The FIS Nordic World Ski Championships Planica 2023 will officially kick off today in Kranjska Gora with the opening ceremony.

World Championships in Planica: a great opportunity to raise Slovenia’s image and attract guests

The FIS Nordic World Ski Championships Planica 2023, which is expected to reach more than half a billion people through various channels, is a great opportunity to raise the profile of Slovenia and the I feel Slovenia brand, to address potential tourists looking for pristine nature and outdoor sports activities and raise the visibility of Slovenia as a perfect host for top sporting events and an ideal destination for the preparation and rehabilitation of top athletes. The Slovenian Tourist Board (STB) will carry out a number of promotional activities.

Globally, sports tourism is one of the fastest growing segments of the travel industry with high multiplier effects.

The establishment of the Ministry of the Economy, Tourism and Sport has opened up opportunities for further integration and synergies between these three areas. Under the auspices of the Ministry, the Slovenian Tourist Board and SPIRIT Slovenia will promote Slovenia, Slovenian tourism and the Slovenian economy in the winter season 2022-2023, on the occasion of the FIS World Championships in Planica and six other World Cup competitions. To this end, all winter sports events will be branded with the national I feel Slovenia brand and its application in the tourism and economic spheres.

I feel Slovenia brand in Planica in the most prominent places

The STB sees the Nordic World Ski Championships as an opportunity to:

Raise the visibility and overall image of Slovenia as an active, green, healthy and sporty destination;

Raise the reputation of Slovenia and communicate the I feel Slovenia brand and Slovenian tourism;

Raise the visibility and reputation of Slovenia as a tourist destination for active holidays and athletes’ training; Position Slovenia as a host of the most demanding major sporting events.

In order to achieve these objectives, the I Feel Slovenia brand will be highlighted in exclusive positions, such as on competitors’ starting numbers and in the most visible spots of competition venues, such as the start and finish installations, at the jumpers’ landing at the foot of the ski jumping arena, along both ski jumping hills, and within the venues of all cross-country skiing competitions. The brand will also be visible at medal ceremonies and press conferences. Slovenia’s winter beauty and winter sports infrastructure will be showcased with a special video.

As part of the activities, a story on slovenia.info with all the necessary information for visitors and fans was created. Sports fans are being invited to Planica through social media posts. In addition, a short video-quiz about Slovenia, including an invitation to Planica, was launched and also a sports quiz, featuring top Slovenian athletes, Primož Roglič and Robert Kranjec. The quiz has gathered more than 3600 views on Youtube in about two weeks. Slovenia will be brought closer to the media and sports professionals by appearing at the professional events that will accompany the competition part of the championshiops and the STB also hosts the Hungarian Association of Tour Operators.



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