Since I’ve been driving every week to swim in Slovenia (which is another key way I know I’m in Austria and not Australia), I’ve been regularly going back and forth across the border. And the slogan of the shop next to the border caught my eye. Not just any old Bordershop… but Europe’s NUMBER 1!

So what did I do? I stopped and went in. And I took a photo… which the random people in the car park thought I was mad for doing but I did it anyway. I wanted to see what was inside. And what did I find? Well… embarrassingly, exactly what I should have assumed. It’s simply a smaller duty-free section of the airport… just not in the airport.

Turns out it’s not trying to claim to be the single number one shop in Europe, but is simply using the slogan of the chain of bordershops. Which are, apparently, the number one in Europe. So, I guess the marketing got me on this one. But hey, all I can say is, I’ve been there… have you?