Carinthia, Austria's picturesque southernmost region, is strategically intensifying its engagement with the Middle Eastern travel market. As part of a broader internationalisation drive, the Carinthia Tourism Board has identified the GCC and wider Middle East as a pivotal growth region, aiming to introduce its unique blend of Alpine-Mediterranean charm, majestic landscapes, and a distinctive southern European joie de vivre to the new generation of travellers.
In an exclusive interview with TTN, Sabine Buchacher, Head of Marketing at the Carinthia Tourism Board, articulated the region's focused strategy for attracting visitors from this high-potential market. "Carinthia offers a 'best-of' the most beautiful attractions of the Alpine-Adriatic region, shaped by the mild southern climate and the charming character of its people," Buchacher explains, highlighting the unique value proposition. Recognising the sophisticated preferences and higher spending capability of GCC travellers, Carinthia is meticulously crafting high-quality, tailor-made luxury holiday experiences. A strong emphasis is placed on family-oriented activities, ensuring offerings resonate deeply with multi-generational groups. Buchacher elaborates: "Carinthia, together with its partner hotels in the four- and five-star segment and its nature and excursion offerings between mountains and lakes, aims to provide a perfectly tailored Carinthia experience for GCC travellers." To solidify its presence in the Arab market, Carinthia Tourism launched a significant joint initiative in 2024. This collaboration with the Austrian National Tourist Office and the partner region Klagenfurt is designed to strategically position Carinthia with premium, market- and target-group-appropriate products. Carinthia has observed an increasing interest from Middle Eastern travellers, with the number of overnight stays in Austria from this region having more than doubled in the last decade, according to Buchacher. “Carinthia's appeal lies in its compelling combination of lakes, pristine nature, impressive mountain scenery, diverse excursion opportunities, family-friendly offerings and shopping options, all aligning perfectly with the expectations of these guests. “The extended summer season, largely weather-independent, further enhances Carinthia's attractiveness. Direct flights from Dubai to Ljubljana significantly ease travel, and Carinthia's favourable location on the travel route between popular destinations like Vienna, northern Italy (especially Venice), and Slovenia makes it an ideal stop for multi-country itineraries for travellers from the Middle East,” she adds. According to Markus Strutz, who is responsible for promoting Klagenfurt Tourism, Carinthia is looking at partnering with Slovenia, and Northern Italy to offer a cross-border destination package that blends the distinct cultural, natural, and culinary attractions of Central and Southern Europe into one seamless travel experience while offering visitors the chance to explore three countries, cultures, and landscapes in a single trip. Carinthia's culinary identity, an "Alpine-Mediterranean" fusion, serves as another strategic differentiator. "Carinthia focuses on regional cuisine with Mediterranean influences – mountain herbs, fresh fish, Slow Food," says Buchacher. This gastronomic offering is strategically complemented by the region's renowned "Carinthian calm", a warm, family-like atmosphere that fosters a sense of belonging for guests. Feedback from Middle Eastern visitors has been overwhelmingly positive, highlighting their enthusiasm for the idyllic mountain-lake landscapes, premium family experiences, excellent cuisine, and familial hospitality. This valuable feedback is actively used by Carinthia to continuously enhance its visitor offerings, Buchacher adds. "Carinthia is firmly committed to internationalisation and expanding its footprint in the Arab market," Buchacher states, emphasising its goal to secure market shares and leverage the region's higher spending power. The tourism board is actively engaged in developing easily bookable, bespoke travel offers and forging targeted partnerships with specialised Destination Management Companies (DMCs) from the GCC region. Sustainability is embedded in Carinthia’s tourism model, with initiatives like climate-neutral tours, “hiking without footprints,” and Slow Food partnerships. The region is also expanding its e-mobility infrastructure, ensuring eco-conscious exploration is easy for guests, she says. Looking ahead, Carinthia plans to grow its appeal as a vibrant year-round destination by enhancing spring and autumn experiences, especially through cycling and hiking. Accessibility from the Middle East is facilitated by several travel routes, including flights from Dubai to Ljubljana and Salzburg (via Fly Dubai) and Venice, Vienna and Munich (via Emirates); as well as from Abu Dhabi to Vienna and Munich (via Etihad and Wizz Air) and onward connects by road. Istanbul also serves as a key hub via Turkish Airways. “While currently, there are no direct connections from GCC states to the regional airport Klagenfurt, Ljubljana airport is only about an hour away, and many hotels in Carinthia offer comfortable airport transfers,” Buchacher points out.Direct flights from Dubai to Ljubljana significantly ease travel, and Carinthia's favourable location on the travel route between popular destinations like Vienna, northern Italy (especially Venice), and Slovenia makes it an ideal stop for multi-country itineraries for travellers from the Middle East Sabine Buchacher