Slovenian tourism continues to grow steadily, with a significant increase in the number of foreign tourists in the first 9 months of 2024. According to the latest data from the country’s National Statistics Institute, a total of 4.3 million foreign tourists visited Slovenia from January to September 2024, an increase of 7.2% compared to the same period in 2023. This growth highlights Slovenia’s growing attractiveness as a tourist destination, especially for European tourists.
In addition to the increase in the number of foreign tourists, there has also been a significant increase in the number of overnight stays by foreign tourists. Between January and September 2024, the number of overnight stays by foreign tourists was 10.6 million, up 6.0% from the same period last year. These figures highlight Slovenia’s growing reputation as a tourist destination, with tourists choosing to stay longer durations and explore the country’s diverse attractions, from alpine landscapes to historic cities. Data for September 2024 alone further confirms this trend. 535,121 foreign tourists visited Slovenia in September, an increase of 3.3% compared to September 2023. These tourists contributed 1.2 million overnight stays, an increase of 4.5% compared to the month.
Germany continues to be Slovenia’s largest source of foreign tourists.
In September 2024, 108,000 overnight stays were made by tourists from Germany, accounting for 23% of the total number of overnight stays abroad. This is not surprising, given Germany’s close proximity to Slovenia and the fact that Slovenia’s natural beauty and outdoor activities are very attractive, which are especially popular among German tourists. After Germany, Austria and the United States became the second and third largest sources of foreign tourists in September. Austrian tourists, like German tourists, are attracted by Slovenia’s landscapes and cultural-historical sites. At the same time, more and more American tourists are discovering Slovenia as a hidden gem in Europe, drawn to its reputation as a medieval town, wine region, and growing sustainable tourist destination.
Chinese tourists are an emerging visitor group in Slovenia, with a significant 68% increase in arrivals.
The number of Chinese tourists rose to 58,471, up from 34,767 in 2023. Strengthening ties between China and Slovenia, Minister Matjaž Han visited Shanghai for the China International Import Expo (CIIE), where he inaugurated the Slovenian pavilion and engaged with key business partners. He underscored China’s role as Slovenia’s largest Asian trade partner and stressed the importance of expanding exports beyond the EU. Additionally, he highlighted the need to attract more Chinese visitors, as they currently account for only 0.58% of all foreign overnight stays in Slovenia, with an average stay of just two nights.
In 2024, Slovenia’s tourism industry has seen impressive growth, with a 7.2% increase in the number of foreign tourists and a 6.0% increase in the number of overnight stays by international tourists. The country’s natural beauty, rich cultural resources, and commitment to sustainability have made it an increasingly popular destination for tourists from Germany, Austria, the United States, and more. Despite a slight decline in domestic tourism, Slovenia is still in a strong position to continue to attract foreign tourists and contribute to the sustainable growth of the tourism industry. By leveraging its strengths and addressing emerging challenges, Slovenia can expect further success in the coming years. [Source: Travel and Tour World].
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