Skopje , Podgorica and Men's Ice Hockey World Championship, Division I, Group A, Ljubljana.

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