EUROPEAN TRAVEL COMMISSION

A responsible tourism strategy for Europe’s 700 million visitors

Sectors: Travel, tourism, sustainability
Services: Brand strategy, brand story, campaign framework

CHALLENGE

Drive responsible behaviour change in Europe’s 700 million visitors

Europe is the second smallest continent on Earth, yet the most visited region on the planet. It’s the destination of choice for 50% of the world’s tourists, with up to 700 million visitors each year. But popularity brings problems. With 1 in 3 stays happening in July and August alone and some destinations witnessing tourists outnumbering locals 1,600 to 1, the large scale and limited spread of travellers is causing significant impact the continent’s landscapes, local life and wildlife.

Add in the fact that 77% of people say switching off lights is the most sustainable thing they do when they travel and it’s clear things need to change. So we were appointed by the European Travel Commission to change the way travel to the continent is promoted, by persuading people to do so in a responsible way.

UNCOVERING CRITICAL INSIGHTS
ANALYSING TRENDS AND DATA TO DEFINE A STRATEGIC DIRECTION

PROMOTING RESPONSIBLE TRAVEL
EUROPEAN BRAND WORKSHOP
ATHENS, GREECE

RESEARCH

Uniting European nations behind a shared story for sustainable travel

We worked with the European Travel Commission’s member states to identify the critical behaviour changes needed to address one of the industry's biggest challenges. Through research, trends analysis, in-person workshops in Athens, and remote sessions, we aligned multiple nations behind a shared goal: repositioning sustainable travel as a benefit, not a burden.

REFRAMING THE NARRATIVE
TRANSFORMING SUSTAINABLE TRAVEL FROM BURDEN TO BENEFIT

DEFINING BEHAVIOURS
OUTLINING DESIRED ACTIONS AND AUDIENCE BENEFITS

STRATEGY

Travel responsibly. Unlock an unexpected upgrade.

Our research showed that communication on sustainable travel is increasingly muddled by complex definitions, legacy messaging and media negativity. It’s leaving 70% of travellers confused about where to start. The new messaging strategy reframes ‘sustainable’ travel as ‘responsible,’ making it relatable and actionable. By nudging travellers to take personal responsibility, the approach fosters broader respect for both the environment and local communities.

We also shifted focus from smaller in-destination actions—like turning off light switches—to impactful, long-term choices: travelling off-season, exploring lesser-known places, using green transport and supporting local businesses.

Crucially, we flipped the script to show the world that responsible travel is an aspiration, not an obligation. With fewer crowds, richer experiences, and more affordable options, it’s the unexpected upgrade designed to elevate your stay.

SOLUTION

A messaging framework for the continent and its partners

We created a pan-European messaging framework that any NTO, DMO or travel company can lift straight off the shelf and make their own. At its heart is a unifying manifesto that doubles as a ready-made script for video, audio and social ads, also capable of being cut down for instant impact in digital campaigns. A new messaging toolkit provides benefit-led headlines for each of the four behaviours: Off-season, offbeat, travel green and love local. Every statement is backed by source-checked statistics, creating modular proof-points that blend hard numbers with emotional pay-offs. These can then be applied to every comms channel, from social posts to travel shows.

Because every asset is built on a shared promise of an unexpected upgrade, nations and travel partners can adopt and adapt it quickly, switching local stories into a common creative structure, giving future campaigns a data-rich foundation that nudges visitors toward off-season, lower-impact choices.

RESULTS

A positive platform for responsible travel across Europe

The messaging framework has formed the foundation for global campaigns across digital platforms and defines the Visit Europe brand narrative at travel trade shows across the world. The editorial nature of the approach makes it easy to plug in to PR and press coverage, while the benefit-led concept has been featured as best practice at several industry conferences.

As the strategy rolls out in priority markets such as the US and China, it positions the continent at the forefront of the global conversation on responsible travel—at its most crucial time—turning what was once seen as a compliance message into a creative edge.

Against a backdrop of overtourism protests and negative media attention, the positive messaging platform, with clear behavioural goals, will guide every continental campaign through to 2035.

The Azores

TRAVEL OFF-SEASON
Try hiking Portugal’s Azores in Autumn and enjoy for a front-row seat with nature and an audience with the locals. For richer experiences without the price tag, skip the summer and grab your exclusive ticket to authentic Europe.
Graz

GO OFFBEAT
Switch Vienna for Graz and discover Austria’s second city is nothing short of first-class. Sidestep the hotspots and opt for the offbeat to enjoy stress-free skylines. Divert your destination to upscale your vacation.
Porto

TRAVEL GREEN
Ride Porto’s D-Line metro and unlock a grandstand view of the city’s iconic sights from the Dom Luís I Bridge, with less impact on the planet or your pocket. Europe’s public transport is some of the best in the world, so take your journey up a gear.
Puglia

LOVE LOCAL
Uncover the hidden history of Puglia with a unique stay in a traditional trullo. Savour secret flavours through cooking classes or dining at family-run trattorias. Stay where culture is created, not replicated and take your trip to a totally new level.