New ETC Campaign Invites Europeans to Open Up to Travel Again

The European Travel Commission (ETC) has launched a major promotional campaign inviting Europeans to open up to travel again.

Co-funded by the European Union with the support of more than 30 destinations and travel brands, the campaign will be rolled out across Europe under the title “Open up to Europe”.

The UK and Germany are the first markets where the campaign will launch as of mid-June.

“This is a truly momentous day for European tourism, providing optimism for what we hope will be an exciting summer ahead for European destinations… This campaign will include all the information that tourists want and need as they are planning summer trips, as we work together to encourage more responsible and sustainable tourism,” said President of ETC and Turismo de Portugal, Luís Araújo.

“Open up to Europe” will continue running throughout the summer and is expected to reach 26 million potential travellers across Europe.

The “Open up to Europe” microsite

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 its partners have developed the microsite OpenUpToEurope.eu, which will serve as a one-stop-shop for those considering their travel plans for summer 2021.

It will include all 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.