ANNUAL PUBLICATION TOURISM IN NUMBERS 2018 · of Slovenian Tourism for 2017-2021. Challenges that...
Transcript of ANNUAL PUBLICATION TOURISM IN NUMBERS 2018 · of Slovenian Tourism for 2017-2021. Challenges that...
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www.slovenia.info
TOURISM IN NUMBERS2018
A N N U A L P U B L I C AT I O N
#ifeelsLOVEnia#myway
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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. 2018 was another exceptional year for Slovenian tourism. We observed more than 15,6 million overnight stays, which is 10 % more than in 2017, and almost 6 million tourist arrivals, which represents an 8 % increase compared to the year before. In terms of arrivals and overnight stays, we have already achieved the goals set in the Strategy for Sustainable Growth of Slovenian Tourism for 2017-2021. Challenges that remain are raising the inflows from export of travel to 3,7 - 4 billion EUR and extension of the average length of stay to 3,1 - 3,4 days.Tourism in numbers gives a general overview of tourism in Slovenia in 2018, but it also portrays its image according to seasons and macro destinations. Structure of visitors and popularity of destinations change with the seasons – more detailed data can be found in different chapters.
EDITORIAL
02 Editorial
03 Year in review
10 Seasons
19 Digital marketing
21 Key markets
05 International tourism
04 Slovenia at a glance
06 Tourism in Slovenia
09 Macro destinations
18 Green Scheme of Slovenian Tourism
20 Events and activities
27 Definitions of terms and references
LJUBLJANA, JULY 2019
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YEAR IN REVIEW
Average length of stay
2,6DAYS
Inflow related to travel and growth
2,71 mrdEUR
Total contributionof tourism to GDP
12,3%
Tourist arrivals andgrowth
5.933.267TOTAL +8%
4.425.139 FOREIGN +11%
1.508.128DOMESTIC +0%
GROWTH +11,6%
Overnight stays andgrowth
15.694.705TOTAL +10%
11.176.010 FOREIGN +15%
4.518.695 DOMESTIC +0%
2018, THE FIFTH CONSECUTIVE RECORD YEAR FOR SLOVENIAN TOURISM
Number and share of employees in tourism sectorIncrease in international tourist arrivals
57.8006,5%
Municipality types by overnight stays and growth rate 2018/2017
Growth rate
Health (spa) +0%
Mountain +13,6%
Seaside +6,9%
Ljubljana +22,3%
Urban +10,8%
Other +21,2%
Overnight stays by type of accommodation facility and growth rate 2018/2017
Growth
Hotels and similar establ. +2,6%
Camping sites +5,6%
Other +27,7%22+29+19+14+7+922,2%
28,6%19,2%
13,9%
7,0%9,1%
54+13+3353,2%
12,3%
34,5%
Countries with the highest number of overnight stays and growth 2018/2017
Municipalities with the highest numberof overnight stays
Germany 1.362.214 +17,4%
Italy 1.334.061 +1,0%
Austria 1.011.136 +3,5%
Netherlands 612.710 +21,6%
Croatia 527.116 +16,4%
1 Ljubljana 2.179.916
2 Piran 1.882.383
3 Bled 1.151.831
Source: SORS, 2019, the Bank of Slovenia, 2019Source: WTTC, 2019
Slovenia
+11%
Europe
+6,0%
World
+6,0%
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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 1.681,55 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 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 289.832
Maribor 110.513
Kranj 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
Top ten municipalities by population
