THE CROSS-BORDER BRICKLAYING CONCEPT IN THE ALPEN–ADRIA REGION

Abstract

This article focuses on the development of tourism in the Three-Border Area of Austria, Italy, and Slovenia. Often named the Hearth of the Alpen–Adria region, this southeastern alpine landscape tends to develop tourism disregarding borders and nation-state disputes. In an area of less than 2000 km2, three major cultures of the world intertwine: the Romance (Italian), the German (Austrian), and the Slavonic (Slovenian). Through the concept of “bricklaying,” the existing natural and cultural resources are to be glued together and marketed as one single product. The major idea is not to expand existing tourist infrastructure but, instead, to point out the uniqueness of the area and the compatibility. The article registers natural and human resources in relation to demographic and economic patterns of the second half of the 20th century. It discusses protected sites, winter sport destinations, white-water attractions, battlegrounds of World War I, heritage, and cuisine in an effort to produce an outstanding market product. As a result, a less popular tourist destination of the Alps could become recognizable. Due to the fact that the research was done at the dawn of the 21st century, several proposed cross-border packages are already operational.