ANNUAL PUBLICATION TURISM IN NUMERS 2019

ifeelsEnia myway

www..info 1 2 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 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 3 KAZALO

03 Editorial

05 Year in review

06 Slovenia at a glance

07 International tourism

09 Tourism in Slovenia

11 Macro destinations

13 Seasons

20 Green Scheme of Slovenian Tourism

21 Digital marketing

22 Events and activities

23 Key markets

31 Definitions of terms and references

4 YEAR IN REVIEW 2019

6.229.573 15.775.331 TOTAL +5,0% TOTAL+0,5%

4.701.878 11.370.766 2,5 2,75 mrd 5,3 % FOREIGN +6,3% FOREIGN+1,7% DAYS EUR GROWTH +1,5% 1.527.695 4.404.565 DOMESTIC +1,3% DOMESTIC -2,5%

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

2019, THE SIXTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM

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

58.730 +6,3% +4,0% +4,0% 6,5% Slovenia Europa World

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

Growth Growth 8,9% 6,6% 21,8% Health (spa) -1,2 % Hotels and similar -1,0% establish. Mountain + 3,3 % 34,7% 14,1% Camping sites +5,3% Seaside + 0,2 % 52,4% Other +1,0% 29,4% +2,2 % 19,1% 12,9% Urban -5,3 % 22+29191479 Other -1,4 % 54+1333 Municipalities with the highest Countries with the highest number of overnight number of overnight stays stays and growth 2019/2018

1 Ljubljana 2.227.669 1.522.057 +11,7% 1.278.454 -4,2% 2 1.874.462 1.011.682 0% 583.274 -4,8% 3 Bled 1.132.574 538.140 +2,1%

Source: UNWTO Global tourism dashboard, UNWTO International tourism highlights 2019; SORS, 2020; the , 2020 5 SLOVENIA AT A GLANCE

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

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 1.855,25 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 – 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 294.113 112.095 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

Global image of Slovenia

The Travel & Tourism Competitiveness Index (WEF):rank 36/136 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 2019; WEF, 2019 6 INTERNATIONAL TOURISM

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

51%

4% 25% 15% 5%

Number of arrivals Growth Europe 742 mio +4% Asia-Pacific 364 mio +5% 1,46 mrd North, Central, South America 220 mio +2% Africa 71 mio +4% Growth +4% Middle East 64 mio +8% Primerjava rasti mednarodnih prihodov International tourist arrivals and growth 2019/2018 9%

8%Increase in arrivals of international tourists

7%

6%6%

5%5%

4%4%

3%3%

2%2%

1%1%

0%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

277 bn 144 bn 94 bn 76 bn 48 bn

CHINA USA GERMANY

International expenditure on tourism Source: UNWTO, 2020 7 TURIZEM V SLOVENIJI

Share and growth of tourist Share and growth of arrivals 2019/2018 overnight stays 2019/2018 6.229.573 15.775.331 TOTAL TOTAL 24,5% 27,9%

4.701.878 75,5% 11.370.766 FOREIGN FOREIGN 72,1% Foreign 1.527.695 25+75 4.404.565 29+71 DOMESTIC +1,3% DOMESTIC -2,5% +6,3% +1,7% Domestic Tourist arrivals Overnight stays

Source: SORS, 2020 8 TOURISM IN SLOVENIA

Share of beds by type of municipality Share of beds by by type of accommodation facilities Number of beds Number of beds Health (spa) 27.723 Hotels and similar 60.438 14,7% 14,4% establish. Mountain 64.116 7,6% 49,6% Camping sites 36.373 Seaside 31.494 Other 95.325 13,5% 33,4% Ljubljana 25.905 +31,5% Total 192.136 Urban 14.692 18,9% 16,4% 14+331614815 Other 28.206 50+2030

