For the fourth consecutive year, Ljubljana Tourism is running the »Tourism Makes Ljubljana« campaign to raise awareness among citizens of the positive effects of tourism on the quality of life in the capital city.

On posters, radio airwaves, various online platforms, digital screens around the city and in an exhibition on Stritar Street, it presents projects, events and infrastructure made possible in the capital also due to funding from tourism and tourists.

Tourism is not only an economic sector that provides many jobs and contributes to a wide range of services, but it is also a source of dedicated funds that finance various events, projects and infrastructure. In the first half of June, posters, advertisements on different online platforms, digital screens around the city and on the radio, as well as an exhibition on Stritar Street, remind us that tourism enriches Ljubljana and makes it even more interesting, green, accessible, organised, visible, vibrant, creative, active, connected and innovative.

How tourism enriches Ljubljana?

The funds from tourism and tourists, i.e., the tourist tax and concession fees from special gambling games, co-finance the maintenance and modernisation of the sports infrastructure in Ljubljana, the landscaping and expansion of green spaces, the planting of new trees and the Ljubljana Rose, the maintenance of the Ljubljanica River embankments, parks and pedestrian paths, and the activities of the University Botanic Gardens Ljubljana.

The funds are used to remove architectural and communication barriers in the city, remove graffiti, put up flower hangers and clean the Ljubljanica River. They also support numerous sports, cultural and entertainment events in the city and organise festivals such as LUV Fest, Ljubljana Tourism Week, November Gourmet Ljubljana and December in Ljubljana. The funds are also used to develop innovative tourism products, thematic guided tours, creative craft workshops and cultural quarters. Lastly, by organising international events and winning numerous awards, Ljubljana is achieving international recognition as a green, inclusive and sustainability-oriented capital, including being named European Best Destination in 2022 and European Best City Break in 2023 and 2024.

Campaign impacts

Since 2016, Ljubljana Tourism has been regularly monitoring citizens' attitudes towards the development of tourism in Ljubljana, as one of the cornerstones of its development strategy is to ensure the coexistence of the local population and visitors to the city. Namely, satisfied local residents who enjoy a high quality of life are their city's best and most sincere ambassadors. Last year's survey showed that 76% of people have a positive attitude towards tourism. Almost half of them thought that the »Tourism Makes Ljubljana« campaign had achieved its purpose of raising awareness, while nearly a quarter thought that it had changed their attitude towards tourism for the better.