Press Release

Temporary SURS data for the period from January until, and including, November anticipate another successful year for Slovenian tourism with a new record in the number of overnight stays.

Another record year for Slovenian tourism29 December 2016 – In 2016, Slovenian tourism again recorded record numbers as the 10 million overnight stays mark was exceeded again. According to preliminary data of the Statistical Office of the Republic of Slovenia (SURS), 12 per cent more foreign tourist arrivals and 10 per cent more overnight stays by foreign tourists were recorded in the first eleven months, placing Slovenian tourism above the European average. 2016 was an important year for Slovenian tourism; in addition to record results, this year saw numerous successfully implemented projects, such as the global digital campaign, Slovenia – Make New Memories, and the launching of the new central Slovenian tourist portal, slovenia.info.

Tourism is an important industry in Slovenia, contributing almost 13 per cent of the country's gross domestic product, accounting for 8 per cent of total exports and approximately 40 per cent of service exports. According to data from the Bank of Slovenia, inflows from the export of travel services in the first ten months of 2016 amounted to EUR 2 billion, which represents a 3.9-per cent growth compared to the same period in 2015.

Eva Štravs Podlogar, State Secretary at the Ministry of Economic Development and Technology: “Excellent results of tourist arrivals and overnight stays forecast a record year in tourism. A positive trend is detected also in the inflows from the export of travel services. Positive results indicate that the efforts of the Slovenian business sector, the Ministry of Economic Development and Technology, and the Slovenian Tourist Board have been fruitful. The foundations for development of Slovenian tourism will also be laid in the forthcoming year by the Ministry of Economic Development and Technology. The new year represents a new strategic era; we will formulate a Strategy for the Sustainable Growth of Slovenian Tourism in 2017-2021; adopt a new Promotion of Tourism Development Act, which will introduce many innovations; amend the Hospitality Industry Act, and draft a new Kobilarna Lipica (Lipica Stud Farm) Act. On this occasion, I would like to thank all stakeholders in Slovenian tourism, the tourist sector, and the public and civil sphere for their excellent and successful cooperation. The growth rates of Slovenian tourism certainly reflect a high degree of cooperation between all parties involved. I wish that our cooperation would be further upgraded in the new year and enhance the importance of integration at all levels, from product to destination and promotion.”

Mag. Maja Pak, Director of the Slovenian Tourist Board: “Over 10 million overnight stays, the growth in the number of foreign tourists and other results, which exceed many European average numbers, testify that we achieved and exceeded the objectives set with this year’s ambitious marketing plan, which was prepared in partnership with the tourism industry. So far the most extensive marketing and communications activities, particularly the global digital campaign, Slovenia – Make New Memories, with which we reached as many as 42 million people in 13 markets, position green, active and healthy Slovenia among the world’s most popular destinations. Excellent responses from tour operators, media and over 250 journalists, to whom we introduced Slovenia at home and abroad, contribute to its recognisability. The placement of Slovenia among the most attractive destinations is proof that our country is receiving an increasing level of interest. This growth in recognisability, reputation and desirability is expected also in 2017, when a new, currently launched web portal, slovenia.info, which has been fully adapted to the new digital habits of modern tourists, will encourage them to visit Slovenia. More reasons for visiting in 2017 will also be provided by innovative tourist products, which are being created by means of knowledge, experience and suitable marketing and communications support. In 2017, I wish for the successful continuation of cooperation by all who create new memories for visitors and many innovative products of green, active and healthy Slovenia, contributing to the interest and excitement of tourists.”

One of the key activities of the Slovenian Tourist Board in 2016 was the promotion of Slovenia as a green, active and healthy boutique destination. At the core of the promotional activities was the digital campaign, Slovenia – Make New Memories, which the Slovenian Tourist Board implemented in cooperation with the Slovenian tourism industry in 13 international markets. The campaign reached over 42 million unique visitors and exceeded the planned objectives in all respects. A completely updated and new central Slovenian tourist portal, slovenia.info, designed according to the current trends in web technologies, was launched recently. This record year for Slovenian tourism has been completed by numerous recognitions and placements of Slovenia among the most attractive and sustainability-oriented countries, including the title of the first green country in the world, finalist of the National Geographic’s selection for the World Legacy Award and the WTM London for the Global Sport Tourism Impact Award.

Data by municipalities and destinations

The various Slovenian municipalities and destinations also pride themselves on their good results.

LJUBLJANAAccording to a Ljubljana Tourism assessment, 72,311 overnight stays were recorded in November in all accommodation facilities in Ljubljana, which represents an increase of 28.6 per cent in overnight stays over November 2015. At the annual level, the assessment of overnight stays is 1,187,524 until the end of November, which is 8.6 per cent more than in the first eleven months of 2015. The data for December available so far reveal that 16 per cent more

overnight stays were recorded when compared to December 2015. All data are significantly above the European average.Not many visitors were expected in Ljubljana for Christmas, which is a family holiday; the occupancy was 37 per cent (between 24 and 26 December 2016; source: Tourist Information Centre). Accommodation facilities will be practically completely occupied on New Year’s Eve. Ljubljana Tourist Information Centre recorded an increase in the number of visitors from South Korea and Japan in 2016. There were also more Italians, who like to extend their visits on national holidays, than in the previous years. A one-fifth increase in the sale of tourist cards was also recorded in 2016. These combine many benefits, including entry to the majority of galleries and museums in Ljubljana, thus confirming an increase in interest in culturally-oriented subjects.

