Rolling on the river: Danube aims for greater visibility

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    

Australians are flocking to Hong Kong

 

Hong Kong is proving a very popular destination for Australian tourists. 

The latest Hong Kong Tourism Board (HKTB) visitor statistics show a 27% year-on-year increase when comparing January to December 2024 with the same period in 2025.

In 2025, 469,000 Australian arrivals enjoyed a taste of Hong Kong with December being the most popular month of 2025 with 67,789 arrivals. 

HKTB director for Australia, New Zealand & South Pacific, Karen Macmillan, has attributed increased air capacity and a strong events calendar as some of the factors driving visitor numbers.

“In 2025 we saw Hong Kong Airlines launch direct flights from Melbourne and Sydney to Hong Kong, and Cathay Pacific resumed direct flights from Adelaide,” Macmillan said.

“Hong Kong started off the event season in spectacular fashion with Chinese New Year in late January 2025. 

"On the sporting side, we saw a phenomenal Hong Kong Sevens event in March with the opening of the Kai Tak Stadium precinct, and the annual Hong Kong Wine & Dine Festival continued to attract strong numbers in October. 

"As a family-friendly destination, school holiday periods also performed strongly in the Australian market."

See www.discoverhongkong.com/anz.

Walk the walk: Nagano wants an all-year reputation

A popular winter sports destination with Australian travellers, the Japanese alpine city of Nagano is looking to build on that popularity by luring outdoor enthusiasts during the warmer months.

Among the major regional attractions is the famous ancient route Nakasendo, which for more than 400 years has cut a path through the mountainous heart of main island Honshu.

As one of five major historic roads - known as Gokaido - to connect corners of Japan during the Edo Period (1603-1868), Nakasendo links the imperial capital of Kyoto with Tokyo, passing through the Nagano Prefecture.

It is the longest of the historic links, stretching more than 540 kilometres, although today’s hikers mainly choose to trek sections rather than the entire route.

“We aim to increase tourist interest in Nagano beyond the ski slopes, the hot springs and the bathing snow monkeys,” said Helen Wong, the Australian representative for Nagano Tourism Organization.

“Nakasendo was an important thoroughfare utilised by Daimyo lords, peasants, traders and religious pilgrims,” she said.

“To stretch the legs on a section of the road opens a fascinating insight into what life was like in Japan during the Edo Period. Equally appealing are the many panoramic viewing points and villages visited along the way.”

The move to promote Nagano as a summer destination came with the release of the latest tourism nine-month statistics (January-August) which showed a 25% growth in night stays by Australians compared with the same period last year.

To highlight what Nakasendo has to offer to Australians, a webinar will take place in March, covering the best walks along the winding trails, the mountainous scenery, various inns and bubbling hot springs.

A date for the webinar will be confirmed in the early new year.

Interest will also focus on the food scene, the fresh local ingredients used to create seasonal dishes that are distinct from other areas of Japan.

See Go Nagano (go-nagano.net)