ANNUAL PUBLICATION IN NUMBERS 2018

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1 EDITORIAL

TOURISM IN NUMBERS is a 02 Editorial publication issued annually by the Slovenian Tourist Board. It includes statistical data and analyses which 03 Year in review give an overview of Slovenian tourism in the past year. The main source of information for the publication is 04 Slovenia at a glance statistical data, gathered and published by the Statistical Office of the Republic of Slovenia. 05 International tourism 2018 was another exceptional year for Slovenian tourism. We observed more than 15,6 million overnight stays, which 06 Tourism in Slovenia is 10 % more than in 2017, and almost 6 million tourist arrivals, which represents Macro destinations an 8 % increase compared to the year 09 before. In terms of arrivals and overnight stays, 10 Seasons we have already achieved the goals set in the Strategy for Sustainable Growth of Slovenian Tourism for 2017-2021. 18 Green Scheme of Slovenian Tourism Challenges that remain are raising the inflows from export of travel to 3,7 - 4 billion EUR and extension of the average 19 Digital marketing length of stay to 3,1 - 3,4 days. Tourism in numbers gives a general overview of tourism in Slovenia in 2018, 20 Events and activities but it also portrays its image according to seasons and macro destinations. Structure of visitors and popularity of 21 Key markets destinations change with the seasons – more detailed data can be found in different chapters. 27 Definitions of terms and references

LJUBLJANA, JULY 2019

2 YEAR IN REVIEW

5.933.267 15.694.705 TOTAL +8% TOTAL +10%

4.425.139 11.176.010 2,6 2,71 mrd 12,3% FOREIGN +11% FOREIGN +15% DAYS EUR GROWTH +11,6% 1.508.128 4.518.695 DOMESTIC +0% DOMESTIC +0%

Tourist arrivals and Overnight stays and Average length of stay Inflow related to travel Total contribution growth growth and growth of tourism to GDP

2018, THE FIFTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM

Increase in international tourist arrivals Number and share of employees in tourism sector

57.800 +11% +6,0% +6,0% 6,5% Slovenia Europe World

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

Growth rate Growth 9,1% 7,0% 22,2% Health (spa) +0% Hotels and similar establ. +2,6% Mountain +13,6% 34,5% Camping sites +5,6% 13,9% Seaside +6,9% 53,2% Other +27,7% 28,6% +22,3% 19,2% 12,3% Urban +10,8% 22+29191479 Other +21,2% 54+1333 Municipalities with the highest number Countries with the highest number of overnight of overnight stays stays and growth 2018/2017

1 Ljubljana 2.179.916 1.362.214 +17,4% 2 1.882.383 1.334.061 +1,0% 3 Bled 1.151.831 1.011.136 +3,5% 612.710 +21,6% 527.116 +16,4%

Source: WTTC, 2019 Source: SORS, 2019, the , 2019

3 SLOVENIA AT A GLANCE

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

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, 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 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; (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 – 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,

Top ten municipalities by population

Ljubljana 289.832 110.513 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

Global image of Slovenia

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

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

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

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

4 INTERNATIONAL TOURISM

Arrivals of international tourists in global regions Share of international arrivals by region

51%

5% 24% 15% 5%

Number of arrivals Growth Europe 713 mio +6% Asia-Pacific 343 mio +6% 1,4 mrd North, Central, South America 217 mio +3% Africa 67 mio +7% Growth +6% Middle East 64 mio +10% International tourist arrivals and growth 2018/2017

Increase in arrivals of international tourists

12 10 8 6 4 2 0 Slovenija Svet Evropa S Evropa Z Evropa V Evropa J Evropa Azija Amerika Afrika Bližnji Vzhod Slovenia World Europe N Europe W Europe E Europe S Europe Asia America Africa Middle East

World top tourism spenders, USD

258 bn 135 bn 84 bn 63 bn 41 bn

CHINA USA GERMANY

Source: UNWTO, 2018

5 TURIZEM V SLOVENIJI

Share and growth of tourist Share and growth of arrivals 2018/2017 overnight stays 2018/2017 5.933.267 15.694.705 TOTAL TOTAL 25,4% 28,8%