The Travel & Tourism Competitiveness Index (WEF): rank 41/139 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
Global image of Slovenia
Source: Government of the Republic of Slovenia, 2018; eKataster jam, 2018
Source: Global Peace Index 2019; Global Terrorism Index 2018; WEF, 2017
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INTERNATIONAL TOURISM
51%
15%
5%
5% 24%
Arrivals of international tourists in global regions
Number of arrivals Growth
Europe 713 mio +6%
Asia-Pacific 343 mio +6%
North, Central, South America 217 mio +3%
Africa 67 mio +7%
Middle East 64 mio +10%International tourist arrivals and growth 2018/2017
1,4 mrd
Growth +6%
Increase in arrivals of international tourists
0
2
4
6
8
10
12
Slovenija Svet Evropa S Evropa Z Evropa V Evropa J Evropa Azija Amerika Afrika BližnjiVzhod
World top tourism spenders, USD
CHINA
258 bn
USA
135 bn
GERMANY
84 bn
UNITED KINGDOM
63 bn
FRANCE
41 bn
Source: UNWTO, 2018
Share of international arrivals by region
Slovenia World Europe N Europe W Europe E Europe S Europe Asia America Africa Middle East
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TURIZEM V SLOVENIJI
Dom
esti
cFo
reig
n
Tourist arrivals
5.933.267
1.508.128
4.425.139
TOTAL
FOREIGN
DOMESTIC
Overnight stays
11.176.010
15.694.705
4.518.695
TOTAL
FOREIGN
DOMESTIC
Share and growth of touristarrivals 2018/2017
25+7525,4%
74,6%
+0%
+11,0%
Share and growth ofovernight stays 2018/2017
29+7171,2%
28,8%
+0%
+15,0%
Source: SORS, 2019
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TOURISM IN SLOVENIA
Dom
esti
cFo
reig
nD
omes
tic
Fore
ign
Accommodation facilities and overnight stays by type of municipality
Overnight stays of domestic and foreign tourists 2010 - 2018
Arrivals of domestic and foreign tourists 2010 - 2018
0
2.000.000
4.000.000
6.000.000
8.000.000
10.000.000
12.000.000
2010 2011 2012 2013 2014 2015 2016 2017 2018
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
Camping sites OtherHotels and similar establishments Source: SORS, 2019
59+10+31 59%31%
10% 36+19+45 19%
36%45% 63+16+21 16%
21%
63% 66+3+313%
31%
66% 47+13+4013%
47%40%
LJUBLJANA
2.179.917
63+1+361%63%
36%
URBAN
1.101.865
municipalities HEALTH (SPA)
3.485.898
municipalities MOUNTAIN
4.489.094
municipalities SEASIDE
3.011.243
municipalities OTHER
1.426.687
municipalities
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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 Belgium 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 Bosnia and Herzegovina 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 Poland 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 Romania 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 Slovakia 58.885 1,33% 116,08 154.779 1,38% 126,76
from Serbia 137.517 3,11% 110,39 376.163 3,37% 116,88
from Spain 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 Switzerland 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 Ukraine 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% /
TOURISM IN SLOVENIA
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Total arrivals 2018 Total overnight stays 2018
2.017.999 5.128.983Domestic arrivals 2018 Domestic overnight stays 2018
406.447 1.080.204
Foreign arrivals 2018 Foreign overnight stays 2018
1.611.553 4.048.779
Total arrivals 2018 Total overnight stays 2018
1.112.921 3.642.651Domestic arrivals 2018 Domestic overnight stays 2018
