Touristenjahr 2022 inBela krajina
Tourist year 2022 in the Bela krajina
The tourist destination Bela krajina recorded 110,838 overnight stays in 2022, which is 21% more overnight stays compared to the pre-coronavirus year 2019. The ratio between domestic and foreign guests is 78:22 in favor of domestic guests. Foreign guests were mainly Germans, Dutch, Belgians, and Italians, who represent a good 13% of all overnight stays in the Bela krajina. Tourism in Bela kranjina experienced a boom during the corona, unlike the Slovenian average, and the realization of overnight stays in 2022 is again approaching a more realistic picture of tourism in our country.
The growth of overnight stays and the growing percentage of foreign guests coincides with the promotion of Bela krajina in 2022. We promoted ourselves at the fairs: Alpe Adria Ljubljana, MOS Celje, Slovenian Incoming Workshop (SIW) Ljubljana, at several specialized fairs in Italy, and at the world exhibition Expo Dubai . With the help of newly acquired VR films of cycling and boating in Kolpa, we presented ourselves as a green outdoor destination with a rich tradition and unique cultural heritage.
We carried out Tam Tam poster advertising in seven major city centers of Slovenia. We also promoted Bela krajina through digital advertising on the Dutch, German and Belgian markets. The promotion of Bela krajina cultural heritage, nature and gastronomy was also carried out as part of study tours. We invited Slovenian and Austrian journalists and bloggers to the destination, who, with their blogs, articles, photos and publications, took the name of Bela krajina to the wider world.
As part of the Tastes of Bela krajina project, the joint culinary experience "From tradition to culinary experience" was successfully held in the Müller inn in Črnomlje, where chef Uroš Štefelin, winner of a Michelin star from Linhart House in Radovljica, participated in the creation of the menu. In October and November, we held the Autumn Tastes of Bela krajina at four Bela krajina providers involved in the project, namely at the Müller Gostilna, the Veselič Gostilna, the Hotel Bela krajina and the Kapušin Gostilna.
More providers join the Open Doors project every year, so our team is growing. In 2022, we cooperated with 41 providers of Open Doors with tours, tastings and experiences between April and December with the aim of diversifying the offer in the Bela krajina outside the main season.
With the goal of a successful tourist year of 2023, we will aim to raise the quality and greater integration between all the stakeholders of Bela krajina tourism, because with our joint efforts we can create something more and much better for our guests.
DMO Bela krajina, January 2023
