Who we are?
The European Travel Commission (ETC) is the leading organisation promoting sustainable and responsible tourism across Europe. By collaborating with destinations, industry partners, and public institutions, ETC fosters travel experiences that are respectful of local cultures, natural environments, and the wider world. Our work includes research, advocacy, and campaigns that help travellers make better-informed choices, for themselves, for the places they visit, and for future generations.
Unlock an Unexpected Upgrade
Unlock an Unexpected Upgrade aims to inspire travellers to explore Europe more thoughtfully — going off the beaten path, travelling off-season, and embracing local experiences. We believe travel can be more sustainable, more meaningful, and rich in genuine connection. This campaign encourages visitors to slow down, uncover hidden gems, support local communities, and reduce their environmental impact while discovering Europe’s diverse landscapes, heritage, and culture.
Join the Movement – Toolkit
Do you share our vision for responsible travel?
Show your support and be part of the change.
Our toolkit is packed with ready-to-use assets and inspiration to help you unlock the full potential of responsible travel and amplify the #UnexpectedUpgrade message across your channels:
- High-resolution videos and campaign graphics
- Guidelines for creating sustainable travel content
- Ideas for blog posts and local storytelling
OUR PARTNERS
We are proud to work alongside a diverse network of partners who share our vision. These organisations support the campaign through outreach, local insight, resources, and shared values. Partners include:
Get in Touch
If you’re interested in partnering with us, accessing the toolkit, or finding out more about the campaign, we’d love to hear from you. Please complete the form and a member of our team will get back to you:
Join the Movement for Responsible Travel
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