Slovenia recorded another record year for tourism in 2016 with almost eleven million overnight stays and over four million tourist arrivals.
Measures and activities in 2016, such as a doubling of promotional funds, the results of a digital campaign titled "Slovenia - Make New Memories", launch of a new national tourism portal, advertising on television and outdoor in key markets, hosting of many foreign journalists in Slovenia, high-profile appearances at fairs and markets, and more than a hundred presentations to tour operators contributed to a greater visibility of Slovenia.
Slovenia is promoting itself as a green, active and healthy destination
The excellent results were influenced by new inventive products in the tourism industry and the exceptional hospitality of employees in tourism, as studies show that hospitality is one of the factors that enthral tourists in Slovenia the most. Furthermore, consistent and concerted marketing of Slovenia as a green, active and healthy destination was also of key importance.
The goal for 2017: to attract tourists of a higher income class
This year Slovenia will continue the upgraded and intensified promotional activities. The country aims to develop high added value products to attract higher income class tourists, further improvement of cooperation between stakeholders in the tourism industry through a new organisational structure in tourism and an improvement in digital marketing at all levels.