A prosperous year for Slovenian tourism in 2024: optimistic outlook despite challenges
In 2025, the Ministry of the Economy, Tourism and Sport remains committed to its trajectory of promoting balanced tourism growth under the "A Little Bit More, A Lot Better" approach, prioritising higher quality and added value in the tourism range of products. Meanwhile, the Slovenian Tourist Board (STB) is gearing up to celebrate its 30th anniversary, marking three decades of strategic Slovenian tourism marketing and announcing the launch of several key development projects.
In 2024, Slovenian tourism wrote a new success story, continuing to outperform the global and European pandemic recovery despite numerous challenges. This country recorded a 6.3 percent increase in tourist arrivals in 2024 compared to 2023, welcoming a total of 6.58 million visitors. Overnight stays increased by 4.5 percent year-on-year to 16.85 million, according to the Statistical Office of the Republic of Slovenia.
At today's press conference in Ljubljana's Cankarjev dom, Matevž Frangež, State Secretary at the Ministry of Economy, Tourism and Sport, and Maja Pak Olaj, Director of the Slovenian Tourist Board, reflected on the successes of 2024 and the prospects for the future.
State Secretary Matevž Frangež congratulated the Slovenian Tourist Board and tourism service providers, saying: "We have once again surpassed the 2019 levels of guest arrivals and overnight stays, achieving moderate but steady growth in guest arrivals. But, our focus does not stop there. In line with the adopted tourism strategy, Slovenia is focusing first and foremost on improving quality in order to attract more discerning guests, provide unforgettable experiences through its tourism portfolio for both domestic and foreign visitors, and, most importantly, generate greater value added also for our economy."
Ms Maja Pak Olaj, Director of the Slovenian Tourist Board said: "We ended 2024 with a 6.3 percent increase in tourist arrivals and almost 5% growth in overnight stays, solidifying Slovenia's reputation as a leading sustainable and welcoming destination. Our recovery has outpaced European tourism, thanks to a well-crafted strategy that meets the needs of modern tourists looking for green, safe and crowd-free destinations with a focus on sustainability. We have raised Slovenia's visibility through high-profile digital campaigns in 22 markets, partnerships with athletes and the organisation of more than 300 business events. At the same time, we have developed projects such as the National Reference Point, the Green Scheme of Slovenian Tourism, and initiatives to promote culinary excellence and cultural tourism. As we begin to celebrate the 30th anniversary of the Slovenian Tourist Board, I extend my sincere gratitude to all the partners who have contributed to the success of Slovenian tourism."
Germany remains number one market; distant markets gain momentum
Germany retained its position as Slovenia's leading foreign tourism market in 2024, recording a 4 percent increase in overnight stays last year and a remarkable 29 percent growth compared to pre-pandemic levels. The Italian market, Slovenia's second largest in terms of overnight stays, has seen a slower recovery with a modest 2 percent growth, still below pre-pandemic levels. Austria remains the third most important market, and there was a notable shift in 2024 compared to 2023, with the Croatian market taking fourth place. Croatian guests spent up to 41 percent of their overnight stays in Slovenia during the winter months last year, making an important contribution to the deseasonalisation target.
Among the main markets, the Visegrad countries stand out for their rapid growth: Poland recorded a 19 percent rise in overnight stays in 2024 compared to the previous year and a remarkable 56 percent increase compared to 2019. Slovakia saw an 11 percent year-on-year rise in overnight stays and a notable 51 percent increase compared to 2019. The French market also showed significant growth, with an 8 percent increase compared to 2023 and a 40 percent increase compared to 2019.
The North American market continues to perform exceptionally well, with an 18 percent increase in overnight stays from the US market compared to 2023 and a 25 percent increase over 2019 figures. The gradual return of guests from Asian markets is also encouraging, particularly from China (+46 percent compared to 2023) and Japan (+20 percent compared to 2023), which are still below the 2019 levels but show encouraging trends.
Slovenia's tourism success is underpinned by several quality indicators. The hospitality of the local population is highly rated, while research into Slovenia's online reputation shows that it is above the average for comparable destinations such as Austria, Italy and Croatia. Notably, Slovenia ranks first out of 119 countries in the World Economic Forum's branding strategy indicator, highlighting the success of the Slovenian Tourist Board's promotional efforts.
