The international travel industry is eagerly watching Berlin these days, where the ITB, the world's leading tourism trade fair, has opened its doors. From March 3rd to 5th, 2026, around 5.800 exhibitors from over 190 countries and regions will gather in the exhibition halls beneath the radio tower. Amidst this global network, the Austrian state of Carinthia will present itself as a dynamic player within the Austrian pavilion.
The Carinthian delegation's main focus is on deepening international cooperation and specifically targeting tour operators, airlines, and strategic sales partners. The goal is to solidify its position as a leading destination in the Alps-Adriatic region and to secure tourism revenue throughout the year through innovative offerings. The negotiations will focus particularly on expanding core markets, especially Germany, and developing new potential in Central and Eastern Europe. Klaus Ehrenbrandtner, Managing Director of Carinthia Tourism, describes the trade fair as an indispensable tool for consistently increasing the region's competitiveness on the international stage.
Focus on the cycling season as an economic driver
A key element of this year's trade fair presence is the initiative to strengthen the pre-season. Under the title "Cycling Spring in Carinthia," targeted measures were presented at the traditional Austrian press evening, designed to make the region attractive to active vacationers early in the year. The portfolio includes established flagship projects such as the Drava Cycle Path and the Carinthian Lakes Loop, but is significantly expanded with new formats. With the Meridiem Trail and the multi-day cycling event Velovista, Carinthia is focusing on high-quality offerings that appeal to an affluent and sports-oriented target group.
This strategy aims to shift tourist occupancy from the traditional summer months more towards the spring. Particular emphasis is placed on the Gravel Carinthia segment, which, with 24 interconnected routes and a total length of approximately 1.800 kilometers, offers one of the most comprehensive infrastructures in this area. This offering is complemented by the Rail, Rent & Bike product, launched in 2026. Modern bicycles are available at around 30 rental stations along the main rail lines, significantly simplifying the combination of rail travel and individual mobility.
Cross-border cooperation as a model of success
ITB Berlin also provided the framework for a groundbreaking contractual agreement: the cooperation surrounding the Alpe-Adria-Trail with the partner regions in Italy and Slovenia was extended for another three years. The approximately 750-kilometer-long long-distance hiking trail, which leads from the glaciers of the Hohe Tauern mountains to the coast, is considered an international prime example of successful cross-border collaboration within the industry.
By continuing this project, Carinthia secures its visibility in markets such as the Netherlands and in the emerging markets of Eastern Europe. The trail serves not only as a sporting activity but also as a connecting element in the Alps-Adriatic region, making the region's cultural and geographical diversity tangible. For the tourism infrastructure, the extension means planning security and the opportunity to further optimize specialized services for long-distance hikers.
Cultural staging and culinary expertise
In addition to the hard economic facts, Carinthia is also focusing on emotional branding in Berlin. Since Austria's appearance this year is centered around the Eurovision Song Contest, a direct connection was established with Carinthian superstar Udo Jürgens. The artist Simon Stadler interpreted Jürgens' most famous works, creating an atmospheric link to the homeland of the Eurovision winner. In cooperation with Klagenfurt Tourism and the Carinthia Museum, attention was also drawn to the Udo Jürgens Museum planned for 2027. An unconventional marketing campaign, in which the performers appeared in bathrobes, generated significant media interest in the stand.
The culinary component of the trade fair appearance is represented by students from the Carinthian Tourism School. They present the special features of Carinthian Alpe-Adria cuisine to an international audience of industry professionals. This form of presentation underscores the high standard of training in the region and simultaneously positions Carinthia as a center of excellence for gastronomy and regional product quality. The combination of culture, tradition, and modern service thus forms a core pillar of the brand identity.
Infrastructural milestones through the Koralm Railway
A crucial factor for the future development of the tourism destination is the improved accessibility provided by the Koralm Railway. Since the new line opened in December 2025, connections between Carinthia and Styria, as well as to the international rail network, have improved dramatically. At the ITB Berlin travel trade show, new concepts will be presented in cooperation with the Austrian Federal Railways (ÖBB), making the train station a direct starting point for holiday activities.
Under the slogan "Rail & Trail," hiking routes are being promoted that start directly at train stations, thus enabling travel without a private vehicle. These measures are aimed particularly at guests from urban centers, for whom a comfortable and fast train connection is a key factor in choosing a holiday destination. The combination of shorter travel times and integrated local mobility options is seen as the key to transforming Carinthia into a year-round destination. Through the close integration of transport infrastructure and tourism products, Carinthia is creating new growth opportunities that extend far beyond the traditional holiday season.