ANNUAL PUBLICATION TOURISM IN NUMBERS 2019 · 2020. 7. 24. · Camping sites +5,3% 22 +29 Other +1,0% 19 14 7 9 21,8% 29,4% 19,1% 14,1% 6,6% 8,9% 54 13 33 52,4% 12,9% 34,7% Countries

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www.slovenia.info

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

TOURISM INNUMBERS2019

2

3

EDITORIAL

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. 2019 was another

exceptional year for Slovenian tourism. We

observed more than 15,7 million overnight

stays, which is 0,5 % more than in 2018, and

more than 6 million tourist arrivals, which

represents a 5 % increase compared to the

year before.

LJUBLJANA, MAY 2020

4

KAZALO

03 Editorial

05 Year in review

13 Seasons

21 Digital marketing

23 Key markets

07 International tourism

06 Slovenia at a glance

09 Tourism in Slovenia

11 Macro destinations

20 Green Scheme of Slovenian Tourism

22 Events and activities

31 Definitions of terms and references

5

YEAR IN REVIEW 2019

Average length of stay

2,5DAYS

Inflow related to travel and growth

2,75 mrdEUR

Total contribution of tourism to GDP

5,3 %

Tourist arrivals and growth

6.229.573TOTAL +5,0%

4.701.878 FOREIGN +6,3%

1.527.695DOMESTIC +1,3%

GROWTH +1,5%

Overnight stays and growth

15.775.331TOTAL+0,5%

11.370.766 FOREIGN+1,7%

4.404.565 DOMESTIC -2,5%

2019, THE SIXTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM

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

58.7306,5%

Municipality types by overnight stays and growth rate 2019/2018

Growth

Health (spa) -1,2 %

Mountain + 3,3 %

Seaside + 0,2 %

Ljubljana +2,2 %

Urban -5,3 %

Other -1,4 %

Overnight stays by type of accommodation facility and growth rate 2019/2018

Growth

Hotels and similar establish.

-1,0%

Camping sites +5,3%

Other +1,0%22+29+19+14+7+921,8%

29,4%19,1%

14,1%

6,6%8,9%

54+13+3352,4%

12,9%

34,7%

Countries with the highest number of overnight stays and growth 2019/2018

Municipalities with the highest number of overnight stays

Germany 1.522.057 +11,7%

Italy 1.278.454 -4,2%

Austria 1.011.682 0%

Netherlands 583.274 -4,8%

Croatia 538.140 +2,1%

1 Ljubljana 2.227.669

2 Piran 1.874.462

3 Bled 1.132.574

Source: UNWTO Global tourism dashboard, UNWTO International tourism highlights 2019; SORS, 2020; the Bank of Slovenia, 2020

Slovenia

+6,3%

Europa

+4,0%

World

+4,0%

6

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 1.855,25 EUR

GDP and GDP/per capita 45 billions EUR; 22.083 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 294.113

Maribor 112.095

Kranj 56.715

Koper 52.540

Celje 49.602

Novo mesto 37.280

Domžale 36.429

Velenje 33.506

Nova Gorica 31.932

Kamnik 29.847

Top ten municipalities by population

Global image of Slovenia

Source: Government of the Republic of Slovenia,, 2019; eKataster jam, 2019

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

The Travel & Tourism Competitiveness Index (WEF): rank 36/136 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

7

INTERNATIONAL TOURISM

51%

15%

5%

4% 25%

Arrivals of international tourists in global regions

Number of arrivals Growth

Europe 742 mio +4%

Asia-Pacific 364 mio +5%

North, Central, South America 220 mio +2%

Africa 71 mio +4%

Middle East 64 mio +8%International tourist arrivals and growth 2019/2018

1,46 mrd

Growth +4%

Increase in arrivals of international tourists

World top tourism spenders, USD

277 bn 144 bn 94 bn 76 bn 48 bn

Source: UNWTO, 2020

Share of international arrivals by region

0%

1%

2%

3%

4%

5%

6%

0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

Slovenija Svet Evropa S Evropa Z Evropa V Evropa J Evropa Azija Amerika Afrika Bližnji Vzhod

