Collaboration with the Locals
In Ljubljana, we believe that truly successful tourism doesn’t get in the way of local life. Quite the opposite – our goal is a city where life is enjoyable not only for visitors, but also for those who live and work here every day, whether they're queuing for a burek or searching for shade on Rožnik Hill.
That’s why the harmonious coexistence of residents and tourists is one of the key pillars of our Tourism Development Strategy for the Destination of Ljubljana and the Ljubljana Region 2021–2027. We’re not just talking grand visions—we’re taking concrete steps: removing graffiti, restoring overlooked details of the urban fabric, taking part in the “For a More Beautiful Ljubljana” campaign, and greening public spaces. After all, a green city is a pleasant city—for everyone.
What Do the Locals say? A Full 74% Support Tourism!
Since 2016, we've been regularly checking in with Ljubljana’s residents to understand how they feel about tourism—because no one knows the city better than those who cross Tromostovje daily or ride in on a BicikeLJ. And the results are music to our ears!
- 74% of residents have a positive attitude toward tourism,
- 78.9% are glad that Ljubljana is attractive to visitors,
- and 63.1% believe tourism brings concrete benefits to the local community.
That’s not just a sign we’re on the right track—it’s proof that Ljubljana is one of those rare cities where locals still gladly recommend their favourite café to tourists (even if they'd secretly prefer to keep it to themselves).
Tourism Makes Ljubljana Not Just More Famous—But Better
Because sometimes it’s worth saying the obvious out loud, we launched the Tourism Makes Ljubljana campaign in 2021. Across billboards, buses, radio, and digital screens, we’ve been reminding residents that tourism isn’t just about warm smiles from receptionists and tour guides. It also means:
- new job opportunities,
- a wider range of services in the city,
- and real funding for events and projects we all enjoy—residents and visitors alike.
Ljubljana Tourism Week: Seeing the City Through Tourist Eyes (With a Local Twist)
Since 2022, we’ve hosted Ljubljana Tourism Week every year—a chance for residents to become tourists in their own city, no packing or passports required.
The week features:
- special experiences, guided tours, workshops and tastings,
- participation from hotels, restaurants, museums, and other local partners,
- an exhibition of tourism-funded projects,
- and an online survey where residents can share their views and ideas for the future of tourism in Ljubljana.
Because when we say Ljubljana is at its best when we shape it together—we mean it.
© Domen Nan
© Andrej Peunik
© Blaž Žnidarič
© arhiv Hiše Eksperimentov
© arhiv Semeniške knjižnice
© arhiv Bankarium
