Austria is tackling overtourism by becoming the first country to ask tourists to sign a non-disclosure agreement (NDA). The initiative, ‘Non-Disclosure Austria,’ asks visitors to keep quiet about insider tips in order to protect hidden gems from becoming overcrowded.
Created by Austria Tourism with Wien Nord Serviceplan, the campaign gives access to more than 120 curated recommendations from real Austrians, but only after signing a deliberately non-binding and humorous NDA. Teaser films fuel curiosity by censoring and pixelating the very experiences people want to see.
Instead of restricting travel, the campaign reframes balanced tourism as a privilege. By turning secrecy into an incentive, Austria redirects visitors away from hotspots while making a pointed statement about how travel is shared today.
