PRESS RELEASE

Mark Cavendish: “Slovenia is pretty spectacular…”The Tour of Slovenia cycling race has already started!

The 24th international Tour of Slovenia cycling race has started on June 15. Its four stages will envelop our country in a sporting, touristic and business sense and this year for the first time also under a sustainably-themed slogan “Fight for Green”. This year’s race is bringing one more change; for the first time it is broadcasted live by Eurosport, the most popular global sport television network, which can boast an impressive 243 million viewers around the world. Live broadcast of the race and intense promoting of Slovenia and the places the Tour will pass through is therefore an excellent opportunity to introduce Slovenia as a land full of wonderful experiences and unspoilt natural wonder for anyone who loves being active in their free time. At the press conference, Mark Cavendish, one of the favourites, said: “At last year’s race, the Predjama Castle really impressed me. I look forward to seeing it also this year!”

An impressive number of 243 million viewers can watch the Tour of Slovenia Race live

In partnership with other race organizers, including 8 Slovenian tourist providers, the public agency SPIRIT Slovenija, the Adria Mobil cycling club, and Adria Mobil the company, the Slovenian Tourist Board has embarked on a project of broadcasting the Tour and focusing its efforts on promoting Slovenia and the places the Tour will pass through. Thanks to the Eurosport’s live broadcast as many as 243 million viewers, including more than 113 million particular cycling fans in 99 countries in Europe, Asia, Africa and the Middle East, will be able to follow this year’s Tour of Slovenia.

The broadcast by Eurosport is extremely important in terms of establishing Slovenia as a leading destination for sports tourism, athlete preparation and hosting international sports events.

Cycling is one of the most important and most sustainable options for active holidays in Slovenia.

“The Ministry of Economic Development and Technology is aware of the importance of recognised and notable sports events, including the 24th Tour of Slovenia. Indirectly and very succesfully, such events promote Slovenia and Slovenian tourism. We are equally aware of the multiplicative effects that such events have on the Slovenian economy. Slovenia, with its unique unspoilt outdoor attractions, is a perfect destination for training top athletes and an attractive venue for large-scale sports and recreational events, since it offers not only beautiful nature but also extensive infrastructure and knowledge. Its exceptional location and diverse landscape make it a cycling wonderland. Cycling is one of the most important and most sustainable options for active holidays in Slovenia. In the opinion of the ministry responsible for tourism, cycling is an important part of public interest, health and sport, as well as a great potential for the development of such tourism industries in our country,” emphasized Eva Štravs Podlogar, State Secretary at the Ministry of the Economic Development and Technology, and added: “I would like to take this opportunity and sincerely compliment the successful partnership behind organising this race. Congratulations to the Adria Mobil cycling club, Adria Mobil d.o.o., and the Slovenian Tourist Board for their ability to include 13 more partners, mostly from the local environments where the Tour will pass through. For the first time in the history of event the whole race will also be broadcasted live on the channels of Eurosport, the most popular sports television in Europe and the world. This means that millions of cycling enthusiasts around the world will be able to follow the Tour of Slovenia and at the same time they will get to know the beauties of our country, a green, active and healthy sports destination that can also offer visitors a wide range of active holiday adventures. This year’s race also bears the sustainably-themed slogan “Fight for Green”, which is directly connected to the cyclists’ competition for the green shirt and indirectly in a much broader sense the commitment of Slovenia and Slovenian tourism to sustainability, which can contribute to maintaining Slovenia as the first green destination in the world.”

Successful athletes are the ambassadors of Slovenia and our tourism industry

Slovenian tourism providers are aware that the successes enjoyed by Slovenian athletes have given them the status of opinion-makers and ambassadors of our country and our tourism industry, and that well-organised sports events represent Slovenia as a land of high-quality events and friendly hosts. For this very reason the Slovenian Tourist Board has used top Slovenian athletes and notable international sports events, such as the Tour of Slovenia, for promotion purposes.

Approximately a third of the broadcasting time will be dedicated to images of the beauties of Slovenian destinations.

