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Slovenia is rich with cultural, historical and natural landmarks, provides diverse gastronomic experiences, and boasts a growing choice of sport, culture and other activities. Our vision is to place Slovenia onto the tourism map as a destination for green, active and healthy five-star experiences, inner peace, and personal fulfilment.

The Strategy for Sustainable Growth of Slovenian Tourism

We have adopted the Strategy for Sustainable Growth of Slovenian Tourism, which will contribute to the development of competitive advantages and the promotion of systemic solutions in our area, the effective linking of national, local, regional and entrepreneurial interests in the development of tourism, and the promotion of global, national and local tourism products. In the rich and strategically managed choice of tourism products, we see a vital opportunity for the development of the Slovenian economy; hence we encourage its growth with funding adapted for tourism.

Promotion of Slovenian tourism

The vision for the development of Slovenian tourism is implemented by the Slovenian Tourist Board, the central national agency for the promotion of tourism. One of the fundamental conditions for success on the tourist market today is a clear and simple presentation of a country’s uniqueness and distinguishing features. We have adopted measures for the efficient marketing of Slovenia as a green, active and healthy tourist destination for five-star experiences. In this way, we aim to significantly increase the added value of a guest’s experience and to reach higher revenues from travel exports. When promoting Slovenian tourism, we focus on the priority and growing markets, while also promoting innovative approaches in marketing with the emphasis on digital channels. With additional air-travel connections we will improve the accessibility of our country in the coming years for guests from farther abroad.

Tourism is people

We are aware of the importance of tourist service providers as a link between the national touristic conglomerate and the end user. Hence we pay close attention to the training of qualified and motivated staff involved in tourism. The amendment of the Hospitality Industry Act significantly reduced the administrative complexity of tourism activity and thus contributed to the record-breaking physical and financial results that the industry has recently been achieving. We also devote special attention to the restructuring of state-owned enterprises and the achievement of new greenfield and brownfield investments and financial incentives, such as loans, reliefs and grants.