ANNUAL PUBLICATION TOURISM IN NUMBERS 2018 · of Slovenian Tourism for 2017-2021. Challenges that remain are raising the inflows from export of travel to 3,7 - 4 billion EUR and extension

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www.slovenia.info

TOURISM IN NUMBERS2018

A N N U A L P U B L I C AT I O N

#ifeelsLOVEnia#myway

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TOURISM IN NUMBERS is a publication issued annually by the Slovenian Tourist Board. It includes statistical data and analyses which give an overview of Slovenian tourism in the past year. The main source of information for the publication is statistical data, gathered and published by the Statistical Office of the Republic of Slovenia. 2018 was another exceptional year for Slovenian tourism. We observed more than 15,6 million overnight stays, which is 10 % more than in 2017, and almost 6 million tourist arrivals, which represents an 8 % increase compared to the year before. In terms of arrivals and overnight stays, we have already achieved the goals set in the Strategy for Sustainable Growth of Slovenian Tourism for 2017-2021. Challenges that remain are raising the inflows from export of travel to 3,7 - 4 billion EUR and extension of the average length of stay to 3,1 - 3,4 days.Tourism in numbers gives a general overview of tourism in Slovenia in 2018, but it also portrays its image according to seasons and macro destinations. Structure of visitors and popularity of destinations change with the seasons – more detailed data can be found in different chapters.

EDITORIAL

02 Editorial

03 Year in review

10 Seasons

19 Digital marketing

21 Key markets

05 International tourism

04 Slovenia at a glance

06 Tourism in Slovenia

09 Macro destinations

18 Green Scheme of Slovenian Tourism

20 Events and activities

27 Definitions of terms and references

LJUBLJANA, JULY 2019

3

YEAR IN REVIEW

Average length of stay

2,6DAYS

Inflow related to travel and growth

2,71 mrdEUR

Total contributionof tourism to GDP

12,3%

Tourist arrivals andgrowth

5.933.267TOTAL +8%

4.425.139 FOREIGN +11%

1.508.128DOMESTIC +0%

GROWTH +11,6%

Overnight stays andgrowth

15.694.705TOTAL +10%

11.176.010 FOREIGN +15%

4.518.695 DOMESTIC +0%

2018, THE FIFTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM

Number and share of employees in tourism sectorIncrease in international tourist arrivals

57.8006,5%

Municipality types by overnight stays and growth rate 2018/2017

Growth rate

Health (spa) +0%

Mountain +13,6%

Seaside +6,9%

Ljubljana +22,3%

Urban +10,8%

Other +21,2%

Overnight stays by type of accommodation facility and growth rate 2018/2017

Growth

Hotels and similar establ. +2,6%

Camping sites +5,6%

Other +27,7%22+29+19+14+7+922,2%

28,6%19,2%

13,9%

7,0%9,1%

54+13+3353,2%

12,3%

34,5%

Countries with the highest number of overnight stays and growth 2018/2017

Municipalities with the highest numberof overnight stays

Germany 1.362.214 +17,4%

Italy 1.334.061 +1,0%

Austria 1.011.136 +3,5%

Netherlands 612.710 +21,6%

Croatia 527.116 +16,4%

1 Ljubljana 2.179.916

2 Piran 1.882.383

3 Bled 1.151.831

Source: SORS, 2019, the Bank of Slovenia, 2019Source: WTTC, 2019

Slovenia

+11%

Europe

+6,0%

World

+6,0%

4

SLOVENIA AT A GLANCE

Surface area 20.273 km²

Length of coastline 46,6 km

Population and average age 2.076.595; 43,3

Population density (people per km2) 102 people per km²

Capital Ljubljana

Number of settlements 5.978

Currency Euro

Neighbouring countries Italy, Austria, Croatia, Hungary

Type of government Parliamentary republic

Official languages Slovenian, Italian, Hungarian

Religion Roman Catholic

Public holidays 1., 2. January, 8. February, 27. April, 1., 2. May, 25. June, 15. August, 31.October, 1. November, 25. December, 26. December

Highest point Triglav 2.864 m

Number of Karstic caves, longest show cave 12.589 caves; Postojnska cave (24.120 m)

Largest natural lake Lake Cerknica (intermittent), 26 km2

Number of protected areas and their surface area 105 protected areas and 1.164 natural monuments; 269.475 ha protected in total (13,3 % of the surface of Slovenia)

Lenght of watercourses, longest river 26.600 km of watercourses; Sava (221 km)

Average monthly gross salary 1.681,55 EUR

GDP and GDP/per capita 43 billions EUR; 22.182 EUR GDP/per capita

International airports, length of railway network 3 international airports, 2.177.5 km = length of railway network

Tourist sights on the UNESCO World Heritage List Škocjan Caves, Prehistoric Pile Dwellings around the Alps – Ljubljana Moors, heritage of Mercury – Idrija, Škofja Loka Passion Play, Ancient and Primeval Beech Forests of the Carpathians and other regions of Europe – Krokar and Snežnik-Ždrocle, dry-stone walling.

