Home » European Travel News » Germany Joins Italy and Austria Driving Slovenia Tourism Growth to 4.6 Million International Visitors in 2025
Published on
October 28, 2025
Germany joins Italy and Austria in driving Slovenia tourism growth as the country records 4.6 million foreign visitors and strong overnight stays between January and September 2025
Slovenia is rapidly emerging as one of Europe’s most admired travel destinations, drawing visitors who value natural beauty, authentic cultural experiences, and sustainable tourism. New travel data reveals that the country welcomed 4.6 million foreign tourists between January and September 2025, reflecting an 8.4% increase over the previous year. This continued growth underscores Slovenia’s success in positioning itself as a responsible and high-quality destination in a highly competitive global tourism market.
Strong Growth in International Tourism
Foreign travellers generated a remarkable 11.46 million overnight stays during the nine-month period, up 8.2% year-on-year. This growth was driven by Slovenia’s strong appeal to European visitors who are drawn to its alpine scenery, serene lakes, vibrant wine regions, and historic cities. The largest number of visitors came from Germany, followed by Italy and Austria, highlighting Slovenia’s continued popularity among neighbouring countries for cross-border leisure travel. Many visitors from these markets are repeat travellers who return to Slovenia for hiking, cycling, spa retreats, and outdoor holidays.
Germany remains Slovenia’s biggest inbound market due to strong road and rail connectivity and growing interest in eco-friendly holidays. Italian tourists are largely drawn to Slovenia’s culinary scene, thermal spas, and weekend getaways, while Austrian visitors favour skiing resorts and the Slovenian Alps.
Domestic Tourism Remains Stable Despite Slight Dip
While foreign tourism surged, domestic tourism recorded a slight decline of 0.8%, with 1.2 million Slovenians traveling within the country during the January–September period. Domestic travellers contributed 3.5 million overnight stays, a minimal drop of 0.3% compared to a year earlier. This slight decrease reflects a return to international travel by local residents, yet domestic tourism still plays a key role in supporting local economies, especially in rural and lesser-known regions.
Record-Breaking September Performance
September 2025 proved to be one of the strongest months for tourism during the year. Foreign arrivals rose by 13.2% to 605,098, demonstrating Slovenia’s ability to attract visitors even beyond the traditional summer peak. Domestic tourism also grew 5.6% during the month, recording 132,785 local arrivals. Scenic destinations such as Lake Bled, the Soča Valley, Piran, Postojna Cave, and Maribor saw high occupancy rates as travellers embraced nature experiences and mild autumn temperatures.
A Model for Sustainable Tourism
Unlike many European destinations struggling with overtourism, Slovenia has maintained a balanced approach to growth. The country has built its tourism strategy around sustainability, community involvement, and nature preservation. Through the internationally recognised Slovenia Green programme, more than 280 destinations, accommodations, and tourism providers are now certified for their sustainable operations.
This responsible approach extends from the mountainous regions of Kranjska Gora and Triglav National Park to the vineyards of Brda and the medieval towns of Ptuj and Škofja Loka. Slovenia prioritises quality over quantity, aiming to attract travellers who appreciate nature and cultural heritage rather than mass-tourism crowds.
Tourism as a Driver of Economic Growth
Tourism continues to be a powerful contributor to Slovenia’s economy, supporting tens of thousands of jobs and local businesses. In 2024, Slovenia welcomed 5.05 million foreign tourists, an 8.5% increase compared with 2023. With 2025 already outperforming last year’s pace, the tourism industry is expected to surpass previous records in both visitor numbers and economic impact by the end of the year.
Looking Ahead: A Growing Global Travel Favourite
Slovenia’s popularity is expected to grow further as new tourism campaigns focus on cultural heritage, wellness, and outdoor exploration. Travel analysts forecast continued growth in:
- Adventure tourism in the Julian Alps and Soča Valley
- Wellness and spa retreats in Rogaška Slatina and Terme Čatež
- Wine tourism in Brda, Vipava Valley, and Podravje
- Gastronomy travel, featuring Michelin-starred local chefs
- Cycling, hiking, and nature-based tourism in protected natural reserves
With its blend of stunning landscapes, heartfelt hospitality, and commitment to sustainability, Slovenia has started to transform from a hidden gem into a rising European favourite—without losing the soul that makes it special.
Image: AI
