As travel enthusiasts seek out lesser-known European destinations, the marketing organization Visit Europe, in collaboration with New Deal Europe, is launching an exciting initiative to highlight the captivating regions of southeastern Europe. This effort, known as the Alps2Adriatic campaign, aims to introduce American travelers to the enchanting areas of Friuli-Venezia Giulia in Italy, Slovenia’s picturesque Julian Alps, Vipava Valley, and Karst, and the coastal resort of Umag in Croatia.
Running through the end of 2023, the campaign will engage North American audiences through a series of sales visits, informative webinars for travel advisors, and active outreach to travel media. This multi-faceted approach is designed to showcase the unique offerings of these regions.
Significantly, the campaign will make its presence known at prominent trade shows, including the USTOA Annual Conference & Marketplace from December 1 to 5 in Maryland, the NTA Travel Exchange from November 9 to 12 in Ottawa, and the Signature Travel Network Annual Conference taking place in Las Vegas from November 10 to 13.
Why Choose Alps2Adriatic?
This region is lauded for its rich tapestry of history, character, and genuine hospitality. Katja Kralj, a coordinator of the project, emphasizes that this area is not overrun by tourists, allowing visitors to fully immerse themselves in its diverse offerings. Kralj noted, "It’s important for us to work together across borders," highlighting the region’s unity in welcoming travelers seeking authentic and meaningful experiences.
Robert Dee, co-founder of New Deal Europe, spoke to the natural beauty, historic architecture, and culinary delights of these regions. "We want to help the trade understand how to package all this and make it part of their regular sales portfolio," he added, underlining the commitment to sustainability that these regions embody.
What the Region Offers Guests
Travelers will find an array of attractions throughout the Alps2Adriatic region. Notable highlights include:
- Lake Bohinj in Slovenia, renowned for its stunning natural beauty.
- The border towns of Nova Gorica and Gorizia, which famously transitioned from division by the Iron Curtain to shared cultural experiences as this year’s European Capital of Culture.
- The Skocjan Caves, recognized as a UNESCO World Heritage Site, and the famed Lipizzaner stud farm in Slovenia.
- Umag, Croatia, celebrated for its luxurious accommodations, organic vineyards, and gourmet olive oils.
- Trieste, Italy, an enchanting city that was once the imperial port of the Habsburgs.
The Alps2Adriatic campaign receives co-funding from the European Travel Commission, which aims to bolster long-haul tourism and promote Europe’s hidden gems.
Looking ahead, the New Deal Europe Marketplace and Forum is scheduled for March 24 in London, bringing together tourism boards, hotels, destination management companies (DMCs), and attractions from twelve countries, including Albania, Bosnia and Herzegovina, Bulgaria, Croatia, Greece, Kosovo, Moldova, Montenegro, North Macedonia, Romania, Serbia, and Slovenia. This collaborative effort supports business development and growth through events, training, and media outreach.
The Alps2Adriatic campaign, with its focus on authentic experiences and sustainable tourism, presents an exciting opportunity for travelers looking to discover the depths of Europe beyond the well-trodden path.
