A new global initiative to promote responsible travel behaviour in a positive, inspiring way
The European Travel Commission (ETC) has launched its new global initiative “Unlock an Unexpected Upgrade”, a campaign that aims to inspire travellers to see responsibility as a privilege rather than a limitation. The campaign is supported by the European Union, 36 national tourism organisations and a range of international corporate partners.
The campaign was officially launched on 15 October in New York, as part of the Skift Transatlantic Summit, and aims to encourage travellers to experience Europe in a more meaningful and authentic way, by highlighting responsible choices as a way to upgrade their trip.
From obligation to inspiration
The initiative is based on the principles of behavioral science and “nudge” theory, replacing the term “sustainable travel” — often associated with guilt-ridden or ambiguous messages — with the more positive term “responsible travel.”
The central message is simple: “Travel responsibly. Unlock an unexpected upgrade.”
Rather than focusing on what travelers should avoid, the campaign highlights what they have to gain: less crowds, more authentic experiences, better value and more meaningful contact with locals.
ETC President Miguel Sanz said:
“Our goal was to reposition the way Europe promotes its tourism. We want to inspire positive behaviors through desire, not guilt. Responsible choices are not a burden — they are an upgrade to a more meaningful way of traveling.”
Small steps, big benefits
The campaign encourages travelers to make small but meaningful changes, such as visiting off-peak seasons, exploring lesser-known destinations, using low-emission transport and supporting local businesses. Each choice is presented as an “upgrade” of the travel experience.
The initiative is already supported by 36 ETC member countries, while the North American campaign also includes the National Tourism Organizations of seven EU countries. The action is promoted through Visit Europe, on social networks with the hashtag #UnexpectedUpgrade, as well as at international tourism fairs.
From 2026, the campaign will expand to China, Japan, Brazil and Australia, strengthening Europe’s international appeal as a responsible and authentic destination.
Results and next steps
The campaign builds on a multi-year research design that began in 2024, creating the Global Responsible Travel Index, an indicator that tracks changes in travelers’ attitudes towards responsible behavior.
Since its pilot phase, “Unlock an Unexpected Upgrade” has exceeded initial expectations, generating over 550,000 flight and hotel searches, 20,000 bookings and 26,000 overnight stays, as well as 50,000 rail and road transport searches.
“It’s not just a campaign. It’s a collective movement that makes travel more meaningful and rewarding for everyone,” added Miguel Sanz, calling on tourism operators to get involved.