Primerjava rasti mednarodnih prihodov

International expenditure on tourism

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

CHINA USA GERMANY UNITED KINGDOM FRANCE

8

TURIZEM V SLOVENIJI

Dom

esti

cFo

reig

n

Tourist arrivals

6.229.573

1.527.695

4.701.878

TOTAL

FOREIGN

DOMESTIC

Overnight stays

11.370.766

15.775.331

4.404.565

TOTAL

FOREIGN

DOMESTIC

Share and growth of touristarrivals 2019/2018

25+7524,5%

75,5%

+1,3%

+6,3%

Share and growth ofovernight stays 2019/2018

29+7172,1%

27,9%

-2,5%

+1,7%

Source: SORS, 2020

9

TOURISM IN SLOVENIA

Tota

lD

omes

tic

Fore

ign

Tota

lD

omes

tic

Fore

ign

Share of beds by type of municipality Share of beds by by type of accommodation facilities

Overnight stays of domestic and foreign tourists 1989 - 2019

Arrivals of domestic and foreign tourists 1989 - 2019

0

5.000.000

10.000.000

15.000.000

20.000.000

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

Domači Tuji Skupaj

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

7.000.000

1989

1990

1991

1992

1993

1994

1995

1996

1997

1998

1999

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

2010

2011

2012

2013

2014

2015

2016

2017

2018

2019

Domači Tuji Skupaj

14+33+16+14+8+1514,4%

33,4%

16,4%

13,5%

7,6%

14,7%

Number of beds

Hotels and similar establish.

60.438

Camping sites 36.373

Other 95.325

Total 192.13650+20+30+31,5%

18,9%

49,6%

Number of beds

Health (spa) 27.723

Mountain 64.116

Seaside 31.494

Ljubljana 25.905

Urban 14.692

Other 28.206

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Country Tourist arrivals 2019 Share (%) Index 2019/2018

