Redirecting tourist flows

Ljubljana is beautiful. That’s undeniable—but its city center is not the only location worth exploring. At Ljubljana Tourism, we are working to ease the burden on the city center and invite visitors to discover the less crowded corners of Ljubljana and the Central Slovenia region.

To make these explorations not only enjoyable but also easy, we’ve included numerous experiences and attractions outside the strict city centre in the Ljubljana Tourist Card:

• Museum of Architecture and Design
• Ljubljana ZOO
• Terme Snovik Thermal Spa
• Bistra Castle: Technical Museum of Slovenia
• Dormouse Adventure Park

Since we know that tourists’ curiosity extends beyond museums and parks, we’re also developing new, creative products that take visitors to the less frequented parts of the city:

• Master Builder Plečnik – Follow in the footsteps of the great architect
• Ljubljana Beer Experience – For lovers of golden bubbles
• Exploring Ljubljana by Bicycle – Active, green, and with the wind in your hair
• Cycling and Hiking Tourism in the Region, including the Way of St. James

A special chapter in our tourism dispersal story is the Cultural Quarters project, which we are developing together with local communities and cultural creators.

With this project, we aim to:

• Enhance the visibility of cultural offerings outside the city centre,
• Open new doors for visitors to explore lesser-known but exceptional city stories,
• And improve opportunities for locals to enjoy quality leisure time as well.

Ljubljana is beautiful all year round—and at Ljubljana Tourism, we make sure this is reflected in the city’s tourist offerings. That’s why we are working towards the deseasonalisation of tourism with events that bring a fresh, vibrant rhythm to the city even outside the main tourist season.

During the colder months, warm up with:

• LUV Fest (February–March): Love, art, culture—and warmth without the radiator
• November Gourmet Ljubljana: When gastronomy transforms into a festival of flavors
• December in Ljubljana: A festive city where not only the decorations shine, but also the music, cuisine, and community spirit

Ljubljana is full of stories but the best ones are those you can experience firsthand—or on two wheels. In collaboration with local artisans and providers, we are developing unique experiences based on heritage, creativity, and authenticity.

Among them are:

• Craft workshops with local artisans – creative, educational, and genuinely fun
• Master Builder Plečnik Experience, which also takes you to exclusive locations, such as Plečnik's studio at the Faculty of Architecture
• Brko Tour – a cycling tour that connects three Slovenian greats (Plečnik, Cankar, Jakopič) in one inspiring story about people, the city, and character

These experiences not only offer visitors a deeper understanding of Ljubljana but also a closer connection to its spirit, people and stories.