Austria Tourism and Trip.com strengthen global travel partnership at ITB Berlin 2026 | Focus
Astrid Steharnig-Staudinger, CEO, Austria Tourism Board & Edison Chen, Vice President, Global Destination Marketing, Trip.com Group talk to Breaking Travel News at ITB Berlin 2026.
At ITB Berlin 2026, Astrid Steharnig-Staudinger, CEO of the Austrian Tourist BoardAnd Edison Chen, vice president of marketing at Trip.com Groupspoke to Breaking Travel News about the growing collaboration between destinations and digital travel platforms to connect with international travelers.
The discussion highlighted how partnerships between national tourism organizations and global travel technology companies are playing an increasingly important role in shaping modern tourism marketing and distribution.
For the Austrian Tourist Boardits global partnerships are a key part of the strategy to position the country as a year-round destination, attracting visitors through a mix of culture, nature, gastronomy and alpine experiences. Austria continues to appeal to travelers seeking authentic European experiences, from historic cities and classical music heritage to outdoor adventure in the Alps.
Working with global travel platforms such as Trip.com Group enables Austria Tourism to reach millions of international travelers through digital channels while promoting diverse travel experiences across the country.
Digital platforms that connect travelers to destinations
Trip.com Group, one of the world’s leading providers of online travel services, operates a global ecosystem that connects travelers to flights, accommodation, attractions and transportation through its digital platforms.
Speaking at ITB Berlin, Edison Chen, vice president of marketing at Trip.com Grouphighlighted the company’s focus on helping destinations expand their reach and connect with international travelers through technology, data insights and global distribution.
Through strategic partnerships with tourism agencies and travel partners, Trip.com Group enables destinations to present their offerings to travelers in key markets, particularly in Asia and Europe.
The partnership with Austria Tourism shows how destinations can use digital travel platforms to increase visibility, inspire travelers and convert interest into bookings.
The appeal of Austria as a year-round destination
Austria continues to be recognized worldwide for its combination of natural beauty, cultural heritage and quality tourism experiences.
From iconic cities like Vienna and Salzburg to alpine destinations known for their skiing, hiking and wellness tourism, the country offers a wide range of experiences all year round.
The Austrian Tourist Board has increasingly focused on promotion travel all year roundencouraging visitors to explore destinations outside the winter seasons and discover the country’s landscapes, festivals and cultural attractions in all seasons.
ITB Berlin as a platform for collaboration
ITB Berlin remains one of the most important global meeting points for the tourism industry, bringing together destinations, travel technology companies and tourism stakeholders from around the world.
For Austria Tourism and Trip.com Group, the event provides an opportunity to strengthen partnerships, explore new opportunities and share insights into changing traveler behavior.
As international travel continues to evolve, collaboration between destinations and global travel platforms will remain critical to connecting travelers with meaningful experiences.
Through partnerships like this Austria Tourism and Trip.com Group are working together to inspire travelers around the world and make discovering Austria easier than ever through digital travel platforms.
