Slovenia, Austria and Croatia Boost Visibility in the US Market with First Joint Promotional Campaign

The campaign's goal is to promote Slovenia, Austria and Croatia as must-visit destinations for American travellers, while strengthening Europe's visibility as the world's top travel destination. It specifically targets American travellers with higher spending power seeking sustainable and authentic experiences paired with a touch of modern luxury.

"Alps. Adriatic. Amazing." weaves the compelling story of three countries whose diversity creates a truly unforgettable journey from the Alps to the Adriatic. Each nation showcases its unique attributes, emphasizing sustainable and inclusive travel through the lens of slow travel. The campaign highlights pristine nature, exceptional cuisine, rich cultural heritage and unique local lifestyles.

The campaign, which is launching this month, features:

• A digital advertising campaign in the esteemed US travel media outlet Condé Nast Traveller, projected to achieve 12 million views and boost the destinations' visibility and a social media campaign on the publishing house's media brands.

• A joint promotion at the Signature luxury travel business event in the US this November.

MSc. Maja Pak Olaj, the director of the Slovenian Tourist Board, stated: "Last year, Slovenia experienced a remarkable 28% increase in overnight stays by American guests, the highest ever recorded. This year, we're witnessing an additional 17% growth, reflecting the rising interest of American tourists in our country. Our targeted promotional efforts in the US market have been enhanced by this partnership campaign featuring Slovenia, Austria and Croatia. By combining our strengths, we aim to achieve even more significant results in distant markets like the USA. 'Alps. Adriatic. Amazing.' tells the unique story of a region stretching from the Alps to the Adriatic, offering a rich and diverse experience. We are confident that this campaign will further strengthen Slovenia's visibility as a leading European destination, appealing to discerning American travellers with its distinctive nature and sustainable approach."

Astrid Steharnig-Staudinger, the managing director of Österreich Werbung, remarked: "Our market research shows that many Americans visit Austria in connection with its neighbouring countries, but exploring southern Austria alongside Slovenia and Croatia represents a fresh perspective for most American travellers."

Kristjan Staničić, managing director of HTZ, added: "Croatia and Slovenia have a proven track record of successful joint presentations in distant markets such as China and Australia. We are especially pleased to have Austria join us this time to target the significant US market. We expect excellent results, particularly because the US is the most crucial distant market for Croatian tourism, generating the highest volume of tourist traffic. Guests from distant markets are vital as they often travel outside the peak summer months, visit multiple destinations during their stay and frequently include our country in a broader European itinerary." Staničić also noted that in the first eight months of the year, Croatia has seen an eight percent increase in arrivals and a six percent rise in overnight stays from the US market.

Slovenia: Where Urban Energy Meets Nature

The campaign showcases Slovenia as the green heart of Europe, merging a dynamic urban atmosphere with stunning natural beauties. In addition to showcasing the rich cultural offer of cities like the charming capital Ljubljana, the vineyard-studded Maribor and the Adriatic gem Piran, the campaign highlights unique experiences, like exploring the subterranean wonders of Postojna Cave, embarking on thrilling adventures in the forests of Kočevje and seeking adrenaline-pumping activities in Koroška.

The campaign also highlights Slovenia's top gastronomy, positioning it as a modern culinary destination with acclaimed and award-winning chefs. This focus on gastronomy further cements Slovenia’s visibility on the global culinary stage. Sustainable practices and inclusive tourism are central to the campaign, reflecting the shared values of Slovenia, Austria and Croatia.

Ongoing Promotional Efforts Draw Increasing Numbers of American Tourists to Slovenia

The Slovenian Tourist Board (STB) has been actively carrying out targeted promotional campaigns in the US, which is the most crucial international market for Slovenian tourism. This focus includes a comprehensive global digital campaign and strategic partnerships with organizations such as USTOA, as well as luxury travel groups Virtuoso and Signature. This autumn, Slovenia will host the prestigious Virtuoso Chairman's Event, a major gathering of top global luxury tourism leaders.

Additionally, the STB regularly partners up with renowned American media outlets like National Geographic and CNN and actively hosts American tour operators and journalists. The campaign also capitalizes on the popularity of basketball star Luka Dončić and his Dallas Mavericks to engage sports fans and the general public, thereby enhancing Slovenia's visibility in the US market.

American Tourists Discover Slovenia

2023 set a new milestone for US guests in Slovenia, with over 340,000 overnight stays—a remarkable 28% increase compared to the previous year. Ljubljana led with nearly 144,500 overnight stays, followed by Bled, Piran, Bohinj, Kranjska Gora, Bovec and Maribor.

In the first seven months of this year alone, the number of overnight stays by the US guests grew by an additional 17%.

American tourists are particularly drawn to Slovenia's boutique, personalized and authentic experiences, including cultural and active outdoor activities, as well as gastronomy and wine. They appreciate the country's pristine nature, warm hospitality and overall safety.

Back to news