Mag. Maja Pak, the Director of the Slovenian Tourist Board: “I am extremely pleased that for the first time in history Slovenia will be introduced throughout the world on Eurosport television network. Together with Adria Mobil company, public agency SPIRIT Slovenija, 8 tourist providers and other important partners we have managed to achieve that. During the four-day live broadcasting of the race more than 113 million cycling enthusiasts all over the world will be able to see our country as an excellent destination for active holidays, fitness training for athletes and sports teams, and as a venue for international sports events. Particularly impressive is our unspoilt nature; therefore approximately a third of the broadcasting time will be dedicated to images of the beauties of Slovenian destinations. In addition to the broadcast of the race in a total duration of more than 6 hours we also managed to reach an agreement with Eurosport to additionally highlight our country with 280 promotional videos that will play during the race. 159 of those videos show the tourist beauties of Slovenian destinations. Eurosport will also show banners that, with more than 1.7 million views, invite people to discover Slovenia as a green, active and healthy destination. We also received extremely positive response to the Cycling Ambassador of Slovenia project; through the experiences of six foreign ambassadors who were in Slovenia before the race we increased the attention of the global sports audience and presented Slovenia as a unique attractive destination for cycling enthusiasts.”

159 videos show the highlights of Slovenian tourism

Together with other partners (13 in total), including the public agency SPIRIT Slovenija and cities of Ljubljana, Celje, Rogaška Slatina,

Zreče-Rogla, Novo Mesto, Slovenske Konjice, Žalec and Koper, the Slovenian Tourist Board decided to participate in the project for promoting Slovenian tourism industry. This will be achieved through advertising, promoting and broadcasting of the race on the national channels of Eurosport television network. One third of more than 6 hours of live broadcast on Eurosport will be dedicated to promotional videos of the landscape the Tour will pass through and its surroundings. In order to increase Slovenia’s recognition as an exceptional tourist and business destination the advertising activities have been going on since the beginning of the May. In 2 months, 280 30-seconds promotional videos will be played on the TV-network’s website (www.eurosport.com). 159 of those videos show the tourist beauties of our country, with particular attention given to sustainability and the national brand I feel Slovenia. Also advertising with banners has been running on the Eurosport’s website since May. Banners were prepared by the Slovenian Tourist Board and Slovenian tourist providers and they aim to reach at least 1.7 million views. Slovenia and its tourism will be additionally emphasized also through other content within Eurosport’s programming.

“Sports and tourism are closely linked”

“The Slovenian Tourist Board significantly improved the marketing of sports tourism and thus raised Slovenia’s profile as an excellent destination for active holidays, fitness training for athletes and sports teams, and as a venue for international sports events, such as the Tour of Slovenian cycling race”, said Alenka Pahor Žvanut, Head of the Digital Content Marketing Department at the Slovenian Tourist Board. She specifically underlined the great importance of the partnership between all participants in the project, and added that “sports and tourism are closely linked in Slovenia. The I Feel Slovenia brand at its very core encompasses green experiences and the desire for active and healthy adventures in unspoilt green nature. Slovenia is a perfect destination for unforgettable five-star experiences provided by pristine outdoor attractions, favourable climate, good infrastructure, its great positioning in Europe and the warm and sincere hospitality of the local population.”

Sports and tourism go hand in hand in Slovenia and for a long time now our country has been known to sports and active vacation lovers. Increasingly recognized as a green, active and healthy boutique central European tourist destination with famous I feel Slovenia brand and strong and positive sports emotion, Slovenia is offering a high-quality and individual five-star experience to each and every visitor.

A press conference with the race organizer, the Adria Mobil cycling club, its sponsor Adria Mobil, and other parties that are part of this year’s Tour of Slovenia took place at the City Museum of Ljubljana and concluded with the “Tour de Slovenian Cuisine”, a selection of Slovenian food and wines carefully chosen by Mr Janez Bratovž, one of the most famous Slovenian chefs, and the Jezeršek Catering team.

Photo credits: Vid Ponikvar

More information at:www.slovenia.info/en/make-new-memories/embark-on-an-adventure-eurosportwww.posloveniji.siwww.adria-mobil-cycling.comhttps://www.slovenia.info/en/cycling-ambassador-of-slovenia

FURTHER INFORMATION

Slovenian Tourist BoardDimičeva 13, SI-1000 Ljubljana, Slovenia

Phone: 00386 (0)1 5898 550Rebeka Kumer Bizjak, Global PR Manager, press@slovenia.info