Overnight stays of domestic and foreign tourists 1989 - 2019

20.000.000 Total

15.000.000

10.000.000 Foreign

5.000.000

0 Domestic 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 Sk upaj

Arrivals of domestic and foreign tourists 1989 - 2019 7.000.000 6.000.000 Total 5.000.000 4.000.000 3.000.000 Foreign 2.000.000 1.000.000 0 Domestic 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 Sk upaj

9

Index Overnight Index Country Tourist arrivals 2019 Share (%) Share (%) 2019/2018 stays 2019 2019/2018 from Austria 396.464 8,43% 103,87 1.011.682 8,90% 100,05 from 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 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 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 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 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 64.765 1,38% 109,99 164.025 1,44% 105,97 from 144.753 3,08% 105,26 379.755 3,34% 100,95 from 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 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 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

10 MACRO DESTINATIONS

THERMAL PANNONIAN ALPINE SLOVENIA SLOVENIA

Total arrivals 2019 Total overnight stays 2019 Total arrivals 2019 Total overnight stays 2019 2.214.854 5.459.708 1.193.346 3.701.669 Domestic arrivals 2019 Domestic overnight stays 2019 Domestic arrivals 2019 Domestic overnight stays 2019 440.646 1.134.059 550.397 1.737.105 Foreign arrivals 2019 Foreign overnight stays 2019 Foreign arrivals 2019 Foreign overnight stays 2019 1.774.208 4.325.649 642.949 1.964.564

MEDITERRANEAN & LJUBLJANA & KARST SLOVENIA CENTRAL SLOVENIA

Total arrivals 2019 Total overnight stays 2019 Total arrivals 2019 Total overnight stays 2019 1.396.995 3.744.602 1.424.378 2.869.352 Domestic arrivals 2019 Domestic overnight stays 2019 Domestic arrivals 2019 Domestic overnight stays 2019 395.548 1.242.840 141.104 290.561 Foreign arrivals 2019 Foreign overnight stays 2019 Foreign arrivals 2019 Foreign overnight stays 2019 1.001.447 2.501.762 1.283.274 2.578.791 Source: SORS, 2020 11 SPRING

2018 1.241.060 Growth 2018 2.981.438 Growth 2019 1.294.612 +4,3% 2019 3.020.355 +1,4%

Arrivals March-May Overnight stays March-May

Consumption of domestic and foreign tourists

Domestic 42 EUR/day Foreign 178 EUR/day

Data from the Survey on Tourism Travels of Domestic Data from the Survey on Foreign Tourists, Population, 2nd quarter (April - June) April - May Overnight stays of domestic tourists Overnight stays of foreign tourists

Domestic Foreign 9,0% 9,1% 4,3% Health (spa) 376.420 18,2% Health (spa) 385.801 2,6% 9,2% Mountain 149.903 Mountain 505.839 42,0% Seaside 227.187 Seaside 359.128 25,4% 22,8% 23,8% Ljubljana 22.918 Ljubljana 484.513 Urban 38.659 Urban 196.180 4216,7% +1726249 Other 80.417 1716,9% +251821109 Other 193.390 Health (spa) Mountain Seaside Ljubljana Urban Other

Source: SORS, 2020 12 SEASONS

Tourist arrivals by type of municipality

Type of municipality March April May Total 12,0% Health (spa) 77.709 78.968 74.342 231.019 17,8% Mountain 73.547 103.487 133.788 310.822 9,0% Seaside 57.527 82.293 82.787 222.607 20,0% 24,0% Ljubljana 63.611 96.203 99.016 258.830 Urban 32.442 38.926 45.543 116.911 17,2% Other 36.344 53.613 64.466 154.423 18+25+1719912 Health (spa) Mountain Seaside Ljubljana Urban Other