Overnight stays 2019 Share (%) Index

2019/2018from Austria 396.464 8,43% 103,87 1.011.682 8,90% 100,05

from Belgium 113.872 2,42% 105,77 327.392 2,88% 100,47

from Bulgaria 37.996 0,81% 93,16 64.855 0,57% 90,66

from Bosnia and Herzegovina 72.049 1,53% 107,65 195.874 1,72% 100,18

from Cyprus 1.225 0,03% 83,16 3.833 0,03% 78,97

from Czeck Republic 189.802 4,04% 118,57 511.754 4,50% 118,64

from Montenegro 13.305 0,28% 106,13 33.807 0,30% 103,94

from Denmark 25.877 0,55% 111,35 73.415 0,65% 106,26

from Estonia 5.403 0,11% 89,13 13.245 0,12% 91,53

from Finland 25.538 0,54% 110,93 70.257 0,62% 102,66

from France 166.860 3,55% 112,62 370.188 3,26% 109,14

from Greece 12.362 0,26% 99,28 30.190 0,27% 95,10

from Croatia 234.980 5,00% 107,35 538.140 4,73% 102,09

from Ireland 21.359 0,45% 103,12 60.265 0,53% 103,91

from Island 2.952 0,06% 99,63 7.987 0,07% 73,64

from Italy 597.261 12,70% 99,74 1.278.454 11,24% 95,83

from Latvia 6.889 0,15% 102,84 16.462 0,14% 102,72

from Lithuania 8.182 0,17% 106,80 19.866 0,17% 94,28

from Luxemburg 3.940 0,08% 107,89 8.678 0,08% 94,32

from Hungary 190.944 4,06% 105,61 496.271 4,36% 102,34

from North Macedonia 22.515 0,48% 100,35 59.511 0,52% 90,65

from Malta 6.899 0,15% 99,12 28.546 0,25% 95,31

from Germany 584.831 12,44% 115,56 1.522.057 13,39% 111,73

from Netherlands 186.700 3,97% 100,78 583.274 5,13% 95,20

from Norway 14.433 0,31% 110,10 34.610 0,30% 103,39

from Poland 132.566 2,82% 105,88 312.763 2,75% 105,17

from Portugal 16.286 0,35% 112,96 40.401 0,36% 100,96

from Romania 57.060 1,21% 101,93 113.939 1,00% 84,21

from Russian Federation 69.881 1,49% 111,19 303.280 2,67% 101,62

from Slovakia 64.765 1,38% 109,99 164.025 1,44% 105,97

from Serbia 144.753 3,08% 105,26 379.755 3,34% 100,95

from Spain 88.132 1,87% 107,60 207.770 1,83% 101,85

from Sweden 36.871 0,78% 106,23 84.072 0,74% 96,92

from Switzerland 78.698 1,67% 116,16 165.301 1,45% 109,92

from Turkey 28.033 0,60% 93,22 58.997 0,52% 88,16

from Ukraine 44.101 0,94% 113,88 120.849 1,06% 102,22

from United Kingdom 159.767 3,40% 97,42 444.333 3,91% 94,42

from other Europian countries 25.648 0,55% 101,04 58.781 0,52% 95,75

from South Africa 4.496 0,10% 99,27 10.155 0,09% 94,49

from other African countries 8.922 0,19% 103,25 28.926 0,25% 95,76

from Australia 53.741 1,14% 107,53 112.535 0,99% 103,41

from New Zeland 10.002 0,21% 111,47 20.942 0,18% 117,07

from other countries of Oceania 396 0,01% 84,80 811 0,01% 71,90

from Israel 59.617 1,27% 84,74 202.351 1,78% 85,29

from Japan 33.916 0,72% 93,86 54.513 0,48% 79,77

from China 98.958 2,10% 113,52 159.767 1,41% 117,10

from Korea (Republic) 139.429 2,97% 95,67 159.714 1,40% 93,04

from other Assian countries 176.407 3,75% 117,95 321.604 2,83% 106,12

from Brasil 16.743 0,36% 118,77 32.439 0,29% 103,57

from other countries of South and Middle America 26.251 0,56% 102,33 55.101 0,48% 100,00

from Canada 35.055 0,75% 117,73 73.939 0,65% 108,91

from United States 148.739 3,16% 107,40 323.064 2,84% 102,60

from other countries of North America

11

Total arrivals 2019 Total overnight stays 2019

2.214.854 5.459.708Domestic arrivals 2019 Domestic overnight stays 2019

440.646 1.134.059

Foreign arrivals 2019 Foreign overnight stays 2019

1.774.208 4.325.649



550.397 1.737.105


642.949 1.964.564

ALPINE SLOVENIATHERMAL PANNONIANSLOVENIA

LJUBLJANA &CENTRAL SLOVENIA

MEDITERRANEAN &KARST SLOVENIA



395.548 1.242.840


1.001.447 2.501.762



141.104 290.561


1.283.274 2.578.791

Source: SORS, 2020

MACRO DESTINATIONS

12

SPRING

42+17+26+2+4+9Data from the Survey on Tourism Travels of Domestic Population, 2nd quarter (April - June)