4.425.139 74,6% 11.176.010 FOREIGN FOREIGN 71,2% Foreign 1.508.128 25+75 4.518.695 29+71 DOMESTIC +0% DOMESTIC +0% +11,0% +15,0% Domestic Tourist arrivals Overnight stays

Source: SORS, 2019

6 TOURISM IN SLOVENIA Accommodation facilities and overnight stays by type of municipality

SEASIDE MOUNTAIN HEALTH (SPA) URBAN OTHER LJUBLJANA municipalities municipalities municipalities municipalities municipalities 3.011.243 4.489.094 3.485.898 1.101.865 1.426.687 2.179.917

21% 31% 36% 31% 47% 36% 59% 45% 40% 16% 66% 63% 63% 3% 10% 1% 59 +10313619% +1945 63+1621 66 +3314713% +134063+136

Hotels and similar establishments Camping sites Other Source: SORS, 2019

Overnight stays of domestic and foreign tourists 2010 - 2018

12.000.000

10.000.000

8.000.000

6.000.000

4.000.000 Foreign

2.000.000

0 Domestic 2010 2011 2012 2013 2014 2015 2016 2017 2018

Arrivals of domestic and foreign tourists 2010 - 2018

5.000.000 4.500.000 4.000.000 3.500.000 3.000.000 2.500.000 2.000.000 Foreign 1.500.000 1.000.000 500.000

0 Domestic 2010 2011 2012 2013 2014 2015 2016 2017 2018

7 TOURISM IN SLOVENIA

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 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 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 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 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 58.885 1,33% 116,08 154.779 1,38% 126,76 from 137.517 3,11% 110,39 376.163 3,37% 116,88 from 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 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 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% / 8 MACRO DESTINATIONS

ALPINE THERMAL PANNONIAN SLOVENIA SLOVENIA

Total arrivals 2018 Total overnight stays 2018 Total arrivals 2018 Total overnight stays 2018 2.017.999 5.128.983 1.112.921 3.642.651 Domestic arrivals 2018 Domestic overnight stays 2018 Domestic arrivals 2018 Domestic overnight stays 2018 406.447 1.080.204 533.439 1.765.700 Foreign arrivals 2018 Foreign overnight stays 2018 Foreign arrivals 2018 Foreign overnight stays 2018 1.611.553 4.048.779 579.483 1.876.951

MEDITERRANEAN & LJUBLJANA & KARST SLOVENIA CENTRAL SLOVENIA

Total arrivals 2018 Total overnight stays 2018 Total arrivals 2018 Total overnight stays 2018 1.350.971 3.758.912 1.290.738 2.778.073 Domestic arrivals 2018 Domestic overnight stays 2018 Domestic arrivals 2018 Domestic overnight stays 2018 394.270 1.273.973 134.627 300.622 Foreign arrivals 2018 Foreign overnight stays 2018 Foreign arrivals 2018 Foreign overnight stays 2018 956.701 2.484.938 1.156.111 2.477.448

Source: SORS, 2019 9 SPRING

2017 1.123.819 Growth 2017 2.714.818 Growth 2018 1.241.060 +10,4% 2018 2.981.438 +9,8%

Arrivals March-May Overnight stays March-May

Overnight stays of domestic tourists Overnight stays of foreign tourists

Type of municipality Type of municipality 9,3% 9,0% 4,6% Health (spa) 389.460 17,3% Health (spa) 358.512 2,5% 9,9% Mountain 147.540 Mountain 517.959 42,9% Seaside 220.944 25,0% Seaside 361.036 24,4% 21,4% Ljubljana 22.893 Ljubljana 443.739 Urban 41.585 Urban 206.549 4316,3% +1624359 Other 83.905 1717,4% +251821109 Other 187.316

Health (spa) Ljubljana Mountain Seaside Urban Other

Source: SORS, 2019

10 SEASONS

Tourist arrivals by type of municipality

Type of municipality March April May Total 11,7% Health (spa) 77.456 78.774 70.124 226.354 18,2% Mountain 77.394 90.384 141.858 309.636 9,3% Seaside 50.088 76.478 89.341 215.907 Ljubljana 59.404 76.583 92.666 228.653 18,4% 25,0% Urban 32.769 38.473 43.960 115.202 Other 36.904 48.159 60.245 145.308 17,4%

