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Open Up to Europe

Inspiring Europeans to travel once again



As Europe is getting ready to #travel again, ETC has launched a pan-European consumer awareness-raising campaign to reinforce consumer confidence in travel and tourism and stimulate pent-up demand for travel in Europe during the summer of 2021 as well as to demonstrate the travel industry’s proactive collaboration to provide safe and seamless travel experiences and build a distinctive image of Europe as a travel destination

The campaign, led by ETC and co-funded by the European Union with the support of more than 30 destinations and travel brands, will be rolled out across Europe as restrictions are eased and countries open up for travel. ‘Open up to Europe’ will run throughout the whole summer and is expected to reach 26 million potential travellers across Europe.

This multi-channel digital campaign is designed to drive online engagement and reassure potential tourists that destinations and tourism businesses in Europe have implemented all the necessary health and sanitary protocols and are open for visitors. As part of the campaign, ETC and partners have developed the microsite which will serve a one-stop-shop for those considering their travel plans for summer 2021. It include alls the latest updates and information about travel experiences that consumers can enjoy in Europe this summer, with a focus on nature, culture and gastronomic experiences. The microsite will also offer practical tips and advice about how to travel in Europe, including important information about the EU Digital COVID Certificate and the European Tourism Covid-19 Safety Seal.

The Open Up To Europe campaign supports Europe’s tourism sector by leveraging existing communication and promotional efforts and investing in industry-led communication and promotional initiatives across the continent that foster cooperation and sustainable growth.

Partners can get involved by sharing our #OpenUpToEurope message by downloading our campaign tools and materials and sharing on their digital channels.

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