The campaign is aimed at boosting Slovenia's image in key foreign markets as a boutique green, active and healthy destination, promoting attractive tourism products and increasing the competitiveness of Slovenian tourism.

According to the STO, the digital campaign is one of the board's most important projects since it was reestablished as an independent body in 2015 and will cover 21 countries this year, including the key markets around Europe, Russia and overseas markets of the US, Canada and China.

Presenting the campaign, STO director Maja Pak said that last year's digital marketing exceeded all plans.

With a budget of EUR 3m, the new campaign aims to produce at least 80 million ad displays on all web and mobile sites, reaching at least 50 million Facebook users, 1.5 million Instagram users, five million users of Russian social network VKontakte and 800,000 LinkedIn users.

Moreover, the board wants to achieve at least 300,000 unique visits through search engines Google and Yandex, and 3m displays of video ads on YouTube.

Apart from the increased targeted marketing on social media, the STO will also advertise Slovenian tourism on more standard digital platforms like the BBC, CNN, Spiegel.de, Corriere.it and TripAdvisor.

A click on the ads, featuring icons of Slovenian tourism, will lead to the websites covering the STO's topics in focus: health & wellness, active holidays, nature, cities & culture and gastronomy.