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STA, 14 January 2019 - Slovenia is not perceived as a destination with offerings for discerning guests willing to pay more. This follows from an analysis of online communication conducted by the Slovenian Tourist Board (STO).
The STO has analysed online opinions, questions and demand by travellers and tourists in Slovenia's target markets Austria, Germany, Italy, the UK, France, Switzerland and Benelux countries.
"Based on the latest research we find that Slovenia is perceived as a destination different from mass tourism but not as a destination with offerings for discerning guests or a destination where visitors are willing to pay more, nor even as a destination offering unique accommodation or experiences, which is the biggest challenge of Slovenian tourism," STO said.
The analysis found that destinations regularly perceived as "boutique" by online users are Paris, Venice, Italy, Greece and far-away islands and countries.
Slovenia is mentioned as such only in editorials or specialised articles, while users only rarely associate elements of exclusivity with the country.
Small, magical, hidden gem vs unnoticed, uninteresting and untouristy
When they do, the expressions they use are small, magical nature and a hidden gem. Suggestions of perception of exclusivity also appear in connection with the country's cuisine or glamping.
The users also mentioned some unique Slovenian sights such as the Postojna Cave.
On the down side, Slovenia is labelled as unnoticeable, overlooked, uninteresting until experienced and untouristy. Also mentioned was a mix of different styles and inconsistency of offerings.
Positive impressions refer to the quiet, beauty of nature and accessible prices, while negative ones mention crowds in some destinations and underdeveloped tourism such as in the fields of infrastructure or a lack of museums outside Ljubljana.
The most common key words associated with Slovenia are Bled and nature. The lakeside town is so popular that some tourists know Bled while they do not know the country it is located in.
Visitors most often recommend visiting the western part of the Alpine macro-destination. including Bled, Bohinj, and the Soča Valley, Postojna Cave, Ljubljana and Piran. They are disappointed by Portorož, Celje, Škofja Loka and Maribor.
The food is deemed as satisfactory with some above-average exceptions, while accommodation is perceived as not luxurious.
The most exceptional experiences associated with Slovenia are canyoning, visiting a vineyard, visiting caves, paragliding, cooking classes and food tours.
All our stories tagged tourism can be found here
STA, 19 December 2018 - Slovenia's tourism industry has had another record year, with tourist nights expected to top 15.2 million by the end of 2018, up from last year's 12.6 million. Still, some challenges remain to be addressed, including the shortage of staff and low pay as well as the consolidation of state-owned tourism companies.
Slovenia now a trendy destination
Slovenia has regularly made it to various lists of destinations worth exploring which are compiled by specialist media abroad, and the country's promotional campaigns have regularly won awards at major international tourism events.
"Slovenia is not only a recognisable destination, it is now a trendy destination," is how Slovenian Tourist Board (STO) director Maja Pak has recently summed the country's position in global tourism.
Tourism revenue, a key indicator of tourism performance, is growing, rising by 11.6% to EUR 2.12m in the first nine months of the year.
While the 2017 tourist nights figures were exceeded already in October, Slovenia expects to record over 5.6 million tourist arrivals in 2018, up from 4.95 million last year.
The number of foreign guests is to reach 4.2 million by the end of the year, and they are expected to generate almost 11 million tourist nights, STO data shows.
The growth is thus considerably more robust that in the EU or in the world.
Hotels in the black, differences in ownership
Following the crisis, hotels are back in the black, yet Economy Minister Zdravko Počivalšek, whose ministry is in charge of tourism, is not entirely happy yet.
He believes the relatively low value added should be blamed on the fact that as many as 40% of hotels are in state ownership.
He thus insists on their restructuring as envisaged in the 2017-2021 strategy on sustainable development of Slovenian tourism.
Once they are brought under one roof, preferably under Slovenian Sovereign Holding, they should be consolidated to secure a higher value added and then gradually sold.
He believes there is room for no more than two to three major groups in the sector, and is confident the incumbent government will complete the restructuring process.