BLEDThe current occupancy of capacities in Bled is between 80 and 90 per cent. Bled’s accommodation facilities will be fully occupied on New Year’s Eve (95 to 100 per cent). According to bulk data, a more than 10-per cent increase in overnight stays was recorded at Bled in the first eleven months of 2016 in comparison to 2015. In the 11-month period including November 2016, 386,536 visitors and a total of 851,437 overnight stays were recorded in Bled. In November, 16,449 visitors and 27,246 overnight stays were recorded in Bled, which is also more than a 10-per cent increase according to bulk data.

PORTOROŽ AND PIRANThe Municipality of Piran recorded 57,000 overnight stays in hotels in November, which is 9 per cent more than in 2015. In the first eleven months of 2016, 1,121,000 overnight stays in hotels were recorded, which is a 5-per cent increase compared to last year. More overnight stays in hotels were also recorded during the Christmas holidays (24 to 26 December), i.e. a 4-per cent increase if compared to the same period in 2015. Foreign visitors generated two thirds of all overnight stays (particularly Italians, Austrians and Germans). Hotels are expected to be fully occupied by the New Year. At least 33,000 overnight stays in hotels are expected during the Christmas and New Year holidays. In 2016, approximately 1,175,000 overnight stays, or a 5-per cent increase if compared to 2015, is expected in the Municipality of Piran.

IZOLAThe data on the number of overnight stays in November reveal that Izola recorded almost 30 per cent more overnight stays than in 2015. According to the data available by the end of November 2016, approximately 6 per cent more overnight stays were realised in Izola in 2016 than in 2015 (2016: 310,791 overnight stays; 2015: 294,328 overnight stays). The increase is particularly the result of a larger number of overnight stays in the period after the high season, i.e. in September, October and November, where an increase in visits of between 10 to 30 per cent was detected. No significant changes occurred in the summer season; Izola is relatively well occupied during that period every year. An increase in overnight stays was recorded for all accommodation facilities for which statistics are kept, i.e. hotels, hostels, rooms and camps. Domestic visitors are still predominant in Izola (approx. 60 per cent), for which an almost 9-

per cent increase was detected in comparison to 2015, while the share of foreign visitors remained approximately the same as in 2015. The anticipated occupancy of accommodation facilities in December is between 80 and 90 per cent.

KOPERIt is anticipated that the occupancy of tourist capacities in the Municipality of Koper will be about 80 per cent during the Christmas and New Year holidays, which is comparable to 2015. Somewhat more visitors are expected for New Year’s Eve, when the hotels and large catering facilities will be for the most part fully occupied.

MARIBORThe hotels of Maribor’s largest operator were fully occupied during the Christmas holidays; the occupancy of smaller hotel operators was up to 50 per cent. As per the number of overnight stays and arrival of visitors until November 2016, it seems that the city of Maribor and the tourist destination as a whole will again record a record number of tourist overnight stays in 2016.

Key activities and objectives of Slovenian tourism in the future

The record results of Slovenian tourism are the result of the correct direction in tourism development and promotion; hard work; good cooperation between the Ministry of Economic Development and Technology, the Slovenian Tourist Board, tourism industry and the civil sphere; and the thoughtful, joint strategic decisions of the key players in Slovenian tourism when deciding in which direction we wish to develop and promote Slovenian tourism. Slovenia has resources and capacities only for boutique tourism, which is based on the principles of sustainability. Thus, the future development and marketing of Slovenian tourism will be based on the principles of green, active and healthy holidays in a destination of five-star experiences.

As per this direction, the Slovenian Tourist Board will continue and further improve the strategic approach to the development and marketing of products in the forthcoming year in accordance with the newly developed tourist strategy.

Key activities of the Slovenian Tourist Board will thus include further development of sustainable tourism by means of the Green Scheme of Slovenian tourism; development of high-quality, authentic, innovative tourist products with high added value; efforts to achieve higher revenue in tourism; addressing of visitors with higher purchasing power, and closer cooperation with the Slovenian tourism industry and other institutions and individuals involved in the promotion of Slovenia, particularly by upgrading business events in key markets. The emphasis will remain on the innovative and efficient marketing of Slovenia as a tourist destination with the implementation of the central digital marketing campaign and the objective of improving the competitiveness of Slovenian tourism on the global level.

Slovenian tourism in compliance with global trends

For potential tourists, Slovenia is increasingly becoming a recognisable tourist destination. Its attractiveness is further increased by the compliance of the development and promotion of Slovenian tourism with global tourism trends.

Modern tourists are increasingly drawn to unique and authentic experiences in non-traditional destinations, and when making their choices, they prefer destinations with higher levels of security. Tourists are inclined towards active holiday breaks, cultural tourism, cuisine and the pristine nature of a destination. The trend of increased concern of modern tourists regarding the importance of sustainable tourism is becoming particularly prominent, which gives Slovenian tourism a special competitive advantage, since it positions sustainable development at the centre of its development and promotional activities. (Source of above trends in tourism: CBI Trends: Tourism, June 2016 and ITB World Travel Trends Report 2015/2016).

ADDITIONAL INFORMATION

Slovenian Tourist BoardDimičeva 13, SI-1000 Ljubljana, SlovenijaTel.: 00386 (0)1 5898 550, Fax: 00386 (0)1 5898 560www.slovenia.info/pressRebeka Kumer Bizjak, Global Public Relations, press@slovenia.info