Health (spa) Ljubljana Mountain Seaside 18Urban +25+1719912 Other

Number of overnight stays by type of municipality

Type of municipality March April May Total 9,1% Health (spa) 238.991 255.234 253.746 747.971 25,1% Mountain 177.583 185.195 302.722 665.500 8,3% Seaside 138.264 199.861 243.855 581.980 15,7% Ljubljana 115.426 156.454 194.752 466.632 22,3% Urban 77.237 81.988 88.908 248.133 Other 70.256 92.469 108.497 271.222 19,5%

Health (spa) Ljubljana Mountain Seaside 25Urban +22201689 Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Country Number of overnight stays Ljubljana 466.632 Domestic 906.327 Piran 386.079 Austria 270.141 Bled 207.613 Italy 258.351 Moravske Toplice 132.382 Germany 249.271 Kranjska Gora 122.493 Croatia 97.203 Brežice 105.912 Hungary 90.797 Maribor 98.999 Serbia 83.300 87.679 United Kingdom 77.785 85.237 Russian Federation 70.407 Podčetrtek 83.304 Other Asian countries 68.085

Source: SORS, 2019

11 SUMMER

2017 2.300.267 Growth 2017 6.300.933 Growth 2018 2.467.441 +7,3% 2018 6.938.041 +10,1%

Arrivals June-August Overnight stays June-August

Overnight stays of domestic tourists Overnight stays of foreign tourists

Type of municipality Type of municipality 8,9% 9,9% 12,3% 3,1% Health (spa) 561.337 Health (spa) 649.005 1,6% 6,1% 33,3% Mountain 332.244 Mountain 2.026.467 Seaside 562.009 14,7% Seaside 968.008 38,6% 33,4% Ljubljana 26.588 Ljubljana 772.454

Urban 52.358 18,4% Urban 318.493 3319,7% +2033239 Other 149.574 12+391815610 Other 519.508

Health (spa) Ljubljana Mountain Seaside Urban Other

Source: SORS, 2019

12 SEASONS

Tourist arrivals by type of municipality

Type of municipality June July August Total Health (spa) 86.073 100.127 124.468 310.668 12,7% 12,6% 7,4% Mountain 189.599 321.731 362.337 873.667 Seaside 109.779 142.547 150.842 403.168 35,4% 15,6% Ljubljana 101.222 131.210 152.461 384.893 Urban 48.871 63.678 68.801 181.350 16,3% Other 74.046 108.158 131.491 313.695

Health (spa) Ljubljana Mountain Seaside 13Urban +3516713 Other

Number of overnight stays by type of municipality

Type of municipality June July August Total 9,6% Health (spa) 304.161 416.258 489.924 1.210.343 5,4% 17,5% Mountain 439.478 893.255 1.025.977 2.358.710 11,5% Seaside 346.276 574.918 608.821 1.530.015 Ljubljana 196.449 270.551 332.041 799.041 34,0% Urban 105.010 126.677 139.164 370.851 22,0% Other 135.444 235.558 298.079 669.081

Health (spa) Ljubljana Mountain Seaside 17Urban Other+342212510

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Country Number of overnight stays Piran 902.973 Domestic 1.684.109 Ljubljana 799.041 Germany 730.951 Bled 549.740 Italy 502.315 Bohinj 400.870 Netherlands 483.471 Kranjska Gora 343.541 Austria 330.578 Brežice 329.739 289.951 Bovec 319.407 Belgium 252.758 Izola 289.456 Hungary 246.727 Radovljica 198.120 United Kingdom 241.944 Ankaran 192.522 France 210.584

Source: SORS, 2019

13 AUTUMN

2017 1.206.857 Growth 2017 2.911.952 Growth +10,9% 2018 1.337.867 2018 3.349.248 +15,0%

Arrivals September-November Overnight stays September-November

Overnight stays of domestic tourists Overnight stays of foreign tourists

Type of municipality Type of municipality 9,6% 9,1% 15,9% 5,5% Health (spa) 400.697 9,2% Health (spa) 381.744 2,7% Mountain 128.832 Mountain 653.466 42,0% Seaside 255.158 Seaside 373.019 27,3% 22,9% 26,7% Ljubljana 25.240 Ljubljana 547.619 Urban 51.970 Urban 221.347 4213,5% +14263510 Other 91.355 1615,6% +2716239 Other 218. 802

