Travel and Tourism - Slovenia - November 2013
Since the country gained independence from Yugoslavia in 1991, tourism professionals in Slovenia have been working hard to raise both its profile and destination brand. The country’s unspoiled and diverse natural environment, with dramatic mountains, sea, Alpine lakes and fertile plains is its biggest drawcard. Slovenia also has a wealth of historical and cultural attractions that belie its small size.
The post-independence promotional efforts of Slovenia’s tourism industry (led by the STB) have proven very successful, with the country benefiting from an almost annual increase in international visitor arrivals, overnight stays and tourist expenditure in recent decades.
Rationalisation from both the travelling public and of corporations has presented Slovenia with additional challenges, such as how do you attract more leisure and business tourists and persuade them to spend more money in an era of austerity and financial caution? Combine this with Slovenia’s small size and subsequently limited air uplift and this challenge intensifies.
Analysts predict that Slovenia’s tourism industry will experience steady growth over the next decade or so. WTTC forecasts, for example, predict growth in arrivals of around 1.6% per annum until 2023 – with its forecasts to 2016 broadly mirroring those of SPIRIT Slovenia/STB. This growth rate is below the UNWTO average for the region as presented in its ‘Tourism Towards 2030’ document.
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