European Destinations of Excellence in Slovenia Soča Valley, Solčava region, Kolpa, Idrija, Laško, Brda, Koper

Basic data on Slovenia

Ljubljana 289.832

Maribor 110.513

Kranj 55.795

Koper 51.828

Celje 49.538

Novo mesto 36.769

Domžale 35.917

Velenje 32.959

Nova Gorica 31.691

Kamnik 29.512

Top ten municipalities by population

The Travel & Tourism Competitiveness Index (WEF): rank 41/139 countries

Global Terrorism Index: rank 138 (last place – no impact of terrorism)

Global Peace Index: ranked as 8th safest country in the world/163 countries

Global image of Slovenia

Source: Government of the Republic of Slovenia, 2018; eKataster jam, 2018

Source: Global Peace Index 2019; Global Terrorism Index 2018; WEF, 2017

5

INTERNATIONAL TOURISM

51%

15%

5%

5% 24%

Arrivals of international tourists in global regions

Number of arrivals Growth

Europe 713 mio +6%

Asia-Pacific 343 mio +6%

North, Central, South America 217 mio +3%

Africa 67 mio +7%

Middle East 64 mio +10%International tourist arrivals and growth 2018/2017

1,4 mrd

Growth +6%

Increase in arrivals of international tourists

0

2

4

6

8

10

12

Slovenija Svet Evropa S Evropa Z Evropa V Evropa J Evropa Azija Amerika Afrika BližnjiVzhod

World top tourism spenders, USD

CHINA

258 bn

USA

135 bn

GERMANY

84 bn

UNITED KINGDOM

63 bn

FRANCE

41 bn

Source: UNWTO, 2018

Share of international arrivals by region

Slovenia World Europe N Europe W Europe E Europe S Europe Asia America Africa Middle East

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TURIZEM V SLOVENIJI

Dom

esti

cFo

reig

n

Tourist arrivals

5.933.267

1.508.128

4.425.139

TOTAL

FOREIGN

DOMESTIC

Overnight stays

11.176.010

15.694.705

4.518.695

TOTAL

FOREIGN

DOMESTIC

Share and growth of touristarrivals 2018/2017

25+7525,4%

74,6%

+0%

+11,0%

Share and growth ofovernight stays 2018/2017

29+7171,2%

28,8%

+0%

+15,0%

Source: SORS, 2019

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TOURISM IN SLOVENIA

Dom

esti

cFo

reig

nD

omes

tic

Fore

ign

Accommodation facilities and overnight stays by type of municipality

Overnight stays of domestic and foreign tourists 2010 - 2018

Arrivals of domestic and foreign tourists 2010 - 2018

0

2.000.000

4.000.000

6.000.000

8.000.000

10.000.000

12.000.000

2010 2011 2012 2013 2014 2015 2016 2017 2018

0

500.000

1.000.000

1.500.000

2.000.000

2.500.000

3.000.000

3.500.000

4.000.000

4.500.000

5.000.000

2010 2011 2012 2013 2014 2015 2016 2017 2018

Camping sites OtherHotels and similar establishments Source: SORS, 2019

59+10+31 59%31%

10% 36+19+45 19%

36%45% 63+16+21 16%

21%

63% 66+3+313%

31%

66% 47+13+4013%

47%40%

LJUBLJANA

2.179.917

63+1+361%63%

36%

URBAN

1.101.865

municipalities HEALTH (SPA)

3.485.898

municipalities MOUNTAIN

4.489.094

municipalities SEASIDE

3.011.243

municipalities OTHER

1.426.687

municipalities

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Country Tourist arrivals 2018 Share (%) Index 2018/2017 Overnight stays Share (%) Index 2018/2017

