Baltic Travel Company Clarifies Why Slovenia Has a Reputation as a Secret Destination for Avid Travellers

Today's tourism sector has seen a shift in consumer priorities, with many turning to knowledgeable, independent providers like the Baltic Travel Company to access unique, memorable and customised travel experiences away from the packed resorts and crowded beaches.

The firm has recorded ongoing changes to the types of destinations and activities guests consider most valuable, including a gradual but noticeable uptick in enquiries about short city breaks, lakeside retreats and extended tours of Slovenia, a country now thought of as something of a hidden gem.

Statistics and Facts About Slovenia as a Tourist Destination

Much of the renewed demand for Slovenian holiday experiences followed the publication of updated safety data by the Global Peace Index. This index ranks countries in terms of their safety and ensures travellers make informed decisions about whether or not to visit locations with elevated risks of crime or civil unrest.

Slovenia was ranked the 9th safest country internationally in 2025 and has retained a spot among the most peaceful nations for years. Visitors benefit from high levels of travel security, minimal medical risks, and a strong track record of road safety.

As a quiet, unassuming, yet incredibly beautiful country, Slovenia hadn't previously been considered one of the most desirable eastern European destinations, especially given its proximity to Italy. However, having been noted as among the ten safest countries in the world-and given rising concerns about the safety of global travel-this has started to change.

The country has a small population of 2.12 million, but its large expanses of land comprise stunning mountain ranges and miles of dense forests, which is part of its appeal. Most people live in the small, staggeringly gorgeous capital city of Ljubljana, the European Green Capital of 2016, but the country's emergence as a new tourist destination has seen a record-high six million visitors heading there in 2023.

Efforts by the Slovenian Tourist Board have also contributed to promoting the country to travellers looking for a holiday off the beaten track who want the opportunity to explore historic and natural landscapes that are a world away from anything they have seen before.

Reflecting on the Increased Interest in Slovenian Travel Experiences

Birthe Nielsen, Managing Director of the Baltic Travel Company says, 'It's fair to say that Slovenia has long been one of those destinations we as travel professionals adore-but that many guests might not have heard of, or be unfamiliar with the climate, scenery, and amazing heritage.

Over the last few years, we've seen a step change in traveller requirements. Many are tired of repeating the same experiences or heading to the same resorts, creating a gap for special and distinctive countries like Slovenia to step forward and offer something new.

Safety is, of course, a big part of that. Concerns around stricter passport controls, immigration policies, political tensions and numerous conflicts across Europe and the Middle East mean guests need absolute confidence that when they board a plane, they will have a relaxing break.

However, it's also about the drive for authenticity, culture, and a truly unforgettable experience. With a number of airlines offering accessible direct flights to Slovenia, it has become considerably easier to consider this an alternative to more conventional resorts.'

Highlights and Attractions Drawing Global Travellers to Slovenia

Slovenia's capital city, emerald-green lakes and coastline are equally wonderful places to spend quality time, with intricate cave systems, winding rivers and snow-capped mountains that tower above the scenery.

Ljubljana has a vibrant cultural scene with museums, galleries, and excellent Baroque architecture. It also offers a busy calendar of festivals and celebrations that make the walkable, canal-side city a great place for a city break.

The countryside in Slovenia is equally remarkable, with the Julian Alps and Lake Bled among the best places to enjoy skiing and hiking, water sports and sailing, or nature watching in the tranquillity of a peaceful rural hotel or wilderness resort.

Birthe goes on to add, 'Guests interested in learning more about Slovenia or wanting to compare holidays, packages, and itineraries can find all the information they need through the Baltic Travel Company website.

Options like our Wonders of Slovenia holiday, a week-long guided group tour with wine tastings, a trip to Ljubljana castle and stops in Piran, the Soca Valley and Bled, or the 11-night Slovenia & Croatia Combo, which takes guests along the Dalmatian Coast are fantastic ways to explore all this exceptional part of the world has to offer.'

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About Baltic Travel Company

We specialise in crafting unique, tailor-made travel experiences that showcase the diverse wonders of Europe and the Baltic region. With over 15 years of experience, our dedicated travel experts are committed to providing exceptional service and unparalleled expertise to ensure your Baltic adventure exceeds your expectations. From cultural city breaks to the inspiring northern lights and breathtaking natural landscapes, our carefully curated itineraries highlight the very best of the Nordic Region, Scandinavia, The Baltic Region, Poland, Slovakia and more. Whether you're a solo traveler, couple, or group, embark on a journey of discovery with Baltic Travel Company - your ultimate travel partner in exploring the hidden gems of the Baltics.

Media Contact:

Birthe Nielsen Baltic Travel CompanyTel:+44 (0)2082332875

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