Turizem Ljubljana

Name

Turizem Ljubljana

Legal name

javni zavod TURIZEM LJUBLJANA

Website

https://visitljubljana.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Destination Management Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Attractions & Experiences Reservations (Museums, Tours, Theme Parks) (HSACALAE)

akta.pro secondary industries

Festival & Event Producers/Organizers (MPAIAFAC), Event Marketing, Ticketing & Registration Management (HSACAAAM)

Keywords

• Destination management services
• Tourist information services
• Guided city tours
• Cultural tourism experiences
• Convention bureau services

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tour and Experience Sales: Sales of guided city tours, boat rides (Barka Ljubljanica), craft workshops, and custom tour packages through FareHarbor booking platform
2. Ljubljana Tourist Card: Sales of tourist cards (LTKU) in physical and digital formats offering access to attractions and transport
3. Gift Vouchers: Sale of gift vouchers for experiences and tours
4. Hotel and Accommodation Commission: Acting as intermediary for hotel reservations, earning commission on bookings
5. Souvenir Sales: Retail sales of Ljubljana-themed souvenirs at TIC store
6. Event Ticket Sales: Ticket sales for events and attractions via Eventim and Moje karte platforms

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Turizem Ljubljana functions as the official destination management organization for Ljubljana, selling paid visitor experiences and access products. Core offerings include the multi-day Ljubljana Tourist Card (24/48/72-hour physical and digital pass), guided city and architectural tours (Plečnik tours, cycling tours, boat cruises), bookable traditional craft workshops led by master artisans, the annual LUV Fest cultural festival, and a MICE-focused Congress Bureau. Booking and ticketing are operated through the FareHarbor platform, WooCommerce retail, and Eventim/Moje karte event ticketing, with payment processing via Stripe and Adyen.

Product overview

Turizem Ljubljana operates as a destination management organization offering a comprehensive portfolio of tourism products and services centered on Ljubljana, Slovenia's capital. The core offering combines the Ljubljana Tourist Card (a multi-day pass available in physical and digital formats) with booking services for guided experiences. The product portfolio spans cultural festivals (LUV Fest), traditional craft workshops (umbrella repair, letterpress printing, weaving, goldsmithing, pottery), architectural tours (Mojster Plečnik, Plečnik na prvi pogled), active experiences (cycling tours, boat cruises), culinary offerings (Ljubljana Food Crawl), and river boat tours (Barka Ljubljanica). Booking and ticketing are handled through FareHarbor, Eventim, and Moje karte platforms. The Urbana+ mobile application supports digital tourist cards, while ljubljana360.com provides virtual tour capabilities.

Differentiator

Problem solved

Functional benefit

Products and services

• Ljubljana Tourist Card (Turistična kartica Ljubljana) Multi-day tourist pass offering free or discounted access to attractions, guided tours, and experiences in Ljubljana, plus public transport integration. Sold in physical card form and digitally via the Urbana+ mobile application, with 24-hour, 48-hour, and 72-hour validity tiers.
• Barka Ljubljanica Electric-powered wooden boat tour on the Ljubljanica River, providing 50-minute cruises through the historic city center past Tromostovje, the Dragon Bridge, Plečnik's arcades, and the central market.
• Mojster Plečnik (Master Plečnik) Exclusive guided architectural tour exploring the Plečnik legacy in Ljubljana, an intimate journey through the works of the UNESCO-recognized architect; designated a Slovenia Unique Experience.
• Plečnik na prvi pogled (Plečnik at First Glance) Walking tour introducing major works of architect Jože Plečnik in Ljubljana's city center.
• Brko tura Cycling tour with costumed guides playing historical characters, exploring Ljubljana's hidden secrets and stories; named best cycling tour in Europe by easyJet Traveller Magazine.
• Ljubljana Food Crawl Culinary walking tour showcasing Ljubljana's food scene; recognized as the best pop-up event in the B2B category at the Conventa Best Event Awards 2025.
• Creative Craft Workshops (umbrella repair, letterpress, weaving, goldsmithing, pottery) A portfolio of hands-on traditional craft workshops led by master craftspeople, including umbrella repair (Marija Lah, the only umbrella maker in Ljubljana), letterpress printing (Marko Drpić, Studio tipoRenesansa), weaving from Slovenian wool (Mojca Tomšič at the Slovene Ethnographic Museum), goldsmithing and silversmithing (Johann Christoph Steidl Porenta), and pottery on the wheel (Eva Peterson Lenassi). Each workshop is bookable individually.
• Popravi svoj dežnik (Repair Your Umbrella) Hands-on umbrella repair workshop led by Marija Lah, the only umbrella maker in Ljubljana, including storytelling about a 60-year-old family craft tradition.
• Natisni svoj plakat v stari tiskarni (Print Your Poster in the Old Printing House) Letterpress printing workshop where participants create unique posters using historical printing techniques and equipment, led by Marko Drpić of Studio tipoRenesansa.
• Tkalstvo od A do Ž (Weaving from A to Z) Hand-weaving workshop led by Mojca Tomšič at the Slovene Ethnographic Museum, where participants create woven items from Slovenian wool.
• Doživetje Zlatega runa (Golden Fleece Experience) Gold and silversmithing workshop led by Johann Christoph Steidl Porenta, the only goldsmith and silversmith in Slovenia, offering hands-on jewelry creation experience.
• Moč prstana (Power of the Ring) Couples' ring-making workshop where participants create custom silver rings together under the guidance of a master goldsmith.
• Odprto vreteno (Open Spinning Wheel) Pottery wheel workshop at the Slovene Ethnographic Museum led by Eva Peterson Lenassi, offering hands-on clay modeling experience for creating unique cups.
• Igra v dvoje (Game for Two) Couples pottery workshop where participants create clay items together at the spinning wheel, ideal for couples, families, and friends.
• LUV Fest (Festival of Love, Art, and Wandering) Annual cultural festival held from February 8 to March 12 transforming Ljubljana into an open-air gallery with art installations, performances, and curated cultural events under the Ljubezni, Umetnosti in Vandranja theme.
• Gift Voucher (Darilni bon) Prepaid gift voucher redeemable across Turizem Ljubljana's portfolio of experiences and tours, allowing recipients to choose from a variety of activities and attractions.
• Congress Bureau Ljubljana (MICE services) Dedicated destination-level services for conferences, corporate meetings, and incentive events: venue sourcing, logistics coordination, and convention support for organizers selecting Ljubljana as a host city. Winner of the Conventa Meetings Star Award (destination category, 2024).

