In 2024, Slovenian tourism achieved remarkable milestones despite a challenging environment, outperforming both European and global averages. With a 7.5% increase in international arrivals and exceptional performance across established and emerging markets, Slovenia continues to strengthen its reputation as a leading green hospitality destination. This success sets an optimistic tone for 2025.
Looking ahead, the Ministry of the Economy, Tourism and Sport will remain committed to fostering balanced tourism growth, guided by the principle of “A little more and a lot better,” emphasizing higher quality and added value. Additionally, 2025 marks the 30th anniversary of the STB, accompanied by the launch of significant development projects that will further elevate Slovenia’s standing in global tourism.
Slovenian tourism crafted a remarkable success story in 2024, outperforming both global and European recovery trends following the pandemic, despite numerous challenges. Tourist arrivals surged by 6.3% compared to 2023, reaching an impressive total of 6.58 million visitors. Overnight stays also saw significant growth, rising by 4.5% year-on-year to a record 16.85 million, according to the Statistical Office of the Republic of Slovenia(open in a new window).
At today’s press conference held at Cankarjev dom in Ljubljana, Matevž Frangež, State Secretary at the Ministry of Economy, Tourism, and Sport, joined STB’s Director MSc. Maja Pak Olaj to address key developments and milestones in Slovenian tourism for 2024.
State Secretary Matevž Frangež extended his congratulations to the STB and tourism service providers, stating: “In terms of guest arrivals and overnight stays, we have once again exceeded 2019. We are seeing moderate and steady growth in guest arrivals, but our focus goes beyond numbers. In line with the adopted tourism strategy, Slovenia is prioritizing quality, aiming to attract more discerning guests, deliver unforgettable experiences for both domestic and international visitors, and, most importantly, generate greater added value for our economy.”
STB’s Director MSc. Maja Pak Olaj highlighted the year’s successes, saying: “We concluded 2024 with a 6.3% increase in tourist arrivals and nearly 5% growth in overnight stays, reaffirming Slovenia’s excellent position as one of the world’s leading sustainable and welcoming destinations. Slovenia has outpaced the recovery of European tourism, thanks to a well-crafted strategy that caters to modern travellers seeking green, safe and small-scale destinations with a strong emphasis on sustainability. We elevated Slovenia’s visibility through impactful digital campaigns in 22 markets, partnerships with athletes and the organization of over 300 corporate events. Additionally, we advanced initiatives like the National Information Centre, the Green Scheme of Slovenian Tourism, top gastronomy and cultural tourism. As we commence the celebration of the 30th anniversary of the STB, I extend heartfelt thanks to all partners who have helped build the success story of Slovenian tourism.”
Germany Remains No. 1 Foreign Market; Distant Markets See Strong Growth
Germany continues to hold its position as the top foreign market for Slovenian tourism in 2024. Overnight stays from German visitors increased by 4% last year, marking a 29% rise compared to pre-pandemic levels. Italy, the second most important market in terms of overnight stays, is recovering at a slower pace with just a 2% growth, still trailing behind its pre-pandemic figures. Austria remains the third key market, while Croatia has surged into fourth place. Croatian visitors, who accounted for 41% of their overnight stays during the winter months in Slovenia last year, made a significant contribution to the country’s deseasonalisation efforts.
Among the fastest-growing markets, the Visegrad countries stand out. Poland saw a 19% year-on-year growth in overnight stays in 2024 and a remarkable 56% increase compared to 2019. Slovakia reported an 11% growth in overnight stays from 2023, with a 51% jump compared to 2019. The French market also showed impressive results, with an 8% increase over 2023 and a 40% rise compared to 2019.
The North American market is performing exceptionally well, with the US market up by 18% year-on-year in 2024 and a 25% increase compared to 2019. Asian markets are also showing encouraging signs of recovery, particularly China, with a 46% increase compared to 2023, and Japan, which saw a 20% rise, though both are still below 2019 levels.
The positive performance of Slovenian tourism is further highlighted by several key quality indicators. The hospitality rating from the local population remains high and Slovenia’s online reputation outperforms that of comparable countries such as Austria, Italy and Croatia. Additionally, in the World Economic Forum’s survey, Slovenia ranks first among 119 countries for its branding strategy, underscoring the success of the STB’s promotional efforts.