Domestic

Health (spa) 376.420

Mountain 149.903

Seaside 227.187

Ljubljana 22.918

Urban 38.659

Other 80.417

Consumption of domestic and foreign tourists

Domestic 42 EUR/day Foreign 178 EUR/day

Foreign


Mountain 505.839

Seaside 359.128

Ljubljana 484.513

Urban 196.180

Other 193.390

42,0%

16,7%

25,4%

2,6%4,3%

9,0%

17+25+18+21+10+918,2%

23,8%

16,9%

22,8%

9,2%

9,1%

Source: SORS, 2020

Arrivals March-May Overnight stays March-May

2018 20181.241.060 2.981.438

1.294.612 3.020.355

Growth +4,3%

Growth +1,4%2019 2019

LjubljanaMountainHealth (spa) Seaside Urban Other

Data from the Survey on Foreign Tourists, April - May

Overnight stays of domestic tourists Overnight stays of foreign tourists

13

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

Tourist arrivals by type of municipality

Type of municipality March April May Total

Health (spa) 77.709 78.968 74.342 231.019

Mountain 73.547 103.487 133.788 310.822

Seaside 57.527 82.293 82.787 222.607

Ljubljana 63.611 96.203 99.016 258.830

Urban 32.442 38.926 45.543 116.911

Other 36.344 53.613 64.466 154.423

17,8%

24,0%

17,2%

20,0%

9,0%

12,0%

Overnight stays by countryHighest number of overnight stays

Country Number of overnight stays Share

Domestic 895.504 29,6%

Italy 288.414 9,5%

Austria 255.455 8,5%

Germany 225.032 7,5%

Croatia 98.346 3,3%

Serbia 88.588 2,9%

Hungary 86.204 2,9%

Other Asian Countries 79.448 2,6%

United Kingdom 78.689 2,6%

Russian Federation 77.071 2,6%

Other 847.604 28,1%

Municipality Number of overnight stays

Ljubljana 507.431

Piran 398.309

Bled 222.203

Moravske Toplice 133.971

Kranjska Gora 126.315

Brežice 125.624

Maribor 96.000

Izola 91.743

Podčetrtek 84.346

Bohinj 84.046

Source: SORS, 2020

25+22+20+16+8+9 Type of municipality March April May Total

Health (spa) 243823 263961 254437 762.221

Mountain 176675 207282 271785 655.742

Seaside 146359 223621 216335 586.315

Ljubljana 123148 184702 199581 507.431

Urban 67114 80318 87407 234.839

Other 68084 95237 110486 273.807

Number of overnight stays by type of municipality

25,2%

21,7%

19,4%

16,8%

7,7%9,1%



14

SUMMER

Source: SORS, 2020

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


Mountain 325.368

Seaside 545.786

Ljubljana 20.647

Urban 44.774

Other 139.061

Foreign


Mountain 2.214.660

Seaside 1.009.181

Ljubljana 831.729

Urban 318.912

Other 529.505

33,4%

33,8%

20,2%

11,0%

40,2%

18,3%

15,1%

2,8% 5,8% 9,6%

1,3%

8,6%

2018 20182.467.441 6.938.041

2.650.573 7.124.480

Growth +7,4%

Growth +2,7%2019 2019

Arrivals June-August Overnight stays June-August



Data from the Survey on Tourism Travels of Domestic Population, 3rd quarter (July - September)

Data from the Survey on Foreign Tourists, July - August



15

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

Health (spa) 82.568 93.858 121.178 297.604

Mountain 231.148 340.206 395.989 967.343

Seaside 119.858 142.705 159.942 422.505

Ljubljana 112.484 149.123 171.080 432.687

Urban 54.604 62.660 75.712 192.976

Other 82.180 111.763 143.515 337.458

Type of municipality June July August Total

Health (spa) 288.858 384.279 471.720 1.144.857

Mountain 532.515 932.961 1.074.552 2.540.028

Seaside 366.951 572.246 615.770 1.554.967

Ljubljana 217.019 300.225 335.132 852.376

Urban 104.612 121.045 138.029 363.686

Other 146.727 229.581 292.258 668.566 17+34+22+12+5+10

11,2%

36,5%

15,9%

16,3%

7,3%12,7%

16,1%

35,7% 21,8%

12,0%

5,1%9,4%


Piran 901.843

Ljubljana 852.376

Bled 551.448

Bohinj 437.101


Bovec 354.261

Brežice 313.014

Izola 299.293

Radovljica 235.417

Ankaran 192.140

Source: SORS, 2020


Domestic 1.613.922 22,7%

Germany 881.285 12,4%

Italy 476.011 6,7%

Netherlands 471.382 6,6%

Czech Republic 350.754 4,9%

Austria 349.810 4,9%

Hungary 270.507 3,8%

Belgium 259.162 3,6%

France 243.897 3,4%


Other 1.976.875 27,7%





SEASONS


16

AUTUMN

42+14+26+3+5+10 16+27+16+23+9+943,8%

16,3%

27,1%22,4%

16,2%13,8%

26,5%

2,7%4,3%

9,0%8,8%

9,2%Domestic


Mountain 126.856

Seaside 244.608

Ljubljana 24.481

Urban 39.468

Other 82.969

Foreign


Mountain 624.329

Seaside 373.921

Ljubljana 517.649

Urban 201.961

Other 211.933

Source: SORS, 2020

2018 20181.337.867 3.349.248

1.377.209 3.228.718

Growth +2.9%

Decrease -3,6%2019 2019

Arrivals September-November Overnight stays September-November



Data from the Survey on Tourism Travels of Domestic Population, 4th quarter (October - December)

