The number of visitors has recently surpassed the record pre-pandemic year of 2019, strengthening Slovenia’s position as a green and safe boutique destination. This surge in popularity presents new opportunities for investors.
Slovenia used to be a hidden gem for savvy travellers. The geographically diverse country located between the Alps, Mediterranean Sea and central European plains remains as attractive as ever but is far from hidden anymore. Last year the number of international arrivals grew by 7.5 percent, outperforming both global and European recovery trends following the pandemic. Its main destinations, like the capital Ljubljana or Alpine resort Bled, are often listed as must-visit locations by international media. The national tourism marketing strategy emphasises Slovenia as green, safe, and uncrowded. This strategy obviously worked, as the number of visitors has gone up – the same was also noted by analysts. The World Economic Forum’s Travel and Tourism Index ranks Slovenia’s branding strategy as the world’s best among 119 surveyed nations. The WEF’s survey also puts Slovenia in 2nd place for environmental stability and as the 10th most secure travel destination. The country is also increasingly being recognized as a boutique destination for the most demanding customers: Virtuoso, the world’s leading network of luxury travel agencies lists Slovenia as one of the nine “must have” luxury tourism experiences in 2025.
The main markets for Slovenian tourism are in Central Europe. In 2024, most of the visitors came from Germany (14.3%), followed by Italy (10.3%), Austria (8.3%), and Hungary (4.8%). The fastest growing, however, are overseas markets: China (+46% in comparison with 2023), Japan (+20%), and the USA (+18%).
Government support plays a vital role in this success. The Ministry of Economy, Tourism, and Sport is investing €58 million in sustainable tourism projects, including renovations and new facilities. The Slovenian Tourist Board (STB) is currently co-financing 58 infrastructural projects through the European Recovery and Resilience Plan and the national budget. Further enhancing its efficiency, the STB will launch a National Tourism Information Centre in June to support the sustainable tourism strategy.
Unsurprisingly, investors have spotted opportunities in the tourism scene’s growing interest. In the last few years Ljubljana got two new 5-star hotels, the Intercontinental and the Grand Plaza. Ljubljana’s new multimodal passenger hub will also include a business and trade centre with an additional two hotels. Construction should be finished by 2027. The Slovenia Business website lists numerous opportunities for investors, including an Alpine wellbeing resort, a glamping spot on the Adriatic coast, a ski hut, and attractive locations in the cities of Maribor and Bled, or near Ljubljana’s International Airport.
