About us

#OpenUpToEurope is a collaboration between ETC, the EU and the tourism industry

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Who we are

The #OpenUpToEurope campaign is a collaboration between the European Travel Commission (ETC), the European Union, and European destinations, including the public and private companies who work in the tourism industry. Our key aim is to inform and update visitors about the travel situation in Europe, offer assurance that health and safety protocols are in place, and inspire people to travel differently and with confidence.


Europeans are keen to explore and make the most of their time away from work. According to research conducted by ETC, 70% of Europeans asked were feeling positive about having a holiday, while over half felt optimistic about travelling again, thanks to the success of the vaccine rollout.

The research also revealed that one in two (51%) of those planning to travel would choose to visit another European country, although 12% expressed concerns about the limited scope of holiday activities in their chosen destination.




The aim of the #OpenUpToEurope campaign was to instil confidence that travel is possible. It informed European nationals of the travelling situation across the continent and highlighted health and safety measures the tourism industry had put in place to provide a safe and seamless experience following COVID-19. In addition, destination stories inspired people to travel differently, step outside their home country and… #OpenUpToEurope.

The #OpenUpToEurope microsite is a centralised hub of travel information about travelling in European countries, and inspiration for exploring further.

Whether you want to embrace the familiar or explore the unfamiliar, it’s time to open up to a new way of travelling.

Meet our Partners

Our destination, tourism and trade partners work together to #OpenUpToEurope

Official Supporting Partners

  • Airlines for Europe (A4E)
  • Airports Council International Europe (ACI EUROPE)
  • Cruise Lines International Association Europe (CLIA Europe)
  • European Boating Industry
  • European Travel Agents’ and Tour Operators’ Associations (ECTAA)
  • Eurail
  • European Regions Airline Association (ERA)
  • European Tourism Association (ETOA)
  • eu travel tech
  • Hermes Airports Ltd
  • Hospitality Europe (HOTREC)
  • Network of the European Regions for Competitive and Sustainable Tourism (NECSTouR)
  • World Travel & Tourism Council (WTTC)

Get involved in sharing our #OpenUpToEurope message by downloading our campaign tools and materials and sharing on your digital channels.

Contact Us

If you wish to participate in our #OpenUpToEurope initiative, get in touch