The Slovenian Tourist Board (STB) has launched a content campaign in collaboration with eleven prominent online media outlets. The initiative aims to position Slovenia as an attractive, inspiring, and sustainable destination across seven international markets. This year's campaign focuses on arts and culture, aligning with STB's strategic plan to prioritize content marketing in 2024.

The campaign, recently launched in reputable global online media outlets, seeks to promote Slovenia as an inspiring and boutique destination offering unique experiences. Visually captivating articles and digital guides will feature Slovenia in Austria's Der Standard and Kurier; Germany's Focus and Welt; Italy's Corriere della Sera; France's Le Figaro and Le Monde; the UK's The Guardian and BBC; Denmark's Berlingske; and Finland's Iltalehti.

"The primary objectives of this advertising campaign are to enhance awareness of Slovenia as a boutique, sustainable, and inclusive tourist destination among high-end guests," stated the press release. The goal is also to inspire target segments to consider Slovenia as their preferred travel destination.

Supporting the overarching theme of Arts and Culture for 2024, the campaign aims to highlight Slovenia’s cultural heritage by showcasing artists and events throughout the year. The STB collaborates with editors to create new stories that emphasize this theme.

This year's campaign complements other promotional activities in targeted countries, sparking interest in Slovenian tourism products such as historical cities, culture—with an emphasis on arts—active outdoor holidays, health, well-being, and gastronomy. Articles include links to landing pages on slovenia.info for readers seeking more information about holiday experiences in Slovenia.

A distinctive feature of this year's campaign is its dual focus: special articles showcase Slovenia for arts and culture while also serving as a reactivation effort. In late 2023, the STB worked with media outlets' production teams to create 55 high-quality articles about Slovenia. These efforts resulted in impressive engagement figures: 63 million views and 186,000 reads.

By partnering with European online media until December, the STB engages discerning visitors seeking diverse experiences. The campaign targets environmentally conscious guests who appreciate authenticity while promoting visits during less busy months across all four macro-regions of Slovenia.

An example of this approach can be seen through BBC media articles set to be shared on Feel Slovenia social networks soon.