The national tourist boards of Slovenia, Austria, and Croatia have collaborated on a new promotional campaign targeting the United States market. This initiative, titled “Alps. Adriatic. Amazing.”, aims to present the three neighboring countries as a unique European destination. The campaign is led by the Slovenian Tourist Board (STB), the Croatian Tourist Board (HTZ), and the Austrian Tourist Board (Österreich Werbung), with support from the European Travel Commission (ETC) and partial funding from European sources.
The primary goal of this campaign is to attract American travelers to Slovenia, Austria, and Croatia by promoting them as essential travel destinations while enhancing Europe’s reputation as a leading travel hub. The focus is on American tourists with high spending power who seek sustainable and authentic experiences combined with modern luxury.
“Alps. Adriatic. Amazing.” presents a narrative that emphasizes the diversity of these countries, offering an unforgettable journey from the Alps to the Adriatic Sea. The campaign highlights sustainable travel options, pristine nature, exceptional cuisine, rich cultural heritage, and local lifestyles.
The campaign includes digital advertising in Condé Nast Traveller, expected to reach 12 million views, and a social media initiative through various media brands. A joint promotion will also take place at the Signature luxury travel business event in November in the US.
MSc. Maja Pak Olaj of STB stated: “Last year, Slovenia experienced a remarkable 28% increase in overnight stays by American guests… By combining our strengths… we aim to achieve even more significant results in distant markets like the USA.”
Astrid Steharnig-Staudinger of Österreich Werbung noted: “Our market research shows that many Americans visit Austria in connection with its neighbouring countries…”
Kristjan Staničić of HTZ added: “Croatia and Slovenia have a proven track record of successful joint presentations… We expect excellent results…”
The campaign positions Slovenia as Europe’s green heart with its blend of urban energy and natural beauty. It features cities like Ljubljana and experiences such as exploring Postojna Cave or adventures in Kočevje’s forests.
Slovenia has been actively promoting itself in the US through partnerships with organizations like USTOA and media outlets including National Geographic and CNN. They have also capitalized on sports star Luka Dončić’s popularity to engage audiences.
In 2023, Slovenia recorded over 340,000 overnight stays from US guests—a 28% increase compared to previous years—with further growth observed this year.