Number of overnight stays by type of municipality

Type of municipality March April May Total 9,1% Health (spa) 243823 263961 254437 762.221 7,7% 25,2% Mountain 176675 207282 271785 655.742 Seaside 146359 223621 216335 586.315 16,8% Ljubljana 123148 184702 199581 507.431 21,7% Urban 67114 80318 87407 234.839 19,4% Other 68084 95237 110486 273.807 25+22201689 Health (spa) Mountain Seaside Ljubljana Urban Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Number of Country Share overnight stays Ljubljana 507.431 Domestic 895.504 29,6% Piran 398.309 Italy 288.414 9,5% Bled 222.203 Austria 255.455 8,5% Moravske Toplice 133.971 Germany 225.032 7,5% Kranjska Gora 126.315 Croatia 98.346 3,3% Brežice 125.624 Serbia 88.588 2,9% Hungary 86.204 2,9% Maribor 96.000 Other Asian Countries 79.448 2,6% 91.743 United Kingdom 78.689 2,6% Podčetrtek 84.346 Russian Federation 77.071 2,6% Bohinj 84.046 Other 847.604 28,1%

Source: SORS, 2020 13 SUMMER

2018 2.467.441 Growth 2018 6.938.041 Growth 2019 2.650.573 +7,4% 2019 7.124.480 +2,7%

Arrivals June-August Overnight stays June-August

Consumption of domestic and foreign tourists

Domestic 38 EUR/day Foreign 97 EUR/day

Data from the Survey on Tourism Travels of Domestic Data from the Survey on Foreign Tourists, Population, 3rd quarter (July - September) July - August Overnight stays of domestic tourists Overnight stays of foreign tourists

Domestic Foreign 8,6% 9,6% 11,0% 2,8% Health (spa) 538.286 5,8% Health (spa) 606.571 1,3% 33,4% Mountain 325.368 Mountain 2.214.660 Seaside 545.786 15,1% Seaside 1.009.181 33,8% Ljubljana 20.647 40,2% Ljubljana 831.729 Urban 44.774 18,3% Urban 318.912 20,2% 33+2033239 Other 139.061 12+391815610 Other 529.505 Health (spa) Mountain Seaside Ljubljana Urban Other

Source: SORS, 2020 14 SEASONS

Tourist arrivals by type of municipality

Type of municipality June July August Total Health (spa) 82.568 93.858 121.178 297.604 12,7% 11,2% 7,3% Mountain 231.148 340.206 395.989 967.343 Seaside 119.858 142.705 159.942 422.505 36,5% 16,3% Ljubljana 112.484 149.123 171.080 432.687 Urban 54.604 62.660 75.712 192.976 15,9% Other 82.180 111.763 143.515 337.458 13+3516713 Health (spa) Mountain Seaside Ljubljana Urban Other

Number of overnight stays by type of municipality

Type of municipality June July August Total 9,4% Health (spa) 288.858 384.279 471.720 1.144.857 5,1% 16,1% Mountain 532.515 932.961 1.074.552 2.540.028 12,0% Seaside 366.951 572.246 615.770 1.554.967 Ljubljana 217.019 300.225 335.132 852.376 35,7% Urban 104.612 121.045 138.029 363.686 21,8% Other 146.727 229.581 292.258 668.566 17+342212510 Health (spa) Mountain Seaside Ljubljana Urban Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Number of Country Share overnight stays Piran 901.843 Domestic 1.613.922 22,7% Ljubljana 852.376 Germany 881.285 12,4% Bled 551.448 Italy 476.011 6,7% Bohinj 437.101 Netherlands 471.382 6,6% Kranjska Gora 368.536 350.754 4,9%

Bovec 354.261 Austria 349.810 4,9%

Brežice 313.014 Hungary 270.507 3,8% Belgium 259.162 3,6% Izola 299.293 France 243.897 3,4% Radovljica 235.417 United Kingdom 230.875 3,2% Ankaran 192.140 Other 1.976.875 27,7%

Source: SORS, 2020 15 AUTUMN

2018 1.337.867 Growth 2018 3.349.248 Decrease +2.9% -3,6% 2019 1.377.209 2019 3.228.718