Health (spa) Ljubljana Mountain Seaside Urban Other

Source: SORS, 2019

14 SEASONS

Tourist arrivals by type of municipality

Type of municipality September October November Total 11,3% Health (spa) 76.685 85.075 77.897 239.657 17,9% 9,1% Mountain 201.739 104.380 49.933 356.052 Seaside 101.664 72.708 38.770 213.142 19,1% Ljubljana 106.521 86.718 62.507 255.746 26,6% Urban 49.954 39.455 32.635 122.044 Other 70.343 48.784 32.099 151.226 16,0%

Health (spa) Ljubljana Mountain Seaside 18Urban +271619911 Other

Number of overnight stays by type of municipality

Type of municipality September October November Total 9,1% Health (spa) 267.268 267.375 247.798 782.441 23,4% 8,2% Mountain 459.799 209.973 112.526 782.298 Seaside 316.654 197.825 113.698 628.177 17,1% Ljubljana 232.932 206.237 133.689 572.858 23,4% Urban 99.372 90.908 83.038 273.318 Other 141.611 96.829 71.716 310.156 18,8%

Health (spa) Ljubljana Mountain Seaside 23Urban +24191789 Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Country Number of overnight stays Ljubljana 572.858 Domestic 953.253 Piran 414.909 Germany 312.289 Bled 273.465 Austria 276.801 Moravske Toplice 145.485 Italy 261.705 Brežice 127.746 Croatia 107.888 Kranjska Gora 125.643 United Kingdom 99.386 Maribor 112.275 USA 94.984 Bohinj 105.796 Other Asian countries 88.385 Izola 102.046 Serbia 86.340 Podčetrtek 89.821 Hungary 86.096

Source: SORS, 2019

15 WINTER

2017 872.341 2017 2.280.843 Growth Growth 2018 886.901 +1,7% 2018 2.425.978 +6,4%

Arrivals December-February Overnight stays December-February

Overnight stays of domestic tourists Overnight stays of foreign tourists

6,7% Type of municipality Type of municipality 4,9% 7,7% 3,8% Health (spa) 417.702 11,1% 22,6% Health (spa) 327.441 Mountain 274.535 Mountain 408.051 13,6% 42,8% Seaside 132.419 Seaside 138.653 Ljubljana 37.800 20,9% Ljubljana 303.583 Urban 47.745 28,1% Urban 161.818 9,6% 4228,2% +2814457 Other 64.807 23+281020118 Other 111.423

Health (spa) Ljubljana Mountain Seaside Urban Other

Source: SORS, 2019

16 SEASONS

Tourist arrivals by type of municipality

Type of municipality December January February Total 9,1% Health (spa) 78.675 80.377 73.536 232.588 10,0% Mountain 75.108 78.791 80.207 234.106 26,2% Seaside 38.422 26.502 32.332 97.256 17,3% Ljubljana 71.667 43.966 37.937 153.570 Urban 31.609 27.226 29.675 88.510 11,0% 26,4% Other 32.197 23.724 24.950 80.871

Health (spa) Ljubljana Mountain Seaside 26Urban +271117109 Other

Number of overnight stays by type of municipality

Type of municipality December January February Total 7,3% Health (spa) 245.035 266.303 233.806 745.144 8,6% 30,7% Mountain 200.811 235.165 246.611 682.587 Seaside 108.424 73.762 88.886 271.072 14,1% Ljubljana 169.677 87.576 84.130 341.383 11,2% Urban 79.734 60.497 69.332 209.563 28,1% Other 72.442 51.222 52.565 176.229

Health (spa) Ljubljana Mountain Seaside 30Urban +28111597 Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Country Number of overnight stays Ljubljana 341.383 Domestic 975.008 Kranjska Gora 237.085 Italy 311.690 Piran 178.421 Croatia 214.634 Bled 121.013 Austria 133.616 Brežice 116.605 Serbia 109.737 Moravske Toplice 113.577 Germany 69.703 Zreče 107.594 Hungary 61.291 Maribor 88.915 Bosnia and 51.680 Podčetrtek 81.322 Herzegovina Laško 63.801 United Kingdom 51.472 Russian Federation 48.599

