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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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Table of contents

  1. Slovenia: Key Facts

    • Introduction

      • Data Sources

        • Background

          • History
            • Geography
            • Attractions

              • Tourism and the Economy

                  • Figure 1: Slovenia GDP, 2007-13
                  • Figure 2: Travel & tourism contribution to GDP, 2007-13
                  • Figure 3: Visitor exports* in Slovenia, 2007-13
                  • Figure 4: Tourism exports, 2007-13
                  • Figure 5: Travel & tourism direct contribution to employment in Slovenia, 2007-13
              • Arrivals

                • International
                  • Figure 6: International arrivals to Slovenia, 2007-13
                  • Figure 7: International arrivals to Slovenia by top ten source markets, 2007-13
                • Domestic
                  • Figure 8: Domestic tourists in Slovenia, 2007-13
              • Market Characteristics

                • International
                  • Purpose of visit
                    • Figure 9: International visitors to Slovenia by main purpose of visit, 2009 and 2012
                  • Traveller motivation
                    • Seasonality
                      • Figure 10: Seasonality of international tourist arrivals & overnight stays in Slovenia, 2012-13
                    • Length of stay
                      • Figure 11: Average length of stay (nights) in Slovenia by international visitors, 2007-13
                      • Figure 12: Average length of stay (nights) in Slovenia, by top 10 source countries, 2007-13
                    • Domestic
                      • Purpose of visit
                        • Figure 13: Number of trips made by the domestic population in Slovenia, by purpose of visit, 2007-13
                      • Seasonality
                        • Figure 14: Domestic tourist arrivals, by month, 2012-13
                      • Length of stay
                        • Figure 15: Average length of stay for domestic tourists, 2007-13
                    • Transport

                      • Air
                        • Figure 16: Flights to/from Ljubljana Airport, 2013
                        • Figure 17: Passenger traffic at Ljubljana Airport, 2007-12
                        • Figure 18: Air passengers at Ljubljana Airport, 2007-11*
                      • Road
                        • Figure 19: Road passenger transport, 2007-13
                      • Rail
                        • Figure 20: Rail passenger transport, 2007-13
                      • Sea
                        • Figure 21: Passenger traffic, by port, 2007-13
                    • Accommodation

                        • Figure 22: Tourist accommodation capacity, by number of rooms, 2007-11*
                        • Figure 23: Tourist accommodation capacity by number of beds, 2007-11*
                        • Figure 24: Tourist accommodation capacity, 2007-11*
                    • Tourism News

                      • What Next?

                            • Figure 25: International tourist arrivals & overnight stays forecast, 2012-20
                            • Figure 26: International tourism forecast for Slovenia, 2013-23

                        Travel and Tourism - Slovenia - November 2013

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