Arrivals September-November Overnight stays September-November

Consumption of domestic and foreign tourists

Domestic 46 EUR/day Foreign 157 EUR/day

Data from the Survey on Tourism Travels of Domestic Data from the Survey on Foreign Tourists, Population, 4th quarter (October - December) September - October Overnight stays of domestic tourists Overnight stays of foreign tourists

Domestic Foreign 9,0% 9,2% Health (spa) 403.742 Health (spa) 376.801 4,3% 8,8% 16,3% 2,7% Mountain 126.856 Mountain 624.329 43,8% Seaside 244.608 Seaside 373.921 26,5% 27,1% Ljubljana 24.481 22,4% Ljubljana 517.649 Urban 39.468 Urban 201.961 4213,8% +14263510 Other 82.969 1616,2% +2716239 Other 211.933 Health (spa) Mountain Seaside Ljubljana Urban Other

Source: SORS, 2020 16 SEASONS

Tourist arrivals by type of municipality

Type of municipality September October November Total 11,7% Health (spa) 72.554 88.186 77.590 238.330 17,3% 9,0% Mountain 205.159 115.313 45.187 365.659 Seaside 103.955 75.514 37.064 216.533 19,8% Ljubljana 113.942 92.948 65.131 272.021 26,6% Urban 50.676 40.830 31.983 123.489 Other 76.453 51.497 33.227 161.177 1815,7% +271619911 Health (spa) Mountain Seaside Ljubljana Urban Other

Number of overnight stays by type of municipality

Type of municipality September October November Total 9,1% Health (spa) 254.329 276.448 249.766 780.543 24,2% 7,5% Mountain 433.472 227.133 90.580 751.185

Seaside 317.020 199.257 102.252 618.529 16,8% Ljubljana 229.044 187.190 125.896 542.130 23,3% Urban 89.597 82.602 69.230 241.429 Other 133.162 96.665 65.075 294.902 2319,2% +24191789 Health (spa) Mountain Seaside Ljubljana Urban Other

Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Number of Country Share overnight stays Ljubljana 542.130 Domestic 922.124 28,6% Piran 406.225 Germany 351.162 10,9% Bled 246.377 Austria 264.430 8,2% Moravske Toplice 139.412 Italy 236.078 7,3% Kranjska Gora 129.645 Croatia 109.788 3,4% Brežice 121.557 USA 92.197 2,9% Other Asian Countries 88.969 2,8% Bohinj 111.727 United Kingdom 88.663 2,7% Maribor 102.043 Serbia 84.056 2,6% Izola 98.723 Czech Republic 77.507 2,4% Podčetrtek 93.665 Other 913.744 28,3%

Source: SORS, 2020 17 WINTER

2018 886.901 2018 2.425.978 Growth Decrease 2019 907.179 +2,3% 2019 2.401.778 -1%

Arrivals December-February Overnight stays December-February

Consumption of domestic and foreign tourists

Domestic 48 EUR/day Foreign 138 EUR/day

Data from the Survey on Tourism Travels of Domestic Data from the Survey on Foreign Tourists, Population, 1st quarter (January - March) December - January Overnight stays of domestic tourists Overnight stays of foreign tourists

Domestic Foreign 6,3% 7,6% 3,9% Health (spa) 418.129 Health (spa) 339.269 11,6% 3,1% 23,7% Mountain 290.606 Mountain 398.470 13,8% 43,0% Seaside 134.686 Seaside 121.570 Ljubljana 30.209 20,7% Ljubljana 295.523 Urban 38.104 27,9% Urban 165.836 8,5% 4229,9% +2814457 Other 61.281 23+281020118 Other 108.095 Health (spa) Mountain Seaside Ljubljana Urban Other

Source: SORS, 2020 18 SEASONS

Tourist arrivals by type of municipality

Type of municipality December January February Total 9,4% Health (spa) 74.652 88.852 79.689 243.193 9,5% 26,8% Mountain 72.434 90.003 71.537 233.974 Seaside 20.581 36.340 37.223 94.144 18,1% Ljubljana 44.095 43.697 76.574 164.366 Urban 26.931 28.668 31.015 86.614 10,4% 25,8% Other 26.460 27.461 30.967 84.888 26+271117109 Health (spa) Mountain Seaside Ljubljana Urban Other

