annual publication tourism in numbers 2019 · 2020. 7. 24. · camping sites +5,3% 22 +29 other...
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#ifeelsLOVEnia#myway
www.slovenia.info
A N N U A L P U B L I C A T I O N
TOURISM INNUMBERS2019
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3
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 tourism 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
4
KAZALO
03 Editorial
05 Year in review
13 Seasons
21 Digital marketing
23 Key markets
07 International tourism
06 Slovenia at a glance
09 Tourism in Slovenia
11 Macro destinations
20 Green Scheme of Slovenian Tourism
22 Events and activities
31 Definitions of terms and references
5
YEAR IN REVIEW 2019
Average length of stay
2,5DAYS
Inflow related to travel and growth
2,75 mrdEUR
Total contribution of tourism to GDP
5,3 %
Tourist arrivals and growth
6.229.573TOTAL +5,0%
4.701.878 FOREIGN +6,3%
1.527.695DOMESTIC +1,3%
GROWTH +1,5%
Overnight stays and growth
15.775.331TOTAL+0,5%
11.370.766 FOREIGN+1,7%
4.404.565 DOMESTIC -2,5%
2019, THE SIXTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM
Number and share of employees in tourism sectorIncrease in international tourist arrivals
58.7306,5%
Municipality types by overnight stays and growth rate 2019/2018
Growth
Health (spa) -1,2 %
Mountain + 3,3 %
Seaside + 0,2 %
Ljubljana +2,2 %
Urban -5,3 %
Other -1,4 %
Overnight stays by type of accommodation facility and growth rate 2019/2018
Growth
Hotels and similar establish.
-1,0%
Camping sites +5,3%
Other +1,0%22+29+19+14+7+921,8%
29,4%19,1%
14,1%
6,6%8,9%
54+13+3352,4%
12,9%
34,7%
Countries with the highest number of overnight stays and growth 2019/2018
Municipalities with the highest number of overnight stays
Germany 1.522.057 +11,7%
Italy 1.278.454 -4,2%
Austria 1.011.682 0%
Netherlands 583.274 -4,8%
Croatia 538.140 +2,1%
1 Ljubljana 2.227.669
2 Piran 1.874.462
3 Bled 1.132.574
Source: UNWTO Global tourism dashboard, UNWTO International tourism highlights 2019; SORS, 2020; the Bank of Slovenia, 2020
Slovenia
+6,3%
Europa
+4,0%
World
+4,0%
6
SLOVENIA AT A GLANCE
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, Hungary
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 Triglav 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; Sava (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 Alps – 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, Koper
Basic data on Slovenia
Ljubljana 294.113
Maribor 112.095
Kranj 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
Top ten municipalities by population
Global image of Slovenia
Source: Government of the Republic of Slovenia,, 2019; eKataster jam, 2019
Source: Global Peace Index 2019; Global Terrorism Index 2019; WEF, 2019
The Travel & Tourism Competitiveness Index (WEF): rank 36/136 countries
Global Terrorism Index: rank 138 (last place – no impact of terrorism)
Global Peace Index: ranked as 8th safest country in the world/163 countries
7
INTERNATIONAL TOURISM
51%
15%
5%
4% 25%
Arrivals of international tourists in global regions
Number of arrivals Growth
Europe 742 mio +4%
Asia-Pacific 364 mio +5%
North, Central, South America 220 mio +2%
Africa 71 mio +4%
Middle East 64 mio +8%International tourist arrivals and growth 2019/2018
1,46 mrd
Growth +4%
Increase in arrivals of international tourists
World top tourism spenders, USD
277 bn 144 bn 94 bn 76 bn 48 bn
Source: UNWTO, 2020
Share of international arrivals by region
0%
1%
2%
3%
4%
5%
6%
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
Slovenija Svet Evropa S Evropa Z Evropa V Evropa J Evropa Azija Amerika Afrika Bližnji Vzhod
Primerjava rasti mednarodnih prihodov
International expenditure on tourism
Slovenia World Europe N Europe W Europe E Europe S Europe Asia America Africa Middle East
CHINA USA GERMANY UNITED KINGDOM FRANCE
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TURIZEM V SLOVENIJI
Dom
esti
cFo
reig
n
Tourist arrivals
6.229.573
1.527.695
4.701.878
TOTAL
FOREIGN
DOMESTIC
Overnight stays
11.370.766
15.775.331
4.404.565
TOTAL
FOREIGN
DOMESTIC
Share and growth of touristarrivals 2019/2018
25+7524,5%
75,5%
+1,3%
+6,3%
Share and growth ofovernight stays 2019/2018
29+7172,1%
27,9%
-2,5%
+1,7%
Source: SORS, 2020
9
TOURISM IN SLOVENIA
Tota
lD
omes
tic
Fore
ign
Tota
lD
omes
tic
Fore
ign
Share of beds by type of municipality Share of beds by by type of accommodation facilities
Overnight stays of domestic and foreign tourists 1989 - 2019
Arrivals of domestic and foreign tourists 1989 - 2019
0
5.000.000
10.000.000
15.000.000
20.000.000
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 Skupaj
0
1.000.000
2.000.000
3.000.000
4.000.000
5.000.000
6.000.000
7.000.000
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 Skupaj
14+33+16+14+8+1514,4%
33,4%
16,4%
13,5%
7,6%
14,7%
Number of beds
Hotels and similar establish.