Quantifiable outcome

• 223 candidates from 28 countries competed for Creative Tourism Awards 2026
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core, supporting and strategic.

• FareHarborcoreTechnology or IntegrationBooking platform integration for tours, experiences, and activity reservations. Cookie data shows session management and content localization services.
• StripecoreTechnology or IntegrationPayment processing services for online transactions with fraud prevention capabilities.
• AdyencoreTechnology or IntegrationPayment processing platform for transaction handling.
• WooCommercecoreTechnology or IntegrationE-commerce platform for retail sales of souvenirs and merchandise.
• EventimsupportingChannel Partner/ Reseller/ DistributorThird-party ticketing platform for event and attraction ticket sales.
• Moje kartesupportingChannel Partner/ Reseller/ DistributorRegional ticketing platform for event ticket distribution.
• City Destinations AlliancestrategicStrategic or Co-development PartnerMembership in alliance of European city destinations for shared marketing and best practice exchange.
• European Union (ESPR/EU Regional Development Fund)supportingOthersCo-financing of website development and digital projects through EU structural funds.
• Slovenian Tourist BoardsupportingStrategic or Co-development PartnerNational tourism organization partnership for Slovenia Green Destination certification and Slovenia Unique Experiences designation.
• Green DestinationssupportingStrategic or Co-development PartnerPartnership for sustainable tourism certification and Top 100 Sustainable Destinations program.
• Creative Tourism NetworksupportingStrategic or Co-development PartnerInternational network for creative tourism certification and Creative Tourism Awards.
• European Best DestinationssupportingStrategic or Co-development PartnerOrganization managing European destination awards and rankings.
• European CommissionsupportingOthersRecognition as European Capital of Smart Tourism and selection among 100 climate-neutral cities.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Visit Berlin (Berlin Tourismus & Kongress GmbH): Visit Berlin is the official destination management organization for Berlin, offering visitor information, tour bookings, a city tourist card (Berlin WelcomeCard), and a congress bureau for MICE — structurally identical to Turizem Ljubljana's combination of TIC, tourist card, tours, and Congress Bureau.
• Wien Tourismus (Vienna Tourist Board): Wien Tourismus is the official DMO for Vienna running visit Vienna campaigns, a Vienna City Card with integrated public transport, and an active congress bureau — the closest scale comparable to Turizem Ljubljana in terms of card-plus-experiences-plus-MICE business model.
• Visit Stockholm (Stockholm Business Region): Visit Stockholm is the official DMO promoting the capital through tour booking, event marketing, and a congress bureau, with strong sustainability credentials — directly comparable as a Northern/European capital DMO with similar mix of city card, tours, and MICE services.
• Visit Copenhagen (Wonderful Copenhagen): Wonderful Copenhagen is the official DMO combining visitor information, Copenhagen Card (multi-day attraction pass), tour bookings, and meetings/congress services — directly comparable on product mix (city card + tours + congress) and sustainability positioning similar to Ljubljana's Green Destination Platinum status.
• Helsinki Marketing / MyHelsinki: My Helsinki is the city-of-Helsinki DMO platform delivering visitor content, event listings, and an integrated experience portfolio — comparable in scope (city-only DMO with digital-first content marketing) and similar in size profile to Turizem Ljubljana.
• Visit Oslo (Oslo Convention Bureau / VisitOSLO): VisitOSLO is the official DMO and convention bureau for Oslo, offering visitor services, tour promotion, and meetings marketing for the Norwegian capital — directly comparable as a European capital DMO with sustainability and congress-led positioning similar to Ljubljana's Meetings Star Award.
• Turisme de Barcelona: Barcelona Turisme is the official municipal tourism board running visitor centers, tour booking, event promotion, and a Barcelona Card — operating under municipal ownership like Turizem Ljubljana and serving a European capital city with comparable card-plus-experiences GTM.
• Visit Amsterdam (amsterdam&partners): amsterdam&partners is the official DMO for Amsterdam combining destination marketing, a visitor information ecosystem, I amsterdam card, and convention bureau — a structural twin to Turizem Ljubljana with a stronger brand footprint and similar public-private governance.
• Visit Brussels (visit.brussels): visit.brussels is the official DMO and convention bureau for the Brussels-Capital Region running a Brussels Card, tour promotion, and MICE services — a European-capital DMO with the same card-plus-congress-bureau architecture as Turizem Ljubljana.

Broad incumbents

• CzechTourism (Czech Republic national DMO): CzechTourism is the national tourism board promoting the wider Czech Republic — not a single-city DMO like Turizem Ljubljana but a relevant broader incumbent that promotes overlapping destinations, awards, and sustainability programs across Central Europe.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/visitljubljana
• YouTubeyoutube.com/TourismLjubljana
• Facebookfacebook.com/visitljubljana
• Instagraminstagram.com/visitljubljana/?hl=en
• TikToktiktok.com/@visitljubljana
• Pinterestpinterest.com/visitljubljana

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Turizem Ljubljana