Slovenia’s tourism sector saw steady growth from January to July 2024, with a 2.8% increase in arrivals and a 1.2% rise in overnight stays, despite slight declines in July compared to the previous year’s record. Foreign markets, particularly distant ones, continue to drive this growth, while the focus shifts toward managing tourism flows and enhancing visitor experiences in line with strategic goals.
In July 2024, Slovenia’s accommodation establishments hosted over 1 million guests, resulting in nearly 2.9 million overnight stays. Although these figures show slight declines of 1.3% in arrivals and 0.9% in overnight stays compared to the record-breaking July 2023, they reflect a resilient tourism sector. Despite this dip, the overall trend from January to July 2024 indicates a 2.8% increase in tourist arrivals and a 1.2% rise in overnight stays, consistent with the 2022-2028 Strategy of Slovenian Tourism which targets sustainable growth.
Foreign tourists are the primary drivers of this growth, with significant increases in arrivals and overnight stays from markets like Denmark (+20%), the USA (+19%), and Spain (+17%) in July. Ljubljana saw the largest rise in overnight stays, up 6%, highlighting its growing appeal. While mountain municipalities recorded a 0.4% uptick, urban areas experienced a sharp 20.3% decline, emphasizing the need for better distribution of tourist flows. The return of tourists from distant markets, including Canada (+27%), Brazil (+24%), and China (+11%), has diversified Slovenia’s tourism base and bolstered its resilience.
Overall, Slovenia’s tourism sector remains on solid ground, with growth aligned with strategic objectives. Efforts are now focused on managing tourism flows by boosting off-peak travel and spreading visitors more evenly across regions. This approach is crucial for preventing overcrowding in popular areas and ensuring the benefits of tourism are felt more broadly. As the sector continues to recover from the COVID-19 pandemic, Slovenia is increasingly aiming to attract high-value, responsible tourists who positively impact both the economy and local communities.
