Austria, Slovenia, and Croatia Jointly Focus on Slow Travel Appeal in the US Market

With the interest in traveling to Europe continuing unabated, and concerns about over-tourism again making the media headlines, sophisticated American travelers increasingly seek out lesser-known regions, and a more immersive travel experience while exploring the Old Continent.

Now Austria, Slovenia, and Croatia are jointly introducing a new region that connects the magnificent Alpine scenery of southern Austria with the lush green forests, vibrant towns, and modern cuisine of Slovenia and the stunning inland and Adriatic coastline gems of Croatia.

In a first combined effort, the three countries collaborate with leading media brand Condé Nast Traveler in highlighting the unique aspects that make this region of Central Europe specifically suited to a slow travel approach. Shifting landscapes and abundant natural wonders, paired with a thoughtful food and wine culture enable a deeper connection to this fascinating region.

There are numerous ways to explore the great outdoors of the region, be it cycling around some of the 200 lakes of Austria's southern lake district in the province of Carinthia, or exploring Slovenian unique active experiences and the fascinating underground world of Postojna Cave and Peca, or sailing around Croatia's Kvarner and Zadar region.

A special focus is given to the culinary landscape of the region, where farm-to-fork cuisine is not a recent trend, but a generations-spanning way of life. Local markets, designated slow-food villages, and restaurants spanning local food stalls to Michelin-starred restaurants beckon the curious and sophisticated palate.

The group suggests planning at least twelve days to discover this experience-rich region. A first joint travel industry presence is planned for this year's Signature Travel Network Conference this November in Las Vegas where the three countries will present the Alps-Adriatic region to hundreds of US-based travel advisors.

"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. Also, guests from long-haul markets frequently combine visits to our country with other European destinations, making Croatia part of their wider European itinerary," said Kristjan Staničić, Director of the Croatian National Tourist Board.

MSc. Maja Pak Olaj, Director General of the Slovenian Tourist Board said: "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 increase, which confirms the growing interest of American tourists in our country. A joint promotional campaign with Austria and Croatia enhanced our targeted promotional activities in the U.S. market. 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 our position among leading European destinations."

"We know from our market research that many Americans visit Austria in connection with one or more neighboring 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.

The three-country collaboration is part of a broader European effort by the European Travel Commission to attract the curious traveler and is co-funded by the European Union.