Press release: Discover Your Danube: Austria, Germany and Hungary launch joint international tourism initiative for the Danube

The international brand for one of Europe’s most significant cultural and natural regions celebrated its premiere at ITB Berlin 2026.

Berlin, 4 March 2026 – Strengthening the Danube as an international tourism brand: With “Discover your Danube”, the Austrian National Tourist Office, Visit Hungary and the German National Tourist Board (GNTB), together with the tourism organisations of Bavaria, Baden-Württemberg, Upper Austria and Lower Austria, have launched a new cross-border initiative to position the Danube region internationally. The joint project was officially presented today at ITB Berlin 2026 and formally signed by the partner organisations.

The initiative is jointly financed by the participating tourism organisations and supported by the European Travel Commission (ETC) Co-Op Programme 2026, with co-funding from the European Union. Its aim is to strengthen the international visibility of Europe’s most significant cultural and natural artery as a connected travel experience – beyond national borders and with a stronger focus on individual, year-round travel. “Discover your Danube” brings together nature, culture, cuisine and local ways of life into a contemporary European travel proposition.

“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,” says Eduardo Santander, CEO of the European Travel Commission.

A shared brand for a strong European narrative

With “Discover your Danube”, another joint tourism umbrella brand for the Danube region in Germany, Austria and Hungary has been established. The Danube is presented not as a linear route but as a European living and experience space that can be discovered individually, in stages and throughout the year – from nature and active holidays to cultural and city experiences, as well as culinary traditions and regional identity.

“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,” says Astrid Steharnig-Staudinger, CEO of the Austrian National Tourist Office.

International markets and new value creation potential

The initiative specifically targets international, quality-oriented travellers from selected long-haul markets as well as from Europe’s strongest source markets. It addresses guests looking for individual, authentic “once-in-a-lifetime” experiences and keen to discover Europe beyond the classic routes.

“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. With the Discover your Danube initiative – also thanks to the support of the European Travel Commission – we are positioning a strong cross-border brand with enormous tourism potential while responding to the growing demand for authenticity, regional character and quality,” emphasises Petra Hedorfer, CEO of the German National Tourist Board.

Visit Hungary also sees strong potential in the joint positioning:

“The Danube is one of Europe’s most significant cultural corridors and a defining element of Hungary’s tourism identity. 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. With the support of the ETC, this collaboration strengthens the long-term competitiveness of the Danube countries and promotes sustainable value creation across the entire region,” says Krisztina Henyecz, Head of Business Development at Visit Hungary.

365 days of the Danube: momentum for year-round tourism

A key objective of “Discover your Danube” is to strengthen year-round tourism. The initiative highlights travel periods beyond the peak season, longer stays and sustainable mobility options such as rail travel, cycling and hiking. In doing so, it contributes to easing pressure on tourism hotspots, strengthening regional value creation and promoting more balanced visitor flows.

“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. We therefore made a strong effort to establish broad international cooperation and are delighted that this is now being implemented together with our partners from Austria, Germany and Hungary,” says Andreas Winkelhofer, Managing Director of Upper Austria Tourism. Petra Riffert, Managing Director of the Danube Region Upper Austria, adds: “With the ARGE Danube, we have already established cooperation across Austria since 2008. Expanding this collaboration internationally now opens up new opportunities for the joint development of attractive offers and concrete travel programmes for our guests.”

Michael Duscher, Managing Director of Lower Austria Tourism, also highlights the importance of the new partnership: “The shared brand creates new opportunities to inspire international guests to stay longer and to further highlight regional experiences such as the unique wine culture along the Danube – in Lower Austria from the UNESCO World Heritage region of Wachau to the Roman region of Carnuntum.”

A strong alliance along the Danube

“For Bavaria, the Danube is more than just a river: it is part of our identity and a genuine living space – today and tomorrow. From Neu-Ulm via the Danube Gorge at Weltenburg and the UNESCO World Heritage city of Regensburg to Passau, it connects history, vibrant culture and impressive nature within a small area. Discover your Danube provides this diversity with a shared European stage and shows that the Danube is a destination for all seasons,” says Barbara Radomski, Managing Director of Bayern Tourismus Marketing GmbH.

“The Danube represents nature, culture and history far beyond national borders. Discover your Danube provides a strong framework to communicate the diversity and quality of the Danube regions together – and to make the origins of this European river in its source region here in Baden-Württemberg even better known internationally,” concludes Christine Schönhuber, Managing Director of Tourismus Marketing GmbH Baden-Württemberg (TMBW).

Launch of joint international activities in Q3 2026

The first joint international activities are planned to start in the third quarter of 2026. The aim is to further strengthen the international positioning of the Danube region and its wide range of experiences while sharpening its profile in selected markets.

Building on this, a joint content production is planned to support the strategic positioning in communication. The focus will include video-based campaigns, targeted social media content and testimonial trips to the region in order to provide authentic insights and generate additional international attention.

Photo caption

From left to right: Andreas Winkelhofer (Upper Austria Tourism), Barbara Radomski (Bavaria Tourism Marketing), Christine Schönhuber (Tourism Marketing Baden-Württemberg), Petra Hedorfer (German National Tourist Board), Krisztina Henyecz (Visit Hungary), Astrid Steharnig-Staudinger (Austrian National Tourist Office), Markus Achleitner (Upper Austria, Economic Affairs), Michael Duscher (Lower Austria Tourism), Petra Riffert (Danube Region Upper Austria), Marie-Louise Schnurpfeil (Linz Tourism), Bernhard Schröder (Danube Lower Austria Tourism)