533.439 1.765.700
Foreign arrivals 2018 Foreign overnight stays 2018
579.483 1.876.951
ALPINE SLOVENIA
THERMAL PANNONIAN SLOVENIA
LJUBLJANA & CENTRAL SLOVENIA
MACRO DESTINATIONS
MEDITERRANEAN & KARST SLOVENIA
Total arrivals 2018 Total overnight stays 2018
1.350.971 3.758.912Domestic arrivals 2018 Domestic overnight stays 2018
394.270 1.273.973
Foreign arrivals 2018 Foreign overnight stays 2018
956.701 2.484.938
Total arrivals 2018 Total overnight stays 2018
1.290.738 2.778.073Domestic arrivals 2018 Domestic overnight stays 2018
134.627 300.622
Foreign arrivals 2018 Foreign overnight stays 2018
1.156.111 2.477.448
Source: SORS, 2019
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43+16+24+3+5+9
SPRING
Overnight stays of domestic tourists Overnight stays of foreign tourists
Type of municipality
Health (spa) 389.460
Mountain 147.540
Seaside 220.944
Ljubljana 22.893
Urban 41.585
Other 83.905
Type of municipality
Health (spa) 358.512
Mountain 517.959
Seaside 361.036
Ljubljana 443.739
Urban 206.549
Other 187.316
42,9%
16,3%
24,4%
2,5%4,6%
9,3%
Arrivals March-May Overnight stays March-May
2017 20171.123.819 2.714.818
1.241.060 2.981.438
Growth +10,4%
Growth +9,8%2018 2018
17+25+18+21+10+917,3%
25,0%
17,4%
21,4%
9,9%
9,0%
Ljubljana MountainHealth (spa) Seaside Urban Other
Source: SORS, 2019
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25+22+20+16+8+9
18+25+17+19+9+12SEASONS
Tourist arrivals by type of municipality
Type of municipality March April May Total
Health (spa) 77.456 78.774 70.124 226.354
Mountain 77.394 90.384 141.858 309.636
Seaside 50.088 76.478 89.341 215.907
Ljubljana 59.404 76.583 92.666 228.653
Urban 32.769 38.473 43.960 115.202
Other 36.904 48.159 60.245 145.308
18,2%
25,0%
17,4%
18,4%
9,3%
11,7%
Type of municipality March April May Total
Health (spa) 238.991 255.234 253.746 747.971
Mountain 177.583 185.195 302.722 665.500
Seaside 138.264 199.861 243.855 581.980
Ljubljana 115.426 156.454 194.752 466.632
Urban 77.237 81.988 88.908 248.133
Other 70.256 92.469 108.497 271.222
Number of overnight stays by type of municipality
25,1%
22,3%
19,5%
15,7%
8,3%
9,1%
Overnight stays by countryHighest number of overnight stays
Country Number of overnight stays
Domestic 906.327
Austria 270.141
Italy 258.351
Germany 249.271
Croatia 97.203
Hungary 90.797
Serbia 83.300
United Kingdom 77.785
Russian Federation 70.407
Other Asian countries 68.085
Municipality Number of overnight stays
Ljubljana 466.632
Piran 386.079
Bled 207.613
Moravske Toplice 132.382
Kranjska Gora 122.493
Brežice 105.912
Maribor 98.999
Izola 87.679
Bohinj 85.237
Podčetrtek 83.304
Ljubljana MountainHealth (spa) Seaside Urban Other
Ljubljana MountainHealth (spa) Seaside Urban Other
Source: SORS, 2019
12
33+20+33+2+3+9 12+39+18+15+6+10
SUMMER
Type of municipality
Health (spa) 561.337
Mountain 332.244
Seaside 562.009
Ljubljana 26.588
Urban 52.358
Other 149.574
Type of municipality
Health (spa) 649.005
Mountain 2.026.467
Seaside 968.008
Ljubljana 772.454
Urban 318.493
Other 519.508
33,3%
33,4%
19,7%
12,3%
38,6%
18,4%
14,7%
1,6% 6,1%9,9%
3,1%8,9%
2017 20172.300.267 6.300.933
2.467.441 6.938.041
Growth+7,3%
Growth +10,1%2018 2018
Overnight stays of domestic tourists Overnight stays of foreign tourists
Source: SORS, 2019
Arrivals June-August Overnight stays June-August
