STA, 15 December 2020 - The Ljubljana City Council has adopted a new strategy for the development of tourism in 2021-2027. The main goals include increasing off-peak season visits and average spending, and extending the average stay. The strategy acknowledges the post-coronavirus tourism recovery will take time.
The Slovenian capital seeks to increase the number of tourist nights by 14%, with the average spending per tourist to rise from EUR 101 to EUR 140 and average duration of stay to increase from 2.5 to 3 nights.
Two of the cornerstones of the city's tourism remain the same: meetings and short city breaks. The third pillar will be gastronomy, which the city sees as a significant development opportunity.
Overall, the success of the strategy will hinge on increasing visitor numbers between November and March.
One of the events designed to entice tourists in the off-peak season is a new Ljubljana Love Festival in February with a series of weekend events such as exhibitions, concerts and dance festivals.
November Gourmet, which would tie the city's gastronomy with local customs, music and dance, would revolve around St. Martin's Day, the traditional Slovenian celebration of must turning into wine.
The strategy was confirmed by the City Council at Monday's session.