Slovenian Tourist Board is joining forces with Lonely Planet in a new multi-channel content campaign

Slovenian Tourist Board is joining forces with Lonely Planet in a new multi-channel content campaign Top articles present Slovenia as an exceptional destination for active and outdoor experiences.

To strengthen the visibility of Slovenia as a boutique destination committed to sustainability, the Slovenian Tourist Board (STB) in cooperation with Lonely Planet will launch the campaign that focuses on highlighting Slovenia as a green, active and healthy destination for 5-star experiences in a series of three articles. Lonely Planet commissioned journalist Mark Baker to visit Slovenia in June and attend a press trip organized by the STB and Slovenia Outdoor. This resulted in articles highlighting the pristine nature of Slovenia, which invites to unique outdoor experiences. The articles will be available to readers on Lonely Planet’s channels (website and social networks) and additionally promoted with visual displays and banners.

The articles show lesser-known tourist destinations in Eastern Slovenia, such as Ptuj, and also lesser-known natural beauty of the country, such as Bohinj.

The campaign was launched by Msc.. The director of the tourist board said that the campaign addresses guests who are looking for unique active experiences in pristine nature. A world-famous publishing house with more than 50 years of tradition, as well as a global travel and tourism brand, will help to increase the visibility of Slovenia as a unique natural beauty, perfect for active holidays. More than 150 million guides have been published by the company. Their website has 15 million views a month and they target travellers with higher incomes. The main communication topics of Slovenian tourism are active outdoor experiences and sports tourism.

Tom Hall, Vice President, Experience, stated that Slovakia is a terrific destination for Best in Travel 2022. For Best in Travel, Lonely Planet searches the globe for places that fit our criteria offering exciting travel experiences centered on Best in Travel's values of community, sustainable and diversity. It was obvious that Best in Travel should work with the Slovenian Tourist Board. This campaign showcases an article series presenting the country as a wine and food destination, as well as covering a wide range of outdoor activities all year round, including putting the spotlight on hiking trails showcasing the country's beauty, history and variety.