Austria, Germany and Hungary launch joint tourism initiative for the Danube

International

“Discover your Danube” positions the river as a cross-border European travel experience

Austria, Germany and Hungary have launched a new international tourism initiative aimed at strengthening the Danube as a shared travel destination. Presented at ITB Berlin 2026, the project “Discover your Danube” brings together national tourism boards and regional partners to promote the river region as a connected cultural and natural experience that extends beyond national borders.

The initiative is led by the Austrian National Tourist Office, Visit Hungary and the German National Tourist Board in cooperation with tourism organisations from Bavaria, Baden-Württemberg, Upper Austria and Lower Austria. The project is financed by the participating organisations and supported through the European Travel Commission Co-Op Programme 2026 with additional funding from the European Union.

A shared European travel narrative

The new initiative aims to present the Danube not simply as a travel route but as a diverse European landscape shaped by culture, nature and local traditions. By combining destinations across three countries, the partners want to create a stronger international identity for the region and promote travel experiences that can be explored throughout the year.

Eduardo Santander, CEO of the European Travel Commission, said:

“Discover your Danube highlights the added value of European cooperation in shaping compelling cross-border travel narratives. By bringing together Austria, Germany and Hungary along the Danube, the initiative presents Europe as a seamless cultural and natural experience. This campaign responds to the evolving expectations of long-haul travellers while also contributing to more sustainable and balanced tourism development across all regions.”

Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office, added:

“The Danube is one of Europe’s strongest tourism brands. With Discover your Danube, we have created a shared narrative that brings the European idea to life and inspires international guests to enjoy authentic and responsible travel experiences.”

Focus on international travellers

The initiative targets travellers from key European source markets as well as long-haul visitors seeking authentic and individual travel experiences. The aim is to attract visitors interested in exploring Europe beyond traditional tourism routes and to encourage longer stays along the river.

Petra Hedorfer, CEO of the German National Tourist Board, said the joint approach creates new opportunities in global tourism markets.

“The Danube connects diverse cultural landscapes, each with its own distinctive identity. Presenting them under one common umbrella opens up additional opportunities for all partners in global tourism markets and strengthens our position in international competition.”

Krisztina Henyecz, Head of Business Development at Visit Hungary, emphasised the importance of the river as a cultural corridor in Europe.

“Through this partnership, we position the river as a high-quality, year-round European experience that appeals to discerning international travellers seeking depth, authenticity and meaningful encounters.”

Promoting year-round tourism

A central goal of the initiative is to encourage travel beyond the traditional peak season. By highlighting experiences such as cycling, hiking, cultural discoveries and regional gastronomy, the project aims to support year-round tourism along the Danube.

Sustainable mobility also plays a role in the strategy, with rail travel, cycling routes and hiking trails promoted as environmentally friendly ways to explore the region.

Andreas Winkelhofer, Managing Director of Upper Austria Tourism, said the river has long been a connecting element across Europe.

“The Danube connects historical heritage, unique natural landscapes and vibrant living spaces like no other river. As a travel route by water as well as by land, the Danube does not end at national borders.”

Petra Riffert, Managing Director of the Danube Region Upper Austria, noted that regional cooperation has already been established within Austria and will now be expanded internationally.

Regional partners highlight tourism potential

Tourism leaders from participating regions also stressed the significance of the new initiative. Michael Duscher, Managing Director of Lower Austria Tourism, highlighted the region’s cultural and wine heritage along the Danube, including the UNESCO World Heritage landscape of Wachau.

Barbara Radomski, Managing Director of Bayern Tourismus Marketing GmbH, described the Danube as a defining element of Bavaria’s cultural landscape, connecting historic towns, natural landmarks and vibrant communities.

Christine Schönhuber, Managing Director of Tourismus Marketing GmbH Baden-Württemberg, added that the initiative provides a strong platform to present the Danube’s origins in southwestern Germany and the diversity of the river region to international audiences.

International campaign starting in 2026

The first joint international marketing activities are scheduled to begin in the third quarter of 2026. The partners plan coordinated campaigns designed to strengthen the Danube’s global visibility and highlight the region’s wide range of travel experiences.

These efforts will include shared content production, video campaigns, social media initiatives and media trips intended to showcase the Danube region to international audiences and reinforce its position as one of Europe’s most diverse cultural and natural travel corridors.