Ljubljana MountainHealth (spa) Seaside Urban Other
13
13+35+16+16+7+13Type of municipality June July August Total
Health (spa) 86.073 100.127 124.468 310.668
Mountain 189.599 321.731 362.337 873.667
Seaside 109.779 142.547 150.842 403.168
Ljubljana 101.222 131.210 152.461 384.893
Urban 48.871 63.678 68.801 181.350
Other 74.046 108.158 131.491 313.695
Type of municipality June July August Total
Health (spa) 304.161 416.258 489.924 1.210.343
Mountain 439.478 893.255 1.025.977 2.358.710
Seaside 346.276 574.918 608.821 1.530.015
Ljubljana 196.449 270.551 332.041 799.041
Urban 105.010 126.677 139.164 370.851
Other 135.444 235.558 298.079 669.081
Country Number of overnight stays
Domestic 1.684.109
Germany 730.951
Italy 502.315
Netherlands 483.471
Austria 330.578
Czech Republic 289.951
Belgium 252.758
Hungary 246.727
United Kingdom 241.944
France 210.584
Municipality Number of overnight stays
Piran 902.973
Ljubljana 799.041
Bled 549.740
Bohinj 400.870
Kranjska Gora 343.541
Brežice 329.739
Bovec 319.407
Izola 289.456
Radovljica 198.120
Ankaran 192.522
17+34+22+12+5+10
12,6%
35,4%
16,3%
15,6%
7,4%12,7%
17,5%
34,0%22,0%
11,5%
5,4%9,6%
Tourist arrivals by type of municipality
Number of overnight stays by type of municipality
Overnight stays by countryHighest number of overnight stays
Source: SORS, 2019
SEASONS
Ljubljana MountainHealth (spa) Seaside Urban Other
Ljubljana MountainHealth (spa) Seaside Urban Other
14
42+14+26+3+5+10 16+27+16+23+9+9
AUTUMN
2017 20171.206.857 2.911.952
1.337.867 3.349.248
Growth +10,9%
Growth+15,0%2018 2018
Type of municipality
Health (spa) 400.697
Mountain 128.832
Seaside 255.158
Ljubljana 25.240
Urban 51.970
Other 91.355
Type of municipality
Health (spa) 381.744
Mountain 653.466
Seaside 373.019
Ljubljana 547.619
Urban 221.347
Other 218. 802
42,0%
15,9%
27,3%22,9%
15,6%13,5%
26,7%
2,7%5,5%
9,6%9,2%
9,1%
Source: SORS, 2019
Overnight stays of domestic tourists Overnight stays of foreign tourists
Arrivals September-November Overnight stays September-November
Ljubljana MountainHealth (spa) Seaside Urban Other
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Type of municipality September October November Total
Health (spa) 76.685 85.075 77.897 239.657
Mountain 201.739 104.380 49.933 356.052
Seaside 101.664 72.708 38.770 213.142
Ljubljana 106.521 86.718 62.507 255.746
Urban 49.954 39.455 32.635 122.044
Other 70.343 48.784 32.099 151.226
Type of municipality September October November Total
Health (spa) 267.268 267.375 247.798 782.441
Mountain 459.799 209.973 112.526 782.298
Seaside 316.654 197.825 113.698 628.177
Ljubljana 232.932 206.237 133.689 572.858
Urban 99.372 90.908 83.038 273.318
Other 141.611 96.829 71.716 310.156
Country Number of overnight stays
Domestic 953.253
Germany 312.289
Austria 276.801
Italy 261.705
Croatia 107.888
United Kingdom 99.386
USA 94.984
Other Asian countries 88.385
Serbia 86.340
Hungary 86.096
Municipality Number of overnight stays
Ljubljana 572.858
Piran 414.909
Bled 273.465
Moravske Toplice 145.485
Brežice 127.746
Kranjska Gora 125.643
Maribor 112.275
Bohinj 105.796
Izola 102.046
Podčetrtek 89.821
18+27+16+19+9+1117,9%
26,6%
16,0%
19,1%
9,1%
11,3%
23+24+19+17+8+923,4%
23,4%
18,8%
17,1%
8,2%9,1%
Source: SORS, 2019
Tourist arrivals by type of municipality
Number of overnight stays by type of municipality
Overnight stays by countryHighest number of overnight stays
