Slovenian tourism achieves record growth in 2024, Setting a positive outlook for 2025

Published on January 28, 2025

By: Paramita Sarkar

In 2024, Slovenian tourism achieved significant milestones, surpassing both European and global recovery trends post-pandemic.

The country welcomed approximately 6.58 million visitors, marking a 6.3% increase from 2023, and recorded 16.85 million overnight stays, a 4.5% rise year-on-year.

Notably, foreign tourists accounted for 72% of all overnight stays, underscoring Slovenia’s growing appeal on the international stage.

Key Markets and Growth Trends

Germany maintained its position as Slovenia’s leading foreign market in 2024, with German tourists contributing 1.9 million overnight stays, representing 16% of all foreign stays. This reflects a 4% increase from the previous year and a 29% surge compared to pre-pandemic levels.

Italy, the second most significant market, exhibited a modest 2% growth in overnight stays but has yet to reach pre-pandemic figures. Austria remained the third key market, while Croatia ascended to fourth place, surpassing Austria in 2024. Croatian visitors notably contributed 41% of their overnight stays during Slovenia’s winter months, aiding in the country’s efforts to promote year-round tourism.

The Visegrad countries demonstrated remarkable growth. Poland experienced a 19% year-on-year increase in overnight stays in 2024 and a substantial 56% rise compared to 2019. Slovakia reported an 11% growth from 2023 and a 51% jump relative to 2019. The French market also showed positive trends, with an 8% increase over 2023 and a 40% rise compared to 2019.

The North American market performed exceptionally well, with the U.S. market up by 18% year-on-year in 2024 and a 25% increase compared to 2019. Asian markets, particularly China and Japan, are showing encouraging signs of recovery, with increases of 46% and 20% respectively compared to 2023, though both remain below 2019 levels.

Quality Indicators and Global Recognition

Several key quality indicators further highlight Slovenia’s positive tourism performance. The local population’s hospitality rating remains high, and Slovenia’s online reputation outperforms that of comparable countries such as Austria, Italy, and Croatia. Additionally, in the World Economic Forum’s survey, Slovenia ranks first among 119 countries for its branding strategy, underscoring the success of the Slovenian Tourist Board’s promotional efforts.

Strategic Initiatives for Sustainable Growth

The Ministry of the Economy, Tourism, and Sport concluded 2024 by announcing a Call for Proposals to co-finance investments aimed at enhancing the quality of tourist accommodation facilities. With an allocation exceeding €15 million for sustainable tourism development, this initiative underscores the commitment to improving Slovenia’s tourism sector. In 2025, the Ministry plans to select projects for the renovation and construction of accommodation facilities while overseeing the implementation of 44 projects from the 2022 call for tenders. Collectively, these efforts will channel €58 million into upgrading Slovenia’s accommodation offerings.

Furthermore, the Ministry is focused on expanding accommodation and tourism product development within Slovenian ethnic communities abroad, including those in Hungary, Italy, Austria, and Croatia.

Looking Ahead

As Slovenia celebrates the 30th anniversary of the Slovenian Tourist Board in 2025, the nation is poised to launch significant development projects that will further elevate its standing in global tourism. Guided by the principle of “A little more and a lot better,” the focus remains on fostering balanced tourism growth, emphasizing higher quality and added value. This strategic direction sets an optimistic tone for 2025 and beyond, reinforcing Slovenia’s reputation as a leading green hospitality destination.