Maja Pak Olaj: Beauty and the Champions are the Superpower of Slovenian Tourism

The summer of 2025 brought Slovenia seven percent more tourist arrivals and ten percent more overnight stays – but behind the impressive numbers lie new questions. How is the country dealing with overcrowded roads, staff shortages, and new trends such as coolcation and nocturnal tourism? And how do athletes like Dončić, Pogačar, and Garnbret write the story of Slovenian tourism?

The guest of the Superpower podcast is the director of the Slovenian Tourist Board, Maja Pak Olaj.

On the shores of Lake Bohinj, children play by the water while a guide explains the philosophy of the "living room" to a group of tourists. We invite guests to Slovenia, says Pak Olaj, who appreciate our home and share our values – guests who find inspiration and relaxation in nature but also respect and protect it. This best illustrates Slovenia's approach to tourism: a small country that wants to offer more than just beautiful views – a country that, as the national brand I feel Slovenia conveys, must be felt.

"Slovenia is now recognized as a green boutique destination," says Maja Pak Olaj. "Our vision is moderate further growth of tourism, as our capacities, especially outside the main season and in less visited places, still allow for this. At the same time, we want to do things much better – with experiences that are authentic, personal, and sustainable."

The Numbers Confirm Success

According to the Statistical Office of Slovenia, the number of tourist arrivals and their overnight stays increased by seven percent in the period from January to July 2025. The positive trend continued in August. "Moderate growth in tourist arrivals and overnight stays is in line with the current tourism strategy," says Pak Olaj. "But most importantly, Slovenian tourism remains true to its vision – quality over quantity."

The transformation of Slovenian tourism began after independence when the country first systematically started marketing its beauties. Two decades later, Slovenia became the first country in the world to be declared a green destination by the Green Destinations organization.

But success is not only measured by awards and overnight numbers. It is seen in the specialization of providers, following the vision of boutique and green Slovenia, in projects like Slovenia Unique Experiences, which offer carefully selected stories – from rowing with Olympians and bear watching to sleeping in a hayloft, baking bread, and dining deep underground. Success is also measured by numerous sustainability indicators, the satisfaction of tourists, employees, and local communities.

Sports Heroes, Ambassadors

The successes of our sports champions are a promotion you can't buy," emphasizes Maja Pak Olaj. PHOTO: Marko Feist

Slovenia is also proud of its sports heroes. Luka Dončić, Tadej Pogačar, and Janja Garnbret are not only ambassadors of sports but also of the country. "Their successes are a promotion you can't buy," emphasizes Pak Olaj. "When they mention Slovenia on their social networks, it means millions of reaches."

But Slovenian tourism also faces many challenges. In Bohinj, Bled, and Ljubljana, traffic jams have become a regular summer sight. "If we want to maintain the quality of the experience in the long term – for both guests and locals – we need smart infrastructure planning, green mobility, and a professional approach to destination management," warns the director of the STO.

An equally serious challenge is the shortage of staff. In many places, this is addressed by employing foreign labor, which, according to Maja Pak Olaj, can be part of the solution worldwide and also here. In the long term, however, another aspect will be important: "Young people need to see tourism as an attractive industry that offers them opportunities for a successful career, professional growth, and personal development. That is why, together with MGTŠ, TGZS, and OZS, we are running the Career in Tourism: Creating Experiences campaign. We address young people on TikTok and other digital platforms, where we showcase in a modern and interesting way how dynamic and diverse this industry is."

Gastronomy is also an important part of the story. The French Figaro described Slovenia as a "small country with great gastronomy." From Hiša Franko to local inns, Slovenian cuisine today co-creates the identity of the destination. "Our advantage is authenticity. Quality ingredients from nearby farms, respect for seasonality, and creative interpretation of tradition – all this creates gourmet experiences that guests do not forget," says Pak Olaj.

Slovenian Tourism Looks Ahead. What Are the Trends?

Climate change brings new opportunities. "Coolcation" – seeking cooler destinations during heatwaves – is one trend where Slovenia's alpine valleys, ancient forests, and numerous rivers and lakes are our natural advantage. Another is "nocturnal tourism" – night hikes, stargazing, evening concerts outdoors. "We successfully recognize and even co-create modern trends in Slovenian tourism," says the interviewee.

Despite all this, the key word remains sustainability. Being a green destination is not a marketing label but an obligation. "Implementing sustainable practices in tourism is a process that never really ends – it is a living story that adapts to conditions on the ground. In Slovenia, we lead this process with a clear vision, which we realize through the Green Scheme of Slovenian Tourism, which today includes more than 280 destinations and providers. It is a whole system – from water and energy consumption to biodiversity protection and quality employment," emphasizes the interviewee.

Sustainability in Slovenian tourism will be even better measured and upgraded with the help of the National Tourism Information Center, which includes numerous indicators, such as guest and local resident satisfaction, tourism intensity and density, waste quantities, and carbon footprint.

"Being a green destination is not a marketing label but an obligation," said guest Maja Pak Olaj. PHOTO: Marko Feist

Today, Slovenia faces challenges that all successful destinations have: how to direct tourist flows, manage resources wisely, how to increase added value, and how to remain true to itself. If it succeeds, the story of the "small country with a big vision" will continue to inspire the world for a long time.