The European Travel Commission (ETC) has presented a major digital campaign called ‘Open up to Europe’, which will have a significant role in the reopening process of tourism in Europe and the revival of the sector this summer.

The ‘Open up to Europe’ campaign was presented on June 1 at the General Meeting of ETC in Algarve, hosted by Turismo de Portugal.

The campaign, which is led by ETC, co-funded by the European Union, and supported by several destinations and travel brands, will be rolled out all over Europe as countries start to ease their restrictions and open up for travel.

Through a press release issued by ETC, it was revealed that Germany and the United Kingdom are the first markets where the campaign will be launched from mid-June.

Except for the planned easing of restrictions across Europe in the next upcoming weeks, the tourism sector is constantly encouraging Europeans to travel responsibly and providing clear and extensive guidelines on how to plan their trip.

“ETC and the leading voices in European tourism are today declaring that Europe is opening up. European destinations, travel, and tourism businesses are ready to provide that smooth, harmonious experience to travelers that have been missing for so long. 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 the President of ETC and Turismo de Portugal Luís Araújo.

‘Open up to Europe’ will be running throughout the summer and is expected to reach around 26 million travelers across Europe.

The digital campaign is intended to create online engagement and ensure potential tourists that tourism businesses and tourist destinations in Europe are open for visitors and have enforced the required health protocols.

Within the framework of the campaign, ETC and its partners have also developed a microsite, which will include the latest information and updates on travel experiences that visitors can enjoy in Europe during this summer, with a particular focus on nature, culture, and gastronomy.

The site will also provide information on the EU Digital COVID Passport and the European Tourism COVID-19 Safety Seal.

ETC also emphasized that the majority of people planning to travel across Europe this summer have specific dates planned for their vacations, most of them during the month of July and August.