Europe Launches Initiative to Promote Responsible Travel

The European Travel Commission has launched “Unlock an Unexpected Upgrade,” a global initiative to promote responsible travel across Europe, supported by 36 national tourism boards and industry partners.

The European Travel Commission (ETC) has introduced a new initiative titled “Unlock an Unexpected Upgrade” aimed at promoting responsible travel across Europe. The initiative, supported by the European Union and 36 national tourism boards, was unveiled on October 15, 2025, at the Skift Transatlantic Summit in New York City.

The initiative seeks to change perceptions of responsible travel by presenting it as an enhancement rather than a limitation. It encourages travelers to make choices that benefit local communities and the environment while enhancing their travel experiences.

The campaign emphasizes the benefits of responsible travel, such as fewer crowds, deeper connections, and more authentic experiences. It promotes actions like traveling outside peak seasons, exploring lesser-known destinations, choosing low-carbon transport, and supporting local businesses.

A campaign is currently active in North America to promote this movement, with plans to expand to China, Japan, Brazil, and Australia in 2026. The campaign runs across Visit Europe’s website, social media channels, and under the hashtag #UnexpectedUpgrade.

The initiative is part of a broader effort to make responsible travel a standard practice for exploring Europe. It is supported by a global research program that began in 2024, analyzing behavioral data and media coverage to track shifts in traveler attitudes.

Since its soft launch, the campaign has exceeded expectations, generating significant engagement and interest in responsible travel options. The ETC aims to continue expanding the initiative’s reach and impact in the coming years.