Salzburg tourism partners with RB Leipzig to attract visitors

Salzburg’s state tourism company has signed a one-year, 300,000-euro partnership with football club RB Leipzig to attract more holidaymakers, ORF reported. The agreement includes advertising for Salzburg at Leipzig’s stadium, joint events and appearances by players.

The campaign aims to increase Salzburg’s reach and attract new guests, particularly during the spring and autumn months. About 40 percent of the region’s holidaymakers already come from Germany, but tourism officials see further potential in the former East German states.

“Football reaches millions,” said Salzburg tourism company chief executive Leo Bauernberger. The partnership also includes the club’s annual training camps in Salzburg, which the tourism company said generate additional economic value for the surrounding regions.

“Every year, we generate several million euros that go directly to the regions here,” Bauernberger said. He added that the camps attract media coverage, fans, friends and family members of players.

Salzburg-born Austria international Nicolas Seiwald said the partnership felt authentic and suited him as a Salzburg native.

The agreement initially runs for one year, with an extension planned.