Unexpected Upgrade: Europe flips the script on accountable journey – ETC Company

• The European Travel Commission launches “Unlock an Unexpected Upgrade”, a worldwide motion to encourage travellers to see duty as a profit, not a burden.

• Supported by the EU, 36 nationwide tourism boards and trade companions, this initiative goals to shift traveller behaviour via aspiration, not obligation.

Europe, the world’s most visited continent, attracts almost 700 million travellers annually* — a testomony to its wealthy tradition, various landscapes, and heat hospitality. This exceptional success presents not solely alternatives but in addition a shared duty to make sure tourism stays a drive for good, enriching native communities whereas defending the atmosphere for generations to return. 

Guided by this imaginative and prescient, the European Travel Commission (ETC) — co-funded by the EU and supported by a coalition of main locations and journey manufacturers​ — ​has launched “Unlock an Unexpected Upgrade” ​, a​ international motion that reimagines accountable journey not as a limitation​ however​ as an enhancement. 

Unveiled on the Skift Transatlantic Summit on 15 October in New York City, the initiative encourages travellers to expertise Europe via a richer, extra rewarding lens: displaying that accountable selections can elevate their journeys whereas benefiting native communities and the atmosphere. 

From obligation to aspiration 

Grounded in behavioural science and nudge concept, the initiative replaces “sustainable travel”, typically seen as obscure or guilt-driven, with the extra tangible thought of “responsible travel”. At its core lies a easy however highly effective message: “Travel responsibly. Unlock an unexpected upgrade.”​ ​ 

Instead of specializing in what travellers ought to keep away from, the marketing campaign highlights what they acquire: fewer crowds, deeper connections, extra genuine experiences, and higher worth. 

Miguel Sanz, President of the European Travel Commission, famous: 

Our problem was to reposition how Europe promotes journey. We need to unite European locations behind a shared imaginative and prescient that conjures up optimistic customer behaviours — not via guilt, however aspiration. Responsible selections aren’t a burden; they’re an improve to a extra rewarding method of travelling.  

Responsible journey as a reward 

The motion encourages travellers to make small however highly effective shifts, comparable to exploring Europe outdoors the height season, venturing past well-known locations, selecting low-carbon transport, and supporting native companies. Each alternative is offered as an improve: a chance to find hidden gems, get pleasure from quieter moments, and forge real connections with native tradition. 

“Unlock an Unexpected Upgrade” invitations travellers to rediscover Europe with curiosity, care​,​ and connection. Its rising assortment of editorial tales captures this spirit — from kayaking the Baltic Sea and strolling Dubrovnik’s historical partitions off season, to celebrating Carnival like a neighborhood in Germany.

A rising international journey motion 

​​A marketing campaign is presently lively in North America to advertise the brand new motion. It additionally runs throughout Visit Europe’s web site, social media channels, and underneath the hashtag #UnexpectedUpgrade, ​alongside displays at main worldwide journey commerce exhibits. In 2026, the marketing campaign will broaden to China, Japan, Brazil and Australia, broadening its international attain and provoking travellers worldwide to expertise Europe extra responsibly — and extra rewardingly. 

Adoption has been Europe-wide, with all 36 member locations of the European Travel Commission endorsing the initiative. The EU and 7 National Tourism Organisations co-funded the North America rollout, reflecting robust alignment throughout Europe’s tourism group. 

Momentum can also be rising amongst trade companions. Several international journey manufacturers are already amplifying marketing campaign content material via their very own channels, with extra anticipated to hitch quickly, strengthening the collective effort to make accountable journey the brand new normal for exploring Europe. 

Rooted in analysis, designed for real-life change 

The marketing campaign’s long-term method is grounded in a worldwide analysis programme that started in 2024 throughout six key long-haul markets for Europe: Australia, Brazil, Canada, China, Japan and the USA. By analysing behavioural knowledge, on-line journey discussions and media protection, ETC has established a Global Responsible Travel Index to trace shifts in traveller attitudes 12 months on 12 months and measure real-world influence over time. 

Since its gentle launch, the marketing campaign has surpassed expectations: impressions exceeded targets by 15%, producing over 550,000 flight and resort searches, almost 20,000 bookings, and 26,000 in a single day stays. It additionally impressed over 50,000 rail and bus searches, advancing Europe’s dedication to lower-carbon mobility. 

This is greater than a marketing campaign. It’s a collective motion to make journey extra significant and rewarding for everybody. We invite all journey and tourism companions who share our imaginative and prescient to hitch us — collectively, we are able to make a distinction, added Miguel Sanz.

Discover extra at: unexpectedupgrade.eu

About the marketing campaign

The European Travel Commission thanks the “Unlock an Unexpected Upgrade” companions for his or her assist:

• Atout France, Eurail B.V., Fliggy, German National Tourism Board, National Inbound and Domestic Tourism Association of Moldova, Malta Tourism Authority, Polish Tourism Organisation, RailEurope, Rome2Rio, SmartGuide, Slovenian Tourist Board, Tourism Ireland, VisitFlanders

This challenge is co-funded by the European Union.

* UN Tourism, 2025