Slovenian tourism is booming

2018 a record year for Slovenian tourism

Slovenia recorded more than 5.6 million tourist arrivals and more than 15.2 million tourist nights by the end of 2018, making it another record year. Tourism revenue is also growing, up by almost 12% to EUR 2.12m in the first nine months of the year at annual level.   


2018's promotion has been largely based on culture, which will also be the case in 2019. Maja Pak, director of Slovenian Tourist Board, said that 2018 was one of the most intensive and successful in terms of marketing. She is also happy with the media attention abroad, stressing Slovenia had been regularly making it to lists of recommended destinations. "Slovenia is not only a recognisable destination, it is now a trendy destination."

Looking ahead, the STO said it would be all about gastronomy in 2020 and 2021 as Slovenia had been chosen the European Region of Gastronomy 2021 and influential French restaurant guide Gault & Millau published a Slovenian edition  of its high-profile restaurant guide.

Winter at Lake Bled. Photo: STB

"Small but mighty"

Slovenia is increasingly recognized as an amazing tourist destination and is regularly included in various "top destinations" lists.

Recently, British "Rough Guides" placed it at 11th place of 20 "most beautiful countries in the world " as voted by their readers through social channels, stating:

"Small but mighty, Slovenia comes in at number 11 in your ranking of the most beautiful countries in the world. The towns here are fairy tale charming, with cobbled streets and red roofs that seem straight out of a Disney movie. The countryside is lush and often covered with pine forest, where bike trails snake through the trees.  On Twitter, @RivCotSlo listed just a few of the elements that make Slovenia so special: “Mountains, forests, lakes, seashore, old towns, friendly people, and great food.”

Journalists at British edition of Huff Post placed it first among Best Holiday Destinations 2019  and also Irish edition of Independent published an article  on Slovenia, describing Ljubljana as: "Long strips of quayside restaurants, with no cars driving by as you wine and dine, are fairly rare in a capital city. But open markets and quays full of locals and tourists in 'relax' mode...this is the essence of Ljubljana."