The presentation in the Slovenia House in La Villette Park, Paris captivated distinguished French media representatives and influencers. Adding to the event’s prestige, Olympic medalists Janja Garnbret and Toni Vodišek made special appearances to greet the guests. Throughout the Olympic Games, the STB effectively engaged sports enthusiasts worldwide through a variety of communication and promotional initiatives.
The Slovenian Tourist Board, along with chef Ana Roš, curated an exceptional culinary experience, showcasing Slovenia as a top destination for active holidays and gastronomy. Guests were also greeted by the Slovenian Ambassador to France, Metka Ipavec, and Marta Kos, a representative of the Slovenian Olympic Committee – Association of Sports Federations (OKS-SFZ).
In the second part of the event, the STB provided a detailed presentation of the new promotional campaign, It’s all in our nature, created in partnership with the Slovenian Olympic Committee – Association of Sports Federations. During a moderated discussion, journalists gained insights into the campaign’s design process and watched the new video. Alongside STB representatives, the discussion featured Matic Švab, Business Director of the OKS, and Jan Ternjak, sports manager for several Slovenian athletes, including Kristjan Čeh, who participated in the campaign. This first-of-its-kind joint campaign combines striking visuals and videos of 10 iconic Slovenian locations and over 20 athletes, set to a soundtrack by Slovenian musician DJ Umek. The campaign is a powerful tool for the STB to inspire sports enthusiasts to explore the country and its diverse tourism offers.
STB’s efforts to strengthen its promotional and communication activities during the Paris Olympics resulted in nearly 140.7 million impressions on various social media platforms. They also infused the Olympic spirit into the Feel Slovenia social media channels, sharing over 100 Olympic-themed posts that organically generated more than 150,000 interactions. The most engaging post, celebrating Janja Garnbriet’s victory, has to this point garnered over 8,100 likes on Instagram.
Before the event, chef Ana Roš remarked: “Presenting my work at the Slovenian House during the Paris Olympics feels like climbing Mount Olympus twice. First, because as a former top athlete, I have a deep appreciation for athletes and believe that sports are as vital as food in life. The sport brought me the discipline necessary to achieve top results. Second, because the Olympic Games are being held in France, the birthplace of world gastronomy. I am proud of what I do and excited to share my unique vision of gastronomy with the French public. The menu we’ve crafted is an exploration of the flavours and ingredients from the stunning, pristine nature of the Soča Valley.“
The STB held its first event at the Slovenian House in Paris on Monday, July 29, during the Slovenian Tourism Workshop. This presentation of Slovenia and its tourism offer attracted representatives from around 30 French travel agencies and tour operators, who showed a strong interest in active holidays and sustainable choices.
The STB’s strengthened activities during the Paris Olympics complement its ongoing promotional and communication efforts in the key French market.
France remains one of the key markets for Slovenian tourism, ranking 9th among foreign markets in overnight stays last year. Remarkably, overnight stays by French guests increased by 29% compared to 2019, our best year to date. This positive trend has continued into the first half of this year, with a further 28% increase. Slovenian tourism continues to captivate French visitors with its diverse offers, including outdoor adventures, exceptional gastronomy and rich cultural experiences.