However, Počivalšek has admitted on several occasions that this will not be easy since not all stakeholders have the same view on the issue.
That even state stakeholders have different interests in the sector has been recently proven by the fact that several different state companies and funds bid for six hotels on the coast which are being sold by Istrabenz Turizem.
To achieve a higher value added, Slovenian tourism also needs to develop new innovative products, which implies investment into infrastructure.
To encourage the investment cycle, the ministry and SID Bank have launched a EUR 160m loan scheme for new accommodation facilities. Počivalšek has said there is much interest.
Higher tourist tax, further legislative changes in the making
By passing changes to the law on encouraging tourism development, the government enabled municipalities to raise tourist fee and introduce a new tax to secure more funds for tourism promotion.
The tourist free was capped at EUR 2.5 per person a night, but is still set by individual municipalities.
The new tax meanwhile amounts to 25% of the tourist fee and will be charged as of 2019 as a a new source of STO funds, bringing it an estimated EUR 4.7m a year.
Many municipalities have opted to raise the tourist fee, with several popular destinations such as Ljubljana, Piran and Bled raising it to the maximum.
The ministry has assessed the measure will annually bring all Slovenian municipalities additional EUR 6.9m.
For 2019, the ministry is planning further legislative changes to relax the rules on the hospitality sector and mountain guides.
New rules will also be introduced governing tourist accommodation facilities which introduce internationally-comparable Hotelstars standards.
Owners of accommodation facilities have until 1 April to adjust to a unified set of criteria to classify accommodation facilities.
New collective bargaining agreement, pay still low
Staff is one of the most burning issues in hospitality and tourism, with employers having a hard time finding quality staff in Slovenia or in the broader region.
This is mainly due to difficult working conditions and low pay.
A new collective bargaining agreement was signed in August, bringing higher wages for workers receiving the lowest pay, a higher annual holiday allowance of EUR 1,000 and changes to overtime work.
Nevertheless, hospitality and tourism trade unions have already announced their plan to push for fresh pay talks.
Feel Slovenia your way
This year was one of the most intensive and successful years for Slovenia in terms of marketing as well. The STO continued with its digital campaign Slovenia - Make New Memories this time on 17 markets, including in the US and Canada for the first time.
Its main promotional slogan "Slovenia - Green. Active. Healthy." will be replaced with "I Feel Slovenia. My Way." in 2019.
However, just like in 2018, culture will remain in the focus of the STO's promotional campaigns, to be replaced by gastronomy in 2020 and 2021.
There’s perhaps no phrase more ripe for retirement in writing about Slovenia than “hidden gem”, especially when it comes to the places that are usually mentioned in travel articles introducing the sunny side of the Alps to a wider audience. Many of these simply detail already well-visited locations, like Ljubljana’s Old Town, Bled, Piran, Postojna, and so on, with many of the, eh, more obscure jewels remaining unpromoted.
Find out how to take this picture, here
And of course, this focus on a few places means that these get put on the must-do itineraries of many visitors – for what’s a two-day trip to Slovenia without kremšnita and a hike to that bench? – and this, if nothing else, creates some logistical problems with regard to parking, overcrowding and so on, not to mention “ruining” the places for some, including local residents with no direct interest in the tourist industry.
To this end the Slovenian Tourist Board, among others, has been working to promote some of the less-trafficked locations in the country, aiming to spread the prosperity that can come with travel and tourism, extend the stays of visitors (which are still, on average, less than two days), and show more of what makes the young nation such a pleasant one, and perhaps encourage more folk to relocate or invest here.
One organisation that’s also working in this regard is the national broadcaster Radio SI, which just announced the winners of its hidden gems competition. The final list, obtained after a selection of options was put to a vote, draws more attention to 18 tourist packages and products that aim to show off the diversity and wealth of Slovenia’s of natural and cultural heritage, from historic sites to gourmet experiences, hiking tours to craft beer adventures.
The list of 18 recommendations is presented below, with a link to the main webpage at the end, while simply clicking on the name will tell you more about each offer.
