MarketingCroatia and capital city Zagreb to join second edition of Mediterranean Luxe launching end-May.

Asian visitors targeted in campaign to boost tourism in southern Europe

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Mediterranean Luxe 190515
Croatia is the latest partner to join the Mediterranean Luxe tourism campaign. Pictured is the fishing port of Rovinj, along the west coast of the Istrian peninsula. Photo Credit: rovinj/shutterstock
Mediterranean Luxe 190515

The campaign, Mediterranean Luxe, launched last year and is now setting its sights on the Asia-Pacific market. It offers end-to-end travel itineraries with its 11 travel partners and southern European tourism boards.

Croatia is the latest country to feature in an expanded campaign to encourage more visitors to destinations in southern Europe.

The campaign, Mediterranean Luxe, launched last year and is now setting its sights on the Asia-Pacific market. It offers end-to-end travel itineraries with its 11 travel partners and southern European tourism boards.

The tourism boards have partnered with Kuoni to launch two nine-day itinerary packages, which take in several destinations along the Mediterranean Coast. The itineraries focus on food, shopping and culture. 

The first itinerary includes Valencia and Barcelona in Spain, followed by the French cities of Montpellier, Marseilles and Nice. The trip concludes in Monaco. The second departs from Monaco, threading through the chic Italian cities of Milan and Venice, before heading across into Croatia and its vibrant capital Zagreb. 

Among the luxury travel experiences on offer, a trip on a superyacht along the coast of Catalonia in the company of a local chef and a behind-the-scenes guided tour of the historic Croatian National Theatre.

“Our key focus is to facilitate travelling in small groups, as an extended family, business or government delegation”, said Reto Kaufmann, vice president, South and Southeast Asia, Kuoni Global Travel Services.

“Back by 10 regional partners, we have worked closely to create unique packages that reveal something inspiring and unexpected even for the most seasoned traveller”, he added.

The campaign will be unveiled during luxury travel trade show ILTM Asia Pacific 2019 on May 29. 

Tourism boards backing the campaign include France, Monaco, Spain and Catalonia, alongside travel services provider Kuoni, Turkish Airlines, Rail Europe, car rental company Avis and The Leading Hotels of the World.


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