Campaign Destination Hospitality

#OpenUpToEurope, Pan-European Tourism Marketing Campaign by ETC

Multi-channel digital campaign to drive engagement across Europe to stimulate pent-up demand for travel.

Launched on June 1, 2021, “Open Up to Europe” is pan-European tourism marketing campaign that 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.

The “Open Up to Europe” tourism campaign was introduced at ETC’s General Meeting in Algarve, hosted by Turismo de Portugal. Europe’s tourism sector is working together to encourage Europeans to travel abroad responsibly and to provide them with the clear and comprehensive information to plan their next trip.

Planned to rolled out across Europe as restrictions are eased and countries open up for travel, the “Open Up to Europe” campaign is run by European Travel Commission (ETC) and co-funded by the European Union with the support of more than 30 destinations and travel brands.

The “Open up to Europe” tourism campaign is planned to run throughout the whole summer and is expected to reach 26 million potential travellers across Europe. The UK and Germany are the first markets where the campaign will launch as of mid-June.

Open Up To Europe video marketing campaign

As part of the campaign, ETC and partners have developed the microsite OpenUpToEurope.eu which will be 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.

A content hub also has been created for the “Open up to Europe” campaign that includes visuals, the press kit, and photos for the tourism campaign.

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