SEASONS
Ljubljana MountainHealth (spa) Seaside Urban Other
Ljubljana MountainHealth (spa) Seaside Urban Other
16
42+28+14+4+5+7 23+28+10+20+11+8
WINTER
2017 2017872.341 2.280.843
886.901 2.425.978
Growth+1,7%
Growth +6,4%2018 2018
Type of municipality
Health (spa) 417.702
Mountain 274.535
Seaside 132.419
Ljubljana 37.800
Urban 47.745
Other 64.807
Type of municipality
Health (spa) 327.441
Mountain 408.051
Seaside 138.653
Ljubljana 303.583
Urban 161.818
Other 111.423
42,8%
22,6%
28,1%9,6%
20,9%
11,1%7,7%
28,2%
13,6%
3,8%4,9%
6,7%
Overnight stays of domestic tourists Overnight stays of foreign tourists
Source: SORS, 2019
Arrivals December-February Overnight stays December-February
Ljubljana MountainHealth (spa) Seaside Urban Other
17
Type of municipality December January February Total
Health (spa) 78.675 80.377 73.536 232.588
Mountain 75.108 78.791 80.207 234.106
Seaside 38.422 26.502 32.332 97.256
Ljubljana 71.667 43.966 37.937 153.570
Urban 31.609 27.226 29.675 88.510
Other 32.197 23.724 24.950 80.871
Type of municipality December January February Total
Health (spa) 245.035 266.303 233.806 745.144
Mountain 200.811 235.165 246.611 682.587
Seaside 108.424 73.762 88.886 271.072
Ljubljana 169.677 87.576 84.130 341.383
Urban 79.734 60.497 69.332 209.563
Other 72.442 51.222 52.565 176.229
Municipality Number of overnight stays
Ljubljana 341.383
Kranjska Gora 237.085
Piran 178.421
Bled 121.013
Brežice 116.605
Moravske Toplice 113.577
Zreče 107.594
Maribor 88.915
Podčetrtek 81.322
Laško 63.801
Country Number of overnight stays
Domestic 975.008
Italy 311.690
Croatia 214.634
Austria 133.616
Serbia 109.737
Germany 69.703
Hungary 61.291
Bosnia and Herzegovina
51.680
United Kingdom 51.472
Russian Federation 48.599
26+27+11+17+10+926,2%
11,0%
10,0%
9,1%
17,3%
26,4%
30+28+11+15+9+730,7%
11,2%
14,1%
8,6%7,3%
28,1%
Tourist arrivals by type of municipality
Number of overnight stays by type of municipality
Overnight stays by countryHighest number of overnight stays
Source: SORS, 2019
SEASONS
Ljubljana MountainHealth (spa) Seaside Urban Other
Ljubljana MountainHealth (spa) Seaside Urban Other
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GREEN SCHEME OF SLOVENIAN TOURISM
TRAVEL AGENCY
Triglav National Park, Kozjansko Regional Park, Škocjan Caves Regional Park, Logar Valley Landscape Park.
Visit GoodPlace and Roundabout travel.
In the process of evaluation
Accommodation providers Parks Agencies
Destinations
Hotel Thermana Park Laško, Kamp Koren Kobarid, Terme Snovik, Urška Tourist Farm, Country estate Trnulja, B&B Hotel Ljubljana 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 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, 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.
Tržič, Radol’ca, Bovec, Kobarid, Tolmin, Dolenjske Toplice, Cerklje na Gorenjskem, Zeleni Kras.
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.
48 DESTINATIONS34 ACCOMMODATION PROVIDERS4 NATURAL PARKS2 TOURISTS AGENCIES
Ljubljana, Podčetrtek, Bled, Rogaška Slatina, Komen, Miren Kras, Kamnik, Laško.
Idrija, Radlje ob Dravi, Nova Gorica, Maribor, Brda, Kranjska Gora, Ptuj, Slovenj Gradec, Bela krajina, Vipavska Valley, Logarska Valley, Solčava region, Šentjur, Novo mesto, Bohinj, Škofja Loka, Sevnica, Šmarješke Toplice, Koper, Hrpelje-Kozina, Lenart, Sveta Ana, Brežice, Postojna.
