Graz region boosts international tourism visibility

The Graz tourism region recorded 35.7 million impressions and 7.7 million video views through international marketing campaigns, with Germany and Italy showing particularly strong interest, Austrian broadcaster ORF reported.

The Region Graz tourism association said its international marketing efforts had increased visibility in key markets including Germany, the United Kingdom, Italy and Switzerland.

Supported by the state of Styria, the association carried out an extensive marketing strategy in the first half of 2026. The campaign promoted the Region Graz area, which consists of the city of Graz, the surrounding Graz district and the Voitsberg district.

The measures included cross-media campaigns, partnerships with rail and airlines, and online and social media strategies designed to raise awareness and encourage travel.

The campaign generated almost 98,000 visits to the tourism region’s dedicated website and initiated 102,532 specific travel enquiries and bookings. Germany was identified as an important travel market, while Switzerland generated high-quality website visits. Italy recorded the widest reach among the foreign markets analysed, and the United Kingdom was seen as offering further potential for expanding the region’s profile.

Tourism association leaders Sylvia Loidolt and Susanne Haubenhofer said the focus was not only on reach but also on turning interest into concrete travel decisions. They attributed the region’s appeal to its combination of proximity to the city and rural character, as well as improved accessibility.

The association said it would use the campaign’s findings to further refine the tourism region’s strategic positioning and support sustainable growth.