Croatia, Slovenia and Austria launched a joint promotional co-branded campaign "Alps-Adriatic-Amazing" on the very important market of the USA. The project is carried out by the Croatian National Tourist Board and its Representative office in New York, the Slovenian Tourist Organization (STO) and the Austrian National Tourist Organization – Tourism Austria, aiming to further strengthen the positioning of the three countries as attractive year-round destinations among American travel enthusiasts.
"Croatia and Slovenia have successfully implemented many projects in joint representation in long-haul markets such as China and Australia, and we are especially pleased that Austria has joined us on this occasion to represent our countries in the large and important market of the USA. We expect very good results from this cooperation, particularly given that the US market is the most significant long-haul market for Croatian tourism, from which we generate the highest tourist traffic. Guests from long - haul markets are highly valuable because they tend to travel outside the main summer months and often visit numerous destinations during their stay in Croatia. Also, they frequently combine visits to our country with other European destinations, making Croatia part of their wider European itinerary," said Kristjan Staničić, director of Croatian National Tourist Board. He added that during the first eight months of the year, Croatia had an 8 % growth in arrivals and a 6 % increase in overnights from the US market.
The campaign includes a cooperation with the renowned travel media Condé Nast Traveler USA, whose channels are expected to generate more than 12 million impressions. It is co-financed by the European Union through the European Travel Commission’s (ETC) Co-branding of Promotional Campaigns program, covering 50 percent of the campaign’s total value. With that, the campaign also aims to promote Europe as a globally leading tourist destination.
MSc. Maja Pak Olaj, Director General of the Slovenian Tourist Board: »Last year, we recorded an impressive 28% growth in overnight stays by American guests in Slovenia, reaching the highest number to date. This year, we are seeing a further 17% increase, which confirms the growing interest of American tourists in our country. Our targeted promotional activities in the U.S. market have been enhanced through a joint promotional 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. The campaign ‘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 position among leading European destination, known for its unique natural beauty and sustainable approach, attracting discerning American travelers.«
One of the main campaign goals is to inspire future potential visitors to travel to Europe through suggestions and activity proposals that include all three countries, focusing on natural heritage, outdoor experiences, eno-gastronomy, sustainable practices and and inclusivity, presented through the slow travel concept.
“We know from our market research that many Americans visit Austria in connection with one or more neighbouring countries, yet exploring southern Austria in combination with Slovenia and Croatia is a novel way to look at the map for most American travelers” adds Astrid Steharnig-Staudinger, CEO of Tourism Austria.
Geographically, campaign activities are focused on Zagreb, Zagorje, Kvarner and Zadar County, while Austria, for example, highlighted the southern part of the country, with destinations such as Graz and the Carinthia region. The campaign is targeting the high-net-worth American FIT (Free Independent Travelers) segment.
Let's add that a joint presentation of Croatia, Slovenia, and Austria is planned at one of the B2B luxury travel events in the USA at the end of this year, as a final activity.
