Austria, Germany and Hungary with a joint international tourism initiative for the Danube

The Danube is certainly the most iconic name of any river in Europe. Strengthening it as a global tourism brand, the Austrian National Tourist Office, Visit Hungary and the German National Tourist Board (GNTB), together with regional partners in Bavaria, Baden-Württemberg, Upper Austria and Lower Austria, have launched “Discover your Danube,” a new cross-border initiative. Flowing across multiple countries, the mighty offers a unique combination of historical heritage, vibrant cities and scenic landscapes.

The project was unveiled at ITB Berlin 2026 and formally signed by all partners. It would however materialize with marketing initiatives by the 3rd quarter of 2026.

Co-financed by the participating organizations and supported by the European Travel Commission (ETC) Co-Op Programme 2026 with EU backing, the initiative aims to boost the international profile of the Danube as a seamless, multi-country travel experience. It promotes the river not just as a route, but as a year-round destination blending nature, culture, gastronomy and local lifestyles, with a focus on independent travel across borders.

“Discover your Danube” introduces a shared umbrella brand for Germany, Austria and Hungary, positioning the river as a flexible and immersive experience rather than a linear journey. Travelers are encouraged to explore the region in stages, from outdoor adventures and cultural city breaks to culinary traditions and regional heritage.

The campaign targets high-value international travelers from key long-haul and European markets who are seeking authentic, personalized and “once-in-a-lifetime” experiences beyond traditional tourist routes. By integrating diverse destinations under one narrative, partners aim to increase competitiveness and unlock new tourism value across the region.

Stakeholders emphasize that the Danube’s strength lies in its diversity. From Bavaria’s historic towns and natural landscapes to Austria’s Wachau Valley and Hungary’s cultural corridors, the river connects distinct identities into one cohesive offering. The initiative also reinforces Europe’s appeal as a unified destination, aligning with evolving traveler expectations for meaningful, sustainable journeys.

A core goal of the project is to drive year-round tourism. By highlighting off-peak travel, longer stays and sustainable mobility options such as rail, cycling and hiking, “Discover your Danube” seeks to reduce pressure on overcrowded hotspots while supporting regional economies and more balanced visitor flows.

The collaboration builds on existing regional partnerships, particularly in Austria, and expands them into a broader international framework. Tourism leaders believe this will create new opportunities for joint product development, curated itineraries and stronger global marketing reach.

Partners stress that presenting this diversity under a single brand will make the destination more compelling and easier to navigate for international visitors.

The first joint international marketing activities are scheduled to launch in the third quarter of 2026. Planned efforts include video campaigns, targeted social media content and hosted trips for media and influencers to showcase authentic experiences along the river.

Through coordinated storytelling and shared promotion, “Discover your Danube” aims to elevate the river’s global standing and position it as one of Europe’s leading cross-border travel experiences, appealing to modern travelers looking for depth, quality and connection across destinations.

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