from Austria 381.709 8,63% 102,36 1.011.136 9,05% 103,52

from Belgium 107.657 2,43% 116,53 325.846 2,92% 119,62

from Bulgaria 40.784 0,92% 111,91 71.536 0,64% 118,27

from Bosnia and Herzegovina 66.927 1,51% 113,48 195.513 1,75% 127,24

from Cyprus 1.473 0,03% 92,99 4.854 0,04% 99,49

from Chech Republic 160.080 3,62% 120,17 431.335 3,86% 129,93

from Montenegro 12.536 0,28% 104,75 32.525 0,29% 117,32

from Denmark 23.240 0,53% 104,60 69.093 0,62% 106,24

from Estonia 6.062 0,14% 119,90 14.471 0,13% 130,57

from Finland 23.022 0,52% 107,34 68.436 0,61% 121,58

from France 148.166 3,35% 121,68 339.177 3,03% 127,58

from Greece 12.452 0,28% 102,60 31.746 0,28% 123,31

from Croatia 218.898 4,95% 112,18 527.116 4,72% 116,43

from Ireland 20.712 0,47% 117,98 57.998 0,52% 124,75

from Iceland 2.963 0,07% 87,84 10.846 0,10% 98,28

from Italy 598.826 13,53% 98,43 1.334.061 11,94% 101,05

from Latvia 6.699 0,15% 96,28 16.026 0,14% 103,78

from Lithuania 7.661 0,17% 105,92 21.072 0,19% 127,32

from Luxembourg 3.652 0,08% 109,67 9.201 0,08% 114,31

from Hungary 180.803 4,09% 124,11 484.911 4,34% 129,51

from Macedonia 22.436 0,51% 107,31 65.652 0,59% 117,06

from Malta 6.960 0,16% 107,18 29.951 0,27% 103,50

from Germany 506.080 11,44% 115,93 1.362.214 12,19% 117,44

from Netherlands 185.257 4,19% 122,65 612.710 5,48% 121,59

from Norway 13.109 0,30% 103,46 33.475 0,30% 105,89

from Poland 125.209 2,83% 112,96 297.402 2,66% 123,23

from Portugal 14.418 0,33% 116,06 40.017 0,36% 137,95

from Romania 55.982 1,27% 118,67 135.304 1,21% 124,28

from Russian Federation 62.846 1,42% 101,96 298.444 2,67% 97,65

from Slovakia 58.885 1,33% 116,08 154.779 1,38% 126,76

from Serbia 137.517 3,11% 110,39 376.163 3,37% 116,88

from Spain 81.904 1,85% 119,94 204.001 1,83% 131,34

from Sweden 34.708 0,78% 112,08 86.740 0,78% 124,15

from Switzerland 67.750 1,53% 111,65 150.389 1,35% 115,72

from Turkey 30.071 0,68% 96,04 66.924 0,60% 114,58

from Ukraine 38.727 0,88% 118,66 118.219 1,06% 126,99

from United Kingdom 163.997 3,71% 109,43 470.587 4,21% 110,34

from other European countries 25.383 0,57% 102,02 61.389 0,55% 99,60

from South Africa 4.529 0,10% 119,09 10.747 0,10% 117,93

from other African countries 8.641 0,20% 123,11 30.207 0,27% 144,17

from Australia 49.977 1,13% 116,70 108.819 0,97% 126,13

from New Zealand 8.973 0,20% 117,59 17.889 0,16% 119,80

from other countries of Oceania 467 0,01% 70,33 1.128 0,01% 85,52

from Israel 70.356 1,59% 104,09 237.237 2,12% 107,00

from Japan 36.136 0,82% 108,68 68.336 0,61% 125,06

from China 87.171 1,97% 125,34 136.440 1,22% 138,45

from Korea (Republic) 145.746 3,29% 94,86 171.663 1,54% 100,56

from other Asian countries 149.557 3,38% 125,33 303.059 2,71% 131,50

from Brazil 14.097 0,32% 108,24 31.322 0,28% 114,68

from other countries of South and Middle America 25.653 0,58% 129,57 55.102 0,49% 136,36

from Canada 29.775 0,67% 119,48 67.892 0,61% 125,22

from United States 138.486 3,13% 119,11 314.862 2,82% 123,98

from other countries of North America 14 0,00% / 49 0,00% /

TOURISM IN SLOVENIA

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Total arrivals 2018 Total overnight stays 2018

