Slovenia has achieved notable rankings in the World Economic Forum’s 2024 assessment of tourism development, placing 42nd out of 119 countries. The country excelled in several categories, including securing first place in tourism branding and second place in environmental sustainability. Slovenia also ranked 10th for safety, with no reported instances of terrorism or organized crime.
Minister of the Economy, Tourism, and Sport Matjaž Han expressed satisfaction with these results: “Slovenian tourism has rebounded remarkably quickly in the years following the pandemic, which is the most important indicator for us. Nevertheless, such surveys are crucial for assessing our work and planning for the future. I am pleased that we have excelled both in branding Slovenia as a tourist destination and in environmental sustainability.”
The Director of the Slovenian Tourist Board MSc. Maja Pak highlighted the success of Slovenia’s promotional efforts: “Slovenia’s first place in the T&T Development Index 2024 Ranking for the Branding Strategy underscores the remarkable success of our promotional efforts.” She emphasized effective cooperation among various stakeholders as key to achieving these high rankings.
The updated methodology of this assessment now includes five sub-indices/categories derived from 17 pillars. Slovenia’s overall ranking reflects its dedication to sustainable tourism practices and strategic development initiatives.
While significant improvements were observed across various domains, including cultural resources and price competitiveness, other areas like air transport infrastructure saw modest gains. The top-ranking countries overall include the USA, Spain, Japan, France, and Australia.
