Home Advertizing services Slovenia could become the European capital of adventure tourism, according to GlobalData

Slovenia could become the European capital of adventure tourism, according to GlobalData


Inspired by its recent international tourism campaign focused on adventure tourism, Slovenia is expected to see inbound tourism reach 5.7 million arrivals by 2024, a 22% increase from pre-pandemic levels , according to GlobalData. The leading data and analytics company notes that ‘adventure and sport’ is the fifth most popular type of vacation and has a special resonance with traditional visitors to Slovenia: the Czechs and the Dutch.

Craig Bradley, Associate Travel and Tourism Analyst at GlobalData, comments: “Slovenia is home to some of the most incredible landscapes in Europe, but has surprisingly overtaken many tourists. However, the recent Slovenian Tourism Board campaign has brought the destination to life with a focus on adventure tourism, natural beauty and national parks.

In a third quarter survey from GlobalData, 27% of respondents said they usually book adventure vacations. Adventure tourism has also been found to be more prevalent in some of Slovenia’s main source markets, such as the Czech Republic and the Netherlands, with 40% and 32% respectively of respondents indicating that it is the type of vacation they usually book.

Bradley adds: “The timing for Slovenia’s advertising campaign is perfect. Many tourists yearn for open green spaces after spending months at home. The pent-up demand for adventure travel will see international tourism recover more quickly in Slovenia than in other places in Europe.

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