The European Travel Commission (ETC) believes that Europe continues to be the world's leading post-COVID tourist destination. At the first face-to-face general members meeting since the start of the pandemic, which took place in the Algarve, the ETC presented a campaign that aims to revive travel confidence already this summer and called for the coordination of strategies between the various European countries, working together with the European Commission.
The Open Up to Europe campaign was led by ETC and is co-funded by the European Union with the support of over 30 destinations and travel brands. It will be implemented in the European area as restrictions in the various countries are relaxed and the different markets open up to travel. The UK and Germany are the first markets where the campaign will be launched, starting mid-June. It then extends into other markets throughout the summer and is expected to reach 26 million potential travellers across Europe.
On the table of this ETC meeting was also the discussion of the best ways to regain consumer confidence, including the need to clearly communicate the gradual lifting of restrictions on mobility, as well as the rapid and uniform application of the Digital COVID Certificate in all Member States of the European Union. The President of the ETC, Luís Araújo, recalled "the importance of reactivating, with responsibility and rigour, a sector that is one of the main economic and social engines of Europe".
As the representative of the tourism sector in Europe, the ETC plays its part in coordinating the recovery strategies of the tourism sector in the various European countries and communicating clear information on lifting mobility restrictions and conditions in Europe. It is essential that this information is clear, both for European and third markets. It must also be clear for tourists and for companies in the sector. In this sense, the ETC is fully committed to work, together with the European Commission, to make the Re-open EU platform more user-friendly.
The effective development of the European Tourism Agenda 2030-2050 requires the commitment of all EU Member States, so the ETC's coordination effort is crucial. It should also be noted that consensus on European strategy was achieved during the Portuguese Presidency of the European Union, in which Turismo de Portugal played an active role. This long-term strategy aims at sustainable, resilient, digital and inclusive tourism.
Turismo de Portugal, as a member of the European Travel Commission, is the host of the 101st General Assembly of the ETC taking place in the Algarve between 31 May and 2 June, which was attended today by the Secretary of State for Tourism, Rita Marques. Chaired by Luís Araújo, this meeting also served to elect Martin Nydegger, CEO of Switzerland Tourism, as ETC Vice Chairman. Nydegger thus joins the other two vice chairpersons, Magda Antoniloni from ENIT - Agenzia Nazionale del Turism and Kristin Stanicic from CNTB - Croatian National Tourist Board.