Ministry of Economy, Tourism, and Sport: A Strong Focus on Elevating Quality in Slovenian Tourism
The Ministry of the Economy, Tourism and Sport wrapped up 2024 by announcing the launch of the Call for Proposals for co-financing investments aimed at enhancing the quality of tourist accommodation facilities. With more than 15 million EUR allocated for sustainable tourism development, this initiative underscores the commitment to improving Slovenia’s tourism sector. In 2025, the Ministry will begin selecting projects for the renovation and new construction of accommodation facilities, while monitoring the implementation of 44 projects from the 2022 call for tenders. Together, the two calls for tenders will channel EUR 58 million into the upgrade of Slovenia’s accommodation offer.
Additionally, the Ministry is focused on expanding accommodation and tourism product development within Slovenian ethnic communities abroad, including those in Hungary, Italy, Austria and Croatia.
There are currently 58 public tourism infrastructure projects underway, co-financed by the European NOO Fund and the national budget. In 2025, a new call for tenders will be launched to support the introduction of environmental and sustainability labels for tourism operators. Furthermore, the establishment of the National Tourist Information Centre (NIS) is underway, to enhance the Green Scheme of Slovenian Tourism.
As part of the European Cohesion Policy, a call for proposals will also be launched to co-finance tourism projects that contribute to integrated tourism experiences at cultural heritage sites in the Eastern Cohesion Region. Additional funding will be directed towards promoting the development of tourism products and destinations.
The final stages of the coordination of the new Law on Hospitality are underway, with the goal of presenting it to the National Assembly in the first half of 2025. Simultaneously, the Ministry is preparing the legal framework to enable the exchange of data with short-term rental platforms, aligning with European Regulations. Additionally, work will begin on amendments to the Act on the Promotion of Tourism Development, following the guidelines set out in the Slovenian Tourism Strategy 2022-2028.
On the international stage, Slovenia is set to implement a project titled ‘Strategies for Balancing Green Investments and Sustainable Growth for Tourism SMEs’ under the World Tourism Organisation’s Agenda for Europe. Key outcomes of the project will include strategies to minimalize negative environmental impacts while maximizing the benefits of sustainable investments, alongside a comprehensive action plan.
Celebrating the Past, Building the Future: Key STB’s Activities in 2025
Slovenian tourism showed remarkable resilience in 2024, recovering faster than both European and global tourism sectors. Through a well-executed marketing and branding strategy, the STB effectively addressed the evolving demands of modern travellers who increasingly seek green, safe and low-footprint destinations and place a high value on sustainability.
STB’s efforts included launching high-profile digital campaigns in 22 markets, partnerships with top athletes and international sporting events to amplify Slovenia’s appeal, organizing over 300 corporate events and developing projects that promote sustainability and quality.
Looking ahead to 2025, the STB will continue focusing on initiatives aligned with sustainable and digital transformation, in accordance with the Slovenian Tourism Strategy 2022-2028. A key highlight is the launch of the National Information Hub (NIS), an innovative tool set to revolutionize the way we monitor tourism’s impact on all pillars of sustainable development. NIS will also help manage tourism flows and digitalize the Green Scheme of Slovenian Tourism. The pilot phase of NIS is expected to be launched in June.
In line with its vision, the STB will further position Slovenia as a sustainable, authentic and boutique destination. A special focus will be placed on the theme of Arts and Culture in 2025, with Nova Gorica taking centre stage as a European Capital of Culture.
STB’s promotional campaigns will continue to thrive, along with strong partnerships with top athletes, sports event organizers and a showcase of Slovenia’s gastronomy. Additionally, partnerships with renowned international associations and media will be deepened and Slovenian tourism will be showcased at various business events both domestically and abroad.
2025 will also mark a significant milestone for the Slovenian Tourist Board, as it celebrates its 30th anniversary. “Thirty years of systematic marketing and development of Slovenian tourism represent three decades of inspiration, partnership and growth. On this important anniversary, we aim to reflect on our journey, celebrate the successes of Slovenian tourism and reinforce our collective vision for the future through a series of activities,” said MSc. Pak Olaj. “This is a moment to bring our partners even closer together and further elevate the global reputation and success of Slovenia as a premier destination,” she added.
slovenia.info/Photos by: Siniša Kanižaj – On the cover photo: State Secretary Matevž Frangež and STB’s Director MSc. Maja Pak Olaj
