Duration: 2024-2026
Partners: Austrian National Tourist Office, Slovenian Tourist Board, Croatian National Tourist Board
Target Market: North America
About the Alps-Adriatic region
Slow travel — journeying with intention, immersion, and genuine connection to people and place — is one of the fastest-growing motivations among North American travellers. As demand shifts from checklist tourism toward authentic, soul-soothing experiences, the Alps-Adriatic region of Austria, Slovenia, and Croatia has become an increasingly compelling proposition for the trade.
Three neighbouring countries form a single slow-travel corridor. Award-winning vineyards, medieval castles, and cobblestone villages sit among mountains, lakes, rivers, and coastline, alongside Michelin-starred kitchens, boutique and five-star hotels, wellness retreats, and UNESCO World Heritage sites. Regionally diverse yet sharing a common “gentle” rhythm, the three destinations combine easily into multi-country itineraries that balance nature, culture, gastronomy, adventure, and relaxation.
The region rewards travellers who go beyond the guidebook, and reaching its hidden gems, extraordinary people, and unspoiled terrain calls for professionals who know the ground. Through Alps. Adriatic. Amazing., the Austrian, Slovenian, and Croatian tourist boards enable advisors to design appealing multi-destination packages within a single promotional framework, access specialised training and region-specific information, and meet growing demand for authentic experiences.
Campaign objectives
Alps. Adriatic. Amazing. is a joint promotional campaign showcasing Austria, Slovenia, and Croatia as a premium destination for the North American market. The campaign aims to:
- Increase the visibility of the Alps-Adriatic region, highlighting local and authentic experiences.
- Showcase each destination’s unique character while revealing the common threads that connect them — nature and the outdoors, alongside culture, cuisine, lifestyle, and traditions.
- Inspire responsible and multi-country travel, while strengthening the perception of Europe as a sustainable and inclusive travel destination.
- Engage travel agents and advisors to broaden the region’s reach among North American travellers.
Target audience
The campaign is primarily B2B, targeting travel agencies and advisors. Ultimately, it reaches high-net-worth Free Independent Travellers (FITs) from North America — nature-driven, slow-paced, and seeking authentic local experiences.
Campaign activities
Several activities have been deployed as part of the joint promotional efforts, among them:
- Signature Travel Network National Conference (2024 and 2025): joint participation with the network’s luxury advisors.
- Condé Nast Traveler campaign (2024): a sponsored feature on the Alps-Adriatic region as a leading European destination for slow travel. Read it here.
- Travel Weekly campaign (2025): thought leadership under the theme Come Quickly. Experience It Slowly. Read it here.
- Influencer activation (2025): social storytelling reaching wider travel audiences. View the feature here.
Adventure Travel World Summit 2026
The Alps. Adriatic. Amazing. consortium participates in the Adventure Travel World Summit (ATWS), held in September 2026, with a keynote session and a presence in the marketplace. The consortium connects with advisors, operators, and delegates to present the Alps-Adriatic region as an authentic, sustainable destination and to build new partnerships across the adventure travel community.
Get in touch
To learn more, access trade resources, and start building Alps-Adriatic itineraries, explore the partner destinations’ B2B portals:
Austrian National Tourist Office
Slovenian Tourist Board
Croatian National Tourist Board
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