Regular readers will know that Gourmet on the Road has great enthusiasm for visiting Slovenia, having enjoyed two recent trips.
It is no surprise, then, to discover that the Slovenian tourism industry achieved remarkable milestones in 2024 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 strengthened its reputation as a leading green hospitality destination with attractions including delightful capital Ljubljana and Lake Bled (above).
That success sets an optimistic tone for 2025.
The Ministry of the Economy, Tourism and Sport says it will remain committed to fostering balanced tourism growth, guided by the principle of "a little more and a lot better".
This year marks the 30th anniversary of the Slovenian Tourist Board (STB), with the country previously part of Yugoslavia.
Tourist arrivals surged by 6.3% compared to 2023, reaching an impressive total of 6.58 million visitors for a very small nation.
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.
At a press conference in Ljubljana, Matevž Frangež, state secretary at the Ministry of Economy, Tourism, praised local tourism industry operatives.
Frangež said: "In terms of guest arrivals and overnight stays, we have once again exceeded [pre-Covid] 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."
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