Data from the Survey on Foreign Tourists, September - October



17

Type of municipality September October November Total

Health (spa) 72.554 88.186 77.590 238.330

Mountain 205.159 115.313 45.187 365.659

Seaside 103.955 75.514 37.064 216.533

Ljubljana 113.942 92.948 65.131 272.021

Urban 50.676 40.830 31.983 123.489

Other 76.453 51.497 33.227 161.177 18+27+16+19+9+1117,3%

26,6%

15,7%

19,8%

9,0%

11,7%

23+24+19+17+8+924,2%

23,3%

19,2%

16,8%

7,5%9,1%

Source: SORS, 2020

Type of municipality September October November Total

Health (spa) 254.329 276.448 249.766 780.543

Mountain 433.472 227.133 90.580 751.185

Seaside 317.020 199.257 102.252 618.529

Ljubljana 229.044 187.190 125.896 542.130

Urban 89.597 82.602 69.230 241.429

Other 133.162 96.665 65.075 294.902


Ljubljana 542.130

Piran 406.225

Bled 246.377



Brežice 121.557

Bohinj 111.727

Maribor 102.043

Izola 98.723

Podčetrtek 93.665


Domestic 922.124 28,6%

Germany 351.162 10,9%

Austria 264.430 8,2%

Italy 236.078 7,3%

Croatia 109.788 3,4%

USA 92.197 2,9%

Other Asian Countries 88.969 2,8%


Serbia 84.056 2,6%

Czech Republic 77.507 2,4%

Other 913.744 28,3%

SEASONS






18

WINTER

42+28+14+4+5+7 23+28+10+20+11+843,0%

23,7%

27,9%8,5%

20,7%

11,6%7,6%

29,9%

13,8%

3,1%3,9%

6,3% Domestic


Mountain 290.606

Seaside 134.686

Ljubljana 30.209

Urban 38.104

Other 61.281

Foreign


Mountain 398.470

Seaside 121.570

Ljubljana 295.523

Urban 165.836

Other 108.095

Source: SORS, 2020

2018 2018886.901 2.425.978

907.179 2.401.778

Growth+2,3%

Decrease -1%2019 2019

Arrivals December-February Overnight stays December-February



Data from the Survey on Tourism Travels of Domestic Population, 1st quarter (January - March)

Data from the Survey on Foreign Tourists, December - January



19

26+27+11+17+10+926,8%

10,4%

9,5%

9,4%

18,1%

25,8%

30+28+11+15+9+731,5%

10,7%

13,6%

8,5%7,1%

28,7%

Source: SORS, 2020

Type of municipality December January February Total

Health (spa) 74.652 88.852 79.689 243.193

Mountain 72.434 90.003 71.537 233.974

Seaside 20.581 36.340 37.223 94.144

Ljubljana 44.095 43.697 76.574 164.366

Urban 26.931 28.668 31.015 86.614

Other 26.460 27.461 30.967 84.888

Type of municipality December January February Total

Health (spa) 247.612 268.117 241.669 757.398

Mountain 235.176 276.482 177.418 689.076

Seaside 62.384 97.033 96.839 256.256

Ljubljana 93.427 89.222 143.083 325.732

Urban 65.790 70.514 67.636 203.940

Other 54.036 56.787 58.553 169.376


Ljubljana 325.732


Piran 168.085

Brežice 126.674


Bled 112.546

Zreče 112.526

Maribor 94.716

Bohinj 91.220

Podčetrtek 90.362

Foreign 138 EUR/day


Domestic 973.015 40,5%

Italy 277.951 11,6%

Croatia 220.764 9,2%

Austria 141.987 5,9%

Serbia 109.587 4,6%

Germany 64.578 2,7%

Hungary 63.862 2,7%

Bosnia and Herzegovina 52.045 2,2%


Russian Federation 45.670 1,9%

Other 406.213 16,9%






SEASONS

20

Destinations

Ljubljana, Podčetrtek, Bled, Rogaška Slati-na, Komen, Miren Kras, Kamnik, Laško, Bela krajina, Brda, Kranjska Gora, Nova Gori-ca, Dolina Soče, Radovljica.

Idrija, Radlje ob Dravi, Vipavska dolina, Lo-garska dolina Solčavsko, Šentjur, Novo mes-to, Bohinj, Škofja Loka, Sevnica, Šmarješke Toplice, Koper, Hrpelje-Kozina, Lenart, Sveta Ana, Brežice, Postojna, Velenje.

Žalec, Celje, 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, Slovenj Gradec, Maribor, Ptuj, Luče, Tržič, Cerklje na Gorenjskem.

