by InTrieste
The Friuli Venezia Giulia region is setting its sights on strengthening its ties with Austrian travelers through its participation in the Ferien-Messe Wien, one of Europe’s top tourism fairs. From January 16 to 19, the region will showcase its diverse attractions at a stand organized by PromoTurismoFVG, hosting 21 regional operators, including local consortia, travel agencies, and hotels.
Austrian tourists have long been an essential market for the northeastern Italian region, which shares close geographical and cultural ties with Austria. “Austria is one of the key tourist markets for Friuli Venezia Giulia,” said Sergio Emidio Bini, the region’s Councillor for Productive Activities and Tourism. “Thanks to our proximity and the fact that Italy is the most popular international destination for Austrians, we anticipate a strong interest in our offerings. Most summer bookings are made between January and March, making this fair crucial for reinforcing the market.”
The Friuli Venezia Giulia delegation’s presence at the fair has expanded this year compared to previous editions. Alongside the exhibition stand, the region has organized a dynamic schedule of activities, including B2B and B2C networking opportunities, musical performances, and gastronomic experiences for the public over the weekend.
In addition to the fair, a major promotional event will be held at the prestigious Palazzo Niederoesterreich on the evening of January 15. The event will bring together 120 journalists and tour operators for a night of presentations and networking.
“This off-show event is a key part of our marketing strategy,” Bini explained. “Each year, we rotate a major event at one of the four primary tourism fairs in Europe—Vienna, Munich, Berlin, and Milan. This year, in the Austrian capital, we have the chance to deepen the relationship between our territories and promote a more diverse and enriched tourism offering.”
The promotional evening will feature a series of activities, starting with B2B meetings, where regional operators will engage with Austrian tour companies. The centerpiece of the evening will be an interactive presentation showcasing the region’s art cities and the upcoming Gorizia-Nova Gorica European Capital of Culture 2025. The event will be highlighted by performances from renowned Trieste violinist Pierpaolo Foti and Lignano guitarist Adriano Del Sal. Lignano’s Jack Nobile, a social media influencer with over 1 million followers on Instagram and TikTok, will provide an artistic interlude.
Guests will also enjoy a curated tasting of local wines and products, further emphasizing Friuli Venezia Giulia’s rich food and wine heritage.
For Bini, the event’s focus is clear: attract the growing number of Austrian travelers seeking authenticity and sustainability. “The Austrian traveler values rest, authentic experiences, and cultural discovery, with a keen interest in quality and value,” he said. “These are exactly the aspects that Friuli Venezia Giulia has invested in over the years. Our region offers a winning combination of culture, outdoor adventure, and exceptional food and wine that aligns perfectly with the evolving desires of today’s traveler.”
As Austria’s preference for art cities and sustainable tourism grows, Friuli Venezia Giulia is determined to position itself as a key player in these markets. With its growing reputation for outdoor activities, cross-border paths, and culinary offerings, the region is betting on the appeal of its diverse and eco-conscious tourism experiences to capture the attention of the Austrian market.
