Uniting the tourism industry in pursuit of a prosperous tomorrow
The European Union, in collaboration with over 30 destinations and travel brands, has launched the "Open up to Europe" campaign - a multi-channel digital initiative aimed at driving online engagement and reassuring potential tourists about health and sanitary protocols in Europe.
The campaign, which can be accessed at http://www.openuptoeurope.eu, serves as a one-stop-shop for travel information, providing updates on travel experiences, nature, culture, gastronomic experiences, practical tips, and advice about the EU Digital COVID Certificate and the European Tourism Covid-19 Safety Seal.
The campaign is designed to reach 26 million potential travellers across Europe and is set to help boost travel confidence and optimism for the summer ahead in European tourism. It aims to provide tourists with all the information they want and need as they plan their summer trips.
According to the latest research from the European Travel Commission (ETC), a growing interest in summer travel among Europeans is evident, with 56% planning a holiday by the end of August 2021. A majority of those planning a summer trip (49%) are willing to travel to another European country. Most of the early-bird travellers (46%) are planning to travel in July and August.
The "Open up to Europe" campaign is an effort to revive European tourism for the summer season by promoting cross-border cultural events, leisure, and travel activities. It seeks to stimulate travel and tourism within Europe after disruptions caused by recent years, support regional economies by attracting visitors during the summer peak season, and encourage awareness and participation in European unity and shared cultural heritage.
The campaign is focused on encouraging more responsible and sustainable tourism. It will be rolled out across Europe as restrictions are eased and countries open up for travel, starting with the UK and Germany from mid-June. Many European destinations are ready to provide a smooth and harmonious travel experience to tourists.
As part of the campaign, local cultural events, sports, and community gatherings organized through Interreg programs will be showcased, demonstrating the tangible results of European collaboration and integration. While specific details for summer 2025 are not explicitly outlined, the campaign’s general strategy involves mobilizing thousands of local events and encouraging local organizers to participate, thereby facilitating the revival of tourism through community-driven activities and cooperation.
In essence, the "Open up to Europe" campaign centers on cultural engagement and cooperation to rejuvenate tourism across European regions, leveraging EU-funded programs to foster a vibrant tourism season.
- This summer, Europe invites tourists to explore its diverse destinations with the "Open up to Europe" campaign, a digital initiative that offers travel information and reassures visitors about health and sanitary protocols.
- The campaign serves as a one-stop-shop for travelers, providing updates on travel experiences, nature, culture, gastronomic experiences, practical tips, and details about the EU Digital COVID Certificate and European Tourism Covid-19 Safety Seal.
- As more Europeans show interest in summer travel, with 56% planning a holiday by August 2021, the campaign is set to help boost travel confidence and optimism in European tourism.
- By promoting cross-border cultural events, leisure, and travel activities, the campaign aims to stimulate travel and tourism within Europe, support regional economies, and encourage awareness of European unity and shared cultural heritage.
- The "Open up to Europe" campaign is also focused on promoting responsible and sustainable tourism, rolling out across Europe as restrictions ease and countries open for travel, starting with the UK and Germany from mid-June.
- Local cultural events, sports, and community gatherings organized through Interreg programs will be showcased, furthering the goal of fostering a vibrant tourism season through European collaboration and integration.
