Slovenia and Texas are boosting cooperation in business and tourism as part of a campaign under way at this US state between 21 and 27 January that builds strongly on the huge popularity of Slovenian NBA star Luka Dončić.

Visiting San Antonio, Dallas and Austin, the Texas Feels Slovenia campaign features two business forums aimed at presenting Slovenia to the business community there as an attractive trading partner that has many investment opportunities to offer.

The campaign started off with a friendly between the football teams of the US and Slovenia in San Antonio before moving on 22 January to Dallas for extensive promotion activities at the NBA matchup between Dončić's Dallas Mavericks and the Boston Celtics, and for a business conference.

The Slovenian Tourist Board (STO), which will enable a trip to Slovenia to two of the fans attending the game, will remain active in the Mavericks' arena, having an I Feel Slovenia promotion campaign deal with the organisation for a total of 60 home games.

The Mavericks' home arena, American Airlines Center, was lit up green for the game, during which two Slovenia promotion videos were screened, while the fans were able to learn more about the country from a quiz and an exhibition.

During the halftime show, the Slovenian acrobatic dunking group Dunking Devils were joined on the court by Ljubljana's dragon mascot. The fans received green I feel Slovenia scarves with the Dallas Mavericks logo.

Leaving Dallas, the Slovenian delegation, featuring AmCham Slovenija, the Spirit Slovenija investment promotion agency, the STO, the respective ministries, and representatives of ten companies from the financial, healthcare, energy and technology industries, moved on to Austin, Texas's capital.

The schedule includes visits to several companies working in IT, data processing and renewable energy, and the business forum on 24 January will focus on high technology, data management and technological innovation. Visits to a startup ecosystem and an investment advisory firm are also planned.

"Our inspiration for building strong business ties and friendship between Slovenia and Texas is certainly Luka Dončić, who has won the hearts of the people there and made Slovenia very visible. The link between Texas and Slovenia has great potential," said Ajša Vodnik, director general of AmCham Slovenija.

STO head Maja Pak Olaj described the visit to Dallas and Austin as a continuation of a successful and high-profile story that is part of several years of enhanced promotion of Slovenia.

The US state of Texas is one of the engines of US economic growth, and with 30 million residents, it also represents great potential for Slovenian tourism. The STO reported that 2023 was a record year in terms of overnight trips taken in Slovenia by US tourists.