Number of overnight stays by type of municipality

Type of municipality December January February Total 7,1% Health (spa) 247.612 268.117 241.669 757.398 8,5% 31,5% Mountain 235.176 276.482 177.418 689.076 Seaside 62.384 97.033 96.839 256.256 13,6% Ljubljana 93.427 89.222 143.083 325.732 10,7% Urban 65.790 70.514 67.636 203.940 28,7% Other 54.036 56.787 58.553 169.376 30+28111597 Health (spa) Mountain Seaside Ljubljana Urban Other

Foreign 138 EUR/day Highest number of overnight stays Overnight stays by country

Municipality Number of overnight stays Number of Country Share Ljubljana 325.732 overnight stays Domestic 973.015 40,5% Kranjska Gora 246.453 Italy 277.951 11,6% Piran 168.085 Croatia 220.764 9,2% Brežice 126.674 Austria 141.987 5,9% Moravske Toplice 116.932 Serbia 109.587 4,6% Bled 112.546 Germany 64.578 2,7% Hungary 63.862 2,7% Zreče 112.526 Bosnia and Herzegovina 52.045 2,2% Maribor 94.716 United Kingdom 46.106 1,9% Bohinj 91.220 Russian Federation 45.670 1,9% Podčetrtek 90.362 Other 406.213 16,9%

Source: SORS, 2020 19 GREEN SCHEME OF SLOVENIAN TOURISM

53 DESTINATIONS 46 ACCOMMODATION PROVIDERS 4 NATURAL PARKS 2 TOURISTS AGENCIES 1 TOURIST ATTRACTION

The Green Scheme of Slovenian Tourism is a tool and a certification programme developed at the national level that brings together all efforts directed towards the sustainable development of tourism in Slovenia, offers tools to destinations and service providers that enable them to evaluate and improve their sustainability endeavours and promotes these endeavours through the SLOVENIA GREEN brand.

Destinations Accommodation providers Parks

PARK

Ljubljana, Podčetrtek, Bled, Rogaška Slati- Hotel Thermana Park Laško, Kamp Koren , Kozjansko Regional na, Komen, Miren Kras, Kamnik, Laško, Bela Kobarid, Terme Snovik, Turistična kmetija Park, Škocjan Caves Regional Park, Logar krajina, Brda, Kranjska Gora, Nova Gori- Urška, Posestvo Trnulja, Ortenia-apartmaji Valley Landscape Park. ca, Dolina Soče, Radovljica. v naravi, B&B Hotel Ljubljana Park, Sobe Agencies z zgodbo Pr’ Gavedarjo, Hotel St. Daniel Štanjel, Hotel Savica, Hotel Astoria

