THE CITY OF LJUBLJANA
Ljubljana is the capital city of Slovenia with a population of almost 300,000 inhabitants (SURS, 2019) and one of the 26 municipalities in Ljubljana Urban Region. The city is the most visited city destination in Slovenia (1 mio arrivals per year, 6% domestic, 94% foreign) as it has a rich cultural and historical heritage and is hometown to many of the nationally important institutions, such as the Slovenian National Theatre Opera and Ballet Ljubljana, the National Gallery of Slovenia and the Slovenian National Theatre Drama Ljubljana. According to the Statistical Office of the Slovenia, in the year 2018, the municipality of Ljubljana had the most overnight stays out of all the municipalities in Slovenia (16,4%), throughout the seasons with the overall annual growth of 22%. Moreover, a steep growth curve of touristic inflow is likely to get even higher in the near future as the accommodation capacities are being enlarged and the city actively promotes itself on the global market (the Green Capital of Europe 2016, a candidate for the European Capital of Culture 2025). As the first result of this promotion, the share of the inbound tourists coming from non-EU countries has significantly increased. The Tourism Promotion Public Institute (Turizem Ljubljana) adopted two major documents for the promotion of tourism, of which the guidelines for the development of the cultural tourism (2017-2020) specifically target the core topic of the SPOT project, namely, the measures for better valorisation of the cultural offer. In addition, the Strategy for tourism development in Ljubljana (Strategija za razvoj in trženje turistične destinacije Ljubljana, 2014-2020) has adopted cultural tourism as the main driver for touristic and economic development. The cultural offer, although quite diversified, is not world renown and therefore stays predominantly visited by the domestic visitors: the ratio between foreign and domestic visitors of museums and galleries is 3 to 7. Thus, this project can facilitate the better utilisation of the existing cultural potential and cultural offer also in the context of international tourism.