Ljubljana Tourism’s vision for Ljubljana is that by 2020 it is recognised in the international market as an experience-rich European urban tourism destination, as a city for active and romantic experiences and business meetings throughout the year.

At the same time, Ljubljana will remain a city with a high quality of life and a pleasant atmosphere for all its inhabitants, visitors and tourists.

Because we believe that visitors to a city can only be satisfied if its citizens are satisfied too, we at Ljubljana Tourism carry out annual monitoring of local people’s satisfaction with tourism. Once a year we hold workshops at which we present our vision of development and at the same time listen to citizens’ proposals and wishes.

At Ljubljana Tourism we work hard to increase the added value of tourism and achieve sustainable growth through high-quality green and innovative products that will also contribute to positioning Slovenia as a green boutique destination for five-star experiences. Our vision is coordinated with the overarching vision of Slovenian tourism at the national level.

At Ljubljana Tourism we develop, promote and market the following principal tourism products:

Cultural tourism

Cultural tourism is closely tied to the reason for travel most commonly cited by foreign visitors: so-called city breaks. Visitors in this category are interested in historical heritage, visiting museums and galleries and attending concerts and events of various kinds.

The main product here, uniting various cultural institutions, is the Ljubljana Card, a tourist card that gives visitors free access to the majority of the city’s museums and galleries and other sights and allows them to take guided tours of the city, use public transport, and much more.

At Ljubljana Tourism we organise and market guided tours of the city that allow visitors to discover our architectural heritage and authentic stories of Ljubljana. One notable example is the story of Plečnik’s Ljubljana, which we also present to visitors via the innovative Moustache Tour.

Food tourism

The Gourmet Ljubljana brand embodies Ljubljana’s creative and vibrant culinary life. An increasing number of events take place under its aegis, including the November Gourmet Ljubljana festival, the European Food Summit and the Brina gin festival.

Local dishes are promoted under the Taste Ljubljana brand. More than 50 restaurants offer local dishes made using local ingredients. The best restaurants in Ljubljana and the surrounding area receive the Ljubljana Quality mark in association with influential international gastronomic guide Gault & Millau. Ljubljana Tourism also markets food tours of Ljubljana and gastronomic trips around Slovenia.

Sports tourism

Sports tourism includes both sports and recreation in the city and surrounding area (mainly hiking and cycling) and major sports events, where we see significant potential.

We organise and market guided tours/experiences with a sports element such as cycle tours, running tours and Nordic walking tours.

A number of golf courses are already present in the region and fishing is also developing. Over the next few years we will be working intensively within the region to develop hiking and cycling, which includes both the development of suitable infrastructure and product development.

Sustainable tourism

Ljubljana is a very sustainably oriented city, a fact that is one of our unique selling points. The title of European Green Capital 2016 is an extremely important aspect of this.
Ljubljana is also recognised as an example of good practice in the sustainable tourism field. Ljubljana Tourism coordinates a range of high-profile and award-winning projects such as green supply chains, eco-certificates for accommodation providers, etc.

The great majority of activity-based guided tours of the city are sustainably oriented, taking place either on foot or by bicycle. Local food and drink are always included in the experience. By redirecting tourist flows from the city centre, we contribute to improving the quality of life in Ljubljana and the surrounding area.

Luxury tourism

Luxury tourism consists of products that are organised and marketed in a different way. Global trends in this segment are showing a shift away from material elements (luxury hotels, cruises, luxury products) towards experiences. Their common denominators are: individual or custom-made, private, authentic, unique, safe, green and socially responsible.

At Ljubljana Tourism we are planning the development of products of this type, for example dinner prepared by top chef on a boat on the Ljubljanica.

Business tourism

Business tourism, which is developed and marketed by the Ljubljana Convention Bureau at Ljubljana Tourism, attracts high-spending and high value-added visitors to the destination.

The meetings industry covers all forms of business meetings, which are divided into:

  • the scientific and professional conference segment or market (conferences, conventions, symposia, etc.)
  • the corporate segment (business conferences, motivational travel/incentive programmes, product presentations, trade fairs, etc.).