Redefining Travel, One Journey at a Time
A new message is emerging from European tourism circles — and it’s not about last-minute flight deals or destination countdowns.
Across tourism boards, cities, and EU-level campaigns, there is a growing push to move beyond volume and visibility. The focus is now on behaviour, intention, and long-term value.
Although no officially named campaign titled “Europe: A Place to Be – A Place to Care” can be directly verified as belonging to the European Travel Commission (ETC), the wider message — promoting responsible travel — is very much real.
This shift aligns with long-haul travel sentiment from key visitor markets, including the United States, Canada, Brazil, China, and Japan, where traveller expectations are evolving rapidly.
A Global Message Through Local Practice
While the campaign slogan “Unlock an Unexpected Upgrade” remains unverified as part of an ETC initiative, the framing it suggests — of personal enrichment through responsible travel — is consistent with current messaging trends seen across European cities and tourism boards.
Rather than focus purely on where tourists go, Europe is rethinking how tourists engage.
Travellers are being invited to participate more thoughtfully. To connect with communities. To understand the impact of their presence and choose experiences that leave a lighter footprint.
What the Data Shows
A 2023 Booking.com report found that 76% of global travellers want to travel more sustainably in the next year. This isn’t a trend. It’s a majority.
Yet, nearly half — 49% — say they don’t know how. This represents a knowledge gap, both a challenge and an opportunity for the destinations. It is also calling for clearer communication, open options, and easier routes, so travellers can make better choices.
This is where support tools such as the 2025 European Union Sustainable Tourism Toolkit enter the picture. Designed to help tourism stakeholders in the promotion of sustainability with more success, it offers practical tools and messaging frameworks.
Lessons from European Cities
Copenhagen, via its tourism organisation Wonderful Copenhagen, has launched CopenPay — a programme rewarding sustainable tourist behaviours with real benefits. These include free museum access, coffee, or kayak rentals for those who cycle, use public transit, or arrive by train.
This isn’t just about incentives. It’s about creating a visible, tangible reward system that matches the values tourists already hold.
It’s a model being watched closely and could be replicated elsewhere.
What Tourists Can Expect on the Ground
Across Europe, the message is subtle but growing louder.
Tourists are increasingly encouraged to:
- Choose community-owned or local businesses
- Participate in smaller group experiences that prioritise cultural exchange
- Visit regions outside the usual tourism hotspots
- Slow down and spend longer in fewer places
These expectations aren’t presented as mandates. Instead, they are woven into the storytelling — travel blogs, visitor centres, walking tours, and museum guides all point toward a more participatory model.
The Economic Context
Tourism is one of the world’s largest economic engines. According to the World Travel & Tourism Council, the sector accounted for 10.4% of global GDP and over 300 million jobs in 2019.
In a post-pandemic world, the need to rebuild this economic base is matched by a need to reshape it.
Responsible travel isn’t about limiting movement. It’s about creating value that lasts — for both visitor and host.
Looking Ahead
This isn’t about one campaign. It’s a directional shift supported by data, policy, and a network of grassroots efforts.
For travellers, the message is increasingly clear: the future of tourism isn’t just about where you go but how you go.
And for Europe, the goal is not only to welcome the world — but to invite it to care.