Tourism is welcoming Europeans to start their travel planning once again

 Friday, June 4, 2021 

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The European Travel Commission presented an important promotional campaign ‘Open up to Europe’. It’s expected to play a major role in the reopening of European tourism and recovery of confidence in travel this summer. Before the planned easing of restrictions across Europe in the forthcoming weeks, tourism is working jointly to give confidence to the Europeans in traveling abroad in a responsible way. Also, it will provide them with clear and all-inclusive information so that they can plan for their upcoming trip with a free mind.


At ETC’s General Meeting in Algarve, the ‘Open up to Europe’ campaign was first introduced. It was organized by Turismo de Portugal. Leading by example, for the first time, the heads of European national tourism boards met in person since the pandemic started to show Europe’s willingness to resume tourism onceagain.


‘Open Up to Europe’ – A New Campaign to Start This Summer!


Led by ETC and co-funded by the European Union with the help of 30 destinations and travel brands, the campaign will be launched all over Europe as restrictions are made easy and countries open up for travel. The UK and Germany are the first markets where the campaign will be introduced in mid-June. All through the summer, ‘Open up to Europe’ campaign will continue running and is hoped to reach 26 million potential travellers across Europe.


This multi-channel digital campaign is planned to drive online engagement and restore confidence on potential tourists that European destinations and tourism businesses have all implemented the necessary health and sanitary rules and are open for visitors. ETC and partners have developed the microsite OpenUpToEurope.eu As part of the campaign which will be a one-stop-shop for those considering their travel plans for summer 2021. Here one can get the latest updates and information about travel experiences that Eropean consumers can enjoy this summer, with a focus on nature, culture and gastronomic experiences.

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