Feel Slovenia

What Feel Slovenia does

Feel Slovenia is the public-facing brand of the Slovenian Tourist Board (Slovenska turistična organizacija), Slovenia's official national tourism promotion agency. Established in 1994 and headquartered at Dimičeva ulica 13 in Ljubljana, the organization operates under the supervision of the Ministry of the Economy, Tourism and Sport and functions as the central authority for marketing Slovenia as an international tourist destination. Its primary audience is international leisure and experience travelers, segmented across adventure and outdoor enthusiasts, wellness and spa seekers, cultural and culinary travelers, families, digital nomads, LGBTQ+ travelers, and accessible tourism visitors.

The core product is the slovenia.info portal, a multilingual digital platform offering destination guides, an events calendar, accommodation search, and integrated booking links to partner providers. ALMA Virtual Traveller, a ChatGPT-based conversational AI guide, sits on top of this portal and provides personalized destination recommendations. Supporting programs include the GREEN&Safe responsible travel certification (1,200+ providers), the Green Scheme of Slovenian Tourism, the Slovenia Unique Experiences 5-star boutique label, and the I Feel Slovenia e-commerce shop with worldwide delivery. The technology stack is fundamentally a content and distribution platform augmented by a third-party generative AI chatbot; no proprietary AI models, APIs, SDKs, or mobile applications are disclosed.

The business model is government-funded rather than commercial. STO does not sell tourism products directly; instead, it is financed through national budget allocations for tourism marketing, earns ancillary revenue from merchandise sales through the online shop, and supports partner providers via certification fees and channel referrals. Pricing for end travelers is free, and pricing for accommodation, tours, and attractions is set independently by partner providers. Go-to-market combines direct-to-consumer digital marketing, B2B trade engagement through the annual Slovenian Incoming Workshop and international tourism fairs, and government-to-government partnerships such as the WTTC Safe Travels Stamp program.

Name

Feel Slovenia

Legal name

Slovenian Tourist Board

Website

https://slovenia.info

Company type

Public

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Feel Slovenia is the public brand of the Slovenian Tourist Board, a government-funded national tourism promotion agency that markets Slovenia internationally through the slovenia.info portal, the ALMA AI travel guide, the GREEN&Safe certification program covering 1,200+ providers, and B2B trade engagement across four geographic regions.

Ownership category

akta.pro rank

Product category

National Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

Keywords

• National tourism promotion
• Destination marketing services
• Travel information portal
• Sustainable tourism certification
• Curated travel experiences

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D, Others

Revenue model

1. Tourism Promotion Services: As a national tourism promotion agency, the Slovenian Tourist Board operates as a government-funded organization that promotes Slovenia as a tourist destination. Revenue comes from government funding allocated for national tourism marketing and promotion activities.

Go-to-market motion3 records

Distribution channels7 records

Marketing channels11 records

Core offering

Feel Slovenia (Slovenian Tourist Board) is the official national tourism promotion agency for Slovenia, operating the slovenia.info travel guide portal to market Slovenia as a destination to international visitors. It provides free curated destination content, travel planning resources, and the ALMA AI virtual travel guide, curates premium Slovenia Unique Experiences, administers the GREEN&Safe responsible tourism certification, and runs the Green Scheme sustainability program across more than 1,200 tourism providers.

Product overview

Feel Slovenia (Slovenian Tourist Board) operates a comprehensive tourism promotion platform offering multiple interconnected products: the main portal slovenia.info serves as the central hub featuring destination information, travel planning tools, and content about Slovenia; Slovenia Unique Experiences is a curated 5-star boutique experience sub-brand featuring authentic local activities; ALMA Virtual Traveller is an AI-powered ChatGPT-based virtual travel guide providing personalized recommendations; GREEN&SAFE and the Green Scheme are sustainability certification programs ensuring responsible tourism practices; and the platform includes special offers packages for accommodations and experiences. The ecosystem combines digital content, AI assistance, and certified experiences to promote Slovenia as a premier tourist destination.

Differentiator

Problem solved

Functional benefit

Brands

• Green&Safe: Responsible travel standards communication platform combining hygiene standards with sustainable tourism orientation
• Slovenia Unique Experiences
• Green Scheme of Slovenian Tourism
• ALMA

Products and services

• Slovenia Unique Experiences A 5-star boutique experience label featuring curated authentic and unique travel experiences across Slovenia, including adventure tours, culinary experiences, cultural activities, and wellness retreats, offered to international travelers seeking premium local experiences.
• ALMA Virtual Traveller A ChatGPT-based AI virtual travel guide providing personalized information and recommendations about Slovenian destinations, activities, and experiences through conversational interactions for website visitors planning trips to Slovenia.
• GREEN&SAFE Responsible Travel Standards A certification and communication platform combining hygiene standards with sustainable tourism practices, providing travelers assurance of responsible and safe tourism experiences in Slovenia; covers over 1,200 tourism providers and destinations across the country.
• Green Scheme of Slovenian Tourism A sustainable tourism program encouraging destinations and providers to act sustainably, rewarding participants with the Slovenia Green label for their environmental responsibility.
• Feel Slovenia Shop Official online merchandise store selling souvenirs, collectibles, and products branded with the I feel Slovenia logo, with worldwide delivery available to consumers worldwide.
• Special Offers and Packages Curated travel packages including spa and wellness getaways, romantic escapes, and health-focused holidays at various Slovenian accommodations and resorts, marketed to international travelers.

