Key findings of the research show positive attitude of the citizens of Ljubljana regarding tourism, since 91% believe that the development of tourism contributes to the development of the city of Ljubljana. 53% are convinced that the community benefits from tourism and 32% think that growing figures help develop local economy. 72% of the inhabitants partly agree with claims that shopping, restaurants and entertainment improved due to tourism and 66% acknowledge that tourism enhances the quality of living in Ljubljana and that the offer of local food in restaurants is good.
One fifth of Ljubljana’s inhabitants are not disturbed by anything in the city centre. One tenth of Ljubljana’s inhabitants and one tenth of the residents of the city centre list a number of tourists as a possible disturbing element. Their main complaints refer to crowded areas, tourists’ behaviour (e.g. noise, waste, damage) and adapting offers and prices to tourists, loss of city’s identity and lower quality of life. 7% of the citizens are not in favour the Airbnb apartment rental.
Those who are disturbed by tourists suggest measures like limiting the number of tourists and redistribution of tourism into less visited parts of Ljubljana or other places in Slovenia.
One third of Ljubljana’s inhabitants feel there is nothing missing in the city centre, which is a considerably better result than in 2016. The remainder of respondents feel there could be more events (15%) and green areas (14%), and less traffic (11%) and shops (11%). Less frequently stated elements that inhabitants feel are lacking include parking places (7%), cuisine, bars and restaurants (5%), peace and quiet (3%), and more appropriate opening hours (3%). Those who live in the city centre itself miss events, entertainment, green areas, benches and bathrooms to a lesser extent than the inhabitants of Ljubljana in general, but would like to see more shops, parking places, and peace and quiet.
In general, more than 40% of the citizens of Ljubljana believe that tourism has a major positive effect on the characteristics and local identity, culture and heritage of Ljubljana, while less than a third of those who live in the city centre are of the same opinion. Regardless of where they live in Ljubljana, one out ten citizens feels tourism has a negative impact on the city. Close to one tenth of those surveyed believe that tourism also affects the development and orderliness of the city, raises the profile of Ljubljana and increases the number of events, while improving the quality of life.
The elements of the city centre that inhabitants of Ljubljana stated they like most frequently were the infrastructure (33%), the closure of the centre to traffic (27%), the wide range of events (27%), and orderliness and cleanliness (24%), followed by cuisine, restaurants and bars (18%), nature, Ljubljana as a green city and the Ljubljanica River (14%), and old and historical buildings (12%).
The research also indicated that half of Ljubljana’s citizens are well-informed about events in the city centre, while that number rises to nearly three quarters amongst those who live in the city centre. The primary sources of information are websites, social networks and friends. Close to one third of those surveyed get their information through traditional forms of media (newspapers, magazines, TV and radio). They are also familiar with the publication Kam, but only one tenth of respondents use it as a source of information. Two thirds of those who live in the city centre are familiar with Ljubljana Tourism official website and Visit Ljubljana brand. The Kavalir electric car is already a well-known part of the offer. More than of one third of the residents are satisfied with the inclusion of the local population in the development of tourism, and with the fact that the quality of their life is taken into account in the planning of tourism in Ljubljana.
The City of Ljubljana is aware of the exceptional importance of the coexistence of its inhabitants and visitors, which is in line with the city’s strategy for the sustainable development of tourism.
Ljubljana Tourism will organise a series of workshops for the residents, with the aim of exchanging opinions and searching for answers to challenges in the future.
On the research methodology
Ljubljana Tourism contracted Valicon to conduct the research for the second year in a row. It was carried out based on the same size sample of the general population of Ljubljana used the previous year, in order to facilitate the comparison of results. The survey element of the research was conducted over two week-long periods between 17 July and 13 August 2017 based on the general population of Ljubljana, aged 15 to 75 years.