Koroška is building a modern, connected and recognizable tourist destination

The Director of the Regional Development Agency for Koroško Uroš Rozman introduced the fact that Koroška has made significant strides in the field of tourism development in recent years. This is confirmed by numerous successfully implemented projects, including the Drava Cycling Path, Štrekna, which received an important European award this year, and the establishment of the regional electric bike rental system KoroBAJK. With a new destination website, tourist catalogue and further linking of tourism providers to RRA Koroška, they continue to implement the Tourism Development Strategy Koroške, adopted last year, which defines clear development goals for the destination until 2030.

We entrusted the design of the new destination catalogue to the established agency Yootree , which, with its creativity and rich references, quickly outlined the basic concept of the publication - both in terms of the graphic image and the content structure of individual chapters and their specific content. Within the destination, we also formed a special working group with representatives of local tourism organisations, as we believe it is important that the catalogue is co-created by key stakeholders and that tourism organisations and providers feel that it is truly theirs.

When designing the new Koroške catalogue, Yootree wanted to go beyond the framework of a classic tourist brochure that merely presents individual attractions and experiences. The goal was to create a modern, visually sophisticated publication that first attracts the visitor at first sight and touch, and then invites them to explore and experience Koroške through stories, images and content.

At the press conference, we also presented the new destination website Koroške , which brings a more modern, visually appealing and, above all, user-friendly digital experience. Its creative design is by the Idearna agency. Key innovations include a modern and innovative approach, greater transparency of the website, improved user experience and new, attractive visual material that encourages visitors to explore further Koroške from the very first contact.

When designing the website, special attention was paid to the user's way of thinking and their behavior online. The content is therefore designed to guide them as intuitively as possible through the destination's offerings and to present them in a transparent and inspiring way what they can experience at Koroškem and how they can plan their experience. The purpose of the new website is not only to inform, but above all to create a story that invites the user to discover and experience Koroške.

On the destination management side, we also emphasized that the website is a living organism, which we will of course continuously upgrade and supplement. We will include providers who still want to join, new tourist experiences, new regional events and blog content. Among the planned upgrades is the development of an advanced search engine, which will prepare a specific and customized itinerary proposal for the user based on their preferences – for example, type of guest, time of year of visit, purpose of travel and interests. Koroške

During the press conference, we also highlighted a number of other activities that are currently underway or planned for the coming months. Among them, we announced the 2nd Tourism Forum Koroške – Carinthia Tourism Day , which will take place this year on Wednesday, November 25, 2026, at 9 a.m. in the new Wada Hotel in Kotlje na Ravne on Koroškem.

We want to establish the event as a traditional meeting point for tourism stakeholders in the region in the long term - a space for networking, exchange of experiences, presentation of good practices and joint discussion on future development steps of the Koroška destination. With it, we want to further strengthen cooperation between providers, local communities and other key players and thus jointly co-create the further development of tourism in the region.

We also mentioned a new acquisition - the establishment of the FLOWS application , which in the field of data-supported decision-making represents added value from the perspective of monitoring tourist visits in the region. Koroška is developing well as a destination, as evidenced by concrete figures: in the first nine months, the region recorded 51,242 guest arrivals, which is more than a 10.5% increase compared to the previous year and almost 130,000 overnight stays. It is particularly encouraging that the largest percentage increase in guests is recorded in the months of April and May, which are not part of the peak season. Compared to last year, in the same period, there was a significant increase in visits from guests from Germany (6.5% of all guests), Croatia (6.1%), Austria (4.7%), the Czech Republic (3.1%) and Hungary (2.5% of all foreign guests). A 13% growth is also recorded in domestic guests, who still represent more than half of all arrivals to the region -60.7%. The average length of stay for this year is currently 2.51 days per person and is still experiencing a slight decline. Due to the variability of stays, which are usually longer in the winter months than in the summer, more realistic data will be available at the end of the year or at the beginning of 2027.

We are also proud of the ECTN award won by the Štrekna cycling route . Let us remind you that it recently won second place at the European level at the prestigious ECTN Awards 2026. in the Active, Slow and Accessible Cultural Tourism category, where it convinced the international professional public with its story, quality of infrastructure, accessibility and exceptional popularity.

At the same time, a successful summer campaign with providers was carried out in the summer, new photo and video material was obtained, a reprint of the provider catalog is being prepared, and optimization of TICs is also underway at the level of the entire region.

Koroška is thus becoming not only a destination that is increasingly talked about, but above all a destination that is worth discovering, experiencing and returning to again and again. The greatest strength of further development remains the connection: between providers, local communities, development institutions and all those who co-create the tourism story of Koroške.