Slovenian Tourist Board (STB) is a major national tourist organisation for:
• planning and performing the promotion of our country as a tourist destination;
• linking the existing products and programmes of national importance and advancing the progress of new ones;
• establishment of the integral tourist information infrastructure;
• executing research and development work.
The STB is the contact and central point in the complex network of the Slovenian tourism which plays a coordinating and linking role between the public, private and civil society. It functions as a marketing, information and analytical tourist centre of the country which uses all the modern methods, approaches, tools and activities of the global marketing of the Slovenian tourist offer.
The STB would like to position Slovenia to position the country as an excellent green, active, and healthy boutique destination for five-star experiences at the crossroads of the Mediterranean, the Alps and the Pannonia Plain with a recognisable and successful tourist brand featuring a strong emotional charge that communicates quality and an individual experience for each guest in Slovenia.
Slovenia is a destination that meets the expectations and wishes of modern tourists. Tourists have been increasingly seeking destinations for unique and authentic experiences, and they also give priority to safer destinations when they make their choice. The increasing awareness of tourists about environmentally friendly tourism is a major trend that is important for Slovenia as a sustainable destination, and this is an area in which Slovenia has a significant competitive edge.
Furthermore, tourism is an industry that contributes greatly to the recognisability of Slovenia, identifying it as a green, active, and healthy country focused on sustainability. Slovenia and Slovenian tourism received numerous awards in 2016. The country was ranked at the top of the lists of the most popular and desired tourist destinations, and it was the subject of the publications of numerous renowned global media outlets. Slovenia was declared the first green country in the world, while Ljubljana was given the title European Green Capital. According to the Environmental Performance Index (EPS), Slovenia was the fifth greenest country in the world, and at the 2016 MITT Moscow exhibition, our country received a special award for its development and promotion as a sustainable destination. The European Association of Travel Agents and Tour Operators declared Slovenia the Preferred Destination of the Year 2016. Slovenia also hosted the annual general meeting of the European Travel Agents' and Tour Operators' Association (ECTAA) and the SITE Executive Summit 2016 in the field of congress activities, and the PATWA organisation awarded Slovenia for being the fastest- developing tourist destination. We reached the very top of lists of the safest countries, and global media stressed that security risks in Slovenia are insignificant. Slovenia was a partner state at the TTG Incontri 2016 tourism exhibition, and it formed a partnership for the 2017 ITB Berlin global tourist exhibition as the “Convention & Culture Partner ITB 2017.”
In addition to having record statistics, 2016 will also go down in the history of Slovenian tourism for the numerous successful and high-profile promotional and development-related activities of the STB.
In 2017, promoting healthy water will remain a central topic, and preparations on the topic of tourism and culture for the 2018/2019 period are intensively under way. The year ahead also marks the 400th anniversary of the Reformation and the year of Jože Plečnik. The STB has also joined the initiative to declare 20 May World Bee Day, so the topic of bees will be included in the promotion of Slovenia in foreign markets.
- Touristic Representations / Tourism Boards