Slovenia Serves Sustainability Strategy

Majda Rozina Dolenc, Director, Slovenian Tourist Office in Munich, said that sustainability will be a key topic for the country at this year’s ITB Berlin. We asked her to elaborate on what visitors to the booth can expect

In recent years sustainability has been focussed on nature in particular, but is now also manifesting itself in terms of culture. In this context we also include our cultural heritage, cities of culture, architecture and events in our promotion. Therefore the Association of historical cities of Slovenia is a main partner at ITB Berlin this year. Another partner is Postojna Cave in the Karst region with its impressive underground cave system and the biggest and most beautiful cave. Also connected is the medieval Predjama Castle near there and the newly opened Hotel Jama.

How is tourism progressing in Slovenia?

Last year, tourism in Slovenia once again reached new record levels and recorded a total of 12 million overnight stays. This corresponds to a 11.3% growth rate compared to the year 2016. Foreign guests accounted for more than eight million overnight stays, accounting for 67.4% of total overnight stays and represents an increase of 15% compared to the year before. This positive dynamic is particularly strong among guests from Germany.


After years of continuous growth, the year 2017 was particularly successful with 26.1% more arrivals and 24.5% more overnight stays by German guests compared to the previous year. Germany is already the second most important source market with 11.9% of total arrivals behind Italy (13.4%) and ahead of Austria (11.2%). International overnight stays were up 15% in 2017 over the previous year.

What are the reasons for this exceptional growth?

We actively promote Slovenia on the German market and throughout Europe as a destination worth visiting at the meeting point of the Alps, the Mediterranean and the Pannonian Plains. In addition to active or wellness holidays, this year’s focus will be on culture with Slovenian cities and festivals. The many years of targeted presence and work of the Slovenian Tourist Board is noticeable and brings with it positive results.

How important is ITB Berlin as part of your promotion, and why?

ITB Berlin is important for promoting Slovenia as a competitive tourism destination. As a small country, Slovenia is fighting against bigger and stronger players on the global tourism ground. Therefore, ITB Berlin is a platform and must-have for a small country like Slovenia to present itself.

Photo : Majda Rozina Dolenc Director, Slovenian Tourist Office in Munich