60.438
Camping sites 36.373
Other 95.325
Total 192.13650+20+30+31,5%
18,9%
49,6%
Number of beds
Health (spa) 27.723
Mountain 64.116
Seaside 31.494
Ljubljana 25.905
Urban 14.692
Other 28.206
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Country Tourist arrivals 2019 Share (%) Index 2019/2018
Overnight stays 2019 Share (%) Index
2019/2018from Austria 396.464 8,43% 103,87 1.011.682 8,90% 100,05
from Belgium 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 Bosnia and Herzegovina 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 North Macedonia 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 Poland 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 Romania 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 Slovakia 64.765 1,38% 109,99 164.025 1,44% 105,97
from Serbia 144.753 3,08% 105,26 379.755 3,34% 100,95
from Spain 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 Switzerland 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 Ukraine 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
11
Total arrivals 2019 Total overnight stays 2019
2.214.854 5.459.708Domestic arrivals 2019 Domestic overnight stays 2019
440.646 1.134.059
Foreign arrivals 2019 Foreign overnight stays 2019
1.774.208 4.325.649
Total arrivals 2019 Total overnight stays 2019
1.193.346 3.701.669Domestic arrivals 2019 Domestic overnight stays 2019
550.397 1.737.105
Foreign arrivals 2019 Foreign overnight stays 2019
642.949 1.964.564
ALPINE SLOVENIATHERMAL PANNONIANSLOVENIA
LJUBLJANA &CENTRAL SLOVENIA
MEDITERRANEAN &KARST SLOVENIA
Total arrivals 2019 Total overnight stays 2019
1.396.995 3.744.602Domestic arrivals 2019 Domestic overnight stays 2019
395.548 1.242.840
Foreign arrivals 2019 Foreign overnight stays 2019
1.001.447 2.501.762
Total arrivals 2019 Total overnight stays 2019
1.424.378 2.869.352Domestic arrivals 2019 Domestic overnight stays 2019
141.104 290.561
Foreign arrivals 2019 Foreign overnight stays 2019
1.283.274 2.578.791
Source: SORS, 2020
MACRO DESTINATIONS
12
SPRING
42+17+26+2+4+9Data from the Survey on Tourism Travels of Domestic Population, 2nd quarter (April - June)
Domestic
Health (spa) 376.420
Mountain 149.903
Seaside 227.187
Ljubljana 22.918
Urban 38.659
Other 80.417
Consumption of domestic and foreign tourists
Domestic 42 EUR/day Foreign 178 EUR/day
Foreign
Health (spa) 385.801
Mountain 505.839
Seaside 359.128
Ljubljana 484.513
Urban 196.180
Other 193.390
42,0%
16,7%
25,4%
2,6%4,3%
9,0%
17+25+18+21+10+918,2%
23,8%
16,9%
22,8%
9,2%
9,1%
Source: SORS, 2020
Arrivals March-May Overnight stays March-May
2018 20181.241.060 2.981.438
1.294.612 3.020.355
Growth +4,3%
Growth +1,4%2019 2019
LjubljanaMountainHealth (spa) Seaside Urban Other
Data from the Survey on Foreign Tourists, April - May
Overnight stays of domestic tourists Overnight stays of foreign tourists
13
18+25+17+19+9+12SEASONS
Tourist arrivals by type of municipality
Type of municipality March April May Total
Health (spa) 77.709 78.968 74.342 231.019
Mountain 73.547 103.487 133.788 310.822
Seaside 57.527 82.293 82.787 222.607
Ljubljana 63.611 96.203 99.016 258.830
Urban 32.442 38.926 45.543 116.911
Other 36.344 53.613 64.466 154.423
17,8%
24,0%
17,2%
20,0%
9,0%
12,0%
Overnight stays by countryHighest number of overnight stays
