Austria Tourism and Trip.com strengthen global travel partnership at ITB Berlin 2026

At ITB Berlin 2026, Astrid Steharnig-Staudinger, Chief Executive Officer of the Austria Tourism Board, and Edison Chen, Vice President, Marketing at Trip.com Group, spoke with Breaking Travel News about the growing collaboration between destinations and digital travel platforms to connect with international travellers.

The discussion highlighted how partnerships between national tourism organisations and global travel technology companies are playing an increasingly important role in shaping modern tourism marketing and distribution.

For the Austria Tourism Board, global partnerships are a key part of its strategy to position the country as a year-round destination, attracting visitors through a mix of culture, nature, gastronomy and alpine experiences. Austria continues to appeal to travellers seeking authentic European experiences, from historic cities and classical music heritage to outdoor adventure in the Alps.

Working with global travel platforms such as Trip.com Group allows Austria Tourism to reach millions of international travellers through digital channels while promoting diverse travel experiences across the country.

Digital platforms connecting travellers with destinations

Trip.com Group, one of the world’s leading online travel service providers, operates a global ecosystem that connects travellers with flights, accommodation, attractions and transportation through its digital platforms.

Speaking at ITB Berlin, Edison Chen, Vice President, Marketing at Trip.com Group, highlighted the company’s focus on helping destinations expand their reach and engage with international travellers through technology, data insights and global distribution.

Through strategic collaborations with tourism boards and travel partners, Trip.com Group enables destinations to showcase their offerings to travellers across key markets, particularly in Asia and Europe.

The partnership with Austria Tourism demonstrates how destinations can use digital travel platforms to strengthen visibility, inspire travellers and convert interest into bookings.

Austria’s appeal as a year-round destination

Austria continues to be recognised globally for its combination of natural beauty, cultural heritage and high-quality tourism experiences.

From iconic cities such as Vienna and Salzburg to alpine destinations known for skiing, hiking and wellness tourism, the country offers a wide range of experiences throughout the year.

The Austria Tourism Board has increasingly focused on promoting year-round travel, encouraging visitors to explore destinations beyond peak winter seasons and discover the country’s landscapes, festivals and cultural attractions across all seasons.

ITB Berlin as a platform for collaboration

ITB Berlin remains one of the most important global meeting points for the tourism industry, bringing together destinations, travel technology companies and tourism stakeholders from around the world.

For Austria Tourism and Trip.com Group, the event provides an opportunity to strengthen partnerships, explore new opportunities and share insights into evolving traveller behaviour.

As international travel continues to evolve, collaboration between destinations and global travel platforms will remain central to connecting travellers with meaningful experiences.

Through partnerships such as this, Austria Tourism and Trip.com Group are working together to inspire global travellers and make discovering Austria easier than ever through digital travel platforms.