The Slovenia Times

Star cyclist Tadej Pogačar becomes tourism ambassador


Ljubljana - Cyclist Tadej Pogačar, winner of the Tour de France, is the latest in line of top athletes to become an ambassador of Slovenia promoting the country as a tourist destination. The athlete will join forces with the Tourism Board (STO) to call attention to what he considers perfect spots across the country for cycling and leisure activities.

Pogačar said Slovenia had been gaining on its popularity among foreigners. He believes cyclists and athletes in general have put Slovenia on the map with their accomplishments.

The STO has been cooperating with top Slovenian athletes, including NBA star Luka Dončič and Pogačar's friend and rival Primož Roglič.

"The STO believes that Slovenia can be successfully promoted as an active holiday destination with the help of our athletes who are getting millions of people around the world excited due to their feats, enthusiasm and pluck," said the STO head Maja Pak.

Pogačar is to promote Slovenia on his and STO social media platforms as a green destination perfect for various sports activities, professional training for top athletes, or high-level sports events.

He will raise awareness about environmental efforts and participate in promotion campaign events. The aim is to attract both amateur and professional cyclists, and those seeking an adrenaline rush.

Outdoors activities have been in demand among tourists in recent years, Pak noted, adding that the pandemic had only magnified that. The STO thus plans to put active holidays and sport tourism at the heart of Slovenia's tourism promotion efforts in 2022 and 2023.


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