Žalec, Celje, Velenje, 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.
Source: Slovenia.info portal, 2019
ITA
A
CRO
H
CERKNO
KRANJSKA GORA
BLED
Camp Koren Kobarid
Design rooms
Camp Špik
Pr’ Gavedarjo
Ramada Resort Kranjska Gora
KAMNIKŠKOFJALOKA
BLAGAJEVA DEŽELA
REGION
DIV
SEŽANA
LITIJA IN ŠMARTNO PRI LITIJI
LJUBLJANACountry EstateTrnulja
Hostel Celica
B&B HotelLjubljana Park
Terme Snovik
Hotel Savica
Eco boutique hotel A.M.S. Beagle
Hotel Astoria Bled
Vila MilaLOGAR VALLEY
AVSKO
Farm StayUrška Stranice
Hotel Atrij Superior TCamp Menina
Hotel Natura Rogla
Farm StayMarjanca
VilaAngelina
MARIBOR
PTUJ
LJUTOMER
Hotel Bioterme Mala Nedelja
HotelMond
RADLJE OB DRAVI
SLOVENJGRADEC
RTEK Thermana park
Laško
ŽALEC
LAŠKO
CELJE
BELA KRAJINA
NOVA GORICA
BRDA
KOMEN Hotel St. Daniel
Saksida
Eco campKorita
AccommodationKogoj
Holiday houses inSlovenian Istria
Škocjan CavesRegional Park
VIPAVA VALLEY
KOPER
HRPELJE-KOZINA
BOHINJ
NOVOMESTO
ŠMARJEŠKETOPLICE
SEVNICA
ŠENTJUR
TriglavNational park
Alpik Chalets
Kozjansko Regional Park
Hostel Bearlog
KOSTANJEVICA NA KRKI
MORAVSKETOPLICE
OB SAVINJI
LJUBNO
KANAL
RAZKRIŠKI KOTLENART
SVETA ANA
BREŽICE
POSTOJNA
IDRIJA
MIREN KRAS
Krajinski park Logarska Dolina
CampingBela krajina
Camp Jezero
CampDanica
Hotel Park - Terme DobrnaHotel Vita - Terme Dobrna
VELENJE
ROGAŠKASLATINA
ROGLA - Pohorje
19
DIGITAL MARKETING
Visitor frequency to the official Slovenian tourism portal
Digital campaigns
Slovenia.Make new memories.
Two million reasons why we feel Slovenia
Visit for a day, remember for a lifetime
Source: Google Analytics, 2018
3.821
Total number ofposts
3.305.622
Totalnumber of
interactions
1.455.573
Totalnumber offollowers
Number offollowers on
557.252
Number offollowers onInstagram
149.509
Social media activities
2.483.298
5.744.793
Number ofunique users and
page views
49,7%
Share of views viamobile devices
14
Number of digitisedpublication
1.278
Number of newphotographs in
the media library
166
Number of newstories
Source: Google Analytics, 2018; SocialBakers, 2018
Source: Slovenian Tourist Board, 2017; SocialBakers, 2018
20
EVENTS & ACTIVITIES
Important activities
Awards for Slovenian Tourist Board
Slovenian Incoming Workshop 2018
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 EVENTS IN SLOVENIA
122 STUDY TRIPS FOR 376 FOREIGN JOURNALISTS
9 SLOVENIA UNIQUE EXPERIENCES HACKATHON
2 AWARDS FOR INNOVATION SNOVALEC
AWARD FOR INNOVATION SEJALEC
Projects
EDENEuropean Destinations of Excellence
European projectsEurosport
10,6 MILLION VIEWS OF TOUR OF SLOVENIA RACE
700.000 FOLLOWERS
Title of the best sustainable destination in Europe and one of ten best in the world. ITB Best of Europe 2018.
Title of European Region of Gastronomy 2021 which is awarded by the international institute IGCAT.
