Slovakia has long benefited from what many call a “spillover effect”—travellers passing through (by bus, cruise, or train) stop briefly, often in Bratislava, take a look around, and then move on. But this incidental tourism offers limited value for destination development. The article argues that to grow sustainably, Slovakia must transform its image and provide sufficient attraction, narrative, and infrastructure to draw people here by choice rather than by chance.

Guides and operators report that many visitors arrive with minimal expectations, unaware of Slovakia’s unique culture, landscapes, and heritage. This presents both a challenge and an opportunity: storytelling, curated experiences and stronger links between capital and countryside are essential to keep people longer, to encourage return visits, and to help local economies flourish beyond just a quick stop.

The article identifies several obstacles, including uneven transport connectivity, fragmented marketing efforts, inconsistent accommodation quality, and weak national branding. Regions often promote themselves in isolation, which undermines the country's cohesive identity as a whole.

To become a destination in its own right, the piece suggests that Slovakia must invest in narrative-driven tourism, develop week-long itineraries that link the capital and hinterland, and enhance inter-regional coordination. The right strategies could help it attract travellers who want to explore deeply, not just pass through.

If you want to see the full arguments, examples and insights, I encourage you to read the full article.

#Destination management #Sustainable mobility #Cultural tourism