A t Frankfurt Book Fair
During this year’s Frankfurt Book Fair, where Slovenia has the distinguished role of being the guest of honour, the Slovenian Tourist Board (STB) is elevating Slovenia’s visibility and reputation through a series of intensive promotional activities, with a specific focus on addressing guests seeking cultural experiences. Additionally, the STB is unveiling its main tourism promotional theme for 2024-2025: Art and Culture.
Upon this occasion, Matjaž Han, Minister of Economy, Tourism, and Sport, explained: “Slovenia is this year’s guest of honour at the largest book fair, which represents a unique opportunity for a comprehensive presentation of our country. Every year, the Frankfurt Book Fair brings together writers, publicists, publishers, and booksellers from all over the world. The focus is on art and culture, but in addition to trading in copyrights, there are many other opportunities for establishing contacts in the political, economic, and tourist fields. The eyes of the global media public are focused on the guest of honour, and it is only right that we make the most of this opportunity in several areas. I express my great respect to Slovenian authors, publishers, and booksellers; their days in Frankfurt will be especially intense as they represent Slovenia in all its excellence. Their work plays an important role in promoting Slovenian culture and art abroad. We are often not aware of the importance of publishing, which is not only an important economic industry but has already had a significant impact on the development of Slovenian national consciousness in the past. Language and culture still connect us in an important way.
As the guest of honour, Slovenia presents its artistic expression, history, as well as a very attractive tourist destination and dynamic economic environment. Cooperation with Germany, our most important foreign trade partner in terms of long-term growth, is important to us. I will also use the visit to Frankfurt to look for opportunities to further strengthen cooperation with the federal state of Hessen.”
MSc. Maja Pak, Director of the STB, underscores the unique opportunity presented by Slovenia’s guest of honour status at this year’s Frankfurt Book Fair: “Slovenia’s appearance as guests of honour at this year’s Frankfurt Book Fair, which is expected to host more than 200,000 visitors from professionals and the general public, presents a unique opportunity to elevate Slovenia’s visibility and reputation as a green, boutique, sustainable, inclusive, responsible, and safe destination. The Slovenian Tourist Board has already undertaken numerous promotional and communication activities targeting those specific groups with a keen interest in unique cultural experiences, and we have planned intensive activities during and after the fair. Currently, advertising is in progress on external advertising platforms, where we will reach 3.5 million users with alluring images of Slovenia and quotes from notable Slovenian cultural figures. Through our engagement at the Frankfurt Book Fair, we are also highlighting the central promotional theme of Slovenian tourism for 2024 and 2025, namely, Art and Culture. Germany remains the key market for Slovenian tourism, marked by its stable growth. Our goal in conducting year-round activities is to attract visitors with higher added value and fortify the positive perception of Slovenia.”
The Frankfurt Book Fair stands as one of the most significant events in the German market, where the STB reinforces Slovenia’s visibility through promotional and communication activities.