Ljubljana reaps tangible benefits from Best Destinations title

Tourists sightseeing Ljubljana from a boat.
Promotional value of Ljubljana winning the title of Best European Destination in 2022 valued at more than €10 million. Photo: STA

Ljubljana has enjoyed great benefits from holding the title of European Best Destination in 2022. The city’s tourism board estimates the promotional value of the title at more more than €10 million.

The news of Slovenia’s capital winning the title has been seen by four million travellers from around the globe on the European Best Destinations website alone, Turizem Ljubljana said on 8 January.

Adding the organisation’s media partners, the news has reached more than 420 million people in promotion that is valued at more than €10 million and has long-term effects, Turizem Ljubljana added.

They said the title held up Ljubljana as a global model for urban destinations around the world.

“World travellers love Ljubljana, which boasts an exceptional quality of life, green areas, accessibility, safety, tolerance, and is a multicultural, optimistic, sporty and family-friendly destination,” Maximilien Lejeune, director of European Best Destinations, said on awarding the city the title.

Ljubljana at the time received strong media support from renowned media such as Forbes, Condé Nast, Yahoo, Geo and others, as well as intensive promotion among travellers and tourism professionals.

Ljubljana was declared Europe’s best green capital in 2021. The promotional value of the title has been estimated at €1.6 million. The news made it to the US Forbes magazine, which has almost 80 million readers.