Ministry focused on improving quality
The Ministry concluded 2024 by announcing a call for proposals to co-finance investments aimed at improving the quality of tourist accommodation facilities, thus supporting the sustainable development of Slovenian tourism. The initiative is valued at more than EUR 15 million. In 2025, the Ministry will select projects focusing on investments in complete renovation and construction of new accommodation facilities. It will also oversee the implementation of 44 ongoing projects co-funded under the 2022 call for proposals. Through both calls, the Ministry will provide a total of EUR 58 million for investments in accommodation capacity.
The Ministry also plans to support the improvement of accommodation and the development of tourism products in Slovenian national communities in neighbouring countries (Hungary, Italy, Austria and Croatia).
There are currently 58 public tourism infrastructure projects underway, co-financed by the funds under the EU Recovery and Resilience Facility and the state budget. A new call for proposals will be launched in 2025 to co-finance the introduction of eco and sustainability labels for tourism service providers. In addition, the National Market Intelligence Hub (NMIH) for tourism is being established to guide the further improvement of the Green Scheme of Slovenian Tourism.
Under the European Cohesion Policy, the Ministry is preparing a call for proposals to co-finance tourism projects aimed at developing integrated tourism products offering authentic tourist experiences at cultural heritage sites in the Eastern Cohesion Region. Further funding will also be made available for projects promoting product development and tourism in key tourist destinations, with a call for proposals planned for later this year.
The harmonisation of the new Hospitality Industry Act is in its final stages, with the aim of it being adopted by the National Assembly in the first half of 2025. At the same time, the Ministry is working on the legal basis to enable data exchange with online short-term rental platforms in accordance with the EU regulation. In 2025, preparations will also begin for amendments to the Promotion of Tourism Development Act, which are based on the Slovenian Tourism Strategy 2022-2028.
At the proposal of Slovenia, the project "Strategies for balancing green investment and sustainable growth for tourism SMEs" will be implemented as part of the UNWTO Agenda for Europe. The expected outcomes of the project include a strategy to mitigate the negative impacts and increase the benefits of sustainable investments, as well as an action plan.
Celebrating the past, building the future: key STB activities in 2025
Slovenian tourism rebounded faster than the European and global markets in 2024. Through an effective marketing and branding strategy, Slovenia has successfully addressed the evolving preferences of tourists, who are increasingly looking for green, safe and crowd-free destinations that prioritise sustainability.
High-profile digital campaigns were launched in 22 markets, in collaboration with top athletes and centred around international sporting events, raising Slovenia's profile. Over 300 business events were organised, and projects promoting sustainability and quality were developed.
Looking ahead to 2025, the Slovenian Tourist Board is prioritising projects in line with the sustainable and digital transformation orientations and the Slovenian Tourism Strategy 2022-2028. The most important of these is the National Market Intelligence Hub (NMIH), an innovative tool that will provide a basis for more effective monitoring of the impact of tourism on all pillars of sustainable development and improve the management of tourism flows. It will also support the digitalisation of the Green Scheme of Slovenian Tourism. The NMIH will be launched in a pilot phase in June.
In line with its development vision, the Slovenian Tourist Board will continue to promote Slovenia as a sustainable, authentic and boutique destination. This year, special attention will be paid to the central theme of art and culture, with Nova Gorica as the European Capital of Culture taking centre stage.
Efforts will also continue through high-impact promotional campaigns, cooperation with top athletes and sports event organisers, marketing Slovenia's diverse culinary options, strengthening partnerships with prestigious international associations and media, and promoting Slovenian tourism at key business events at home and abroad.
The year 2025 holds special significance for the Slovenian Tourist Board, as it marks its 30th anniversary. "30 years of systematic marketing and development of Slovenian tourism means three decades of inspiration, cooperation and growth. On this important milestone, we want to reflect on the remarkable journey we have taken, celebrate the achievements of Slovenian tourism, and strengthen our shared vision for the future through a series of meaningful activities. This is also an opportunity to foster links between stakeholders and to further raise awareness of the vital role tourism plays in Slovenia's global reputation and success," said Ms Pak Olaj, expressing her sincere gratitude to all the partners who have contributed to the ongoing success story of Slovenian tourism.