Nine Slovenian ski resorts have undergone a transformative makeover, with a total investment of €76.5 million dedicated to enhancing infrastructure, expanding year-round offerings, and crafting richer experiences. The Ministry of the Economy, Tourism and Sport (MGTŠ) has generously supported the conversion of ski resorts into year-round mountain hubs with an infusion of over €55.4 million.
The Slovenian Tourist Board (STB) has enhanced promotional activities, unveiling the makeover of the mountain resorts and introducing new experiences for the upcoming winter season of 2023/2024. Underlining the significance of this investment wave, both the Outdoor Slovenia Association and the Slovenian Cable Car Association have emphasized the pivotal role these investments play in transforming ski resorts into year-round mountain destinations.
Krvavec, Vogel, Velika Planina, Cerkno, Golte, Rogla, Kope, Mariborsko Pohorje and Trije kralji will have undergone significant infrastructure investments by the end of 2023, totaling €76.5 million. This extensive upgrade is empowered by co-financing from the Ministry of the Economy, Tourism, and Sports (MGTŠ), contributing an impressive €55.4 million. The strategic vision is clear — the modernization of Slovenian ski resorts is intertwined with the development of sustainable year-round tourism.
Last year, the MGTŠ supported the transformation of 9 ski resorts into year-round mountain resorts, securing an investment exceeding 55.4 million euros. In the words of Dubravka Kalin, director general of the Directorate for Tourism, “With this state-backed support, we fostered investments in cable cars and other infrastructure for outdoor tourist activities, totaling an impressive 84 million euros. The tender strategically targeted investments in cable cars and diverse tourist infrastructure for outdoor activities beyond the winter season.” Kalin explained that modern infrastructure of mountain resorts, including cable cars and chairlifts, forms the basis for year-round tourism and tourist offer available throughout the year. All the recipients of the funds are also obliged by the project co-financing contracts. Kalin pointed out: “This means that they also had to invest in the construction or renovation of the infrastructure for outdoor activities that are not exclusively linked to the winter season (e.g. zip line courses, adrenaline parks, downhill and mountain biking courses, arrangement of thematic hiking trails, theme parks, adventure parks). This way, we enabled ski resorts to increase the added value of these mountain resorts throughout the year. By doing this, we significantly contributed to the development of year-round tourism not only in these mountain resorts but also in all other tourism-related activities in the wider region.”
Ana Savšek, Head of the Content Digital Marketing Department, emphasized: “At the Slovenian Tourist Board, we carry out a series of promotional activities aimed at showcasing Slovenia as a top destination for winter holidays. We aim to inspire both domestic and international guests to choose Slovenia, which offers a diverse range of experiences: from activities on the snow, enriched this year by significant investments in ski resorts, to indulgent spa treatments, gastronomic delights, and festive events like Christmas and New Year’s fairs in the cities. We have intensified our promotional efforts, reaching out to the general public, businesses and the media. The largest campaign by the STB, the global digital campaign, highlights top holiday experiences during the winter months from November to February. In foreign markets, through outdoor advertising, online platforms, specialized print media, and radio stations, we position Slovenia as an exceptional winter destination, employing advertising and numerous articles about the winter tourism offer. The slovenia.info portal welcomes you with current and engaging winter content, while special winter-themed newsletters captivate with new stories and selected winter experiences. In early December, we are hosting Slovenian and Croatian media on a special study tour during the winter months. As a novelty at the STB, we are preparing advertising with audio content on the Spotify platform, featuring sounds from Slovenian nature in winter, such as the sound of climbing in flight, the sound of an ice ax, crampons, skiing, cross-country skiing, and more. With this innovative approach to promotion, our aim is to deliver the active winter experiences in Slovenia to tourists in a unique and engaging manner.”
On the photo (from left): Boštjan Paradiž, Chair of the Slovenian Cable Car Operators Association; Dubravka Kalin, General director of the Directorate for Tourism at the Ministry of Tourism, Matej Kandare, director of the Slovenia Outdoor Association and Ana Savšek, Head of the content digital marketing sector at the STB. Photo: Jošt Gantar