Croatia, Slovenia, and Austria have joined forces to further strengthen their presence in 2025 on the most valuable long-haul market – the United States market. The joint promotional platform "Alps-Adriatic-Amazing" erases the borders between the Alps and the Adriatic and highlights what makes American travelers choose Europe: world-class natural landscapes, heritage and urban culture, diverse food and wine, and a sense of safety and service quality. The campaign is aligned with European priorities of sustainability and off-peak travel, and the three national tourist organizations – Croatian, Slovenian, and Austrian – have synchronized their messages through a combination of B2B and B2C activities targeting both travel advisors and end consumers.

Why together? The logic of "one trip, three countries"

The American market has shown a strong shift in recent years towards "multi-country" tours: guests want to experience two or three different landscapes and cultural codes in one arrival, without complicated logistics. The Alps-Adriatic region makes this possible within short distances – from lake mirrors and mountain trails, through Art Nouveau and medieval cities, to Adriatic coasts and islands. Therefore, the joint platform does not replace national brands but upgrades them: itineraries start from Vienna, Graz, Ljubljana, or Zagreb, and then catch Istria, Kvarner, or Dalmatia in an arc; or vice versa – arrival in Dubrovnik or Split, then a section towards the Julian Alps and southern Austria. Such spatial "proximity of diversity" is a key market advantage over distant destinations with longer transfers.

Signature Travel Network in Las Vegas: a strategic B2B showcase

From November 10 to 13, 2025, the Alps-Adriatic initiative made a joint appearance at the annual Signature Travel Network conference in Las Vegas – one of the most influential stages for luxury and premium travel in the US. Thousands of travel advisors and hundreds of partner brands shape sales plans for the coming year at this event; it is therefore no coincidence that Croatia, Slovenia, and Austria presented the region there as a "slow travel" and "shoulder season" destination for demanding individual travelers (FIT), focused on authentic experiences and sustainability. Alongside national organizations, additional weight was carried by partner destinations from the wider region: Vipava Valley, the Julian Alps, and the Karst from the Slovenian side, Umag as the Istrian entry into Croatia, and the Italian Friuli Venezia Giulia as a bridge across the Alps. The joint appearance allowed agents to get a coherent overview of a route that crosses borders in one place, with clear "entry/exit" points and recommended combinations.

Leaders' messages: sustainability, authenticity, and expansion beyond peak season

The communication framework consists of three key values: responsibility towards the space, authenticity of experience, and safety/high quality. In practice, this means directing interest towards periods outside the peak season (May, June, September, October), towards smaller and less burdened locations, and towards local stories – wines, oils, cheese and beer, craftsmanship, design, modern gastronomy, and contemporary culture – which travelers experience "firsthand". This, on one hand, protects the most popular points, and on the other, strengthens the local economy in destinations with greater carrying capacity, from Carinthian lakes and Graz, through the Julians, to the Croatian inland regions and the coast outside the peak season.

B2B multiplier: thematic special in Travel Weekly

In order to precisely convey the message to the professional community, a thematic article was also prepared in Travel Weekly – one of the leading American trade media outlets. The focus is on slow but active travel: days on mountain trails and lakes, combined with urban content and cuisine that merges micro-terroirs. Instead of generic lists, the article brings itineraries that have already been tested through advisor study trips; this is a format that gives agents operational security (verified transfers, pace and duration, schedule of cultural points, food and wine routes) and shortens the time for creating concrete offers.

B2C reach: "creator economy" and the American emphasis on outdoor

The consumer layer of the campaign relies on collaboration with American creators, among whom Dalton Hunter (@travelwithdalt) stood out, profiled in the niche of national parks and active travel. In the second half of October 2025, he used the "slow rhythm" of the region – a few days at each location, with transitions that do not "devour" the itinerary – to showcase a combination of hiking, light water adventures, winery visits, and meetings with local producers. Such a tone perfectly hits the audience that perceives travel as a "reset" but does not want to lose the sense of comfort and quality service; additionally, the content strongly encourages the idea of returning to Europe outside the summer peak.

Market effects and figures: USA as a growth engine

American guests have already profiled themselves as the most important long-haul market for Croatian tourism. In the first ten months of 2025, more than 829 thousand arrivals and about 2.3 million overnight stays by Americans were recorded, representing an increase of approximately 10 percent compared to the same period of the previous year. Geographically, the Split-Dalmatia and Dubrovnik-Neretva counties are visited the most, and among cities, Dubrovnik, Split, Zagreb, Hvar, and Rovinj lead the way. Along with traffic and foreign exchange effects, such movements confirm that joint, cross-border branding of the region is the correct response to demand – itineraries that merge Alpine and Adriatic motifs are a logical "product" for the American market.

How a brand turns into a route: four thematic "corridors"

The operational value of the "Alps-Adriatic-Amazing" framework lies in offering agents and DMCs clear, easily told, and sellable "corridors":

• Outdoor & Lakes: Julian Alps and Carinthia (light trails, panoramic drives, lake activities), with a logical continuation to the coast (Istria, Kvarner) or to Dalmatian cities and islands.


• Heritage & Culture: Vienna and Graz as an entry into Central European culture, Ljubljana and Zagreb as urban points with a strong museum and festival scene, ending on the coast alongside historic centers and contemporary gastronomy.