Source: SORS, 2019

17 GREEN SCHEME OF SLOVENIAN TOURISM

48 DESTINATIONS 34 ACCOMMODATION PROVIDERS H 4 NATURAL PARKS MORAVSKE TOPLICE Hotel 2 TOURISTS AGENCIES Mond SVETA ANA LENART RAZKRIŠKI KOT RADLJE OB DRAVI A MARIBOR LJUTOMER SLOVENJ KRANJSKA GORA GRADEC Hotel Bioterme Design rooms Hotel Atrij Superior ROGLA - Pohorje Mala Nedelja Pr’ Gavedarjo Krajinski park T Hotel Natura Ramada Resort Camp Špik Eco boutique hotel Logarska Dolina Camp Menina Rogla Kranjska Gora BLED A.M.S. Beagle Farm Stay VELENJE Urška Stranice Farm Stay Triglav Vila Mila Marjanca Camp Koren National park Hotel Savica AVSKO Kobarid LJUBNO Hotel Park - Terme Dobrna Vila Hotel Hotel Vita - Terme Dobrna Angelina Eco camp Alpik Astoria Bled Terme Snovik Korita Chalets OB SAVINJI ROGAŠKA BOHINJ ŠKOFJA CELJE SLATINA CRO Camp LOKA KAMNIK ŽALEC Danica LAŠKO ŠENTJUR KANAL CERKNO BLAGAJEVA LITIJA IN ŠMARTNO DEŽELA PRI LITIJI RTEK BRDA LJUBLJANA Thermana park Country Laško IDRIJA Estate B&B Hotel Kozjansko Trnulja Ljubljana Park Regional Park The Green Scheme of NOVA Saksida SEVNICA GORICA Hostel Slovenian Tourism is a tool Celica BREŽICE VIPAVA Accommodation VALLEY Kogoj and a certification programme ŠMARJEŠKE KOSTANJEVICA KOMEN Hotel TOPLICE NA KRKI developed at the national level MIREN St. Daniel KRAS POSTOJNA NOVO that brings together all efforts MESTO SEŽANA directed towards the sustainable DIV Camp Jezero ITA development of tourism in Slovenia, Škocjan Caves Hostel Regional Park Bearlog Camping offers tools to destinations and Bela krajina service providers that enable them HRPELJE-KOZINA REGION to evaluate and improve their Holiday houses in BELA KRAJINA Slovenian sustainability endeavours and KOPER promotes these endeavours through the SLOVENIA GREEN brand.

Destinations

Ljubljana, Podčetrtek, Bled, Rogaška Slatina, Idrija, Radlje ob Dravi, Nova Gorica, Maribor, Žalec, Celje, Velenje, Kočevsko, Blagajeva Komen, Miren Kras, Kamnik, Laško. Brda, Kranjska Gora, Ptuj, Slovenj Gradec, dežela, Ljutomer, Litija in Šmartno pri Litiji, Bela krajina, Vipavska Valley, Logarska Valley, Sežana, Divača, Razkriški kot, Kostanjevica Solčava region, Šentjur, Novo mesto, Bohinj, na Krki, Moravske Toplice, Ljubno, Rečica Škofja Loka, Sevnica, Šmarješke Toplice, ob Savinji, Kanal ob Soči, Cerkno, Rogla - Koper, Hrpelje-Kozina, Lenart, Sveta Ana, Pohorje. Brežice, Postojna.

Accommodation providers Parks Agencies

TRAVEL AGENCY

Hotel Thermana Park Laško, Kamp Koren , Kozjansko Regional Visit GoodPlace and Roundabout travel. Kobarid, Terme Snovik, Urška Tourist Farm, Park, Škocjan Caves Regional Park, Logar Country estate Trnulja, B&B Hotel Ljubljana Valley Landscape Park. 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 In the process of evaluation hotel A.M.S. Beagle, Hotel Atrij Superior Tržič, Radol’ca, Bovec, Kobarid, Tolmin, Dolenjske Toplice, Cerklje na Gorenjskem, Zeleni Kras. 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. Source: Slovenia.info portal, 2019