Country Number of overnight stays Share
Domestic 895.504 29,6%
Italy 288.414 9,5%
Austria 255.455 8,5%
Germany 225.032 7,5%
Croatia 98.346 3,3%
Serbia 88.588 2,9%
Hungary 86.204 2,9%
Other Asian Countries 79.448 2,6%
United Kingdom 78.689 2,6%
Russian Federation 77.071 2,6%
Other 847.604 28,1%
Municipality Number of overnight stays
Ljubljana 507.431
Piran 398.309
Bled 222.203
Moravske Toplice 133.971
Kranjska Gora 126.315
Brežice 125.624
Maribor 96.000
Izola 91.743
Podčetrtek 84.346
Bohinj 84.046
Source: SORS, 2020
25+22+20+16+8+9 Type of municipality March April May Total
Health (spa) 243823 263961 254437 762.221
Mountain 176675 207282 271785 655.742
Seaside 146359 223621 216335 586.315
Ljubljana 123148 184702 199581 507.431
Urban 67114 80318 87407 234.839
Other 68084 95237 110486 273.807
Number of overnight stays by type of municipality
25,2%
21,7%
19,4%
16,8%
7,7%9,1%
LjubljanaMountainHealth (spa) Seaside Urban Other
LjubljanaMountainHealth (spa) Seaside Urban Other
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SUMMER
Source: SORS, 2020
33+20+33+2+3+9 12+39+18+15+6+10Domestic
Health (spa) 538.286
Mountain 325.368
Seaside 545.786
Ljubljana 20.647
Urban 44.774
Other 139.061
Foreign
Health (spa) 606.571
Mountain 2.214.660
Seaside 1.009.181
Ljubljana 831.729
Urban 318.912
Other 529.505
33,4%
33,8%
20,2%
11,0%
40,2%
18,3%
15,1%
2,8% 5,8% 9,6%
1,3%
8,6%
2018 20182.467.441 6.938.041
2.650.573 7.124.480
Growth +7,4%
Growth +2,7%2019 2019
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 Population, 3rd quarter (July - September)
Data from the Survey on Foreign Tourists, July - August
LjubljanaMountainHealth (spa) Seaside Urban Other
Overnight stays of domestic tourists Overnight stays of foreign tourists
15
13+35+16+16+7+13Type of municipality June July August Total
Health (spa) 82.568 93.858 121.178 297.604
Mountain 231.148 340.206 395.989 967.343
Seaside 119.858 142.705 159.942 422.505
Ljubljana 112.484 149.123 171.080 432.687
Urban 54.604 62.660 75.712 192.976
Other 82.180 111.763 143.515 337.458
Type of municipality June July August Total
Health (spa) 288.858 384.279 471.720 1.144.857
Mountain 532.515 932.961 1.074.552 2.540.028
Seaside 366.951 572.246 615.770 1.554.967
Ljubljana 217.019 300.225 335.132 852.376
Urban 104.612 121.045 138.029 363.686
Other 146.727 229.581 292.258 668.566 17+34+22+12+5+10
11,2%
36,5%
15,9%
16,3%
7,3%12,7%
16,1%
35,7% 21,8%
12,0%
5,1%9,4%
Municipality Number of overnight stays
Piran 901.843
Ljubljana 852.376
Bled 551.448
Bohinj 437.101
Kranjska Gora 368.536
Bovec 354.261
Brežice 313.014
Izola 299.293
Radovljica 235.417
Ankaran 192.140
Source: SORS, 2020
Country Number of overnight stays Share
Domestic 1.613.922 22,7%
Germany 881.285 12,4%
Italy 476.011 6,7%
Netherlands 471.382 6,6%
Czech Republic 350.754 4,9%
Austria 349.810 4,9%
Hungary 270.507 3,8%
Belgium 259.162 3,6%
France 243.897 3,4%
United Kingdom 230.875 3,2%
Other 1.976.875 27,7%
Tourist arrivals by type of municipality
Overnight stays by countryHighest number of overnight stays
LjubljanaMountainHealth (spa) Seaside Urban Other
LjubljanaMountainHealth (spa) Seaside Urban Other
SEASONS
Number of overnight stays by type of municipality
16
AUTUMN