The Green Scheme ofSlovenian Tourism is a tooland a certification programmedeveloped at the national levelthat brings together all effortsdirected towards the sustainabledevelopment of tourism in Slovenia, offers tools to destinations andservice providers that enable themto evaluate and improve theirsustainability endeavours andpromotes these endeavours throughthe SLOVENIA GREEN brand.

Source: Slovenia.info portal, 2020

53 DESTINATIONS46 ACCOMMODATION PROVIDERS4 NATURAL PARKS2 TOURISTS AGENCIES1 TOURIST ATTRACTION

GREEN SCHEME OF SLOVENIAN TOURISM

Accommodation providers

Hotel Thermana Park Laško, Kamp Koren Kobarid, Terme Snovik, Turistična kmetija Urška, Posestvo Trnulja, Ortenia-apartmaji v naravi, B&B Hotel Ljubljana Park, Sobe z zgodbo Pr’ Gavedarjo, Hotel St. Daniel Štanjel, Hotel Savica, Hotel Astoria Bled, Hotel Bioterme Mala Nedelja, Ramada Resort Kranjska Gora, Hiške slovenske Istre, Turistična kmetija Marjanca, 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, Kamp Menina, Prenočišča Kogoj, Hostel Celica, Saksida, ALPIK Chalets, Camp Jezero Kočevsko, Hotel Park - Terme Dobrna, Camp Špik, Camp Danica, Camping Bela Krajina, Camp Korita, Oštarija Herbelier, Hotel Maribor, Penzion Mirjam, Turistična kmetija Želinc, Eco Chalet Astra Montana, Hotel Lipa, Hotel Sabotin, Alma Vista, Hotel San Martin, B&B Woodhouse, Nebesa Chalets, Sunrose 7.

Parks

PARK

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

Agencies

TRAVEL AGENCY

Roundboat Travel, Visit GoodPlace.

Attractions

Klet Brda.

In the process of evaluationKranj, Murska Sobota, Izola, Gorenja vas Poljane, Renče - Vogrsko.

21

DIGITAL MARKETING

Visitor frequency to the official Slovenian tourism portal

Digital campaign MY WAY in 16 countries

Source: Google Analytics, 2019

6.607

Total number ofposts

3.434.837

Total number of

interactions

1.668.493

Totalnumber offollowers

Number offollowers on

Facebook

567.677

Number offollowers onInstagram

192.618

Social media activities

2.612.388

6.639.781

Number ofunique users and

page views

61,8%

Share of views viamobile devices

15

Number of digitisedpublication

2.212

Number of newphotographs in

the media library

7055

Number of new and renovated stories

Source: Google Analytics, 2020; SocialBakers, 2020

Source: Slovenian Tourist Board, 2020; SocialBakers, 2020

22

8+11+44+20+11+6

EVENTS & ACTIVITIES

Important activities

Awards for Slovenian Tourist Board

Slovenian Incoming Workshop 2019

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 WORKSHOPS ABROAD

122 ORGANIZED STUDY TRIPSFOR 376 FOREIGN JOURNALISTS

V SLOVENIJO PRIPELJAN MICHELIN

12 5* EXPERIENCESMICHELIN CAME TO SLOVENIA

2 AWARDS FOR INNOVATION SNOVALEC

1 NEW AWARD FOR INNOVATION SEJALEC

Projects

EDENEuropean Destinations of Excellence

Selected and promotional EDEN project

European projectsEurosport

10,6 MILLION VIEWS OFTOUR OF SLOVENIA RACE

700.000 FOLLOWERS

Four golden and two silver Golden City Gate Awards at ITB Berlin in 2019.

Two prestigious CWT awards at ITB China.

ECTN Award: Destination ofSustainable CulturalTourism.

Virtuoso, the leadingassociation in the field ofluxury and boutiquetravel industry in the world, Declared Slovenia in August 2019, for the hottest destination of the year.

