Austria, Croatia, and Slovenia Launch a Joint Tourism Campaign on New U.S. Marketing

A joint marketing campaign has been launched in the large and important U.S. market by Croatia, Slovenia, and Austria. The campaign, named “Alps-Adriatic-Astonishing,” is being directed by the Croatian National Tourist Board and its office in New York, the Slovenian Tourist Board (STO), and the Austrian National Tourist Office (ANTO), all with the goal of additional positioning the three countries as attractive all year locations for American travel fans.

Austria, Slovenia, and Croatia are working together to create a new zone for American tourists that connects Slovenia’s green forests, vibrant towns, and modern cuisine to the inland and Adriatic coastline gems of Croatia.

“Croatia and Slovenia have successfully carried out numerous joint projects in distant markets such as China and Australia, and we are especially pleased that Austria has joined us in presenting on the significant U.S. market. We expect very good results from this collaboration, especially considering that the U.S. market is the most important long-haul market for Croatian tourism, generating the highest tourist traffic. It’s important to note that visitors from distant markets often travel outside the peak summer months and frequently visit multiple destinations during their stay in Croatia, often combining our country with other European destinations, making us part of their broader European itinerary,” stated Kristjan Staničić, Director of the Croatian National Tourist Board, adding that Croatia saw an 8% increase in arrivals and a 6% increase in overnight stays from the U.S. market in the first eight months of this year.

The campaign likewise incorporates marketing collaboration with the prestigious travel magazine Condé Nast Traveler USA, where more than 12 million impressions are expected across their platforms. The European Union provided the funds for this campaign through the “Co-branding of Promotional Campaigns” program of the European Travel Commission (ETC), which allows for 50% co-financing of the project. The campaign likewise expects to promote Europe as a leading global tourist destination.

In their first combined effort, the three countries are cooperating with Condé Nast Traveler to emphasize the unique aspects of Central Europe that make it ideal for slow travel. Shifting landscapes and plentiful natural wonders, combined with a food and wine culture, allow for a greater connection to this region. The group recommends allocating at least 12 days to explore this experience-rich region. A first unified travel industry presence is planned for this year’s Signature Travel Network Conference in Las Vegas in November when the three countries will exhibit the Alps-Adriatic region to hundreds of US-based travel advisers.

“Last year, we recorded an impressive 28% increase in overnight stays by American guests in Slovenia, reaching the highest number to date. This year, we are seeing an additional 17% increase, demonstrating growing interest from American tourists in our country. Slovenia’s targeted promotional activities in the U.S. market are enhanced by this joint campaign with Austria and Croatia. We believe that by joining forces in distant markets like the U.S., we can achieve even more remarkable results. This campaign tells a unique story about a region stretching from the Alps to the Adriatic, offering a rich and diverse experience. We are confident that the campaign will strengthen Slovenia’s position among leading European destinations, attracting many American travelers with its unique nature and sustainable approach,” said Maja Pak Olaj, Director of the Slovenian Tourist Board.

Cycling around some of the 200 lakes in Austria’s southern lake district in the territory of Carinthia, exploring Slovenia’s one-of-a-kind active experiences and the underground universe of Postojna Cavern and Peca, or cruising around Croatia’s Kvarner and Zadar are only a couple of the numerous ways of encountering the district’s extraordinary outside.

A specific emphasis is placed on the region’s culinary landscape, where farm-to-fork cuisine is more than a passing fad, but a way of life passed down through generations. Small markets, designated slow-food villages, and restaurants ranging from small food booths to Michelin-starred establishments will entice food lovers.

The three-country collaboration is part of a larger European effort by the European Travel Commission to attract interested travelers, and it is co-funded by the EU.

The campaign focuses on natural heritage, culture, gastronomy, sustainability, and inclusivity, as presented through the concept of “slow, relaxed travel,” with the goal of encouraging future and potential visitors to Europe by providing suggestions and recommendations for activities in all three countries.

“Our market research has shown that many Americans visit Austria in combination with one or more of its neighboring countries. Visiting southern Austria along with Slovenia and Croatia provides American guests with a unique experience and a fresh perspective on the European tourist map,” said Astrid Steharnig-Staudinger, Director of the Austrian National Tourist Office.

Geographically, the campaign’s promotional activities in Croatia are concentrated on Zagreb, Zagorje, Kvarner, and Zadar County, while Austria is focusing on the southern part of the country, with destinations like Graz and the Carinthia region. The American FIT (Free Independent Travelers) segment with high spending power is the primary target group.

Finally, the campaign is expected to be exhibited at a luxury and premium tourism-focused B2B event in the United States by the end of this year.