2.017.999 5.128.983Domestic arrivals 2018 Domestic overnight stays 2018

406.447 1.080.204

Foreign arrivals 2018 Foreign overnight stays 2018

1.611.553 4.048.779



533.439 1.765.700


579.483 1.876.951

ALPINE SLOVENIA

THERMAL PANNONIAN SLOVENIA

LJUBLJANA & CENTRAL SLOVENIA

MACRO DESTINATIONS

MEDITERRANEAN & KARST SLOVENIA



394.270 1.273.973


956.701 2.484.938



134.627 300.622


1.156.111 2.477.448

Source: SORS, 2019

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43+16+24+3+5+9

SPRING

Overnight stays of domestic tourists Overnight stays of foreign tourists

Type of municipality

Health (spa) 389.460

Mountain 147.540

Seaside 220.944

Ljubljana 22.893

Urban 41.585

Other 83.905



Mountain 517.959

Seaside 361.036

Ljubljana 443.739

Urban 206.549

Other 187.316

42,9%

16,3%

24,4%

2,5%4,6%

9,3%

Arrivals March-May Overnight stays March-May

2017 20171.123.819 2.714.818

1.241.060 2.981.438

Growth +10,4%

Growth +9,8%2018 2018

17+25+18+21+10+917,3%

25,0%

17,4%

21,4%

9,9%

9,0%

Ljubljana MountainHealth (spa) Seaside Urban Other

Source: SORS, 2019

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25+22+20+16+8+9

18+25+17+19+9+12SEASONS

Tourist arrivals by type of municipality

Type of municipality March April May Total

Health (spa) 77.456 78.774 70.124 226.354

Mountain 77.394 90.384 141.858 309.636

Seaside 50.088 76.478 89.341 215.907

Ljubljana 59.404 76.583 92.666 228.653

Urban 32.769 38.473 43.960 115.202

Other 36.904 48.159 60.245 145.308

18,2%

25,0%

17,4%

18,4%

9,3%

11,7%

Type of municipality March April May Total

Health (spa) 238.991 255.234 253.746 747.971

Mountain 177.583 185.195 302.722 665.500

Seaside 138.264 199.861 243.855 581.980

Ljubljana 115.426 156.454 194.752 466.632

Urban 77.237 81.988 88.908 248.133

Other 70.256 92.469 108.497 271.222

Number of overnight stays by type of municipality

25,1%

22,3%

19,5%

15,7%

8,3%

9,1%

Overnight stays by countryHighest number of overnight stays

Country Number of overnight stays

Domestic 906.327

Austria 270.141

Italy 258.351

Germany 249.271

Croatia 97.203

Hungary 90.797

Serbia 83.300

United Kingdom 77.785

Russian Federation 70.407

Other Asian countries 68.085

Municipality Number of overnight stays

Ljubljana 466.632

Piran 386.079

Bled 207.613

Moravske Toplice 132.382

Kranjska Gora 122.493

Brežice 105.912

Maribor 98.999

Izola 87.679

Bohinj 85.237

Podčetrtek 83.304



Source: SORS, 2019

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33+20+33+2+3+9 12+39+18+15+6+10

SUMMER



Mountain 332.244

Seaside 562.009

Ljubljana 26.588

Urban 52.358

Other 149.574



Mountain 2.026.467

Seaside 968.008

Ljubljana 772.454

Urban 318.493

Other 519.508

33,3%

33,4%

19,7%

12,3%

38,6%

18,4%

14,7%

1,6% 6,1%9,9%

3,1%8,9%

2017 20172.300.267 6.300.933

2.467.441 6.938.041

Growth+7,3%

Growth +10,1%2018 2018


Source: SORS, 2019

Arrivals June-August Overnight stays June-August


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13+35+16+16+7+13Type of municipality June July August Total

Health (spa) 86.073 100.127 124.468 310.668

Mountain 189.599 321.731 362.337 873.667

Seaside 109.779 142.547 150.842 403.168

Ljubljana 101.222 131.210 152.461 384.893

Urban 48.871 63.678 68.801 181.350

Other 74.046 108.158 131.491 313.695

Type of municipality June July August Total

Health (spa) 304.161 416.258 489.924 1.210.343

Mountain 439.478 893.255 1.025.977 2.358.710

Seaside 346.276 574.918 608.821 1.530.015

Ljubljana 196.449 270.551 332.041 799.041

Urban 105.010 126.677 139.164 370.851

Other 135.444 235.558 298.079 669.081


Domestic 1.684.109

Germany 730.951

Italy 502.315

Netherlands 483.471

Austria 330.578

Czech Republic 289.951

Belgium 252.758

Hungary 246.727


France 210.584


Piran 902.973

Ljubljana 799.041

Bled 549.740

Bohinj 400.870


Brežice 329.739

Bovec 319.407

Izola 289.456

Radovljica 198.120

Ankaran 192.522

17+34+22+12+5+10

12,6%

35,4%

16,3%

15,6%

7,4%12,7%

17,5%

34,0%22,0%

11,5%

5,4%9,6%




Source: SORS, 2019

SEASONS



14

42+14+26+3+5+10 16+27+16+23+9+9

AUTUMN

2017 20171.206.857 2.911.952

1.337.867 3.349.248

Growth +10,9%

Growth+15,0%2018 2018



Mountain 128.832

Seaside 255.158

Ljubljana 25.240

Urban 51.970

Other 91.355



Mountain 653.466

Seaside 373.019

Ljubljana 547.619

Urban 221.347

Other 218. 802

42,0%

15,9%

27,3%22,9%

15,6%13,5%

26,7%

2,7%5,5%

9,6%9,2%

9,1%

Source: SORS, 2019


Arrivals September-November Overnight stays September-November


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Type of municipality September October November Total

