“Slovenia — the Star of the Season with a Shadow Side”: How the Country Boosted Tourism by 8.4% but Faced Restrictions

In 2025, Slovenia continues to confidently expand its tourist flow and strengthen its status as one of the most sustainable and welcoming destinations in Europe. In just nine months — from January to September — the country welcomed 4.6 million foreign tourists, up 8.4% from the previous year. Overnight stays increased to 11.46 million (+8.2%). But behind this growth lie new challenges.

Excellent accessibility, convenient trip formats (weekend trips, road trips), and a wide range of activities — from hiking in the Julian Alps to wine tours in Podravje — have made Slovenia a comfortable “case study” for short holidays and combined tours.

Autumn is no longer a “low” season. In September 2025, foreign arrivals jumped another 13.2% (to 605,098 visitors). Domestic tourism also revived: +5.6%, up to 132,785 visits. Slovenia has learned to “spread” visitor flows throughout the year — the shoulder season now offers mild weather, festivals, harvest events, and reasonable prices.

Yet popularity has its downside. For example, at Lake Bled, locals increasingly complain about overcrowded parking lots and litter.

Fraud and “Gray Schemes” Amid the Boom

Along with the growth in tourism, the number of fraudulent housing and tour offers has also increased.

The national tourism association warned about fake listings and fraudulent apartments, especially on private platforms and Telegram channels.

There have been cases of fake booking links for hotels in Ljubljana and Bled — with deposits lost to scammers.

In popular regions (Postojna, Soča, Maribor), unlicensed guides and tour operators have appeared, offering cheap “tours” without insurance or registration.

The Slovenian Tourist Organisation (STO) has tightened inspections and issued recommendations on how to verify the legality of services and avoid fraud.

Tips for travelers:

When booking accommodation in Slovenia, check whether the rental is officially registered; confirm deposit and payment terms; avoid transfers outside the platform.

Be cautious with offers that look “too good to be true” or demand personal data upfront.

Ask landlords for a registration ID number — short-term rentals must be registered by law.

If booking or payment is made via a platform, keep all communication and receipts in case of disputes or refund claims.

Tourism Under Control: Limits and Regulation

The tourism boom is pushing Slovenia to introduce regulations and visitor limits:

In 2025, authorities are considering caps on tourist buses at popular natural sites (especially Lake Bled and Triglav National Park).

The government plans to limit the daily flow of visitors in certain protected areas to prevent trail degradation and pollution. It also intends to restrict short-term rentals.
According to the Minister for the Environment, “tourism must grow within limits that do not undermine the ecosystem.”

Numbers and Reality: Sustainable Growth with Side Effects

Even with protests and regulatory efforts, growth remains strong. In September 2025, foreign arrivals rose 13.2% (to 605 thousand), and domestic visits increased 5.6%.

However, domestic tourism fell 0.8% year-on-year, as more Slovenians choose foreign destinations. This creates a disbalance between external demand and local infrastructure — from parking shortages to staff deficits.

What Lies Ahead for Slovenia

By the end of 2025, Slovenia is expected to surpass 5 million foreign visitors (+8.5%). Yet the main goal is balanced, sustainable tourism, not just growth. The country is investing in environmental initiatives, infrastructure, smart visitor-flow management, and digital booking controls.

Experts warn that unless issues like fraud, housing pressure, and local discontent are resolved, Slovenia’s “green reputation” could be at risk.