Slovenia has joined forces with Croatia and Austria for a tourism promotion campaign in the US. Launching in the next few days, the campaign is aimed at discerning American travellers looking for sustainable travel experiences with a touch of modern luxury.

Dubbed The Alps. Adriatic. Amazing., the campaign includes a digital advertising campaign on the Conde Nast Traveller online portal, which is expected to reach 12 million views, and promotion on the social media channels of Conde Nast Traveller's publishing house, the Slovenian Tourist Board (STO) said.

Slovenian, Austrian and Croatian tourism will also be promoted at a business event on luxury tourism in the US organised by the Signature association in November.

Each of the three countries will present their unique features, focusing on sustainable and inclusive experiences based on the slow travel concept, preserving nature, excellent gastronomy, culture and a unique lifestyle, the tourism board said.

Slovenia will be showcased as the green heart of Europe, combining a lively urban vibe and breathtaking nature.

"We believe that by joining forces we can achieve even better results in remote markets" said STO head Maja Pak Olaj. She believes the campaign will consolidate Slovenia's position among leading European destinations that attract discerning American travellers with their unique nature and sustainable approach.

The joint campaign of STO, Croatia's HTZ and Austria's Österreich Werbung is co-financed with European funds and is supported by the European Travel Commission.

Last year American tourists spent over 340,000 nights in Slovenia, up 28% from 2022. In the first seven months of 2024 the tourism board recorded a further 17% growth in the nights spent by American tourists.