Health (spa) 76.685 85.075 77.897 239.657

Mountain 201.739 104.380 49.933 356.052

Seaside 101.664 72.708 38.770 213.142

Ljubljana 106.521 86.718 62.507 255.746

Urban 49.954 39.455 32.635 122.044

Other 70.343 48.784 32.099 151.226

Type of municipality September October November Total

Health (spa) 267.268 267.375 247.798 782.441

Mountain 459.799 209.973 112.526 782.298

Seaside 316.654 197.825 113.698 628.177

Ljubljana 232.932 206.237 133.689 572.858

Urban 99.372 90.908 83.038 273.318

Other 141.611 96.829 71.716 310.156


Domestic 953.253

Germany 312.289

Austria 276.801

Italy 261.705

Croatia 107.888


USA 94.984

Other Asian countries 88.385

Serbia 86.340

Hungary 86.096


Ljubljana 572.858

Piran 414.909

Bled 273.465


Brežice 127.746


Maribor 112.275

Bohinj 105.796

Izola 102.046

Podčetrtek 89.821

18+27+16+19+9+1117,9%

26,6%

16,0%

19,1%

9,1%

11,3%

23+24+19+17+8+923,4%

23,4%

18,8%

17,1%

8,2%9,1%

Source: SORS, 2019




SEASONS



16

42+28+14+4+5+7 23+28+10+20+11+8

WINTER

2017 2017872.341 2.280.843

886.901 2.425.978

Growth+1,7%

Growth +6,4%2018 2018



Mountain 274.535

Seaside 132.419

Ljubljana 37.800

Urban 47.745

Other 64.807



Mountain 408.051

Seaside 138.653

Ljubljana 303.583

Urban 161.818

Other 111.423

42,8%

22,6%

28,1%9,6%

20,9%

11,1%7,7%

28,2%

13,6%

3,8%4,9%

6,7%


Source: SORS, 2019

Arrivals December-February Overnight stays December-February


17

Type of municipality December January February Total

Health (spa) 78.675 80.377 73.536 232.588

Mountain 75.108 78.791 80.207 234.106

Seaside 38.422 26.502 32.332 97.256

Ljubljana 71.667 43.966 37.937 153.570

Urban 31.609 27.226 29.675 88.510

Other 32.197 23.724 24.950 80.871

Type of municipality December January February Total

Health (spa) 245.035 266.303 233.806 745.144

Mountain 200.811 235.165 246.611 682.587

Seaside 108.424 73.762 88.886 271.072

Ljubljana 169.677 87.576 84.130 341.383

Urban 79.734 60.497 69.332 209.563

Other 72.442 51.222 52.565 176.229


Ljubljana 341.383


Piran 178.421

Bled 121.013

Brežice 116.605


Zreče 107.594

Maribor 88.915

Podčetrtek 81.322

Laško 63.801


Domestic 975.008

Italy 311.690

Croatia 214.634

Austria 133.616

Serbia 109.737

Germany 69.703

Hungary 61.291

Bosnia and Herzegovina

51.680


Russian Federation 48.599

26+27+11+17+10+926,2%

11,0%

10,0%

9,1%

17,3%

26,4%

30+28+11+15+9+730,7%

11,2%

14,1%

8,6%7,3%

28,1%




Source: SORS, 2019

SEASONS



18

GREEN SCHEME OF SLOVENIAN TOURISM

TRAVEL AGENCY

Triglav National Park, Kozjansko Regional Park, Škocjan Caves Regional Park, Logar Valley Landscape Park.

Visit GoodPlace and Roundabout travel.

In the process of evaluation

Accommodation providers Parks Agencies

Destinations

Hotel Thermana Park Laško, Kamp Koren Kobarid, Terme Snovik, Urška Tourist Farm, Country estate Trnulja, B&B Hotel Ljubljana Park, Design rooms Pr’ Gavedarjo, Hotel St. Daniel Štanjel, Hotel Savica, Hotel Astoria Bled, Hotel Bioterme Mala Nedelja, Ramada Resort Kranjska Gora, Houses of Slovenian Istria, Marjanca Tourist Farm, Eco boutique hotel A.M.S. Beagle, Hotel Atrij Superior Terme Zreče, Hotel Natura Rogla, Hotel Vita - Terme Dobrna, Vila Mila, Vila Angelina, Hotel Mond, Hostel Bearlog, Camping Menina, Accommodation Kogoj, Hostel Celica, Saksi-da, ALPIK Chalets, Camp Jezero Kočevsko, Hotel Park - Terme Dobrna, Camp Špik, Camp Danica, Camping Bela Krajina, Camp Korita, Oštarija Herbelier.

