Giro d’Italia: “I Feel Slovenia, They Feel Slovenia, We All Feel Slovenia!”

On Friday, 27 May, the 19th stage of the prestigious cycling race, Giro d’Italia, started in Marano Lagunare and passed Kobarid and the Soča Valley. Amazing views of the emerald-green river and the picturesque landscape of the Soča Valley combined with numerous displays of the I Feel Slovenia national brand reached millions of spectators and created an unforgettable atmosphere, which did not go unnoticed even with the Eurosport’s commentator, who exclaimed: “I feel sLOVEnia, they feel sLOVEnia, we all feel sLOVEnia!”
Since major international sporting events such as Giro d’Italia are an excellent opportunity to promote Slovenia as a destination for active experiences in pristine nature and to appeal to fans of active holidays, Slovenian Tourist Board and Soča Valley Tourism Board on the occasion of the Slovenian stage of Giro d’Italia carried out a series of promotional activities that strengthened the visibility of the I feel Slovenia brand and of Slovenia as a destination for active and especially cycling experiences. 

The 19th stage of the Giro d’Italia 2022 led the cyclists to a demanding ascent to Kolovrat before arriving in Santuario di Castelmonste. The ascent to Kolovrat was one of the most challenging parts of this year’s Giro d ‘Italia, but heartly cheering of the crowds that gathered along the route created an amazing atmosphere, which surely made it much easier. Simultaneously with the 19th stage of the race, the 16th stage of the E-Giro began. Here, the cyclists competed for the green I feel Slovenia cycling jersey. The event was dedicated to racing e-bikes and ran along the same route as Giro d’Italia. One of the key objectives was to raise public awareness of the importance of sustainable mobility.
At the starting point in Kobarid, the acting director of the STB, Ilona Stermecki, greeted the cyclists participating in the Giro-E, including the Slovenian team of cyclists, which included top Slovenian athletes Tanja Žakelj, Ana Bucik, Filip Flisar, Boris Premužič, Matevž Melinc and Gregor Slobočan. She pinpointed that the race is an excellent opportunity to promote Slovenia: “The Slovenian Tourist Board is excited to take part in this year’s edition of the prestigious Giro d’Italia, which is watched by nearly 800 million cycling enthusiasts. The race ranks at the very top of the largest and most popular cycling races and thus represents an excellent opportunity to highlight the I feel Slovenia brand and Slovenia as a destination for great experiences in pristine nature. As part of the Giro-E, dedicated to raising awareness of the importance of sustainable mobility, the Slovenian Tourist Board is highlighting the central, sustainable commitment of the Slovenian tourism by awarding green I feel Slovenia cycling jerseys. At this year’s Giro d’Italia, we are also strengthening our attention to Slovenia through communication activities that highlight Slovenia as a country of top cycling aces, especially Primož Roglič and Tadej Pogačar, ambassadors of Slovenian tourism. I would also like to thank Soča Valley Tourism Board for their excellent cooperation and efforts in preparing an extremely varied and attractive program of events for this year’s race.”

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