New campaign aims to introduce North American travel trade to Europe’s Alps2Adriatic region

New Deal Europe, in partnership with the European Travel Commission’s Visit Europe initiative, has launched a new campaign aimed at increasing North American travel to the lesser-known Alps2Adriatic region.

Running from July through December, the campaign will spotlight Friuli-Venezia Giulia in Italy, Slovenia’s Julian Alps, Vipava Valley and Karst regions and the Croatian coastal town of Umag.

Targeting the Canadian market

The initiative includes sales visits across Canada and the U.S., agent-facing webinars, and participation in three major industry events: the USTOA Annual Conference, NTA Travel Exchange and The Signature Travel Network’s annual conference.

In Canada, a multi-city sales trip is scheduled for September, with destination presentations and workshops planned in Halifax, Charlottetown, Toronto, Montreal, Quebec City, Yellowknife, Calgary, Edmonton, Saskatoon, Regina and Winnipeg. 

Ottawa will also be included in November as part of the NTA Conference.

“We are fully prepared for a busy and exciting few months ahead,” said Robert Dee, co-founder of New Deal Europe. 

“This part of Europe has all the right ingredients for the North American market... It’s a winning combination and we want to help the trade understand how to package all this and make it part of their regular sales portfolio.”

The campaign highlights experiences that blend nature, culture, gastronomy and sustainability. 

These include Slovenia’s award-winning Lake Bohinj and UNESCO-listed Škocjan Caves; the border towns of Nova Gorica and Gorizia, this year’s European Capital of Culture; and the historic city of Trieste.

In Croatia, Umag’s luxury hotels and acclaimed organic wines and olive oils are also being promoted.

Authenticity, collaboration and future growth

“This is the right time for this kind of campaign,” added Tine Murn, co-founder of New Deal Europe. 

“The Alps2Adriatic region is full of history, character and real hospitality. It’s not overrun, and it rewards people who want to become fully immersed in all it has to offer.”

Travel advisors attending the sessions will also be introduced to future B2B activities in Europe and upcoming FAM trip opportunities organized by New Deal Europe, which is known for its specialization in Southeast Europe and the Balkans—regions that continue to gain momentum in the Canadian market.

“It’s important for us to work together across borders,” said Katja Kralj, project coordinator and representative of Slovenia’s Vipava Valley. 

“This region is full of stories, full of contrasts, but there’s a real unity in how we want to welcome travellers.”

Eduardo Santander, executive director of the European Travel Commission, added: “We’re proud to support initiatives like Alps2Adriatic that highlight the richness of Europe beyond the usual spots... These are the kinds of experiences that stay with travellers.”

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