Tržič, Radol’ca, Bovec, Kobarid, Tolmin, Dolenjske Toplice, Cerklje na Gorenjskem, Zeleni Kras.

The Green Scheme of Slovenian Tourism is a tool and a certification programme developed at the national level that brings together all efforts directed towards the sustainable development of tourism in Slovenia, offers tools to destinations and service providers that enable them to evaluate and improve their sustainability endeavours and promotes these endeavours through the SLOVENIA GREEN brand.

48 DESTINATIONS34 ACCOMMODATION PROVIDERS4 NATURAL PARKS2 TOURISTS AGENCIES

Ljubljana, Podčetrtek, Bled, Rogaška Slatina, Komen, Miren Kras, Kamnik, Laško.

Idrija, Radlje ob Dravi, Nova Gorica, Maribor, Brda, Kranjska Gora, Ptuj, Slovenj Gradec, Bela krajina, Vipavska Valley, Logarska Valley, Solčava region, Šentjur, Novo mesto, Bohinj, Škofja Loka, Sevnica, Šmarješke Toplice, Koper, Hrpelje-Kozina, Lenart, Sveta Ana, Brežice, Postojna.

Žalec, Celje, Velenje, Kočevsko, Blagajeva dežela, Ljutomer, Litija in Šmartno pri Litiji, Sežana, Divača, Razkriški kot, Kostanjevica na Krki, Moravske Toplice, Ljubno, Rečica ob Savinji, Kanal ob Soči, Cerkno, Rogla - Pohorje.

Source: Slovenia.info portal, 2019

ITA

A

CRO

H

CERKNO

KRANJSKA GORA

BLED

Camp Koren Kobarid

Design rooms

Camp Špik

Pr’ Gavedarjo

Ramada Resort Kranjska Gora

KAMNIKŠKOFJALOKA

BLAGAJEVA DEŽELA

REGION

DIV

SEŽANA

LITIJA IN ŠMARTNO PRI LITIJI

LJUBLJANACountry EstateTrnulja

Hostel Celica

B&B HotelLjubljana Park

Terme Snovik

Hotel Savica

Eco boutique hotel A.M.S. Beagle

Hotel Astoria Bled

Vila MilaLOGAR VALLEY

AVSKO

Farm StayUrška Stranice

Hotel Atrij Superior TCamp Menina

Hotel Natura Rogla

Farm StayMarjanca

VilaAngelina

MARIBOR

PTUJ

LJUTOMER

Hotel Bioterme Mala Nedelja

HotelMond

RADLJE OB DRAVI

SLOVENJGRADEC

RTEK Thermana park

Laško

ŽALEC

LAŠKO

CELJE

BELA KRAJINA

NOVA GORICA

BRDA

KOMEN Hotel St. Daniel

Saksida

Eco campKorita

AccommodationKogoj

Holiday houses inSlovenian Istria

Škocjan CavesRegional Park

VIPAVA VALLEY

KOPER

HRPELJE-KOZINA

BOHINJ

NOVOMESTO

ŠMARJEŠKETOPLICE

SEVNICA

ŠENTJUR

TriglavNational park

Alpik Chalets

Kozjansko Regional Park

Hostel Bearlog

KOSTANJEVICA NA KRKI

MORAVSKETOPLICE

OB SAVINJI

LJUBNO

KANAL

RAZKRIŠKI KOTLENART

SVETA ANA

BREŽICE

POSTOJNA

IDRIJA

MIREN KRAS

Krajinski park Logarska Dolina

CampingBela krajina

Camp Jezero

CampDanica

Hotel Park - Terme DobrnaHotel Vita - Terme Dobrna

VELENJE

ROGAŠKASLATINA

ROGLA - Pohorje

19

DIGITAL MARKETING

Visitor frequency to the official Slovenian tourism portal

Digital campaigns

Slovenia.Make new memories.

