Trieste conquers Austria, reaching over 1.3 million readers through ENIT’s press trip

Press trip with ÖBB and PromoTurismo FVG achieves high print and online visibility for the destination

Trieste has never been closer and, today, thanks to promotional work by ENIT, it also holds growing appeal for the imagination of Austrian travellers.

The press trip, organised in cooperation with the Austrian Railways (ÖBB) and the regional tourist board PromoTurismo FVG, had a high impact, placing the city of Trieste and region of Friuli-Venezia Giulia at the centre of media attention in Austria.

Journalists reported on their experiences in the major Austrian newspapers Kronen Zeitung, Kleine Zeitung, Kurier and Die Presse, which reached a total of over 1.3 million readers thanks to their high circulation: almost 1 million copies for Kronen Zeitung, over 200 thousand for Kleine Zeitung, more than 120 thousand for Kurier and around 60 thousand for Die Presse.

In addition, it achieved significant online visibility, with articles published on these papers’ websites - including “Triest - so nah wie nie” (krone.at), “Zug zum Meer” (kurier.at) and “Reisetipps für Triest” (kleinezeitung.at) - further expanding the initiative’s reach, touching an audience of millions of monthly users.

Overall, the estimated reach (print + digital) exceeds 5 million contacts, confirming the action’s effectiveness in terms of visibility and positioning within the Austrian market.

Figures aside, however, storytelling is what captivates people.

The newspapers paint an authentic and surprising picture of Trieste, a border city where Central European spirit meets Italian style, with historic cafés, squares overlooking the sea and landmarks like Miramare Castle and Porto Vecchio. The area also offers attractive food and wine and a unique Karst landscape.

Another key element in the story is the new direct rail link between Vienna and Trieste, making the city accessible in around six and a half hours and an ideal destination for short and sustainable trips.

Trains are not just a means of transport but an integral part of the travel experience, and a choice increasingly favoured by people mindful of sustainability and time quality.

Through this initiative, ENIT confirms the effectiveness of press trips as a strategic driver for generating prestigious visibility and boosting the international positioning of Italian destinations.

Trieste just got closer and its story is more told than ever.