Europe may be the second smallest continent, but it is the most visited region on the planet.
Each year, it welcomes over 700 million international arrivals, accounting for 50% of global tourism (UN Tourism, 2024). With 1 in 3 stays taking place in July and August alone (Eurostat, 2023), and some destinations facing tourist-to-local ratios as high as 1,600 to 1, the unbalanced distribution of travellers is putting growing pressure on the environment and local communities.
With the support of the European Union, ETC is leading a movement uniting a broad coalition of stakeholders to change the way people travel to and within Europe. Our goal is clear: encourage more balanced, meaningful, and responsible tourism.
Travel Responsibly. Unlock an Unexpected Upgrade
Unlock an Unexpected Upgrade is a global campaign designed to inspire and educate travellers on how responsible travel practices can transform their journey, for the better.
It is not about giving up enjoyment. It is about gaining an even more rewarding experience.
Whether it’s travelling off-season, exploring off-the-beaten-path destinations, choosing eco-friendly options, or supporting local businesses, responsible travel elevates your stay in ways you’d never imagine.
This is the unexpected upgrade, a better way to travel that benefits travellers, local communities, and the places they visit.
Join the Movement
This campaign offers a fresh, industry-first approach to address some of the most pressing challenges of the tourism ecosystem, and we are doing it together.
Are you a European DMO or global travel brand that shares our vision for responsible travel?
Want to show your support and be part of the change?
Contact us now to learn how to become a Supporting Campaign Partner and help us unlock the full potential of responsible travel.
#UnexpectedUpgrade
