Visit Ljubljana

The challenge

In July 2022, Ljubljana Tourism added the increasingly popular TikTok network to its social media portfolio. The purpose of entering TikTok was to increase the visibility of Ljubljana as an innovative and creative destination. They wanted to reach out to a young audience, including Generation Z who did not follow their  social profiles or other communication channels.


To effectively engage Generation Z and young millennials, we devised a strategy and established content pillars that emphasize genuine experiences in these categories: distinctive events, outdoor pursuits, food and lodging, and cultural attractions. A primary objective of this approach was to generate content that would capture international attention, go viral, and draw the interest of both foreign and local media. By producing viral content, we aimed to grow a global following on the new @visitljubljana TikTok account and simultaneously enhance the expansion of other communication platforms. We identified the “Volleyball on the Ljubljanica River” event as an opportunity for creating viral content. The 12-second video showcased Ljubljana’s primary landmarks – the Ljubljanica River and Ljubljana Castle.


By the end of 2022, the first post from the event had reached more than 53 million views, 6.5 million likes, more than 38,000 comments, and 157,000 shares. The video has been saved by 444,000 users. The footage was shared by world-renowned sports networks, TV stations, and websites such as ESPN, TSN, Bleacher Report, Whistle, and even the official TikTok profile of the Olympic Games. We also launched another video related to the “Volleyball on the Ljubljanica river” event, in response to a follower’s comment. It is currently the most viewed video on the TikTok profile @visitljubljana with over 72 million views, 3.2 million likes and 8,000 comments.

Video views