42+14+26+3+5+10 16+27+16+23+9+943,8%
16,3%
27,1%22,4%
16,2%13,8%
26,5%
2,7%4,3%
9,0%8,8%
9,2%Domestic
Health (spa) 403.742
Mountain 126.856
Seaside 244.608
Ljubljana 24.481
Urban 39.468
Other 82.969
Foreign
Health (spa) 376.801
Mountain 624.329
Seaside 373.921
Ljubljana 517.649
Urban 201.961
Other 211.933
Source: SORS, 2020
2018 20181.337.867 3.349.248
1.377.209 3.228.718
Growth +2.9%
Decrease -3,6%2019 2019
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 Population, 4th quarter (October - December)
Data from the Survey on Foreign Tourists, September - October
Overnight stays of domestic tourists Overnight stays of foreign tourists
LjubljanaMountainHealth (spa) Seaside Urban Other
17
Type of municipality September October November Total
Health (spa) 72.554 88.186 77.590 238.330
Mountain 205.159 115.313 45.187 365.659
Seaside 103.955 75.514 37.064 216.533
Ljubljana 113.942 92.948 65.131 272.021
Urban 50.676 40.830 31.983 123.489
Other 76.453 51.497 33.227 161.177 18+27+16+19+9+1117,3%
26,6%
15,7%
19,8%
9,0%
11,7%
23+24+19+17+8+924,2%
23,3%
19,2%
16,8%
7,5%9,1%
Source: SORS, 2020
Type of municipality September October November Total
Health (spa) 254.329 276.448 249.766 780.543
Mountain 433.472 227.133 90.580 751.185
Seaside 317.020 199.257 102.252 618.529
Ljubljana 229.044 187.190 125.896 542.130
Urban 89.597 82.602 69.230 241.429
Other 133.162 96.665 65.075 294.902
Municipality Number of overnight stays
Ljubljana 542.130
Piran 406.225
Bled 246.377
Moravske Toplice 139.412
Kranjska Gora 129.645
Brežice 121.557
Bohinj 111.727
Maribor 102.043
Izola 98.723
Podčetrtek 93.665
Country Number of overnight stays Share
Domestic 922.124 28,6%
Germany 351.162 10,9%
Austria 264.430 8,2%
Italy 236.078 7,3%
Croatia 109.788 3,4%
USA 92.197 2,9%
Other Asian Countries 88.969 2,8%
United Kingdom 88.663 2,7%
Serbia 84.056 2,6%
Czech Republic 77.507 2,4%
Other 913.744 28,3%
SEASONS
Tourist arrivals by type of municipality
Overnight stays by countryHighest number of overnight stays
LjubljanaMountainHealth (spa) Seaside Urban Other
Number of overnight stays by type of municipality
LjubljanaMountainHealth (spa) Seaside Urban Other
18
WINTER
42+28+14+4+5+7 23+28+10+20+11+843,0%
23,7%
27,9%8,5%
20,7%
11,6%7,6%
29,9%
13,8%
3,1%3,9%
6,3% Domestic
Health (spa) 418.129
Mountain 290.606
Seaside 134.686
Ljubljana 30.209
Urban 38.104
Other 61.281
Foreign
Health (spa) 339.269
Mountain 398.470
Seaside 121.570
Ljubljana 295.523
Urban 165.836
Other 108.095
Source: SORS, 2020
2018 2018886.901 2.425.978
907.179 2.401.778
Growth+2,3%
Decrease -1%2019 2019
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 Population, 1st quarter (January - March)
Data from the Survey on Foreign Tourists, December - January
Overnight stays of domestic tourists Overnight stays of foreign tourists
LjubljanaMountainHealth (spa) Seaside Urban Other
19
26+27+11+17+10+926,8%
10,4%
9,5%
9,4%
18,1%
25,8%
30+28+11+15+9+731,5%
10,7%
13,6%
8,5%7,1%
28,7%
Source: SORS, 2020
Type of municipality December January February Total
Health (spa) 74.652 88.852 79.689 243.193
Mountain 72.434 90.003 71.537 233.974
Seaside 20.581 36.340 37.223 94.144
Ljubljana 44.095 43.697 76.574 164.366
Urban 26.931 28.668 31.015 86.614
Other 26.460 27.461 30.967 84.888
