Austria, Croatia, and Slovenia Collaborate to Attract US Tourists: Sustainable and Luxury Travel Focus

Austria, Croatia, and Slovenia have launched a joint tourism campaign in the US to attract discerning American travelers seeking sustainable and luxurious travel experiences. The campaign, titled The Alps. Adriatic. Amazing., is set to roll out in the coming days, with digital advertisements on the Conde Nast Traveller platform, expected to generate over 12 million views. Social media promotion by Conde Nast’s publishing house will further amplify the campaign’s reach.

In addition to the digital push, the three countries will also present their unique travel offerings at a luxury tourism event organized by the Signature association in November. The campaign highlights slow travel, sustainability, nature preservation, gastronomy, and cultural experiences across the region.

Slovenia, with its blend of vibrant urban life and stunning natural landscapes, will be positioned as the "green heart of Europe." The collaboration aims to strengthen these nations' appeal to American tourists by focusing on inclusivity and eco-conscious travel.

Maja Pak Olaj, head of the Slovenian Tourist Board (STO), emphasized the importance of this collaboration, stating that combined efforts can achieve better results in remote markets like the US. This initiative is co-financed with European funds and backed by the European Travel Commission.

In 2023, American tourists spent over 340,000 nights in Slovenia, marking a 28% increase from the previous year. The trend continued in 2024, with a 17% rise in overnight stays during the first seven months, reflecting the growing interest in Slovenia and the region. This joint campaign is expected to further boost tourism from the US, creating new opportunities for business partners and distributors in the travel and hospitality sectors in Central Europe.