Bled, Hotel Bioterme Mala Nedelja, Ramada TRAVEL AGENCY Resort Kranjska Gora, Hiške slovenske Idrija, Radlje ob Dravi, Vipavska dolina, Lo- Istre, Turistična kmetija Marjanca, Eco Roundboat Travel, Visit GoodPlace. garska dolina Solčavsko, Šentjur, Novo mes- boutique hotel A.M.S. Beagle, Hotel Atrij to, Bohinj, Škofja Loka, Sevnica, Šmarješke Superior Terme Zreče, Hotel Natura Attractions Toplice, Koper, Hrpelje-Kozina, Lenart, Sveta Rogla, Hotel Vita - Terme Dobrna, Vila Ana, Brežice, Postojna, Velenje. Mila, Vila Angelina, Hotel Mond, Hostel Bearlog, Kamp Menina, Prenočišča Kogoj, Hostel Celica, Saksida, ALPIK Klet Brda. Chalets, Camp Jezero Kočevsko, Hotel Žalec, Celje, Kočevsko, Blagajeva Park - Terme Dobrna, Camp Špik, Camp In the process of evaluation dežela, Ljutomer, Litija in Šmartno Danica, Camping Bela Krajina, Camp pri Litiji, Sežana, Divača, Razkriški Korita, Oštarija Herbelier, Hotel Kranj, Murska Sobota, Izola, Gorenja vas kot, Kostanjevica na Krki, Moravske Maribor, Penzion Mirjam, Turistična kmetija Poljane, Renče - Vogrsko. Toplice, Ljubno, Rečica ob Savinji, Kanal Želinc, Eco Chalet Astra Montana, Hotel ob Soči, Cerkno, Rogla - Pohorje, Slovenj Lipa, Hotel Sabotin, Alma Vista, Hotel Gradec, Maribor, , Luče, Tržič, Cerklje na San Martin, B&B Woodhouse, Nebesa Gorenjskem. Chalets, Sunrose 7. Source: Slovenia.info portal, 2020 20 DIGITAL MARKETING

Visitor frequency to the official Slovenian tourism portal Source: Google Analytics, 2019

2.612.388 70 61,8% 55 15 2.212 6.639.781

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

Social media activities Source: Google Analytics, 2020; SocialBakers, 2020

6.607 3.434.837 1.668.493 567.677 192.618

Total number of Total Total Number of Number of posts number of number of followers on followers on interactions followers Facebook Instagram Digital campaign MY WAY in 16 countries

Source: Slovenian Tourist Board, 2020; SocialBakers, 2020 21 EVENTS & ACTIVITIES

Important activities

52 BUSINESS EVENTS AND FAIRS

18 WORKSHOPS AND PRESENTATIONS ON FOREIGN MARKETS

7 INCOMING WORKSHOPS IN SLOVENIA

28 WORKSHOPS ABROAD

122 ORGANIZED STUDY TRIPS FOR 376 FOREIGN JOURNALISTS

Slovenian Incoming Workshop 2019

175 REPRESENTATIVES OF FOREIGN BUSINESSES

230 REPRESENTATIVES OF SLOVENIAN TOURISM SECTOR

Projects Eurosport European projects

2 AWARDS FOR INNOVATION SNOVALEC EDEN 10,6 MILLION VIEWS OF 1 NEW AWARD FOR INNOVATION European Destinations of Excellence TOUR OF SLOVENIA RACE SEJALEC Selected and promotional EDEN 12 5* EXPERIENCES 700.000 FOLLOWERS project MICHELIN CAME TO SLOVENIA V SLOVENIJO PRIPELJAN MICHELIN

Awards for Slovenian Tourist Board Source: Eurosport 2020

Four golden and two Two prestigious CWT ECTN Award: Virtuoso, the leading Virtuoso, the leading silver Golden City Gate awards at ITB China. Destination of association in the field of global association in Awards at ITB Berlin in Sustainable Cultural luxury and boutique luxury and boutique travel 2019. Tourism. travel industry in the and tourism industry, world, Declared Slovenia nominated STB for a in August 2019, for the tourism organization of hottest destination of the the year. year. 8+1144206

Source: Slovenian Tourist Board, 2020 22 KEY MARKETS

GERMANY - 12% OF OVERNIGHT STAYS, 12% GROWTH

GREEN EXPLORERS 1 17,2% 5.879.195 MOUNTAINS 584.831 1.522.057 GASTRONOMY URBAN CONSUMERS Overnight stays Arrivals OUTDOOR 17,0% 5.805.746 2 BEAUTY & INDULGENCE HEALTH & WELL-BEING LOVERS CULTURE 2,6 86 TOURING 15,3% 5.212.283 Average length of Consumption (EUR/day) Products Top three personas stay (days)

