Such figures can only encourage the Slovenian Tourist Board (STO) to set even higher goals. Apart from the intensive digital marketing and the continuation of the Slovenian tourism ambassadors project, the STO will also search for ways on how to design new tourist products of a higher value.

More and more languages can be heard on Slovenia’s soil. The Italian and German still prevail, but there is also an increase of tourists from Russia, Spain, the U.S, Serbia and France. Many tourists can also be found in the capital, Ljubljana.

The STO is aware that every promotion is valuable, especially visual promotions on social networks. Eight experienced photographers were recently invited to Slovenia to take photos of Slovenia and post them on Instagram. They proved that despite the flood of tourists, Slovenia still boasts many hidden corners. One of the most photographed locations is Bled, which recorded 23 percent more overnight tourist stays.

Active tourism on the rise
The coastal region is also pleased with its figures: 13 percent more overnight tourist stays in Piran, Portorož and Izola. Many also arrive in Slovenia by boat, as there are more and more tourist boats docked in the Port of Koper. Another 31 cruise ships are expected to arrive in Koper until the autumn. Goran Sambt from the Active Koper water sports park, says there is also an increase in demand for active tourism.

Evermore tourists also seek relaxing holidays in Slovenia’s health and thermal spas. According to the Slovenian Spas Association, the nine-percent increase in foreign tourist visits can be attributed to the months-long investments and promotion of their rich animation programs.

Tina Lamovšek, Radio Slovenija; translated by K. J.