18 DIGITAL MARKETING

Visitor frequency to the official Slovenian tourism portal Source: Google Analytics, 2018

2.483.298 49,7% 166 14 1.278 5.744.793

Number of Share of views via Number of new Number of digitised Number of new unique users and mobile devices stories publication photographs in page views the media library

Social media activities Source: Google Analytics, 2018; SocialBakers, 2018

3.821 3.305.622 1.455.573 557.252 149.509

Total number of Total Total Number of Number of posts number of number of followers on followers on interactions followers Facebook Instagram

Digital campaigns

Slovenia. Two million reasons why Visit for a day, Make new memories. we feel Slovenia remember for a lifetime

Source: Slovenian Tourist Board, 2017; SocialBakers, 2018

19 EVENTS & ACTIVITIES

Important activities

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

Slovenian Incoming Workshop 2018

175 REPRESENTATIVES OF FOREIGN BUSINESSES

230 REPRESENTATIVES OF SLOVENIAN TOURISM SECTOR

Projects Eurosport European projects

2 AWARDS FOR INNOVATION SNOVALEC 10,6 MILLION VIEWS OF AWARD FOR INNOVATION TOUR OF SLOVENIA RACE EDEN SEJALEC European Destinations of Excellence 700.000 FOLLOWERS 9 SLOVENIA UNIQUE EXPERIENCES HACKATHON

Awards for Slovenian Tourist Board Source: Eurosport 2018

Title of the best sustainable Title of European Region of Best in Wellness at WTM Virtuoso, the leading global destination in Europe and one Gastronomy 2021 which is London for Healthy Waters association in luxury and of ten best in the world. ITB Best awarded by the international campaign. boutique travel and tourism of Europe 2018. institute IGCAT. industry, nominated STB for tourism organization of the year.

Source: Slovenian Tourist Board, 2019

20 KEY MARKETS

ITALY - 12% OF OVERNIGHT STAYS, 1% GROWTH

Urban consumers 1 20,0% 4.923.623 MOUNTAINS 598.826 1.334.061 GASTRONOMY Green explorers Arrivals Overnight stays OUTDOOR 17,1% 4.221.262 2 HEALTH & WELL-BEING Sociable foodies CULTURE 2,2 143 SUN & SEA 12,2% 3.004.703 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

100.000

90.000

80.000

70.000

60.000

50.000

40.000

30.000

20.000

10.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

1.600.000 10,9% 18,8% 1.400.000 1.200.000 11,8% 1.000.000 16,4% 800.000 21,3% 600.000 20,8% 400.000 200.000 0 Health19 (spa) Ljubljana +16211211 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Seaside Urban Mountain Other Arrivalsprihodi Overnightprenočitve stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

21 KEY MARKETS

GERMANY - 12% OF OVERNIGHT STAYS, 17% GROWTH

Green explorers 1 17,2% 5.879.195 MOUNTAINS 506.080 1.362.214 GASTRONOMY Urban consumers Arrivals Overnight stays OUTDOOR 17,0% 5.805.746 2 HEALTH & WELL-BEING Beauty & indulgence lovers CULTURE 2,7 86 TOURING 15,3% 5.212.283 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

180.000

160.000

140.000

120.000

100.000

80.000

60.000

40.000

20.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

1.600.000 5,6% 8,2% 1.400.000 11,5% 10,8% 1.200.000 1.000.000 19,7% 800.000

44,2% 600.000 400.000 200.000 0 Health8 (spa) Ljubljana +1144206 2008 2010 2012 2014 2016 2018 2020 Seaside Urban prihodi prenočitve Mountain Other Arrivals Overnight stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

22 KEY MARKETS

AUSTRIA - 9% OF OVERNIGHT STAYS, 4% GROWTH

Beauty & indulgence lovers 1 22,4% 827.715 HEALTH & WELL-BEING 381.709 1.011.136 GASTRONOMY Urban consumers Arrivals Overnight stays OUTDOOR 19,4% 716.841 2 MOUNTAINS Green explorers CULTURE 2,6 91 TOURING 15,7% 577.759 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