Two million reasons why we feel Slovenia

Visit for a day, remember for a lifetime

Source: Google Analytics, 2018

3.821

Total number ofposts

3.305.622

Totalnumber of

interactions

1.455.573

Totalnumber offollowers

Number offollowers on

Facebook

557.252

Number offollowers onInstagram

149.509

Social media activities

2.483.298

5.744.793

Number ofunique users and

page views

49,7%

Share of views viamobile devices

14

Number of digitisedpublication

1.278

Number of newphotographs in

the media library

166

Number of newstories

Source: Google Analytics, 2018; SocialBakers, 2018

Source: Slovenian Tourist Board, 2017; SocialBakers, 2018

20

EVENTS & ACTIVITIES

Important activities

Awards for Slovenian Tourist Board

Slovenian Incoming Workshop 2018

175 REPRESENTATIVES OF FOREIGN BUSINESSES

230 REPRESENTATIVES OF SLOVENIAN TOURISM SECTOR

52 BUSINESS EVENTS AND FAIRS

18 WORKSHOPS AND PRESENTATIONS ON FOREIGN MARKETS

7 INCOMING WORKSHOPS IN SLOVENIA

28 EVENTS IN SLOVENIA

122 STUDY TRIPS FOR 376 FOREIGN JOURNALISTS

9 SLOVENIA UNIQUE EXPERIENCES HACKATHON

2 AWARDS FOR INNOVATION SNOVALEC

AWARD FOR INNOVATION SEJALEC

Projects

EDENEuropean Destinations of Excellence

European projectsEurosport

10,6 MILLION VIEWS OF TOUR OF SLOVENIA RACE

700.000 FOLLOWERS

Title of the best sustainable destination in Europe and one of ten best in the world. ITB Best of Europe 2018.

Title of European Region of Gastronomy 2021 which is awarded by the international institute IGCAT.

Best in Wellness at WTM London for Healthy Waters campaign.

Virtuoso, the leading global association in luxury and boutique travel and tourism industry, nominated STB for tourism organization of the year.

Source: Eurosport 2018

Source: Slovenian Tourist Board, 2019

21

19+16+21+21+12+11

KEY MARKETS

ITALY - 12% OF OVERNIGHT STAYS, 1% GROWTH

2,2

598.826Arrivals

Average length of stay (days)

Urban consumers

Green explorers

Sociable foodies

17,1%

20,0% 4.923.623

4.221.262

12,2% 3.004.703Top three personas

1.334.061

143Consumption (EUR/day)

Overnight stays

1

2

MOUNTAINS

HEALTH & WELL-BEING

GASTRONOMY

CULTURE

OUTDOOR

SUN & SEAProducts

Number of overnight stays by type of municipality and month 2018

Overnight stays by type ofmunicipality 2018

18,8%

20,8%

21,3%

11,8%

10,9%

16,4%

Trend of arrivals and overnight staysof tourists 2009 - 2018

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

80.000

90.000

100.000

1 2 3 4 5 6 7 8 9 10 11 12

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

prihodi prenočitve

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

Health (spa)

Seaside

Ljubljana

Urban

Mountain Other Arrivals Overnight stays

Health (spa) Seaside Mountain Ljubljana Urban Other

22

8+11+44+20+11+6

KEY MARKETS

GERMANY - 12% OF OVERNIGHT STAYS, 17% GROWTH

2HEALTH & WELL-BEING

CULTURE

1MOUNTAINS

GASTRONOMY

OUTDOOR

TOURING2,7

506.080

Green explorers

Urban consumers

Beauty & indulgence lovers

17,2%

17,0%

15,3%

5.879.195

5.805.746

5.212.28386

1.362.214


44,2%

10,8%11,5%5,6% 8,2%

19,7%

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

180.000

1 2 3 4 5 6 7 8 9 10 11 12

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

2008 2010 2012 2014 2016 2018 2020

prihodi prenočitve

Arrivals


Top three personasConsumption (EUR/day)

Overnight stays

Products




Arrivals Overnight stays

Health (spa)

Seaside

Ljubljana

Urban

Mountain Other


23

6+35+12+36+7+4

AUSTRIA - 9% OF OVERNIGHT STAYS, 4% GROWTH

1

2MOUNTAINS

GASTRONOMY

CULTURE

OUTDOOR

TOURING


Urban consumers

Green explorers

22,4%

19,4%

15,7%

827.715

716.841

577.759

381.709 1.011.136

2,6 91

35,0%

12,3%

36,0%

3,9% 5,8%6,9%

0

10.000

20.000

30.000

40.000

50.000

60.000

1 2 3 4 5 6 7 8 9 10 11 12

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

2008 2010 2012 2014 2016 2018 2020

prihodi prenočitve

KEY MARKETS

Arrivals



Overnight stays

Products






HEALTH & WELL-BEING

Health (spa)

Seaside

Ljubljana

Urban

Mountain Other


24

4+55+7+27+3+4

UNITED KINGDOM - 4 % OF OVERNIGHT STAYS, 10% GROWTH

2OUTDOOR

TOURING

1MOUNTAINS

GASTRONOMY

CULTURE

HEALTH & WELL-BEING

Urban consumers

Green explorers


19,2%

13,6%

13,4%

4.833.092

3.420.872

3.373.108

163.997

2,9 102

470.587

3,9%3,0%

54,8%

6,5%

27,3%

4,4%

0

10.000

20.000

30.000

40.000

50.000

60.000

1 2 3 4 5 6 7 8 9 10 11 12

050.000

100.000150.000200.000250.000300.000350.000400.000450.000500.000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

prihodi prenočitve

Arrivals



Overnight stays

Products






KEY MARKETS

Health (spa)