Type of municipality December January February Total
Health (spa) 247.612 268.117 241.669 757.398
Mountain 235.176 276.482 177.418 689.076
Seaside 62.384 97.033 96.839 256.256
Ljubljana 93.427 89.222 143.083 325.732
Urban 65.790 70.514 67.636 203.940
Other 54.036 56.787 58.553 169.376
Municipality Number of overnight stays
Ljubljana 325.732
Kranjska Gora 246.453
Piran 168.085
Brežice 126.674
Moravske Toplice 116.932
Bled 112.546
Zreče 112.526
Maribor 94.716
Bohinj 91.220
Podčetrtek 90.362
Foreign 138 EUR/day
Country Number of overnight stays Share
Domestic 973.015 40,5%
Italy 277.951 11,6%
Croatia 220.764 9,2%
Austria 141.987 5,9%
Serbia 109.587 4,6%
Germany 64.578 2,7%
Hungary 63.862 2,7%
Bosnia and Herzegovina 52.045 2,2%
United Kingdom 46.106 1,9%
Russian Federation 45.670 1,9%
Other 406.213 16,9%
Tourist arrivals by type of municipality
Overnight stays by countryHighest number of overnight stays
LjubljanaMountainHealth (spa) Seaside Urban Other
Number of overnight stays by type of municipality
LjubljanaMountainHealth (spa) Seaside Urban Other
SEASONS
20
Destinations
Ljubljana, Podčetrtek, Bled, Rogaška Slati-na, Komen, Miren Kras, Kamnik, Laško, Bela krajina, Brda, Kranjska Gora, Nova Gori-ca, Dolina Soče, Radovljica.
Idrija, Radlje ob Dravi, Vipavska dolina, Lo-garska dolina Solčavsko, Šentjur, Novo mes-to, Bohinj, Škofja Loka, Sevnica, Šmarješke Toplice, Koper, Hrpelje-Kozina, Lenart, Sveta Ana, Brežice, Postojna, Velenje.
Žalec, Celje, Kočevsko, Blagajeva dežela, Ljutomer, Litija in Šmartno pri Litiji, Sežana, Divača, Razkriški kot, Kostanjevica na Krki, Moravske Toplice, Ljubno, Rečica ob Savinji, Kanal ob Soči, Cerkno, Rogla - Pohorje, Slovenj Gradec, Maribor, Ptuj, Luče, Tržič, Cerklje na Gorenjskem.
The Green Scheme ofSlovenian Tourism is a tooland a certification programmedeveloped at the national levelthat brings together all effortsdirected towards the sustainabledevelopment of tourism in Slovenia, offers tools to destinations andservice providers that enable themto evaluate and improve theirsustainability endeavours andpromotes these endeavours throughthe SLOVENIA GREEN brand.
Source: Slovenia.info portal, 2020
53 DESTINATIONS46 ACCOMMODATION PROVIDERS4 NATURAL PARKS2 TOURISTS AGENCIES1 TOURIST ATTRACTION
GREEN SCHEME OF SLOVENIAN TOURISM
Accommodation providers
Hotel Thermana Park Laško, Kamp Koren Kobarid, Terme Snovik, Turistična kmetija Urška, Posestvo Trnulja, Ortenia-apartmaji v naravi, B&B Hotel Ljubljana Park, Sobe z zgodbo Pr’ Gavedarjo, Hotel St. Daniel Štanjel, Hotel Savica, Hotel Astoria Bled, Hotel Bioterme Mala Nedelja, Ramada Resort Kranjska Gora, Hiške slovenske Istre, Turistična kmetija Marjanca, Eco boutique hotel A.M.S. Beagle, Hotel Atrij Superior Terme Zreče, Hotel Natura Rogla, Hotel Vita - Terme Dobrna, Vila Mila, Vila Angelina, Hotel Mond, Hostel Bearlog, Kamp Menina, Prenočišča Kogoj, Hostel Celica, Saksida, ALPIK Chalets, Camp Jezero Kočevsko, Hotel Park - Terme Dobrna, Camp Špik, Camp Danica, Camping Bela Krajina, Camp Korita, Oštarija Herbelier, Hotel Maribor, Penzion Mirjam, Turistična kmetija Želinc, Eco Chalet Astra Montana, Hotel Lipa, Hotel Sabotin, Alma Vista, Hotel San Martin, B&B Woodhouse, Nebesa Chalets, Sunrose 7.