Number250.000 of overnight stays by type of municipality and month 2019

200.000

150.000

100.000

50. 000

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

Health (spa) ZdraviliSeasideške občine MountainGorske občine LjubljanaObmorske obUrbančine Other Ljubljana Mestne občine Ostal e občine

Overnight stays by Trend of arrivals and overnight stays of tourists 2010 - 2019 type of municipality 2019

1.600.000 7,6% 9,7% 5,0% 1.400.000 1.200.000 12,5% 1.000.000

18,9% 46,3% 800.000 +1144206 600.000 400.000

200.000 Health (spa) Ljubljana 0 Mountain8Urban 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Seaside Other ArrivalsPrihodi PreOvernightnočitve stays

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 23

KEY MARKETS

ITALY - 11% OF OVERNIGHT STAYS, 4% DECREASE

URBAN CONSUMERS 1 20,0% 4.923.623 MOUNTAINS 597.261 1.278.454 GASTRONOMY GREEN EXPLORERS Overnight stays Arrivals OUTDOOR 17,1% 4.221.262 2 HEALTH & WELL-BEING SOCIABLE FOODIES CULTURE 2,1 143 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 2019

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 Trend of arrivals and overnight stays of tourists 2010 - 2019 type of municipality 2019 1.600.000

1.400.000 11,0% 18,8% 1.200.000

11,5% 1.000.000

800.000 17,8% 20,4% 600.000

20,6% 400.000

200.000 19Health (spa) Ljubljana+2116+1211 0 Mountain Urban 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Seaside Other Arrivals!"#$%&# Overnight!"'(%)#*+ stays' Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 24 KEY MARKETS

AUSTRIA - 9% OF OVERNIGHT STAYS, 0% GROWTH BEAUTY & INDULGENCE LOVERS 1 22,4% 827.715 HEALTH & WELL-BEING 396.464 1.011.682 GASTRONOMY URBAN CONSUMERS Overnight stays Arrivals 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 2019

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) ZdraviliSeasideške občine GorskeMountain občine LjubljanaObmorske obUrbančine Other Ljubljana Mestne občine Ostal e občine

Trend of arrivals and overnight stays of tourists 2010 - 2019 Overnight stays by Trend1.200.000 of arrivals and overnight stays of tourists 2010 - 2019 type of municipality 2019 1.000.000 5,8% 3,8% 800.000 7,4% 35,8% 600.000

34,5% 400.000 12,8%

200.000

Health (spa) Ljubljana 0 Mountain6Urban+35123674 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 Seaside Other Arrivalsprihodi prenoOvernightčitve stays

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 25 KEY MARKETS

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

URBAN CONSUMERS 1 19,2% 4.833.092 MOUNTAINS 159.767 444.333 GASTRONOMY GREEN EXPLORERS Overnight stays Arrivals CULTURE 13,6% 3.420.872 2 BEAUTY & INDULGENCE OUTDOOR LOVERS TOURING 2,8 102 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 2019

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) ZdraviliSeasideške občine GorskeMountain občine LjubljanaObmorske občineUrban Other Ljubljana Mestne občine Ostal e občine Overnight stays by Trend of arrivals and overnight stays of tourists 2010 - 2019 500.000 type of municipality 2019 450.000

4,7% 400.000 2,9% 2,9% 350.000 300.000 29,0% 54,0% 250.000

200.000

6,5% 150.000

100.000

50. 000 4Health (spa) Ljubljana+5572734 0 Mountain Urban 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019

Seaside Other prihodiArrivals prenoOvernightčitve stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 26 KEY MARKETS

FRANCE - 3% OF OVERNIGHT STAYS, 9% GROWTH

URBAN CONSUMERS 1 20,3% 4.634.723 GASTRONOMY 166.860 370.188 CULTURE GREEN EXPLORERS Overnight stays Arrivals TOURING 17,4% 3.968.518

2 SOCIABLE FOODIES HEALTH & WELL-BEING OUTDOOR 2,2 102 HEALTH & WELL-BEING 9,5% 2.170.666 Average length of Consumption (EUR/day) Products Top three personas stay (days) !"#$%&'()*#+',%"#$()'($*-"./('0,%+(%+(1#-#2%/(3456