• Enogastro & Terroir: Vipava Valley and Karst (wines, prosciutto, cheese), Istrian vineyards and oil mills, Dalmatian terroir and fishing – with the possibility of workshops and "behind-the-scenes" visits.


• Wellness & Sea: Spa tradition and mountain wellness combined with thalassotherapy by the sea, along with light activities (walks, cycling, kayaking) and a slower rhythm that is high on the wish list of American guests.

Examples of itineraries that sell

"From the Julians to the Adriatic" – 7 days

Day 1–2: Arrival in Ljubljana and departure to the Julian Alps; light hiking, lake walks, local cuisine. Day 3: Karst and Vipava Valley with a focus on wineries and small producers. Day 4–5: Umag and western Istria – wine routes, olive groves, coastal excursions. Day 6–7: Crossing towards Kvarner or flight to Dubrovnik/Split and "grand finale" in old city centers or on islands.

"Alpine-Pannonian-Adriatic Arch" – 10–12 days

Day 1–3: Vienna and Graz – museums, theaters, Austria's "second city" as a hidden gem. Day 4–6: Ljubljana and the Julians – outdoor and "green" accommodation. Day 7–9: Zagreb and surroundings – castles, vineyards, and modern scene. Day 10–12: Split/Dubrovnik with possible extension to Hvar or Korčula; open-jaw return from another airport.

Sales and transport logic: what agents need to communicate

American travelers are increasingly using "open-jaw" tickets: entry into one, exit from another port. This is an opportunity to design routes without "return circles". It is important to plan short land transfers (2–4 hours) in advance, avoid overcrowded days, and incorporate "slow moments" – an hour for a local market or tasting, a walk through lesser-known neighborhoods, a two-hour kayak trip. Sustainable transport options (train, electric transfers where available) and certified "green" accommodations should be included in the equation.

Power of the wider network: destinations that raise quality

The region's success rests not only on national brands but also on a series of destinations that have built "signature" experiences: Vipava Valley as a Mediterranean terroir in the Alpine hinterland; the Julian Alps as a training ground for natural experiences with a high standard of sustainability; Karst with caves and enogastronomy; Umag as the Istrian gateway for active and gourmet vacations; Friuli Venezia Giulia as a touch of Italy that naturally connects to the Alps-Adriatic narrative. Such a network allows agents to build themes around which the trip "writes itself" – and gives travelers a sense of discovery and personalization.

Demand trends: "slow travel", "shoulder season", and microlocal

Three trends shape American choices the most: (1) "slow travel", with longer stays and fewer relocations; (2) "shoulder season", because guests want stable weather and fewer crowds; (3) "microlocal", where small, authentic experiences (workshops, markets, visits to small producers) give a sense of intimacy and meaning. The Alps-Adriatic arch naturally fulfills all three: mountains and lakes offer "active slow", the coast and cities provide rhythm and gastronomy, and regional roads and railways connect points without large losses of time.

What this means for Croatia

For Croatia, which considers the American market the most important long-haul source of guests, such a joint framework brings three concrete benefits. First, entry into the ecosystem of travel advisors with a high average bill. Second, stronger presence in off-peak periods, because the Alps-Adriatic story naturally sells in September, October, May, and June. Third, dispersion of traffic – part of the interest shifts to Istria, Kvarner, northern Dalmatia, and the interior, where experiences can be offered without overloading the space. Combined with the development of air connections to Zagreb, Split, and Dubrovnik, this creates conditions for stable, sustainable growth in value – not just volume.

Sustainability standards: from slogan to operational steps

The campaign encourages operational measures that can be immediately incorporated into the offer: certified "green" accommodations; recommendations for train and public transport; planning stays outside the peak season; suggesting lesser-known but capable locations (Gorski Kotar, Lika, Carinthia, Istrian hinterland); including local guides and small producers. This raises the quality perception of the region among American guests, and benefits are more evenly distributed to local communities.

Practical "toolbox" for agents and partners

• Build itineraries with a maximum of two to three stay bases; plan "radial" excursions from them.


• Include "open-jaw" tickets (e.g., arrival in Vienna/Ljubljana/Zagreb, return from Split/Dubrovnik).


• Upsell "slow travel" elements: a free morning without transfers, a local producer's workshop, a tasting with a winemaker.


• Include carbon offsets in the price and transparently communicate sustainable practices.


• Accentuate "shoulder season" – September/October and May/June as the optimal balance of weather and crowds.


• Foresee short land crossings (2–4 hours) and ensure verified transfers.

Wider European framework: Europe as "safe quality"

The "Alps-Adriatic-Amazing" initiative fits into the European ambition to promote the continent as a high-quality, safe, and responsible destination. For American guests, who expect a high level of service, recognizable experience design, and clear logistics, this means a "less is more" model: fewer locations, more depth; fewer checklists, more stories. Through joint appearances on key B2B stages and targeted B2C campaigns with creators who credibly convey the experience, the region positions itself as a destination to return to – and increasingly outside the peak season.

Where is the space for the next step forward

Continuity is key: constant presence in the American trade ecosystem (conferences, roadshows, webinars) and regular consumer storytelling through credible creators. In addition, the next phase brings finer niching – thematic routes for "foodies", "hikers", "art & design" audiences, or "family explorers". Precisely such micro-audiences bring high value and higher loyalty to the region's brand. For Croatian partners, this means even more opportunities for cooperation and joint products with Austria and Slovenia – from boutique cruises that connect with mountain weekends, to eno-tours that cross borders without losing identity.