Who we are?
Unlock an Unexpected Upgrade is a responsible travel movement led by the European Travel Commission (ETC), the organisation representing Europe’s National Tourism Organisations.
Since 1948, ETC has worked to strengthen Europe as a sustainable and inspiring destination. Through research, partnerships, and campaigns, we promote travel experiences that respect local cultures, protect natural environments, and create lasting value for communities.
We believe travel should benefit both visitors and the places they explore today and for generations to come.
Learn more about ETC at europeantravelcommission.com.
What if travelling responsibly didn’t mean compromise, but enhancement? The Unlock an Unexpected Upgrade movement invites you to discover a richer side of Europe by travelling more thoughtfully.
An unexpected upgrade is:
- Discovering places beyond the crowds
- Travelling off-peak and seeing Europe differently
- Connecting with local people and traditions
- Choosing slower, more mindful ways to move
- Supporting communities and protecting natural beauty
Responsible travel isn’t about giving something up, it’s about gaining something more meaningful. More connection. More authenticity. More unforgettable moments.
Unlock an Unexpected Upgrade
Join the Movement
Do you share our vision for more responsible travel?
Whether you’re a traveller, a business or an organisation, you can help spread the word and be part of the change.
Our toolkit provides ready-to-use resources to help you unlock the full potential of responsible travel, including:
- High-resolution videos and campaign visuals
- Practical guidance for creating responsible travel content
- Ideas for social media posts and storytelling
Don’t forget to use the hashtag #UnexpectedUpgrade when sharing your stories.
OUR PARTNERS
This movement is powered by a growing community of destinations, travel brands, and organisations united by a shared commitment to responsible travel.
Get in Touch
Interested in collaborating or learning more? Let’s create the next unexpected upgrade together. Complete the form below and a member of our team will be in touch.
Join the Movement for Responsible Travel
Get exclusive upgrades, fresh ideas, and tips to explore Europe responsibly straight to your inbox.
Will be used in accordance with our Privacy Policy