Parks
PARK
Triglav National Park, Kozjansko Regional Park, Škocjan Caves Regional Park, Logar Valley Landscape Park.
Agencies
TRAVEL AGENCY
Roundboat Travel, Visit GoodPlace.
Attractions
Klet Brda.
In the process of evaluationKranj, Murska Sobota, Izola, Gorenja vas Poljane, Renče - Vogrsko.
21
DIGITAL MARKETING
Visitor frequency to the official Slovenian tourism portal
Digital campaign MY WAY in 16 countries
Source: Google Analytics, 2019
6.607
Total number ofposts
3.434.837
Total number of
interactions
1.668.493
Totalnumber offollowers
Number offollowers on
567.677
Number offollowers onInstagram
192.618
Social media activities
2.612.388
6.639.781
Number ofunique users and
page views
61,8%
Share of views viamobile devices
15
Number of digitisedpublication
2.212
Number of newphotographs in
the media library
7055
Number of new and renovated stories
Source: Google Analytics, 2020; SocialBakers, 2020
Source: Slovenian Tourist Board, 2020; SocialBakers, 2020
22
8+11+44+20+11+6
EVENTS & ACTIVITIES
Important activities
Awards for Slovenian Tourist Board
Slovenian Incoming Workshop 2019
175 REPRESENTATIVES OF FOREIGN BUSINESSES
230 REPRESENTATIVES OF SLOVENIAN TOURISM SECTOR
52 BUSINESS EVENTS AND FAIRS
18 WORKSHOPS AND PRESENTATIONS ON FOREIGN MARKETS
7 INCOMING WORKSHOPS IN SLOVENIA
28 WORKSHOPS ABROAD
122 ORGANIZED STUDY TRIPSFOR 376 FOREIGN JOURNALISTS
V SLOVENIJO PRIPELJAN MICHELIN
12 5* EXPERIENCESMICHELIN CAME TO SLOVENIA
2 AWARDS FOR INNOVATION SNOVALEC
1 NEW AWARD FOR INNOVATION SEJALEC
Projects
EDENEuropean Destinations of Excellence
Selected and promotional EDEN project
European projectsEurosport
10,6 MILLION VIEWS OFTOUR OF SLOVENIA RACE
700.000 FOLLOWERS
Four golden and two silver Golden City Gate Awards at ITB Berlin in 2019.
Two prestigious CWT awards at ITB China.
ECTN Award: Destination ofSustainable CulturalTourism.
Virtuoso, the leadingassociation in the field ofluxury and boutiquetravel industry in the world, Declared Slovenia in August 2019, for the hottest destination of the year.
Virtuoso, the leading global association in luxury and boutique travel and tourism industry, nominated STB for atourism organization of the year.
Source: Eurosport 2020
Source: Slovenian Tourist Board, 2020
23
GERMANY - 12% OF OVERNIGHT STAYS, 12% GROWTH
2,6
584.831
GREEN EXPLORERS
URBAN CONSUMERS
BEAUTY & INDULGENCE LOVERS
17,2%
17,0%
15,3%
5.879.195
5.805.746
5.212.28386
1.522.057
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
0
50.000
100.000
150.000
200.000
250.000
1 2 3 4 5 6 7 8 9 10 11 12
Zdraviliške občine Gorske občine Obmorske občine
Ljubljana Mestne občine Ostale občine
Number of overnight stays by type of municipality and month 2019
8+11+44+20+11+646,3%
9,7%
12,5%
5,0%
7,6%
18,9%
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Prihodi Prenočitve
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
KEY MARKETS
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
Top three personas
Arrivals Overnight stays
1
2
GASTRONOMY
CULTURE
OUTDOOR
TOURINGProducts
MOUNTAINS
HEALTH & WELL-BEING
24
KEY MARKETS
ITALY - 11% OF OVERNIGHT STAYS, 4% DECREASE
2,1
597.261
URBAN CONSUMERS
GREEN EXPLORERS
SOCIABLE FOODIES
17,1%
20,0% 4.923.623
4.221.262
12,2% 3.004.703
1.278.454
143
19+21+21+16+12+1118,8%
20,4%
20,6%
11,5%
11,0%
17,8%
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
0
10.000
20.000
30.000
40.00050.000
60.000
70.000
80.000
90.000
1 2 3 4 5 6 7 8 9 10 11 12
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
!"#$%&# !"'(%)#*+'
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
Top three personas
1
2
GASTRONOMY
CULTURE
OUTDOOR
SUN & SEAProducts
MOUNTAINS
HEALTH & WELL-BEING
25
GREEN EXPLORERS
URBAN CONSUMERS
