The Slovenian Tourist Board’s 2024 strategy focuses on content marketing to promote Slovenia as a boutique, sustainable destination, offering unique, personalized experiences.

Aligned with its strategic vision, the Slovenian Tourist Board (STB) will continue to emphasize content marketing in 2024, leveraging cutting-edge technologies and digital tools. This initiative is key to promoting Slovenia and strengthening its visibility, reputation, and appeal as a tourist destination among specific target audiences.

A newly launched campaign in prominent global online media with wide reach in key markets aims to position Slovenia as a boutique, sustainable, and inspiring destination offering unique and personalized experiences.

Through visually engaging content articles and interactive digital guides, Slovenia will receive prominent exposure in various media platforms. These include Austria’s Der Standard and Kurier; Germany’s Focus and Welt; Italy’s online edition of Corriere della Sera; France’s Le Figaro and Le Monde; the UK’s The Guardian and BBC; and Denmark’s Berlingske and Finland’s Iltalehti in the Nordic markets.

The primary goals of the campaign are to elevate Slovenia’s profile as a boutique, sustainable, and inclusive destination for high-end travelers, while inspiring targeted segments to consider Slovenia as their next travel destination.

In alignment with the 2024 communication theme, Arts and Culture, the campaign also aims to enhance Slovenia’s image as a modern, creative, and culturally rich tourism destination. The STB is collaborating with editors to craft new online stories that highlight Slovenia’s cultural heritage, renowned artists, and year-round cultural events.

This content campaign complements other promotional efforts in target countries, stimulating interest in Slovenia’s key tourism offerings: historical cities, culture—especially with a focus on arts and culture this year—outdoor activities, wellness, and gastronomy. Each article includes links to landing pages and stories on Slovenia.info, offering readers additional insights, tips, and experiences to enhance their future holidays.

One distinctive aspect of this year’s campaign is its dual focus. Alongside showcasing Slovenia’s arts and culture, the campaign also serves as a reactivation. In the second half of 2023, the STB collaborated with these same media outlets to create 55 high-quality articles and landing pages about Slovenia, following the latest content marketing trends. That campaign garnered 63 million views and 186,000 reads. This year’s content comes in a refreshed format, supported by a well-planned media strategy aimed at selected audiences and distributed through established media channels.

By partnering with leading European online media for a campaign running through December, the STB is strategically engaging a segment of discerning travelers seeking diverse and active experiences, personal fulfillment, and tranquility. The campaign appeals to environmentally conscious and responsible visitors who value authenticity and local charm, while encouraging off-season travel and promoting the distribution of tourist flows across all four macro-regions and various destinations in Slovenia.

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