Croatia, Slovenia, and Austria Launch Joint Tourism Campaign in the U.S.: Highlighting Natural Beauty, Active Tourism, and Gastronomy

Croatia, Slovenia, and Austria have launched a joint promotional campaign in the large and important U.S. market. The campaign, titled “Alps-Adriatic-Amazing,” is being conducted 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 further positioning the three countries as attractive year-round destinations for American travel enthusiasts.

“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 also includes marketing cooperation with the renowned travel magazine Condé Nast Traveler USA, where over 12 million impressions are expected across their platforms. The funds for this campaign have been provided by the European Union through the European Travel Commission (ETC) program, “Co-branding of Promotional Campaigns,” which allows for 50% co-financing of the project. The campaign also aims to promote Europe as a leading global tourist destination.

“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.

Since the campaign aims to inspire future and potential visitors to travel to Europe by offering suggestions and recommendations for activities across all three countries, its focus is on natural heritage, culture, gastronomy, sustainability, and inclusivity, presented through the concept of “slow, relaxed travel.”

“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 focused on Zagreb, Zagorje, Kvarner, and the Zadar County, while Austria is concentrating on the southern part of the country, with destinations such as Graz and the Carinthia region. The primary target group is the American FIT (Free Independent Travelers) segment with high spending power.

Finally, it is planned that by the end of this year, the campaign will be presented at one of the B2B events in the U.S. dedicated to luxury and premium tourism.