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On Saturday, August 10, the Slovenian House in Paris hosted a significant business event to promote Slovenian tourism in celebration of the Olympic Games. Organized by the Slovenian Tourist Board (STB) and supported by renowned chef Ana Roš, the event spotlighted Slovenia’s tourism offerings, with a special emphasis on active adventures and gastronomy.
The presentation captivated prominent 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 various communication and promotional initiatives.
On Saturday, the Slovenian House at La Villette Park, Paris, welcomed key figures from French media. The event commenced with a presentation showcasing Slovenia’s diverse tourism offerings, particularly highlighting its culinary delights. The Slovenian Tourist Board, in collaboration with chef Ana Roš, curated an exceptional gastronomic experience, presenting Slovenia as a premier destination for active holidays and culinary tourism. The event also featured greetings from the Slovenian Ambassador to France, Metka Ipavec, and Marta Kos, a representative of the Slovenian Olympic Committee – Association of Sports Federations (OKS-SFZ).
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 sport is as vital as food in life. 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 second part of the event featured 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 viewed the new promotional video. The discussion included contributions from STB representatives, 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 innovative joint campaign blends stunning visuals and videos of 10 iconic Slovenian locations with performances by over 20 athletes, set to music by Slovenian musician DJ Umek. The campaign is a powerful tool for the STB to inspire sports enthusiasts to explore the country’s diverse tourism offerings.
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 offerings attracted representatives from around 30 French travel agencies and tour operators, who showed strong interest in active holidays and sustainable travel options.
During the Paris Olympics, the STB intensified its promotional and communication activities, aligning them with its 2023-24 global digital campaign across 22 foreign markets, including Germany, Switzerland, Austria, Italy, Hungary, and the USA. From June 19 to the end of July, Olympic-themed content was prominently featured in advertising campaigns on Google platforms and social media networks such as YouTube, Instagram, Facebook, Pinterest, LinkedIn, TikTok, and X. These efforts resulted in nearly 140.7 million impressions, 10.6 million views, and close to 700,000 clicks.
The STB 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 Garnbret’s victory, garnered over 7,600 likes on Instagram.
The STB’s heightened activities during the Paris Olympics complement its ongoing promotional and communication efforts in the key French market.
France remains a vital market 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 offerings, including outdoor adventures, exceptional gastronomy, and rich cultural experiences.
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