Quantifiable outcome

• Ranked 4th globally in Global Peace Index 2026, 3rd in Western and Central Europe
• +3 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core, supporting and minor.

• World Travel and Tourism Council (WTTC)coreStrategic or Co-development Partner · 1 June 2020Partnership for Safe Travels Stamp program. Slovenia was among the first recipients globally in June 2020, confirming that Slovenian health and hygiene standards comply with WTTC's global protocols for safe travel. The GREEN&Safe label includes the Safe Travels Stamp endorsement.
• Ministry of the Economy, Tourism and SportcoreStrategic or Co-development PartnerGovernment ministry that oversees tourism policy and collaborates with the Slovenian Tourist Board on national tourism strategy and development initiatives.
• National Institute of Public Health (NIJZ)supportingTechnology or IntegrationCollaboration on hygiene recommendations and public health standards for the GREEN&Safe responsible travel standards in tourism.
• Chamber of Commerce of Slovenia (OZS)supportingStrategic or Co-development PartnerPartnership supporting tourism businesses and providers, contributing to the GREEN&Safe initiative and sustainable tourism development.
• Tourist Guides Association of Slovenia (TGZS)supportingStrategic or Co-development PartnerCollaboration on quality standards for guided tours and professional development of tourist guides across Slovenia.
• Alma M. KarlinminorStrategic or Co-development PartnerThe AI virtual travel guide Alma was inspired by the intrepid world traveler Alma M. Karlin, a notable Slovenian explorer and writer, lending cultural heritage significance to the AI assistant.
• Tourism Service Providers and Accommodation ProviderscoreChannel Partner/ Reseller/ DistributorOver 1,200 tourism providers across Slovenia including hotels, spas, tour operators, attractions, and restaurants that participate in the GREEN&Safe and Slovenia Green certification programs and distribute through the slovenia.info platform.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Others

• Tripadvisor: Global travel platform where the STO maintains an official profile and which serves as a key distribution and inspiration channel. Indirect peer as a digital ecosystem participant that competes for visitor attention at the trip-planning stage.

Direct peers

• Tourism Ireland: All-island DMO promoting Ireland internationally with strong brand identity, multilingual portal, and curated experience programs. Comparable in scope and the use of AI-assisted visitor engagement on a national tourism portal.
• Visit Norway (Innovation Norway): Norway's national tourism organization with a comparable government-mandated DMO structure, sustainability-led positioning, and emphasis on nature-based experiences. Closely parallel to Slovenia in being a small-population, high-nature country leveraging digital channels.
• Croatian National Tourist Board: Croatia's official tourism board, a regional neighbor with a Mediterranean-and-Adriatic proposition, multilingual portal, and similar government-funded DMO structure. Direct peer for benchmarking regional competition in Central/Southern Europe.
• Austrian National Tourist Office: Austria's official DMO promoting a multi-terrain Alpine and cultural destination. Comparable in scope (mountain, city, wellness segments), government funding model, and multilingual portal approach, with overlapping source markets in DACH.
• Switzerland Tourism: National tourism board for Switzerland, operating the MySwitzerland brand with a similar DMO model of destination promotion, multilingual portal, and curated experiences. Directly comparable in mandate, structure, and reliance on government backing in a small Alpine market.

Broad incumbents

• Tourism Australia: Large national DMO with global brand campaigns and substantial budget. Comparable as a national tourism board operating a premium multilingual portal, but operates at vastly larger scale and serves as a strategic benchmark rather than direct competition.
• VisitBritain: UK national tourism agency with a much larger mandate and budget, but structurally similar as a government-backed DMO running an international promotional portal with AI-assisted trip planning. Useful benchmark for scale and digital sophistication.

Regional players

• Visit Flanders / Belgium Tourism: Regional-level DMO in Belgium with similar size, government mandate, and multilingual (multi-language country) portal approach. Comparable for a sub-national DMO benchmark with a curated experience label program.
• CzechTourism: Czech Republic's national tourism agency, a Central European regional peer with comparable DMO structure, modest budget, and focus on city-and-nature proposition. Comparable for benchmarking regional Central European DMO tactics.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sloveniainfo
• YouTubeyoutube.com/user/slovenia
• Facebookfacebook.com/slovenia.info
• LinkedInlinkedin.com/company/slovenian-tourist-board
• Instagraminstagram.com/feelslovenia
• Pinterestpinterest.com/feelslovenia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Feel Slovenia