Soča Outdoor Festival generated nearly €2.85 million in economic impact and significantly boosted the start of the tourist season
This year once again, the Soča Outdoor Festival confirmed its position as one of Slovenia’s most important sports tourism events. The festival attracted 3,400 runners from more than 50 countries to the Soča Valley, while together with their companions, approximately 5,000 people visited the destination.
According to a survey conducted among participants, each visitor spent an average of €97 per day and stayed in the destination for 2.3 days. This resulted in approximately 11,730 overnight stays, while direct tourism expenditure reached €1.14 million. Applying Slovenia’s tourism multiplier (2.5), the event generated a total economic impact of €2.85 million.
When interpreting these figures, it is important to emphasize that they represent a conservative estimate of the festival’s economic impact. The Soča Outdoor Festival is exceptionally well received by the local community and attracts a large number of local residents and runners from nearby areas every year. Due to their proximity, these participants generally do not require accommodation and spend less on food and other tourism services. As these participants are included in the calculations, both the average visitor spending and the average number of overnight stays are lower than they would be if only visitors travelling from other parts of Slovenia or abroad were considered. The actual economic impact generated by tourists visiting the destination because of the festival is therefore even greater than the figures presented.
Official data confirms the festival’s impact
The estimates are also supported by official data from the Statistical Office of the Republic of Slovenia.
During the week of 23–29 June, when the Soča Outdoor Festival took place, the municipalities of Tolmin and Kobarid, where most festival participants stay overnight, recorded a significant increase in tourism activity.
In Tolmin, tourist arrivals increased by 43% compared to the previous week, while overnight stays rose by 27%. Kobarid also recorded nearly a 30% increase in arrivals and more than a 40% increase in overnight stays.
Even more telling is the fact that both arrivals and overnight stays during the festival week were higher than in the following week, when Slovenia’s main summer tourist season traditionally begins. This clearly demonstrates that the Soča Outdoor Festival does not merely follow the tourist season – it helps create it. The event successfully fills the period just before the peak summer season, giving the destination a strong start to its busiest tourism period.
The comparison between the estimated and officially recorded overnight stays further confirms the event’s significant impact. The participant survey estimated approximately 11,730 overnight stays, which closely matches the official increase in overnight stays recorded during the festival week. It should again be emphasized that this calculation also includes local participants who do not generate overnight stays, making it a conservative estimate of the festival’s actual impact on the local tourism economy.
Visitor structure reflected in tourism statistics
More than half of all competitors (51%) came from Slovenia, followed by Croatia, Hungary, Austria, Italy, Slovakia, the United Kingdom, Germany, Poland and the Czech Republic.
A similar pattern is visible in the official tourism arrival statistics for the Municipality of Tolmin. During the festival week, the shares of Slovenian and Croatian visitors increased significantly, while after the festival the traditional summer source markets, such as the Czech Republic, Germany and Italy, once again became the dominant markets. This indicates that the festival attracts additional visitor segments that would not otherwise visit the destination in such numbers during this period.
More than a sporting event
Today, the Soča Outdoor Festival is much more than a trail running event. It is an important driver of tourism spending, generating revenue for accommodation providers, restaurants, shops, transport operators and many other local businesses.
In addition to its direct economic impact, the festival also plays an important role in strengthening the Soča Valley’s reputation as one of Europe’s leading outdoor destinations. By attracting visitors before the peak summer season begins, it improves accommodation occupancy, extends the tourist season and creates added value for the local economy during a period when tourism activity would otherwise be considerably lower.
The nearly €2.85 million in total economic impact confirms that the Soča Outdoor Festival is not only one of Slovenia’s largest sporting events, but also one of the country’s most important tourism events and a significant investment in the development of the entire Soča Valley.
A digital reach of millions and growing international recognition
The festival’s promotional impact extends far beyond the event itself. Between October 2025 and July 2026, content on Facebook and Instagram generated more than 8.3 million views, while the website recorded over 365,000 page views. Nearly two-thirds of website visitors came from abroad, primarily from Croatia, Hungary, Italy and Poland.
The festival was featured in at least 19 national and regional media outlets. Influencer content generated significant additional exposure: running-related content attracted approximately 110,000 views, while hiking-related content exceeded 130,000 views, bringing the total to around 240,000 views. The organiser also recorded more than 270 posts by runners, whose additional organic reach is not included in these figures. This content has particular promotional value, as authentic experiences and personal recommendations build trust in the festival and generate interest in the Soča Valley and other parts of Slovenia.
The festival’s digital reach, media presence and wealth of authentic visitor-generated content confirm its position as a powerful year-round promotional platform. It significantly strengthens the international profile of the Soča Valley and Slovenia as leading destinations for running, hiking and active holidays. This impact is also reflected in the travel habits of international visitors, many of whom combine their participation in the festival with a longer stay and the opportunity to discover other destinations across Slovenia.
