The positive performance was also accompanied by high satisfaction levels among international visitors regarding Slovenia’s tourism offer, as well as a favourable attitude of the domestic population towards tourism development.
At a press conference held in Ljubljana, Matjaž Han, Minister of the Economy, Tourism and Sport, and Maja Pak Olaj, Director of the Slovenian Tourist Board, outlined the sector’s continued strategic direction, with an emphasis on responsible growth, higher quality, sustainability and long-term resilience.
“Slovenia is an exceptionally beautiful country with welcoming people. As
an attractive tourist destination, however, we are well aware that tourism
development must be sustainable and responsible. In 2025, Slovenia once again
recorded the highest number of tourist arrivals and overnight stays, yet the
development of Slovenian tourism continues to follow the principle of ‘slightly
more, but much better’, as set out in our strategy,” said Matjaž Han.
Matjaž Han, Minister of the Economy, Tourism and Sport
He added that the sector’s performance was the result of targeted measures,
investments and promotion. “The success of our tourism
sector is not coincidental; it is the result of targeted measures, investments
and promotion. In 2025, we completed the largest investment cycle in tourism to
date: EUR 121 million in European and national budget funds supported 119
tourism investment projects with a total value of EUR 278 million. We will
continue to launch calls for funding in the coming year to further develop
Slovenian tourism,” he said.
Maja Pak Olaj highlighted that 2025 confirmed the positive trajectory of Slovenian tourism. “2025 confirms that Slovenian tourism is in good shape and on the right path. Stable, moderate growth and strong partnerships resulted in the highest number of arrivals and overnight stays so far – approximately 7 million arrivals and 17.9 million overnight stays – while maintaining a clear focus on quality and sustainability,” she stated.
Maja Pak Olaj director Slovenian Tourist Board
She noted that growth was not concentrated solely in peak periods or the
most visited destinations, with higher growth recorded during shoulder seasons
and across a broad range of destinations nationwide. According to the Slovenian
Tourist Board, tourism is gradually generating higher added value, reflected in
increased travel exports, higher average visitor spending and strong overall
experience ratings.
A key development in 2025 was the full launch of the National Tourism Information Hub, which provides a comprehensive overview of tourism impacts through 60 economic, environmental and social indicators. The platform is intended to support improved tourism planning and data-driven decision-making.
Looking ahead, Maja Pak Olaj underlined
that the sector is entering 2026 with both ambition and responsibility, with
priorities including attracting more demanding guests, dispersing visitor
flows, advancing digital transformation and strengthening long-term resilience
through close cooperation among tourism stakeholders.
Tags: Slovenian Tourist Board
