NBA superstar Luka Dončić will continue to work with the Slovenian Tourist Board (STO) on promoting Slovenia as a tourism destination this year. The cooperation is valued at €100,000.

"Top athletes are excellent ambassadors of our country and of the I feel Slovenia brand," the STO said in announcing cooperation with several Slovenian athletes this year.

"Their achievements make Slovenia better known and better positioned in foreign markets as an excellent active destination, and they boost Slovenians' national pride," the organisation added.

The STO noted the growing significance of digital communication and the influence that athletes and other influencers have in social media on the positive image of a destination and choices made by potential visitors.

A globally-renowned basketball player, Dončić has 7.8 million followers on Instagram, more than any other Slovenian. As such the STO believes he will be able to advance the country's profile as an outdoor, sports and tourism destination.

The STO also cooperates with other Slovenian athletes to promote the country as a tourism destination, including sport climber Janja Garnbret, Alpine skier Ilka Štuhec, and riders Tadej Pogačar and Primož Roglič. Cooperation also involves Roglič's Jumbo Visma club and talks are under way to get Dončić's Dallas Mavericks on board as well.

The STO expects to allocate almost €650,000 for cooperation with the five sports ambassadors and the two clubs this year.