Tourism Development Strategy 2026-2030

The Municipality of Izola, in cooperation with the Izola Tourism Association and key stakeholders in Izola’s tourism sector, has developed the Tourism Development Strategy for the municipality for the period 2026–2030, which serves as a basis for planning tourism development.

With a successfully designed and implemented tourism strategy in recent years, Izola—through the inclusion and cooperation of all tourism stakeholders—managed in 2025 to achieve a record number of overnight stays, thanks to the steadily increasing visitation in the shoulder-season months.

Izola is facing challenges similar to those of global tourism—tourism overcrowding, unpredictable geopolitical circumstances—as well as challenges that apply to Slovenia as a whole and are not a local specificity, but are more pronounced than at the global level: namely staffing challenges (a shortage of qualified tourism professionals) and an unpredictable economic environment, especially for the local small business sector.

All of these challenges are also addressed by the new Tourism Development Strategy for the period 2025–2030 through the establishment of key strategic objectives:

1. Extending the tourist season
2. Improving the quality of the tourism offer while preserving authenticity
3. Strengthening connections between the countryside and the town
4. Involving the local community
5. Targeted outreach to visitors – defining “new” target groups

An action plan has also been prepared, with more detailed measures and activities as well as a timeline, specifying when, how and with what financial resources the individual objectives of the strategy will be implemented.