Germany, Italy and Austria are the most important sources of foreign tourists for Slovenia. While all three countries currently face varying degrees of economic woes and political upheaval, the Slovenian Tourist Board thinks there is still scope for growth, but warns that these guests should not be taken for granted.

Italians accounted for one in ten foreign arrivals in the first eleven months of 2024, their number rising by almost 4% on the year before. In November alone, they were by far the largest group of foreign guests, show Statistics Office figures.

"Italians still love to travel to Slovenia. They prefer cities, outdoor activities and the seaside," says Aljoša Ota, the head of the Slovenian Tourist Board's office in Italy. They arrive in large numbers throughout the year, with the capital Ljubljana their favourite destination during the Christmas holidays.

The current economic situation in Italy has put a damper on visitor numbers compared to other source markets, and the overall number remains below pre-Covid year 2019. However, Ota says, this creates room for growth.

Like Italy, Germany is experiencing economic instability, which is also coupled with political uncertainty. This has put a damper on consumer spending.

Rebeka Kumer Bizjak, who heads the Slovenian Tourist Board's branch in Germany, says steady growth in the number of German visitors is projected nevertheless.

"We have good figures. In the middle of 2024 we registered slower growth, but in the summer and autumn the situation improved," she said.

Slovenian providers are well attuned to the wishes of German guests, who are interested in the outdoors, in health and well-being. "All these things interest them very much - and we have them all," she said.

In general, Germans care a lot about sustainability. "Sustainable services are definitely the tourist trend on the German market," she said.

Between January and November, over 700,000 Germans visited Slovenia, up 3% on the year before. They accounted for more than a tenth of all arrivals and 15% of all foreign guests.

The situation in Austria is similar: the economy faces challenges, guests are price sensitive, and they seek out sustainable tourism.

"The price-performance ratio has always been important for Austrians, which is why we have to be mindful to keep services at a high level," says Žana Marijan, the head of the Slovenian Tourist Board's office in Austria.

Slovenia recorded almost 400,000 visitors from Austria in the first eleven months of the year, up 5% on the year before. They account for 8% of all foreign guests and 6% of all visitors.