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

Source: Eurosport 2020

Source: Slovenian Tourist Board, 2020

23

GERMANY - 12% OF OVERNIGHT STAYS, 12% GROWTH

2,6

584.831

GREEN EXPLORERS

URBAN CONSUMERS

BEAUTY & INDULGENCE LOVERS

17,2%

17,0%

15,3%

5.879.195

5.805.746

5.212.28386

1.522.057

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020

0

50.000

100.000

150.000

200.000

250.000

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

Zdraviliške občine Gorske občine Obmorske občine

Ljubljana Mestne občine Ostale občine

Number of overnight stays by type of municipality and month 2019

8+11+44+20+11+646,3%

9,7%

12,5%

5,0%

7,6%

18,9%

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 2019 2020

Prihodi Prenočitve

Overnight stays by type of municipality 2019

Trend of arrivals and overnight stays of tourists 2010 - 2019

Health (spa) Seaside Ljubljana Urban OtherMountain

Health (spa) Ljubljana

UrbanMountain

OtherSeaside

KEY MARKETS

Arrivals

Average length of stay (days)

Consumption (EUR/day)

Overnight stays

Top three personas

Arrivals Overnight stays

1

2

GASTRONOMY

CULTURE

OUTDOOR

TOURINGProducts

MOUNTAINS

HEALTH & WELL-BEING

24

KEY MARKETS

ITALY - 11% OF OVERNIGHT STAYS, 4% DECREASE

2,1

597.261

URBAN CONSUMERS

GREEN EXPLORERS

SOCIABLE FOODIES

17,1%

20,0% 4.923.623

4.221.262

12,2% 3.004.703

1.278.454

143

19+21+21+16+12+1118,8%

20,4%

20,6%

11,5%

11,0%

17,8%


0

10.000

20.000

30.000

40.00050.000

60.000

70.000

80.000

90.000

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

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

!"#$%&# !"'(%)#*+'




Arrivals



Overnight stays




UrbanMountain

OtherSeaside

Top three personas

1

2

GASTRONOMY

CULTURE

OUTDOOR

SUN & SEAProducts

MOUNTAINS

HEALTH & WELL-BEING

25

GREEN EXPLORERS

URBAN CONSUMERS


AUSTRIA - 9% OF OVERNIGHT STAYS, 0% GROWTH

22,4%

19,4%

15,7%

827.715

716.841

577.759

396.464 1.011.682

2,6 91

6+35+12+36+7+435,8%

12,8%34,5%

3,8%5,8%

7,4%

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020

prihodi prenočitve

KEY MARKETS


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





Trend of arrivals and overnight stays of tourists 2010 - 2019Trend of arrivals and overnight stays of tourists 2010 - 2019

