Alps-Adriatic Collaboration Strengthens Presence in the U.S. Market with a Focus on Responsible and Immersive Travel

The campaign showcases the region’s unique combination of nature-based experiences, rich cultural heritage, and diverse gastronomy, with a strong emphasis on responsible and sustainable tourism. The campaign is co-funded by the European Travel Commission (ETC), as part of a joint effort to promote Europe as a sustainable and high-quality travel destination.

MSc Maja Pak Olaj, the director of the Slovenian Tourist Board, emphasized: ”The U.S. market continues to be one of Slovenia’s most dynamic and high-potential long-haul markets. After an exceptional 18% growth in American arrivals and overnight stays in 2024, we are proud to see a further 12% increase this year. September and June rank as the most popular months for American travelers, reflecting our commitment to promoting off-season, high-quality experiences. This joint campaign is a great example of how cross-border collaboration can attract high-value travelers seeking authentic, sustainable, and immersive journeys.”

“Joint promotional campaign of Croatia, Slovenia and Austria in the US market is an excellent example of collaboration among destinations that share similar values, cultural connections, and a high quality of tourism offerings. Supported by the European Travel Commission, the campaign aims to further position the Central European and Mediterranean region as an authentic, safe, and diverse area ideal for travel by American visitors. Croatia, as a destination, strengthens its presence in distant markets through such projects and encourages the creation of a recognizable European tourism brand that promotes sustainability, authenticity, and unique travel experiences,” said Kristjan Staničić, director of the Croatian National Tourist Board, emphasizing that the US market is the most important distant market for Croatian tourism.

“2025 is shaping up to be a record year for American visitors to Austria, with growing interest in off-season travel. We are successfully positioning Austria as a year-round destination for experienced American travelers seeking iconic highlights and hidden gems”, says Astrid Steharnig-Staudinger, CEO of Austria Tourism. “Our partnership with Slovenia and Croatia allows us to spotlight southern Austria, such as the Carinthian Lake District and Graz, Austria’s ‘Second City’ - both still largely undiscovered by U.S. travelers. This collaboration not only broadens the travel experience for our guests, but also unlocks new potential for Austria’s lesser-known regions.”

As part of the joint campaign, several activities are being implemented.

B2B PROMOTION – Travel Weekly Collaboration

A feature article titled The Alps-Adriatic Region: Come Quickly. Experience it Slowly. was published in Travel Weekly, one of the leading travel trade media outlets in the U.S. The piece is based on first-hand insights from U.S. travel advisors who have explored the region and offers an inspiring overview of the region’s nature, culture and slow travel potential.
The campaign includes banner ads, social media posts, and direct email campaigns to U.S. travel advisors, further amplifying the article’s reach.

Read the article here

B2B EVENT – Signature Travel Network Conference in Las Vegas

From November 10–13, 2025, the three countries will co-host a joint presence at the Signature Travel Network Conference in Las Vegas – one of the most influential U.S. luxury travel trade events.

Building on last year’s success, Slovenia, Croatia, and Austria will again share a booth space and deliver a collaborative presentation of the Alps-Adriatic region to selected U.S. travel advisors. The focus will be on sustainable, immersive, and premium experiences designed for Free Independent Travelers seeking unique and meaningful journeys. This year, in addition to the national tourist organizations, several destination organizations from the Alps–Adriatic region are also taking part in the event – Vipava Valley, Julian Alps, the Karst, Umag and Friuli Venezia Giulia.

B2C PROMOTION – U.S. Influencer Trip Across the Alps-Adriatic Region

As part of promotional activities, American content creator Dalton Hunter (@travelwithdalt) visited Austria, Slovenia, and Croatia in the second half of October 2025. His tailor-made itinerary connected experiences across the three countries under the theme of “slow travel” – spending several days at each destination and immersing himself in nature. Throughout the journey, he created content highlighting the region’s outdoor adventures, cultural diversity, and culinary excellence, with a strong emphasis on sustainable travel practices. His storytelling, aimed at U.S. travelers seeking meaningful and responsible experiences, will further amplify the reach and impact of the joint multi-channel campaign.

Creating a Blueprint for Responsible Tourism in Europe

This trilateral campaign illustrates how cross-border cooperation can create a powerful narrative of unity, sustainability, and premium travel. It also supports the broader goals of the European Travel Commission by reinforcing Europe's image as a safe, inclusive, and sustainable destination.

By joining forces, Slovenia, Croatia, and Austria demonstrate how partnerships can enrich traveler experiences, support local economies, and preserve the natural and cultural treasures that define Europe.

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