"Feel Slovenia" Press Conference: Slovenia Showcases as a Premier Destination for Healthy Living and Gastronomy

The "Feel Slovenia" press conference, organized by the Slovenian Tourist Board (STO), was held at the Indigo Hotel in Belgrade. The event was attended by a large number of Serbian media representatives, where STO officials, along with representatives from the Association of Slovenian Spas and the Rogaška Slatina Health Resort, presented Slovenia as a green, active, and healthy destination. Special emphasis was placed on the country’s natural thermal spas and its exceptional gastronomic scene.

Intensifying Activities in the Serbian Market

As part of an effort to strengthen promotional and marketing activities in high-growth markets, the STO announced plans to intensify its presence in the Serbian market throughout 2022.

Aleksandra Lipej from the STO stated: "In 2022, the Slovenian Tourist Board has primarily directed its promotional activities toward nearby European markets, including Serbia. Due to its proximity, wealth of unique experiences, interesting cities, and cultural similarities, Slovenia is a traditionally popular destination among Serbian citizens." She added that the pandemic has further accelerated trends such as the growing popularity of sustainable travel, active outdoor holidays, and boutique experiences, which strengthen Slovenia's competitive position as an attractive tourist hub.

A "Land of Health" Built on Natural Resources

Iztok Altbauer, General Manager of the Association of Slovenian Spas, emphasized that Slovenia is renowned as a "land of health" thanks to its excellent and highly developed thermal and wellness centers. "Our development is driven by numerous natural resources and abundant healing factors," Altbauer noted. Key factors include:

• Thermal and thermo-mineral waters

• Cold mineral drinking waters, most notably Donat Mg and Radenska

• Sea water and sea salts

• Organic and inorganic healing muds (peloids)

• Diverse microclimates, ranging from subalpine and Pannonian to Mediterranean

This wealth of resources allows for an incredibly broad offering, from health-preventive and curative programs to relaxation and harmony for the soul and body. Altbauer also highlighted the importance of Serbian visitors, who ranked seventh among international guests in 2019 with over 66,000 overnight stays, expressing hope that these numbers will soon be reached again.

Rogaška Slatina: A Tradition of Excellence and Innovation

Marko Lenček, Assistant Director of the Rogaška Medical Centre, emphasized Rogaška Slatina as a health resort with a 400-year tradition and its unique mineral water, Donat Mg, which is the richest magnesium water in the world. He also highlighted the destination's commitment to sustainable development: "As a green destination, Rogaška Slatina is a recipient of the Slovenia Green Destination gold label, making it ideal for outdoor activities". Furthermore, Rogaška Slatina offers unique boutique experiences, such as "Anin ples" (Anna's Ball), a tradition spanning nearly 200 years.

Lenček further explained why the destination is so attractive to guests: "Rogaška Slatina is the oldest Slovenian health resort, most recognizable for its unique natural mineral water. We have over 400 years of tradition, which we have successfully combined with modern medical procedures and advanced expertise for many years; it is no wonder that guests are happy to return. For health maintenance and the relief of health issues, various treatments using Donat Mg medicinal mineral water are used, along with other recognized medical procedures under the supervision of more than 50 specialist doctors". Simultaneously, guests enjoy untouched nature and walks through the famous spa park, while remaining impressed by the prestigious crystal of Steklarna Rogaška and Afrodita cosmetics.

Strategic Campaigns and Market Growth

In Serbia, the STO will launch advertising activities this year as part of a global digital campaign, promoting "Health and Wellbeing" and "Outdoor Activities" products. The campaign will run until the end of May 2023. Advertising within this campaign will also take place on social networks, including Facebook, Instagram, Google, YouTube, Twitter, LinkedIn, Pinterest, and TikTok. Throughout 2022, the STO will maintain a presence by advertising key Slovenian tourism products in foreign online and specialized print media. Plans also include study trips for media representatives and tour operators, as well as a specialized Workshop.

According to RZS data, Slovenia recorded more than 44,000 tourist arrivals in 2021, representing a 4% increase compared to 2020. Serbian tourists accounted for 152,000 overnight stays, reflecting a 7% growth. In 2021, guests from Serbia made up 3.2% of all international overnight stays, ranking 11th among all foreign visitors by the number of nights spent in the country.

Regarding preferred destinations, in the last pre-pandemic year (2019), Serbian guests most frequently stayed in the municipalities of Ljubljana, Piran, and Kranjska Gora. In 2020, the top destinations were Ljubljana, Kranjska Gora, and Maribor, while in 2021, they were Ljubljana, Maribor, and Piran. Despite the recovery trends, the 2021 data still reflects a 69% decrease in tourist arrivals and a 60% drop in overnight stays by Serbian tourists compared to 2019 levels.