Best in Wellness at WTM London for Healthy Waters campaign.
Virtuoso, the leading global association in luxury and boutique travel and tourism industry, nominated STB for tourism organization of the year.
Source: Eurosport 2018
Source: Slovenian Tourist Board, 2019
21
19+16+21+21+12+11
KEY MARKETS
ITALY - 12% OF OVERNIGHT STAYS, 1% GROWTH
2,2
598.826Arrivals
Average length of stay (days)
Urban consumers
Green explorers
Sociable foodies
17,1%
20,0% 4.923.623
4.221.262
12,2% 3.004.703Top three personas
1.334.061
143Consumption (EUR/day)
Overnight stays
1
2
MOUNTAINS
HEALTH & WELL-BEING
GASTRONOMY
CULTURE
OUTDOOR
SUN & SEAProducts
Number of overnight stays by type of municipality and month 2018
Overnight stays by type ofmunicipality 2018
18,8%
20,8%
21,3%
11,8%
10,9%
16,4%
Trend of arrivals and overnight staysof tourists 2009 - 2018
0
10.000
20.000
30.000
40.000
50.000
60.000
70.000
80.000
90.000
100.000
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
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
prihodi prenočitve
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other Arrivals Overnight stays
Health (spa) Seaside Mountain Ljubljana Urban Other
22
8+11+44+20+11+6
KEY MARKETS
GERMANY - 12% OF OVERNIGHT STAYS, 17% GROWTH
2HEALTH & WELL-BEING
CULTURE
1MOUNTAINS
GASTRONOMY
OUTDOOR
TOURING2,7
506.080
Green explorers
Urban consumers
Beauty & indulgence lovers
17,2%
17,0%
15,3%
5.879.195
5.805.746
5.212.28386
1.362.214
Number of overnight stays by type of municipality and month 2018
44,2%
10,8%11,5%5,6% 8,2%
19,7%
0
20.000
40.000
60.000
80.000
100.000
120.000
140.000
160.000
180.000
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
2008 2010 2012 2014 2016 2018 2020
prihodi prenočitve
Arrivals
Average length of stay (days)
Top three personasConsumption (EUR/day)
Overnight stays
Products
Overnight stays by type ofmunicipality 2018
Trend of arrivals and overnight staysof tourists 2009 - 2018
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Arrivals Overnight stays
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other
Health (spa) Seaside Mountain Ljubljana Urban Other
23
6+35+12+36+7+4
AUSTRIA - 9% OF OVERNIGHT STAYS, 4% GROWTH
1
2MOUNTAINS
GASTRONOMY
CULTURE
OUTDOOR
TOURING
Beauty & indulgence lovers
Urban consumers
Green explorers
22,4%
19,4%
15,7%
827.715
716.841
577.759
381.709 1.011.136
2,6 91
35,0%
12,3%
36,0%
3,9% 5,8%6,9%
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
200.000
400.000
600.000
800.000
1.000.000
1.200.000
2008 2010 2012 2014 2016 2018 2020
prihodi prenočitve
KEY MARKETS
Arrivals
Average length of stay (days)
Top three personasConsumption (EUR/day)
Overnight stays
Products
Number of overnight stays by type of municipality and month 2018
Overnight stays by type ofmunicipality 2018
Trend of arrivals and overnight staysof tourists 2009 - 2018
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Arrivals Overnight stays
HEALTH & WELL-BEING
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other
Health (spa) Seaside Mountain Ljubljana Urban Other
24
4+55+7+27+3+4
UNITED KINGDOM - 4 % OF OVERNIGHT STAYS, 10% GROWTH
2OUTDOOR
TOURING
1MOUNTAINS
GASTRONOMY
CULTURE
HEALTH & WELL-BEING
Urban consumers
Green explorers
Beauty & indulgence lovers
19,2%
13,6%
13,4%
4.833.092
3.420.872
3.373.108
163.997
2,9 102
470.587
3,9%3,0%
54,8%
6,5%
27,3%
4,4%
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
050.000
100.000150.000200.000250.000300.000350.000400.000450.000500.000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
prihodi prenočitve
Arrivals
Average length of stay (days)
Top three personasConsumption (EUR/day)
Overnight stays
Products