1: Laško craft beer experience
5: Exploring the history, scenery and taste of Brežice
6: Hard coal and fragile glass in the Zasavje region
7: Delights of Count Blagaj’s land
8: Underground adventures in Geopark Karavanke
9: Exploring Tolmin and the remnants of the Isonzo Front
10: Mediterranean flavours of Slovenian Istria
12: Hidden treasures of Slovenj Gradec and Mislinja Valley
13: Idrija Adventure
14: Charming Slovenia Herbal glamping resort
15: Among the Herdsmen on Velika planina
16: The Valley of Kolpa’s green beauty
17: Green Adventures in the Vipava Valley
18: Getaway to the Red Planet (the Karst and Terran wine)
The full story on Radio SI can be found here
STA, 9 December 2018 - The lakeside town of Bled, one of Slovenia's top tourism destinations, is set to see another boom year in tourism, having broken last year's record as early as October this year.
Visitors to the Alpine resort have spent over one million nights in one of its accommodation facilities in the first ten months of the year after the one millionth mark was broken for the first time ever at the end of last year.
It was British visitors who spent most nights at Bled (177,000), followed by Germans (92,000) and visitors from the United States (67,000) and Italy (65,000).
Since many Italians tend to spend their Christmas and New Year holidays in Bled, the local tourism board expects they will overtake the Americans as the third largest group of visitors in terms of nights.
Tourism statistics are expected to improve further because Bled has also attracted many of the biathlon fans and athletes competing at the Biathlon World Cup opener on Pokljuka just above Bled this week.
Related: Photo sports - that bench overlooking Lake Bled
Photo: Screenshot of Google Image Search
The organization International SOS has produced the latest edition of its Travel Risk Map, finding Slovenia one of only eight countries in Europe deemed to have an “insignificant risk”, along with Luxembourg, Denmark, Switzerland, Norway, Finland, Iceland and Greenland. Outside of Europe, the Seychelles and Cape Verde were also rated low risk destinations, based on factors such as political violence, crime, and social unrest, as well as transportation infrastructure, susceptibility to natural disasters, and the abilities of emergency and security services.
All other European countries were rated “low risk”, apart from Kosovo and Turkey, which gained “medium risk” status. The countries which were seen as presenting “extreme risk” for travelers were Mali, Libya, Central African Republic, South Sudan, Somalia, Yemen, Syria, Afghanistan, and parts of Iran, Pakistan and Nigeria.
In addition to security issues, International SOS also produces maps looking at medical risk and traffic safety. For the former, Slovenia – along with most of Europe – was seen as a low risk destination, while for road safety it gained a “low” rather than “very low” rating, the same as Italy, the other Balkan nations and Eastern Europe.
More details, along with the maps and the methodology behind their production, can be found here.
See all our stories about statistics and studies related to Slovenia here
While one peak of tourism in Slovenia occurs in August, another is in December, when instead of green pastures and forests the country offers whiter, brighter scenes of snow and ice. While some spend their time in the great outdoors, skiing, sledding and so on, others prefer to warm their hands around a glass of mulled wine while looking at all the pretty lights. And if you’re in the latter camp then you’re in luck, as preparations are well under way to turn various town centres into magical places at night, not only lit up but made merry by stalls selling food, drink, decorations, hats, gloves, scarves, and so on.
So while you may not have unpacked your winter jacket yet, Festive December is atill fast approaching, those four weeks before Christmas that see appearances from, among others, St Nicholas, Santa Claus, Grandpa Frost and the Krampus, and if you’re planning a trip to Slovenia then these are some light shows to consider taking in on your stay.
December in Ljubljana
The lights that keep the capital festive were designed by Zmago Modic, the artist who’s also responsible for the rain that appears each summer in Prešeren Square. And it’s in this square, soon to be home to a giant Christmas tree, where the lights will be turned on Friday November 30 at 17:15. Thus will begin a month or so of merriment, fuelled, as elsewhere in Slovenia, by stalls selling mulled wine, hot food and other seasonal delights, along with live music at various open air venues around town, with the action very easy to find. The city’s official site for the month is here. Note that this year no ice rink is planned for Zvezda Park, perhaps because of the mild, rainy winter last year, which saw it rather quiet.
