Lonely Planet Writer

America's new first lady Melania Trump is sparking a tourism boom in her native Slovenia

The incoming US First Lady, Melania Trump, is being credited with a boost in visitor numbers to Slovenia with the hopes that the upward trend will continue during her husband’s presidential term.

Sevnica's old town by the Sava River - ground zero for Melania Tourism.
Sevnica’s old town by the Sava River – ground zero for Melania Trump tourism. Image by Jack Taylor/Getty Images

Despite Mrs Trump rarely visiting her home country since she left in her late teens, her tiny hometown of Sevnica has already seen a boost in visitors and many are determined to cash in with ‘Melania Trump tourism’. A local bakery created a white, nutty cake named ‘Melania’, while another restaurant named a trout dish after the former model.

Themed goods are cropping up everywhere in this latest trend of Melanie Trump tourism.
Melania Trump-themed Sevnica honey is pictured on display at a tourist information centre in Sevnica. Image by Jack Taylor/Getty Images

 Muranica, a tour agency based in Serbia, has  recently released details about a forthcoming Melania tour which will guide visitors around Sevnica, Ljubljana and Milan.

Bakery worker Jelenc Darja is pictured holding a white chocolate cake with gold decoration called 'Melanija'.
Bakery worker Jelenc Darja is pictured holding a white chocolate cake with gold decoration called ‘Melanija’. Image by Jack Taylor/Getty Images

The Slovenian Tourist Board announced that the number of US visitors to the country increased 11% between January and October 2016, a trend they believe began with Trump’s campaign, spokeswoman Livija Kovac Kostantinovic told AFP.  “Slovenia, as a boutique holiday destination, has become better known among the US public and media”, said Livija. “Due to the increased interest, the STB plans its most intense digital campaign ever in the US market for 2017.” The Board have already name-checked Mrs Trump in their most recent press releases.