Cult Stickers at the Airport - But Please Don't Stick Them On - How Austria's 'Nice here' Stickers Became a Global Travel Craze
A decades-old Austrian sticker campaign has gone global, turning into a viral sensation. What started as a regional tourism push in the 1990s now appears on landmarks worldwide, shared by travellers under the hashtag #netthier. The simple phrase 'Nice here' has become a cultural quirk—spreading far beyond its original borders.
The 'Nice here' (Hier ist's schön) campaign first launched in Vorarlberg, Austria, in the late 1990s. It aimed to promote the region by distributing stickers, which soon appeared on buses, airports, and trade fairs. By the 2010s, Austrians travelling abroad had stuck them in Thailand, Australia, and the US, turning the campaign into a social media phenomenon.
Other regions quickly adopted the idea. Tyrol, Bavaria, and South Tyrol created their own versions, each tweaking the phrase for local pride. Baden-Württemberg later joined in, using the stickers to soften its reputation as a stern, high-achieving state. Their version—'Nice here. But have you ever been to Baden-Württemberg?'—even caught the attention of outgoing Premier Winfried Kretschmann, who bought one from a vending machine at Stuttgart Airport. The stickers now come in countless designs, some humorous, others promotional. They're free to order from the State Ministry via email or sold at Terminal 3 in Stuttgart Airport. Despite their popularity, officials warn against sticking them in public spaces, citing pollution and property damage concerns. Yet their global spread continues, driven by people acting as unofficial brand ambassadors. The environmental impact of the stickers remains unanswered. Their lightweight, disposable nature contrasts with their long-lasting cultural appeal—a 'creative evergreen' that refuses to fade.
The campaign's success lies in its simplicity and adaptability. From a small Austrian project to a worldwide trend, the stickers have turned travellers into promoters. Whether on a Thai beach or a German airport, the message endures—even as questions about sustainability linger.
