Published on
October 19, 2025
The European Travel Commission’s (ETC) new campaign, ‘Unlock an Unexpected Upgrade,’ has dramatically changed the tourism landscape in Europe. The campaign, which started in October 2025, dares to redefine responsible travel concepts by empowering people to consider it as an enriching opportunity rather than a restriction. The challenge is thrown to the millions of visitors Europe attracts each year with the campaign that skilfully articulates the potential of sustainable travel to enhance the experience rather than to lose it.
Focus on Traveller Benefits and Responsible Choices
The ‘Unlock an Unexpected Upgrade’ campaign encourages travellers to rethink their journeys through a lens of responsibility that enhances their travel experience. In contrast to the typical guilt-driven messaging of sustainable tourism, this initiative presents responsible travel choices as an upgrade. Rather than focusing on what travellers should avoid, it emphasises the rewards they can gain, such as fewer crowds, more authentic experiences, and deeper cultural connections.
The focus is on a series of practical, yet impactful decisions that can elevate any travel experience. By exploring Europe outside peak tourist seasons, choosing lesser-known destinations, supporting local businesses, and opting for low-carbon transport options, travelers can uncover hidden gems and enjoy a more meaningful and rewarding journey. These small shifts in behavior can make a significant difference for local communities, the environment, and travelers themselves.
A Campaign Grounded in Science and Data
The campaign is not just a call to action but is backed by research. The ETC’s initiative uses behavioral science and nudge theory to inspire positive changes in travel habits. By framing responsible travel as a desirable upgrade rather than a duty, the campaign seeks to shift traveler perceptions and behaviors. It avoids the typical negative connotations often associated with sustainable tourism, focusing instead on the practical and enjoyable benefits of responsible travel choices.
To ensure its message resonates globally, the ETC has launched the campaign first in North America, with plans to expand to other international markets such as China, Japan, Brazil, and Australia in 2026. As of its early stages, the campaign has already seen significant engagement, generating impressive results, including thousands of hotel searches, bookings, and rail journeys. This early success demonstrates the demand for travel experiences that combine sustainability with tangible rewards.
Growing Momentum and Industry Support
The campaign has already received widespread backing across Europe, with 36 member destinations of the ETC lending their support. The EU and several National Tourism Organizations have co-funded the North American rollout, reflecting a strong unity among European travel sectors in promoting responsible tourism. Industry partners, including prominent global travel brands, are amplifying the campaign’s message through their own platforms, helping to expand its reach and impact.
The initiative also ties into a global research program, launched in 2024, which tracks traveler attitudes and online travel discussions across key international markets. This ongoing research provides valuable data for the campaign, helping the ETC understand shifting perceptions and measure the long-term impact of responsible travel practices on the global tourism landscape.
The Future of Responsible Travel
Looking ahead, the ‘Unlock an Unexpected Upgrade’ campaign aims to influence travel behaviour in a way that lasts. By aligning with travellers’ desire for more enriching experiences, it redefines how responsible travel is viewed and practised. The ETC plans to monitor and track changes in traveller behaviour via its Global Responsible Travel Index, which will help assess the progress of responsible travel initiatives in Europe and beyond.
The ultimate goal of the campaign is to make responsible travel the new standard for exploring Europe. Through continuous engagement, research, and collaboration with industry partners, the European Travel Commission hopes to create a more sustainable, enriching future for both travelers and the destinations they visit.
A New Era for European Tourism
The ‘Unlock an Unexpected Upgrade‘ campaign from Europe is a significant transition in the direction of responsible travel. The campaign is looking to create a new definition of tourism that is not only environmentally friendly but also community-friendly by promoting good alterations and making the rewarding features of sustainable choices the centre of attention. The initiative is backed by the whole continent, and the participation of industry partners is also growing. It is going to be a giant step in making the tourism landscape in Europe such that travellers can model it as their way of doing responsible travelling that is not only fun but also affordable as a worldwide traveller.