Seaside

Ljubljana

Urban

Mountain Other


25

6+34+13+26+7+14

FRANCE - 3% OF OVERNIGHT STAYS , 28% GROWTH

1

2

GASTRONOMY

MOUNTAINS

CULTURE

OUTDOOR

TOURING

HEALTH & WELL-BEING

Urban consumers

Green explorers

Sociable foodies

20,3%

17,4%

9,5%

4.634.723

3.968.518

2.170.6662,3

148.166 339.177

102

6,3%

33,8%

13,5%

26,2%

6,6%

13,5%

0

5.000

10.000

15.000

20.000

25.000

30.000

35.000

40.000

45.000

50.000

1 2 3 4 5 6 7 8 9 10 11 12

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

prihodi prenočitve

Arrivals



Overnight stays




KEY MARKETS



Health (spa)

Seaside

Ljubljana

Urban

Mountain Other


26

43+13+23+13+5+3

RUSSIAN FEDERATION - 3% OF OVERNIGHT STAYS , 2% DECREASE

4,8

62.845

351

1

2

HEALTH & WELL-BEING

TOURING

GASTRONOMY

CULTURE

SUN & SEA

MOUNTAINS

298.443

Forever young

Sociable foodies

Green explorers

16,2%

16,0%

14,8%

4.306.013

4.243.071

3.932.358

42,9%

12,9%

23,0%

12,7%

5,3%3,1%

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

20.000

1 2 3 4 5 6 7 8 9 10 11 12

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018

prihodi prenočitve

KEY MARKETS

Arrivals



Overnight stays

Products






Health (spa)

Seaside

Ljubljana

Urban

Mountain Other


27

DEFINITIONS OF TERMS AND REFERENCES

Basic definitions of terms

Abbreviations

Sources of content

Tourism is a combination ofactivities of people who traveland stay in a place outside theireveryday environment to spendtheir free time, for relaxation,business or other reasons forno less than one day (with atleast one overnight stay) and nomore than one year (365 days)without interruption.

Tourist is a person who travelsdue to their free time, relaxationand business, or reasons otherthan making profit (a touristdoes not receive payment,award), and stays at least onenight (but not more than 365times consecutively) in a catering or any other accommodation facility in a place outside of theireveryday environment.

Overnight stay denotes everynight which a tourist actuallyspends at an accommodation facility (overnight or only spends some time there) or if only checked-in (person’s physical presence is not necessary).

Tourist arrivals to an accommodation facility are defined with a number of persons arriving to theaccommodation facility andchecking in. Arrivals include allpersons irrespective of their age(including children whose accommodation is free of charge).

The Bank of Slovenia, 2019.eKataster jam. Found in May 2019 on website Google Analytics, 2018.Eurosport, 2019.Global Peace Index 2018 (2018). Found in May 2019 on website http://visionofhumanity.org/Global Terrorism Index 2018 (2018). Found in May 2019 on website http://visionofhumanity.org/ Slovenia.info. Found in May 2019 on website http://www.slovenia.infoRepublic of Slovenia, Ministry of Economic Development and Technology, 2017. Strategy for the Sustainable Growth of Slovenian Tourism for2017-2021.Slovenian Tourist Board. Internal sources. Ljubljana: Slovenian Tourist Board.Slovenian Tourist Board, Valicon, 2017. Identification of Market Potential.SocialBakers, 2018.Statistical Office of the Republic of Slovenia (SURS). Found in May 2019 on website http://www stat.si/statweb UNWTO Annual Report 2018 (2018). Found in May 2019 on website http://www2.unwto.org/publication/unwto-annual-report-2018 Government of the Republic of Slovenia. Found in May 2019 on website http://www.vlada.si World Economic Forum. The Global Competitiveness Report 2017, 2018.World Travel and Tourism Council. Economic Impact 2019.

SORS Statistical Office of the Republic of Slovenia

UNWTO UN World Tourism Organization

STB Slovenian Tourist Board

Media Library STB. Found in May 2019.Images

28

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Published: Slovenian Tourist BoardEditor: Ana Špik

Design: Marketinške storitve, Svetlana Melechikhina Pleško s.p.Photos: Media library STB/May 2019

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ANNUAL PUBLICATION TOURISM IN NUMBERS 2018 · of Slovenian Tourism for 2017-2021. Challenges that remain are raising the inflows from export of travel to 3,7 - 4 billion EUR and extension