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Croatia, Slovenia and Austria launched a joint promotional campaign on the large and important market of the USA. It's about a campaign "Alps-Adriatic-Amazing" as part of which promotional activities they carry out Croatian tourist agency and hers Representation in New York, Slovenian tourist organization (HTO) i Austrian National Tourist Organization (ANTO), all with the aim of positioning the three countries even more strongly as attractive year-round destinations among American travel enthusiasts.
"Croatia and Slovenia have behind them many successfully realized projects in joint representation on distant markets such as China and Australia, and we are particularly pleased that Austria has joined us on this occasion, in representing the large and important market of the USA. We expect very good the results of this cooperation, especially when we know that the US market for Croatian tourism represents the most important distant market from which we generate the largest tourist traffic. It is important to note that guests from distant markets are extremely important because they most often travel outside the main summer months a greater number of destinations during their stay in Croatia, that is, they often combine our country with other destinations in Europe, so we are part of their wider European itinerary", he said Kristjan Staničić, director of the Croatian Tourist Board, adding that during the first eight months in Croatia, an 8 percent increase in arrivals and 6 percent in overnight stays was achieved from the US market.
The campaign includes marketing cooperation with a renowned travel media Condé Nast Traveler USA on whose channels more than 12 million impressions are expected to be realized, and how the funds for this campaign were provided by the European Union through the program European Travel Commission (ETC) through the program Co-branding of Promotional Campaigns, which enabled the co-financing of 50 percent of the total value of the project, the campaign also aims to promote Europe as a leading tourist destination on a global level.
"Last year, we recorded an impressive 28 percent increase in overnight stays by American guests in Slovenia, reaching the highest number so far. This year, we are recording a further growth of 17 percent, which is an indicator of the increasing interest of American tourists in our country. Targeted promotional activities of Slovenia on the US market and are reinforced by a joint promotional campaign with Austria and Croatia. We believe that by joining forces in distant markets like the US, this campaign tells a unique story that stretches from the Alps to the Adriatic, offering a rich and varied experience the campaign will strengthen Slovenia's position among the leading European destinations that, with their unique nature and sustainable approach, attract many American travelers", she said Maja Pak Olaj, director of the Slovenian Tourist Organization.
Given that the campaign aims, among other things, to inspire future and potential visitors to travel to Europe through suggestions and activity proposals that include all three countries, its focus is on natural heritage, culture, eno-gastronomy, sustainability and inclusivity, presented through the concept of the so-called slow, relaxed trips.
"Our market research has shown that many Americans visit Austria in combination with one or more of its neighboring or closest countries. The fact is that a tour of the southern part of Austria along with a visit to Slovenia and Croatia offers American guests a special experience and a new perspective on the European tourist map.", she stated Astrid Steharnig-Staudinger, director of the Austrian Tourist Organization.
Geographically speaking, promotional activities within the campaign are focused on Zagreb, Zagorje, Kvarner and Zadar County, while Austria, for example, concentrated on the southern part of the country, with destinations such as Graz and the Carinthia region. The main target group is the American FIT (Free Independent Travelers) segment with high paying power
Let's add that for the end of the current year, a joint appearance with the presentation of the campaign at one of the B2B events in the USA in the domain of luxury and premium tourism.