6Number0.000 of overnight stays by type of municipality and month 2019

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 !"#$%&'&()*+,-.&/* 0,#1)*+,-.&/* 2-3,#1)*+,-.&/* Trend of arrivals and overnight stays of tourists 2010 - 2019 Overnight stays by 456-'5$Trend/$ of arrivals7*18 and/*+,- .overnight&/* stays218$'* of+,- .tourists&/* 2010 - 2019 type of municipality 2019 400.000

350.000 4,6% 13,9% 300.000 5,6% 4,6% 250.000 13,9% 35,4% 200.000 5,6% 27,2% 150.000 35,4% 13,3% 100.000 27,2%

50. 000 13,3% 6Health (spa) Ljubljana+341326714 0 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Mountain Urban 6prihodi+341326714 prenočitve Seaside Other Arrivals Overnight stays Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 27 KEY MARKETS

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

FOREVER YOUNG 1 16,2% 4.306.013 HEALTH & WELL-BEING 69.881 303.280 GASTRONOMY SOCIABLE FOODIES Overnight stays Arrivals SUN & SEA 16,0% 4.243.071 2 TOURING GREEN EXPLORERS CULTURE 4,3 351 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 2019 20. 000

18. 000

16. 000

14. 000

12. 000

10. 000

8.000

6.000

4.000

2.000 0 2 3 4 5 6 7 8 9 10 11 12 Health (spa) Seaside Mountain Ljubljana Urban Other Zdraviliške občine Gorske občine Obmorske občine Ljubljana Mestne občine Ostal e občine Overnight stays by Trend of arrivals and overnight stays of tourists 2010 - 2019 type of municipality 2019 400.000 350.000 3,1% 300.000 6,0% 13,4% 250.000

40,5% 200.000

23,8% 150.000

13,3% 100.000

50. 000 43Health (spa) Ljubljana+132353 0 Mountain Urban 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 12+83121235 Seaside Other Arrivalsprihodi Overnightprenočitve stays

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 28 KEY MARKETS

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

URBAN CONSUMERS 1 21,9% 830.313 HEALTH & WELL-BEING 78.698 165.301 BEAUTY & INDULGENCE GASTRONOMY LOVERS Overnight stays Arrivals OUTDOOR 17,7% 669.736 2 MOUNTAINS GREEN EXPLORERS CULTURE 2,1 120 TOURING 15,4% 585.185 Average length of Consumption (EUR/day) Products Top three personas stay (days) Number of overnight stays by type of municipality and month 2019

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

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

type of municipality 2019 180.000

160.000

12,1% 7,4% 140.000

5,3% 120.000

31% 100.000 22,9% +83121235 80. 000

60. 000 21,2% 40. 000

20. 000

Health (spa) Ljubljana 0 Mountain 12Urban 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Seaside Other Arrivals Overnight stays

Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020 29

KEY MARKETS

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

1.527.695 4.404.565 2,9 40 € Arrivals Overnight stays Average length of Consumption (EUR/day) stay (days)

250.000 Number of overnight stays by type of municipality and month 2019

200.000

150.000

100.000

50. 000

0 1 2 3 4 5 6 7 8 9 10 11 12 Health (spa) Seaside Mountain Ljubljana Urban Other

Overnight stays by Trend of arrivals andGibanje overnight prihodov in preno staysčitev of2010 -2019 type of municipality 2019 tourists5.000.000 2010 - 2019 4.500.000

8,3% 4.000.000 3,7% 2,2% 3.500.000 3.000.000 39,4% 26,2% 2.500.000

2.000.000

1.500.000 20,3% 1.000.000

500.000 40Health (spa) Ljubljana+2026248 0 Mountain Urban 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 Seaside Other Arrivals Overnight stays

Source: SORS, 2020 30 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 arri