More Than a Win: Pogačar’s Tour de France Triumph Puts Slovenia in the Global Spotlight

The achievements of Tadej Pogačar and Primož Roglič, who have carried Slovenia’s name to the top podiums of cycling races across the globe over the past half-decade, continue to boost the visibility of Slovenia as a cycling powerhouse. The Slovenian Tourist Board (STB) collaborates with both ambassadors of the Slovenian tourism, Pogačar and Roglič, at the world’s most prestigious cycling event – the Tour de France – where a number of promotional activities inspire millions of active holiday enthusiasts.

Special digital campaigns, storytelling about Pogačar and Slovenia as a top cycling destination, social media content and features in leading international media have brought Slovenia into the spotlight among millions of cycling fans. Today, a celebratory reception took place in Paris to mark the conclusion of the Tour de France, dedicated to both Slovenian and French cyclists. As part of the event, the STB is once again highlighting Slovenia as an attractive destination for active holidays.

Slovenia Achieves Unprecedented Exposure at the World’s Biggest Cycling Race

The 2025 Tour de France has been a showcase of Slovenia: even before the race began and throughout the Tour, Pogačar and Roglič dominated headlines and social media posts across Tour de France platforms. The race boasts incredible reach, with over 13.7 million followers across various platforms, and is broadcast in 190 countries around the world.

Posts and Articles About Pogačar’s Win Reached Hundreds of Millions of Cycling Fans

During the Tour de France, STB launched a special digital campaign that brought together fans of Pogačar, Roglič and sports lovers on social media. In total, STB produced more than 100 posts that generated over 1 million views and more than 750,000 user interactions. Key markets included Slovenia, France, Germany, Italy, Spain and the Visegrad countries. Additionally, STB encouraged users on Facebook and Instagram (Feel Slovenia) to participate in a giveaway for a yellow I feel Slovenia jersey, generating over 600 comments. Through keyword tracking tools, more than 70,000 social media mentions of Pogačar and Roglič related to the race and Slovenia were recorded – contributing to a 400% increase in reach and generating a total of 410 million impressions. 

When Slovenian cycling star Tadej Pogačar claimed his fourth Tour de France victory, the news made international headlines within less than an hour – further reinforcing Slovenia’s image as a cycling superpower. Numerous top global media outlets covered both Pogačar and Slovenia, including BBC (reach: over 450 million users worldwide), USA Today (over 100 million monthly views), NBC Sports, The Guardian, The Independent (each with more than 60 million monthly readers), The New York Times (over 9 million subscribers), Olympics.com, CBC, Toronto Star, Anchorage Daily News and numerous U.S. local outlets (WHEC, WDHN, Sun Chronicle etc.). The estimated combined potential reach from these media outlets exceeds 700 million readers, viewers and online users.

On the official tourism portal slovenia.info, a story about Tadej Pogačar, a story about Tour de France and the story about Pogačar's cycling adventures in Slovenia recorded over 7,000 page views during the Tour de France (5 – 27 July 2025) – a 388% increase compared to the previous period. Most views came from France, Slovenia, Germany, Italy, Spain and Austria – exclusively through organic or direct visits. At the same time, the STB ran a campaign titled “From Slovenia. With Love.” highlighting Pogačar’s favourite Slovenian spots, which attracted around 40,000 visits to the landing page.

The Tour de France enhances Slovenia’s image as a top cycling and outdoor destination. The "I Feel Slovenia" brand is further highlighted through its association with Pogačar and Roglič as ambassadors of Slovenian tourism. The country is increasingly recognized in Tour de France coverage as a land of natural beauty, endurance, and excellence, boosting its global visibility and image.

To mark Tadej Pogačar’s victory, the Slovenian Tourist Board adapted its logotype in yellow – a symbolic nod to the iconic Tour de France jersey.

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