Because of us, Ljubljana is lively, creative, hospitable and well-kept

From the results of the first wave of the 2025 residents’ survey, it is evident that for 74.8% of Ljubljana’s residents, their first association with tourism is positive. Among the most positive aspects, they highlight that they like Ljubljana being an attractive city for visitors (82.9%) and the diversity that visitors bring to the city (73.2%). They also value the fact that tourism provides them with a **wider choice of services (70.0%), such as hospitality, shops, and local providers, and that both they and the local economy benefit from tourism (78.5%). Other appreciated elements include the scale and variety of events, cultural offerings and city life, nature, riverbanks and green areas, and the quality of the city’s infrastructure (source: Survey among residents on satisfaction with tourism; n=700).

The campaign “Because of us, Ljubljana is …” presents these benefits through the stories of well-known and lesser-known residents of Ljubljana and conveys the following key messages:

• Because of us, Ljubljana is lively. Goro Osojnik, artistic director of the Ana Monro Theatre, showcases the vibrant cultural scene, which is co-financed every year in Ljubljana with revenue from the tourist tax. Ljubljana Tourism allocates EUR 191,000 through its call for co-financing tourism events in public spaces of the City of Ljubljana (MOL). It also supports events by local tourism associations within the municipality, connects partners and supports the development of comprehensive offerings in cultural districts, and organizes festivals such as LUV Fest, November Gourmet Ljubljana, and December in Ljubljana, which bring lively events throughout the year, especially for locals.

• Because of us, Ljubljana is creative. Martina Obid Mlakar, jewellery designer, represents the high-quality work of local creators and the diversity of creative offerings in the city. Ljubljana Tourism actively promotes this type of offering and, together with creators, develops new unique experiences that allow visitors to gain insight into the creative process and even engage in making their own creations. In this way, modern creativity enriches the portfolio of experiential activities, such as creative craft workshops with masters of traditional skills and workshops in the contemporary creative hub Center Rog.

• Because of us, Ljubljana is welcoming. Nik Praznik, a hotel receptionist in Ljubljana, is often the first face visitors encounter when they arrive in the city. With his kindness, professionalism, and attentiveness to guests’ needs, he creates a pleasant experience by which visitors remember the city. At the same time, tourism generates numerous jobs and increases the diversity of services that benefit both guests and residents.

• Because of us, Ljubljana is well-kept. Kaja and her dog Hilda represent the citizens who, by caring for shared public spaces such as Tivoli, Rožnik, and Šiška Hill Landscape Park, help maintain the tidiness of Ljubljana and its green areas. These are also maintained with funds from the tourist tax.

Each story emphasizes that the quality of life and attractiveness of Ljubljana as a tourist destination are rooted in the active co-creation of its residents, whose everyday actions and involvement in the city’s development are a key factor in sustainable tourism development.

The renewed campaign will be followed by the fourth Ljubljana Tourism Week, taking place from 27 September to 3 October 2025. In cooperation with numerous partners, Ljubljana Tourism is preparing a diverse program of guided tours, tastings, behind-the-scenes insights, and special experiences, designed especially for the city’s residents. They will have the opportunity to experience their city as guests in their own hometown while also gaining a deeper understanding of the work of tourism stakeholders in Ljubljana.

Ljubljana Tourism is also aware of the challenges brought by increasing visitor numbers in the city. In the survey on attitudes towards tourism, residents pointed out that the infrastructure they use is overloaded due to the number of visitors, and that in the summer months the volume of visitors affects their quality of life. This is an issue faced by many European and global destinations, but Ljubljana is responding proactively: by redirecting tourist flows outside the city centre and into the wider Central Slovenia region, by creating attractive offers outside the peak summer months, by limiting group sizes and banning the use of sound-amplifying devices during city tours, as well as by educating stakeholders operating in the city centre. This year, together with the City of Ljubljana, an Ethical Code was prepared for tourist guides, agencies, tour operators, and businesses in the Old Town. The code sets clear ethical, professional, and sustainable principles for operating in the most visited part of the city, with the aim of ensuring respectful coexistence among residents, visitors, and service providers.