Europe is the world's foremost tourist destination, accounting for over half of global tourist arrivals and receipts and the largest share of international outbound traffic from all regions. Visitor numbers are still increasing in a growing international market. However, Europe's market share is eroding as a proportion of all global travel.
The European Travel Commission has therefore developed the "Destination Europe" brand as part of a strategy to optimise Europe's market positioning. By defining the continent's unique selling points and brand identity, the "Destination Europe" brand is intended to create an effective umbrella for all ETC members while at the same time conveying their countries' distinctive and individual characteristics. It is also intended as a tool to promote loyalty to Europe among tourists and the travel trade.
"Destination Europe" brand values and themes are: