Slovenia down three spots in tourism competitiveness ranking

Ljubljana – Slovenia is down three spots in the latest biannual global Travel and Tourism Competitiveness Report, standing in 39th place among the 117 countries surveyed by the World Economic Forum (WEF). The country ranks best in socio-economic resilience and conditions, and in the importance of tourism and security.

In terms of categories, Slovenia ranked the highest in the 2021 ranking in tourism policy and conditions for development (17th), the Slovenian Tourist Board (STO) announced in a press release on Friday.

As for the sub-categories, Slovenia fared the best in socio-economic resilience and conditions (5th), followed by the importance of the tourism sector (8th), security (9th) and environmental sustainability (12th).

The country improved its standing the most in the importance of the tourism sector, by 16 spots, and in the business environment, by 10 spots.

Outgoing Economy Minister Zdravko Počivalšek commented by saying that “the government’s measures during the Covid-19 epidemic were apparently appropriate and effective, and that EUR 1 billion in support for the tourism sector was well invested.”

Počivalšek noted that Slovenia would do even better if it had a flag carrier, adding that this was being compensated for with the promotion of scheduled and charter airline connections.

“Despite the difficult tests, the tourism sector has been kept in a good shape so that it can continue to develop under the new national strategy for 2022-2028,” the minister added.

The STO noted the progress in the branding strategy indicator, which shows how international searches match the messages that the country wants to convey about its tourist offering, where Slovenia improved to the 2nd from the 43rd place.

“This confirms that the strategically-oriented and targeted marketing and promotional activities in Slovenian tourism have been correct and successful,” said STO acting director Ilona Stermecki.