Travel marketers want us to think of the River Danube as one great cross-continental tourism highway.
The Austrian National Tourist Office, Visit Hungary and the German National Tourist Board (GNTB) have collaborated with regional partners to launch “Discover your Danube”, a new cross-border promotional initiative.
Flowing through multiple countries, the river offers a combination of historical landmarks, vibrant cities and scenic landscapes.
The project was unveiled at ITB Berlin 2026 and will spark marketing initiatives by the third quarter of the year, news hub Travel Mole reports.
Co-financed by the participating organisations and supported by the European Travel Commission (ETC) Co-Op Program 2026 with EU backing, the initiative aims to boost the international profile of the Danube as a seamless, multi-country travel experience.
It promotes the river not just as a route, but as a year-round destination blending nature, culture, gastronomy and local lifestyles, with a focus on independent travel across borders.
“Discover your Danube” positions the river as a flexible and immersive experience rather than a linear journey. Travelers are encouraged to explore the region in stages, from outdoor adventures and cultural city breaks to culinary traditions and regional heritage.
The campaign will target "high-value international travellers" - that means rich folk - from key long-haul and European markets.
A core goal of the project is to drive year-round tourism by highlighting off-peak travel, longer stays and sustainable mobility options such as rail, cycling and hiking.
The Danube is the second-longest river in Europe behind the Volga in Russia, flowing 2,850km and passing through or bordering Germany, Austria, Slovakia, Hungary, Croatia, Serbia, Romania, Bulgaria, Moldova, and Ukraine.
Image: Budpaest, Serhii Zarev, Scop.io
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