HTZ in Slovenia wants to encourage trips outside the summer season
The new director of the HTZ representative office in Slovenia, Debora Petrović, presented in Ljubljana a plan for promoting lesser-known Croatian destinations and activities available all year round.
Slovak guests in the first eight months of 2026 in Croatia made about 1.5 million arrivals and 9.6 million overnight stays. Arrivals increased by three percent, and overnight stays by one percent compared to the same period last year. It is precisely in this market that the Croatian Tourist Board announced a stronger emphasis on trips outside the main summer season.
The HTZ Representation in Slovenia has gathered at the Rog Center in Ljubljana tourist partners The media also took part in the meeting. The new director, Debora Petrović, presented the direction of the representative office: to introduce the lesser-known Croatian destinations to Slovenian guests and offer more reasons to visit them throughout the year.
A well-known market, new trends in travel
Petrović announced a stronger promotion of gastronomy, culture, nature, active holidays, city stays, and local events. Such content can help partners shape their offerings for the Slovenian market beyond the summer months. For agencies, hotels, and destination organizations, it is important that the overall message about Croatia year-round is translated into concrete programs that guests can book.
The proximity of the two countries gives this message practical weight. Slovenian guests can also be offered shorter stays related to the event, gastronomy, or activities in a specific destination. Whether the interest will translate into additional overnight stays outside of the season will depend on the offer and cooperation with local partners.
The data from the HTZ confirm the importance of the market: Slovenia was the third country in terms of the number of overnight stays in Croatia from January to August, behind Germany and the domestic market. In that period, Croatia recorded a total of 90.53 million overnight stays.
Dubrovnik presented to Ljubljana partners
Partners from Dubrovnik-Neretva County also participated in the program of the meeting. They presented the south of Croatia with their music and local flavors, while the Hilton Imperial Dubrovnik hotel offered its guests the traditional rose water. Croatia Airlines provided two return tickets on the Zagreb – Dubrovnik route.
Dubrovnik's selection shows that more distant Croatian destinations can be presented to Slovenian partners through a recognizable local experience and an accessible air connection. The next step for the tourism sector will be to connect such stories with an offer that gives guests a clear reason to travel.