Arrivals



Overnight stays



Top three personas


UrbanMountain

OtherSeaside

1

2MOUNTAINS

GASTRONOMY

CULTURE

OUTDOOR

TOURINGProducts

HEALTH & WELL-BEING

26

UNITED KINGDOM - 4% OF OVERNIGHT STAYS, 6% DECREASE

19,2%

13,6%

13,4%

4.833.092

3.420.872

3.373.108

159.767

2,8 102

444.333

4+55+7+27+3+42,9%2,9%

54,0%

6,5%

29,0%

4,7%

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

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

450.000

500.000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

prihodi prenočitve


KEY MARKETS

GREEN EXPLORERS

URBAN CONSUMERS





Arrivals



Overnight stays




UrbanMountain

OtherSeaside

Top three personas

1

2

GASTRONOMY

TOURING

CULTURE

HEALTH & WELL-BEINGProducts

MOUNTAINS

OUTDOOR

27

FRANCE - 3% OF OVERNIGHT STAYS, 9% GROWTH

20,3%

17,4%

9,5%

4.634.723

3.968.518

2.170.6662,2

166.860 370.188

102

6+34+13+26+7+144,6%

35,4%

13,3%

27,2%

5,6%

13,9%

6+34+13+26+7+144,6%

35,4%

13,3%

27,2%

5,6%

13,9%


KEY MARKETS

GREEN EXPLORERS

URBAN CONSUMERS

SOCIABLE FOODIES

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,%+(%+(1#-#2%/(3456

!"#$%&'&()*+,-.&/* 0,#1)*+,-.&/* 2-3,#1)*+,-.&/*

456-'5$/$ 7*18/*+,-.&/* 218$'*+,-.&/*

0

50.000

100.000

150.000

200.000

250.000

300.000

350.000

400.000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

prihodi prenočitve




Arrivals



Overnight stays




UrbanMountain

OtherSeaside

Top three personas

1

2HEALTH & WELL-BEING

CULTURE

TOURING

HEALTH & WELL-BEINGProducts

GASTRONOMY

OUTDOOR

28

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

4,3

69.881

351

303.280

FOREVER YOUNG

SOCIABLE FOODIES

GREEN EXPLORERS

16,2%

16,0%

14,8%

4.306.013

4.243.071

3.932.358

43+13+23+13+5+340,5%

13,3%

23,8%

13,4%

6,0%3,1%

0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

18.000

20.000

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

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

prihodi prenočitve


KEY MARKETS

12+8+31+21+23+5




Arrivals



Overnight stays

1

2TOURING

GASTRONOMY

CULTURE

SUN & SEA

MOUNTAINS

Products

HEALTH & WELL-BEING




UrbanMountain

OtherSeaside

Top three personas

29

GREEN EXPLORERS


URBAN CONSUMERS

SWITZERLAND - 1,5% OF OVERNIGHT STAYS, 10% GROWTH

21,9%

17,7%

15,4%

830.313

669.736

585.185

78.698 165.301

2,1 120

12+8+31+21+23+57,4%

31%

21,2%

5,3%

12,1%

22,9%

0

20.000

40.000

60.000

80.000

100.000

120.000

140.000

160.000

180.000

2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

KEY MARKETS


0

2.000

4.000

6.000

8.000

10.000

12.000

14.000

16.000

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




Arrivals



Overnight stays

1

2MOUNTAINS

GASTRONOMY

CULTURE

OUTDOOR

TOURINGProducts

HEALTH & WELL-BEING




UrbanMountain

OtherSeaside

Top three personas

30

SLOVENIJA - 28% OF OVERNIGHT STAYS; 2,5% DECREASE

Source: SORS, 2020

KEY MARKETS

1.527.695Arrivals

4.404.565Overnight stays

2,9Average length of

stay (days)

40 €Consumption (EUR/day)

0

50.000

100.000

150.000

200.000

250.000

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

40+20+26+2+4+839,4%

20,3%

26,2%

2,2%3,7%

8,3%

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 2019

Gibanje prihodov in prenočitev 2010-2019Overnight stays by type of municipality 2019






UrbanMountain

OtherSeaside

31

DEFINITIONS OF TERMS AND REFERENCES

Basic definitions of terms

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) ina catering or any otheraccommodation facility in aplace outside of theireveryday environment.

Overnight stay denotes everynight which a tourist actuallyspends at an accommodationfacility (overnight or onlyspends some time there) orif only checked-in (person’sphysical presence is notnecessary).

Tourist arrivals to anaccommodation facility aredefined with a number ofpersons arriving to theaccommodation facility andchecking in. Arrivals include allpersons irrespective of their age(including children whoseaccommodation is free ofcharge).

The Bank of Slovenia, 2020.eKataster jam. Found in May 2020 on website Google Analytics, 2019.Eurosport, 2020.Global Peace Index 2019 (2019). Found in May 2020 on website http://visionofhumanity.org/.Global Terrorism Index 2019 (2019). Found in May 2020 on website http://visionofhumanity.org/.Slovenia.info. Found in May 2020 on website http://www.slovenia.info.Republic of Slovenia, Ministry of Economic Development and Technology, 2019. 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, 2019.Statistical Office of the Republic of Slovenia (SURS). Found in May 2020 on website http://www stat.si/statweb.UNWTO Annual Report 2019 (2019). Found in May 2020 on website http://www2.unwto.org/publication/unwto-annual-report-2019.Government of the Republic of Slovenia. Found in May 2020 on website http://www.vlada.si.World Economic Forum. The Global Competitiveness Report 2019, 2019.World Travel and Tourism Council. Economic Impact 2020.

AbbreviationSORS Statistical Office of the Republic of SloveniaUNWTO UN World Tourism Organization

STB Slovenian Tourist Board

Media Library STB. Found in May 2020.Images

32

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Published: Slovenian Tourist BoardEditors: Ana Špik and Jelena Počuča

DTP: Studio Terminal d.o.o.Photos: Media library STB/May 2020

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ANNUAL PUBLICATION TOURISM IN NUMBERS 2019 · 2020. 7. 24. · Camping sites +5,3% 22 +29 Other +1,0% 19 14 7 9 21,8% 29,4% 19,1% 14,1% 6,6% 8,9% 54 13 33 52,4% 12,9% 34,7% Countries