When Slovenia was named Guest of Honour at the 2025 Frankfurt Book Fair, it didn’t just see it as a literary event—it saw an opportunity. The fair, one of the world’s most influential publishing gatherings, isn’t just about books. It’s a global stage where countries can tell their story.
For Slovenia, this is a chance to showcase not only its authors but also its language, rich culture, and even its stunning landscapes. Let’s look into how this small but spirited country is turning the world’s biggest book fair into a powerful tool for national branding and global connection.
Table of Contents
Strategy
Slovenia’s approach to Frankfurt 2025 goes beyond promoting books. The strategy is about building a multi-layered presence that combines literature with lifestyle.
The Slovenian Book Agency (JAK), together with the Ministry of Culture, Tourism Board, and Foreign Affairs, created a unified campaign that touches on three main goals:
- Raise global awareness of Slovenian literature
- Showcase the Slovene language as a cultural treasure
- Inspire tourism by highlighting the country’s natural and cultural appeal
In short, Slovenia is using the book fair to say: “Come read our stories—and come visit where they were born.”
Culture
Slovenia’s rich cultural heritage takes center stage at the fair. While books and authors are the focus, the program also includes music, visual art, design, theatre, and culinary experiences.
Concerts from Slovenian folk and jazz musicians, art exhibits from contemporary creators, and even fashion inspired by literary themes offer a full cultural immersion.
The cultural programming doesn’t stop at the fairgrounds. Partner events across Frankfurt—held in galleries, libraries, cinemas, and museums—bring Slovenian creativity to the wider public.
This coordinated effort shows the world that Slovenia is not just a nation of writers but a thriving hub of artistic energy.
Language
One of the most important tools of any culture is its language—and Slovenia is making sure the Slovene language gets its moment.
Through multilingual readings, translation panels, and language-focused exhibits, Slovenia is spotlighting Slovene as a literary language with depth and beauty.
Translation plays a big role. Many Slovenian works are being published in German and English for the fair, making them accessible to a wider audience. The goal is not just to be read, but to be understood and appreciated in other languages.
There are also workshops for translators, language lovers, and literary professionals who want to work with Slovene texts in the future.
Tourism
Here’s where things get even more creative: Slovenia is using its literary presence to encourage people to visit the country.
Books become a gateway to places. For example, novels set in Ljubljana, poetry inspired by the Soča River, or essays that describe life in the Julian Alps give readers a sense of place—and spark curiosity to explore it.
Inside the Slovenia Pavilion at the book fair, visitors can experience immersive displays with video, sound, and storytelling that introduce Slovenia’s landscapes, traditions, and gastronomy.
Tourism brochures, travel guides, and partnerships with German travel media will help turn literary interest into real-world visits.
Collaboration
Slovenia is also working with German publishers, tourism agencies, and cultural organizations to amplify its presence.
This includes:
- Co-hosted author events in German cities
- Joint marketing campaigns with travel companies
- Cultural exchange programs and bookshop features
The result is a broader reach—not just among book fair attendees, but across Germany and other key European markets.
Legacy
Slovenia’s Frankfurt 2025 moment is about long-term visibility, not just a week of attention.
By promoting its culture, language, and tourism in an integrated way, Slovenia is building a stronger international identity.
The hope is that more people will read Slovenian books, learn about the language, and eventually plan a trip to explore the country firsthand.
For a country of just over 2 million people, this is a masterclass in cultural diplomacy.
Slovenia is proving that you don’t need to be big to make a big impression. All you need is a clear voice, a good story—and the courage to share it with the world.
FAQs
How is Slovenia promoting tourism?
Through literary themes tied to its landscapes and cultural exhibits.
Is Slovene language part of the program?
Yes, through readings, translation events, and language workshops.
Are there cultural events outside the fair?
Yes, events take place across Frankfurt in museums and galleries.
Who organizes Slovenia’s campaign?
The Slovenian Book Agency with support from cultural ministries.
Can German readers access Slovene books?
Yes, many titles are being translated into German for the fair.
