Despite steady growth and record figures, Slovenian resorts are still not overcrowded. And the country still offers many unexplored opportunities.
Last year Slovenia attracted 7 million visitors and recorded almost 18 million overnight stays: 6 percent more than in 2024, and 9 percent more if we take into account only foreign visitors. According to the Slovenian Tourism Board (STB), these figures are “reinforced by high satisfaction ratings from international visitors” and by “a positive attitude of the domestic population toward tourism.”
Both factors are related to the fact that the number of visitors remains rather modest compared to many top European destinations. In the media, Slovenia and its resorts are still often listed among the “most underrated places to visit.” To some extent, this goes hand in hand with the STB’s strategy, emphasizing sustainability and promoting Slovenia as a destination for more demanding visitors.
In 2025, the government supported 119 tourism-related investment projects with 121 million euros from EU and national budgets. These supporting activities continue this year. Several Slovenian municipalities are also looking for developers interested in taking part in public-private partnerships. The projects include the development of new spas, an eco-hotel, a wellness and congress hotel in an old castle, a water park, and glamping facilities. Among the more unique projects looking for partners is a “health resort focused on equine-assisted activities and therapies” in Eastern Slovenia.
Some established facilities are also for sale. A few examples include two four-star hotels in Rogaška Slatina, one of Slovenia’s best spa resorts with a tradition going back to the times of the Habsburg Empire, and a designer hotel in a prime location in the old part of Maribor, Slovenia’s second-largest city. Another interesting opportunity is a boutique hotel in a restored Renaissance castle near Lake Bled. More opportunities and information are available on the Slovenia Business website.