BEAUTY & INDULGENCE LOVERS
AUSTRIA - 9% OF OVERNIGHT STAYS, 0% GROWTH
22,4%
19,4%
15,7%
827.715
716.841
577.759
396.464 1.011.682
2,6 91
6+35+12+36+7+435,8%
12,8%34,5%
3,8%5,8%
7,4%
0
200.000
400.000
600.000
800.000
1.000.000
1.200.000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
prihodi prenočitve
KEY MARKETS
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
0
10.000
20.000
30.000
40.000
50.000
60.000
1 2 3 4 5 6 7 8 9 10 11 12
Zdraviliške občine Gorske občine Obmorske občine
Ljubljana Mestne občine Ostale občine
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Top three personas
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
1
2MOUNTAINS
GASTRONOMY
CULTURE
OUTDOOR
TOURINGProducts
HEALTH & WELL-BEING
26
UNITED KINGDOM - 4% OF OVERNIGHT STAYS, 6% DECREASE
19,2%
13,6%
13,4%
4.833.092
3.420.872
3.373.108
159.767
2,8 102
444.333
4+55+7+27+3+42,9%2,9%
54,0%
6,5%
29,0%
4,7%
0
10.000
20.000
30.000
40.000
50.000
60.000
1 2 3 4 5 6 7 8 9 10 11 12
Zdraviliške občine Gorske občine Obmorske občine
Ljubljana Mestne občine Ostale občine
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
450.000
500.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
prihodi prenočitve
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
KEY MARKETS
GREEN EXPLORERS
URBAN CONSUMERS
BEAUTY & INDULGENCE LOVERS
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
Top three personas
1
2
GASTRONOMY
TOURING
CULTURE
HEALTH & WELL-BEINGProducts
MOUNTAINS
OUTDOOR
27
FRANCE - 3% OF OVERNIGHT STAYS, 9% GROWTH
20,3%
17,4%
9,5%
4.634.723
3.968.518
2.170.6662,2
166.860 370.188
102
6+34+13+26+7+144,6%
35,4%
13,3%
27,2%
5,6%
13,9%
6+34+13+26+7+144,6%
35,4%
13,3%
27,2%
5,6%
13,9%
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
KEY MARKETS
GREEN EXPLORERS
URBAN CONSUMERS
SOCIABLE FOODIES
0
10.000
20.000
30.000
40.000
50.000
60.000
1 2 3 4 5 6 7 8 9 10 11 12
!"#$%&'()*#+',%"#$()'($*-"./('0,%+(%+(1#-#2%/(3456
!"#$%&'&()*+,-.&/* 0,#1)*+,-.&/* 2-3,#1)*+,-.&/*
456-'5$/$ 7*18/*+,-.&/* 218$'*+,-.&/*
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
prihodi prenočitve
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
Top three personas
1
2HEALTH & WELL-BEING
CULTURE
TOURING
HEALTH & WELL-BEINGProducts
GASTRONOMY
OUTDOOR
28
RUSSIAN FEDERATION - 3% OF OVERNIGHT STAYS, 2% GROWTH
4,3
69.881
351
303.280
FOREVER YOUNG
SOCIABLE FOODIES
GREEN EXPLORERS
16,2%
16,0%
14,8%
4.306.013
4.243.071
3.932.358
43+13+23+13+5+340,5%
13,3%
23,8%
13,4%
6,0%3,1%
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
20.000
2 3 4 5 6 7 8 9 10 11 12
Zdraviliške občine Gorske občine Obmorske občine
Ljubljana Mestne občine Ostale občine
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
prihodi prenočitve
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
KEY MARKETS
12+8+31+21+23+5
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
1
2TOURING
GASTRONOMY
CULTURE
SUN & SEA
MOUNTAINS
Products
HEALTH & WELL-BEING
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
Top three personas
29
GREEN EXPLORERS
BEAUTY & INDULGENCE LOVERS
URBAN CONSUMERS
SWITZERLAND - 1,5% OF OVERNIGHT STAYS, 10% GROWTH
21,9%
17,7%
15,4%
830.313
669.736
585.185
78.698 165.301
2,1 120
12+8+31+21+23+57,4%
31%
21,2%
5,3%
12,1%
22,9%
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
180.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
KEY MARKETS
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2020
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
1 2 3 4 5 6 7 8 9 10 11 12
Number of overnight stays by type of municipality and month 2019
Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019Trend of arrivals and overnight stays of tourists 2010 - 2019
Arrivals