60.000

50.000

40.000

30.000

20.000

10.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

1.200.000 3,9% 5,8% 6,9% 1.000.000

800.000 36,0% 35,0% 600.000

400.000 12,3% 200.000

0 Health6 (spa) Ljubljana +35123674 2008 2010 2012 2014 2016 2018 2020 Seaside Urban Mountain Other Arrivalsprihodi Overnightprenočitve stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

23 KEY MARKETS

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

Urban consumers 1 19,2% 4.833.092 MOUNTAINS 163.997 470.587 GASTRONOMY Green explorers Arrivals Overnight stays CULTURE 13,6% 3.420.872 2 OUTDOOR Beauty & indulgence lovers TOURING 2,9 102 HEALTH & WELL-BEING 13,4% 3.373.108 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

60.000

50.000

40.000

30.000

20.000

10.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

500.000 4,4% 3,0% 3,9% 450.000 400.000 350.000 27,3% 54,8% 300.000 250.000 200.000 6,5% 150.000 100.000 50.000 Health4 (spa) Ljubljana +5572734 0 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Seaside Urban Mountain Other Arrivalsprihodi Overnightprenočitve stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

24 KEY MARKETS

FRANCE - 3% OF OVERNIGHT STAYS , 28% GROWTH

Urban consumers 1 20,3% 4.634.723 GASTRONOMY 148.166 339.177 CULTURE Green explorers Arrivals Overnight stays TOURING 17,4% 3.968.518 2 MOUNTAINS Sociable foodies OUTDOOR 2,3 102 HEALTH & WELL-BEING 9,5% 2.170.666 Average length of Consumption (EUR/day) Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

50.000

45.000

40.000

35.000

30.000

25.000

20.000

15.000

10.000

5.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

400.000 6,3% 13,5% 350.000

6,6% 300.000 33,8% 250.000 200.000 26,2% 150.000 13,5% 100.000 50.000 0 Health6 (spa) Ljubljana +341326714 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Seaside Urban prihodi prenočitve Mountain Other Arrivals Overnight stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

25 KEY MARKETS

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

Forever young 1 16,2% 4.306.013 HEALTH & WELL-BEING 62.845 298.443 GASTRONOMY Sociable foodies Arrivals Overnight stays SUN & SEA 16,0% 4.243.071 2 TOURING Green explorers CULTURE 4,8 351 MOUNTAINS 14,8% 3.932.358 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2018

20.000

18.000

16.000

14.000

12.000

10.000

8.000

6.000

4.000

2.000

0 1 2 3 4 5 6 7 8 9 10 11 12

Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by type of Trend of arrivals and overnight stays municipality 2018 of tourists 2009 - 2018

3,1% 400.000 5,3% 350.000 12,7% 300.000 42,9% 250.000 200.000 23,0% 150.000 12,9% 100.000 50.000 0 Health43 (spa) Ljubljana +132353 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Seaside Urban Mountain Other Arrivalsprihodi Overnightprenočitve stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019

26 DEFINITIONS OF TERMS AND REFERENCES

Basic definitions of terms

Tourism is a combination of Tourist is a person who travels Overnight stay denotes every Tourist arrivals to an activities of people who travel due to their free time, relaxation night which a tourist actually accommodation facility are and stay in a place outside their and business, or reasons other spends at an accommodation defined with a number of everyday environment to spend than making profit (a tourist facility (overnight or only persons arriving to the their free time, for relaxation, does not receive payment, spends some time there) or accommodation facility and business or other reasons for award), and stays at least one if only checked-in (person’s checking in. Arrivals include all no less than one day (with at night (but not more than 365 physical presence is not persons irrespective of their age least one overnight stay) and no times consecutively) in necessary). (including children whose more than one year (365 days) a catering or any other accommodation is free of without interruption. accommodation facility in a charge). place outside of their everyday environment.

Sources of content

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.info Republic of Slovenia, Ministry of Economic Development and Technology, 2017. Strategy for the Sustainable Growth of Slovenian Tourism for 2017-2021. 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.

Images Media Library STB. Found in May 2019.

Abbreviations

SORS Statistical Office of the Republic of Slovenia

UNWTO UN World Tourism Organization

STB Slovenian Tourist Board

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Published: Slovenian Tourist Board Editor: Ana Špik Design: Marketinške storitve, Svetlana Melechikhina Pleško s.p. Photos: Media library STB/May 2019

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