Europe
DESTINATION
real-time information and digital access, while increasing visibility for local service providers, supporting both guests and partners alike. Q: Why is Liechtenstein well suited to short stays and multi-destination trips? Liechtenstein is perfect for short breaks: hike scenic trails in Malbun with views to Lake Constance, explore Vaduz’s art museums and royal treasures, or enjoy wine tastings at the winery. In just three days, you can experience alpine nature, rich culture, and local cuisine – all easily accessible with free public transport. The compact size means less travel, more adventure. Whether it’s strolling past sculptures in Vaduz or relaxing in a mountain hotel, Liechtenstein offers high experience density in a small space and making it an ideal stop on any multi-destination trip through Europe. Q: As ITB Berlin marks 60 years as a global industry platform, how does the event support Liechtenstein’s visibility, partnerships and tourism growth? ITB Berlin offers valuable opportunities for smaller countries like Liechtenstein to present themselves to an international expert audience. For us, being present here carries special significance. On this occasion, we extend our warmest congratulations on the 60th anniversary – a milestone worth celebrating. We may be the smallest country here, but we warmly invite you to visit us and discover the rich variety of experiences our alpine gem has to offer. Encounters at ITB help us strengthen international partnerships, raise visibility, and inspire future visitors.
An Alpine gem uncovered
Liechtenstein might be a small country, but what it lacks in size, it makes up for in big experiences, explains Mathias Ulrich , Managing Director, Liechtenstein Marketing, in this interview with ITB Global Travel Collection
Q: Liechtenstein is often described as one of Europe’s hidden gems. What sets the destination apart for travellers and the international travel trade? The sixth smallest country in the world, nestled in the Alps between Switzerland and Austria, Liechtenstein offers visitors an incredible range of cultural, natural and culinary highlights packed into just 160 km². With a fascinating diversity of museums, great restaurants, and idyllic spots in the valley as well over 400 km hiking trails in the Alps, it has much to offer for families, outdoor fans and gourmets, far away from mass tourism. Q: How is sustainability embedded in Liechtenstein’s tourism strategy? Sustainability is firmly embedded in the national tourism strategy, ensuring responsible enjoyment and nature protection go hand in hand. This makes the principality a model for thoughtful,
future-focused tourism. Visitors enjoy eco-friendly transport, certified accommodations, and local organic cuisine. The Welcome Adventure Pass encourages public transport use and longer stays. Offering rich and natural experiences in a compact area, Liechtenstein is an ideal destination for conscious travellers. Q: What role does the Welcome Adventure Pass play in enhancing the visitor experience and sustainable mobility? Valid from the day of arrival until departure, the Welcome Adventure Pass offers free, unlimited public transport access, making it easy and eco-friendly to explore the country. Guests also benefit from discounts on cultural and natural experiences, encouraging longer stays. Complementing the pass is the Welcome App, which provides added comfort through
Liechtenstein is nestled between
the Swiss and Austrian Alps
72 | ITB GLOBAL TRAVEL COLLECTION
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