If you're in the capital now, check out the latest edition of What's on... for an incomplete selection of things to do in things to do in Ljubljana this week.
December in Maribor
The lights in Maribor will start shining a week earlier than those in the capital, with the switch being flipped at 17:00 on Friday November 23rd in General Maister Square. A full programme of events if planned for that day, with details here. As well as all the usual stalls and merriment, Maribor will have an ice rink in Trg Svobode. The city’s official site for the month is here.
December in Bled
The picturesque lake, island, chapel and castle are especially magical in winter, with the scene made even more full of wonder when the lights come on at night. This year the festive season will run from November 30 until January 6, and – in addition to the usual lights and stalls – there’ll also be an ice rink with a spectacular view. The official website is here with more details, and note that if you’re in the area on Christmas Day then you have the chance to join other brave souls and go for a swim in the lake.
December by the Coast
Of course, not everyone likes the cold and snow, even in December, in which case a festive trip to the mild climate the Slovenian coast is recommended. All the towns here will have lights to enjoy, starting on December 1, but if in Portorož then head to Christmas market in the park of Hotel Kempinski Palace Portorož, while in Koper the Old Town will come alive to a series of events call Magical December, usually including an ice rink. Finally, in Piran the centre of festivities will be Tartini Square.
STA, 5 November2018 - With the United Kingdom being one of the key markets for Slovenian tourism, some 35 Slovenian companies and organisations are being promoted at London's WTM, a leading global event for the travel industry, which runs from Monday to Wednesday.
We are delighted to announce the iconic #Ljubljana Castle is our official #WTMLDN partner.
— Slovenia Tourism (@tourism_slo) November 5, 2018
The partnership is part of helping preserve the historic @Ljubljanskigrad, which has provided panoramic views of the city for 900 years.
⤵️Visit Stand EU1400 to learn more ? @WTM_London pic.twitter.com/Y9yHLlFFKq
Slovenia is being promoted under the auspices of the Slovenian Tourist Board (STO) as an attractive destination offering "five-star experiences".
A special emphasis is placed on culture, which is the main theme of the STO's promotional campaigns in 2018 and 2019.
The country's exhibition area, spreading on more than 175 square metres, features Ljubljana Castle as the main partner.
Related: 25 things to know about Ljubljana Castle
On Tuesday, the Slovenian pavilion will feature a meeting of Slovenian tourism industry representatives with British and global tour organisers plus global media.
Slovenian food will be served by chef Igor Jagodic and the author of the best article on Slovenia written this year will be declared.
Related: Get to know Slovenia’s cultural heritage through its 17 historic towns
STO director Maja Pak says that "as as one of the most important and globally recognisable fairs, the WTM is a unique opportunity to consolidate the existing and create new business opportunities as well as to connect with the tourism industry in the UK and wider."
Slovenia is recording a rise in arrivals and overnight stays by British tourists, according to Pak, who said that a 27% increase in arrivals was reported for the January-to-August period compared to last year.
Related: 25 reasons why you should never visit Slovenia
In 2017, British tourists accounted for 370,000 nights in Slovenia, whose tourist industry has posted strong growth over the past few years. They are mostly interested in the country's mountains, cuisine, ski resorts and culture.
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Comparisons breed unhappiness, listicles are (often) lazy and the notion of “best” is rather strained (at…best), but in the interest of “total Slovenia” coverage we must report that the country has made it on to one of Lonely Planet’s four Best in Travel 2019 lists, which rank the “top 10” countries, cities, regions and best value.
STA, 9 October 2018 - The Slovenian Tourist Board (STO) unveiled at the Days of Slovenian Tourism in Portorož on Tuesday a fresh slogan to promote the country abroad. The slogan "I Feel Slovenia. Green. Active. Healthy" will be replaced by "I Feel Slovenia. My way."
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