Average length of stay (days)
Consumption (EUR/day)
Overnight stays
1
2MOUNTAINS
GASTRONOMY
CULTURE
OUTDOOR
TOURINGProducts
HEALTH & WELL-BEING
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
Top three personas
30
SLOVENIJA - 28% OF OVERNIGHT STAYS; 2,5% DECREASE
Source: SORS, 2020
KEY MARKETS
1.527.695Arrivals
4.404.565Overnight stays
2,9Average length of
stay (days)
40 €Consumption (EUR/day)
0
50.000
100.000
150.000
200.000
250.000
1 2 3 4 5 6 7 8 9 10 11 12
40+20+26+2+4+839,4%
20,3%
26,2%
2,2%3,7%
8,3%
0
500.000
1.000.000
1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
4.000.000
4.500.000
5.000.000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
Gibanje prihodov in prenočitev 2010-2019Overnight stays by type of municipality 2019
Trend of arrivals and overnight stays of tourists 2010 - 2019
Number of overnight stays by type of municipality and month 2019
Arrivals Overnight stays
Health (spa) Seaside Ljubljana Urban OtherMountain
Health (spa) Ljubljana
UrbanMountain
OtherSeaside
31
DEFINITIONS OF TERMS AND REFERENCES
Basic definitions of terms
Sources of content
Tourism is a combination ofactivities of people who traveland stay in a place outside theireveryday environment to spendtheir free time, for relaxation,business or other reasons forno less than one day (with atleast one overnight stay) and nomore than one year (365 days)without interruption.
Tourist is a person who travelsdue to their free time, relaxationand business, or reasons otherthan making profit (a touristdoes not receive payment,award), and stays at least onenight (but not more than 365times consecutively) ina catering or any otheraccommodation facility in aplace outside of theireveryday environment.
Overnight stay denotes everynight which a tourist actuallyspends at an accommodationfacility (overnight or onlyspends some time there) orif only checked-in (person’sphysical presence is notnecessary).
Tourist arrivals to anaccommodation facility aredefined with a number ofpersons arriving to theaccommodation facility andchecking in. Arrivals include allpersons irrespective of their age(including children whoseaccommodation is free ofcharge).
The Bank of Slovenia, 2020.eKataster jam. Found in May 2020 on website Google Analytics, 2019.Eurosport, 2020.Global Peace Index 2019 (2019). Found in May 2020 on website http://visionofhumanity.org/.Global Terrorism Index 2019 (2019). Found in May 2020 on website http://visionofhumanity.org/.Slovenia.info. Found in May 2020 on website http://www.slovenia.info.Republic of Slovenia, Ministry of Economic Development and Technology, 2019. Strategy for the Sustainable Growth of Slovenian Tourism for2017-2021.Slovenian Tourist Board. Internal sources. Ljubljana: Slovenian Tourist Board.Slovenian Tourist Board, Valicon, 2017. Identification of Market Potential.SocialBakers, 2019.Statistical Office of the Republic of Slovenia (SURS). Found in May 2020 on website http://www stat.si/statweb.UNWTO Annual Report 2019 (2019). Found in May 2020 on website http://www2.unwto.org/publication/unwto-annual-report-2019.Government of the Republic of Slovenia. Found in May 2020 on website http://www.vlada.si.World Economic Forum. The Global Competitiveness Report 2019, 2019.World Travel and Tourism Council. Economic Impact 2020.
AbbreviationSORS Statistical Office of the Republic of SloveniaUNWTO UN World Tourism Organization
STB Slovenian Tourist Board
Media Library STB. Found in May 2020.Images
32
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Published: Slovenian Tourist BoardEditors: Ana Špik and Jelena Počuča
DTP: Studio Terminal d.o.o.Photos: Media library STB/May 2020
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