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Highlighting the diversity Europe offers to tourists, the European Union has launched a new campaign promising a lifetime experience of the continent’s rich cultural heritage and stunning natural beauty to visitors.
“Europe — Whenever you’re ready” campaign, which would run between September this year and December 2013, is designed to remind tourists from India, Brazil, Russia, China, Chile and Argentina to discover the old continent.
“There is a lot to discover in Europe: Thematic packages and itineraries, covering all four corners of the EU, are available. These include pan-EU and regional tours on religious, cultural heritage and gastronomic themes — like wine and olive oil routes — and tailored packages incorporating historic and natural UNESCO sites,” said Antonio Tajani, European Commission Vice-President, responsible for Industry and Entrepreneurship.
“With its single currency, open borders, well-designed infrastructure and passenger rights, it is easy to travel Europe. It is a lifetime experience to discover Europe’s rich cultural heritage and stunning natural beauty,” Tajani said in a statement.
The campaign, which is financed by the European Commission, would be organised in partnership with the European Travel Commission (ETC) — the umbrella organisation for national tourism boards in Europe. It also aims to add value to the promotional activities of member states and the European tourism industry.
Well-known travel writers, journalists and bloggers would be part of the campaign which would showcase the wide variety of unique opportunities that Europe offers to international tourists, the statement said.
Tourism has an important role in restoring economic growth in Europe. EU countries account for over 39 per cent of global arrivals, making EU the world’s number one tourist destination.
In 2011, the EU tourism industry recorded positive growth rates in most countries of the EU compared with the same period in 2010.
This trend is confirmed both by the number of nights spent in hotels and similar accommodation, and by the net occupancy rates of these establishments.
The EU tourism industry generates more than five per cent of EU GDP, with some 1.8 million enterprises creating approximately 9.7 million jobs.
UNWTO forecast an increase in worldwide international tourism by three to four per cent this year.
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