Number of overnight stays by type of municipality and month 2018
Overnight stays by type ofmunicipality 2018
Trend of arrivals and overnight staysof tourists 2009 - 2018
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Arrivals Overnight stays
KEY MARKETS
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other
Health (spa) Seaside Mountain Ljubljana Urban Other
25
6+34+13+26+7+14
FRANCE - 3% OF OVERNIGHT STAYS , 28% GROWTH
1
2
GASTRONOMY
MOUNTAINS
CULTURE
OUTDOOR
TOURING
HEALTH & WELL-BEING
Urban consumers
Green explorers
Sociable foodies
20,3%
17,4%
9,5%
4.634.723
3.968.518
2.170.6662,3
148.166 339.177
102
6,3%
33,8%
13,5%
26,2%
6,6%
13,5%
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
50.000
1 2 3 4 5 6 7 8 9 10 11 12
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
prihodi prenočitve
Arrivals
Average length of stay (days)
Top three personasConsumption (EUR/day)
Overnight stays
Number of overnight stays by type of municipality and month 2018
Overnight stays by type ofmunicipality 2018
Trend of arrivals and overnight staysof tourists 2009 - 2018
KEY MARKETS
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Arrivals Overnight stays
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other
Health (spa) Seaside Mountain Ljubljana Urban Other
26
43+13+23+13+5+3
RUSSIAN FEDERATION - 3% OF OVERNIGHT STAYS , 2% DECREASE
4,8
62.845
351
1
2
HEALTH & WELL-BEING
TOURING
GASTRONOMY
CULTURE
SUN & SEA
MOUNTAINS
298.443
Forever young
Sociable foodies
Green explorers
16,2%
16,0%
14,8%
4.306.013
4.243.071
3.932.358
42,9%
12,9%
23,0%
12,7%
5,3%3,1%
0
2.000
4.000
6.000
8.000
10.000
12.000
14.000
16.000
18.000
20.000
1 2 3 4 5 6 7 8 9 10 11 12
0
50.000
100.000
150.000
200.000
250.000
300.000
350.000
400.000
2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
prihodi prenočitve
KEY MARKETS
Arrivals
Average length of stay (days)
Top three personasConsumption (EUR/day)
Overnight stays
Products
Number of overnight stays by type of municipality and month 2018
Overnight stays by type ofmunicipality 2018
Trend of arrivals and overnight staysof tourists 2009 - 2018
Source: Slovenian Tourist Board - Valicon, 2017; Ministry of Economic Development and Technology, 2017; SORS, 2019
Arrivals Overnight stays
Health (spa)
Seaside
Ljubljana
Urban
Mountain Other
Health (spa) Seaside Mountain Ljubljana Urban Other
27
DEFINITIONS OF TERMS AND REFERENCES
Basic definitions of terms
Abbreviations
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) in a catering or any other accommodation facility in a place outside of theireveryday environment.
Overnight stay denotes everynight which a tourist actuallyspends at an accommodation facility (overnight or only spends some time there) or if only checked-in (person’s physical presence is not necessary).
Tourist arrivals to an accommodation facility are defined with a number of persons arriving to theaccommodation facility andchecking in. Arrivals include allpersons irrespective of their age(including children whose accommodation is free of charge).
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.infoRepublic of Slovenia, Ministry of Economic Development and Technology, 2017. 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, 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.
SORS Statistical Office of the Republic of Slovenia
UNWTO UN World Tourism Organization
STB Slovenian Tourist Board
Media Library STB. Found in May 2019.Images
28
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Published: Slovenian Tourist BoardEditor: Ana Špik
Design: Marketinške storitve, Svetlana Melechikhina Pleško s.p.Photos: Media library STB/May 2019
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