As Europe welcomes vaccinated travellers arriving from the United States and Canada, the European Travel Commission (ETC) has launching a new consumer campaign which aims to encourage transatlantic travel.
1. “Europe Invites the Curious” campaign
The new digital “Europe Invites the Curious” campaign, co-funded by the European Union, will use programmatic display, online video and social media promotion over the next three months to invite Americans to rediscover the history, culture, cities and outdoor adventures that Europe offers. The EU officially added the US to its green list in June, and the Centers for Disease Control and Prevention (CDC) announced that fully vaccinated citizens can now travel internationally again. The ETC has therefore been planning the new campaign over the past several months, as part of an effort to harness the pent-up demand for European travel that Covid-19 travel bans have caused.
After a challenging 16 months, Europe is reopening and welcoming US travellers back to experience the region’s rich and diverse array of unique and authentic travel experiences. We know there is significant pent-up demand for international travel and Europe tops the list for many U.S. travellers.
Alison Metcalfe, ETC US Chapter Chair
US arrivals to Europe decreased by nearly 82% in 2020 (6.55 million) compared to 2019 (36.47 million), however research from the ETC forecasts that travel to Europe from America will grow by 41.4% on average annually from 2020-2025, giving hope to the tourism sector.
2. Attracting Canadian tourists
The ETC is also collaborating with Air Canada and Air Canada Vacations to inspire Canadians to rediscover Europe this summer and autumn, following the EU’s decision on July 1st to add Canada to its green list, and recommendation that all EU states lift restrictions on Canadian non-essential travellers.
As Europe is set to welcome Canadian travellers back, we are thrilled to join forces with Air Canada and Air Canada Vacations to encourage transatlantic travel again. Canadians are crucial for Europe. European destinations are ready to provide that smooth and harmonious experience to travellers that has been missing for so long.
Miguel Gallego, ETC’s Head of Marketing
Canada ranks third among all out-of-region outbound travel markets for European destinations, with 6.5 million travellers from Canada arriving to the continent in 2019. Canadians visit to enjoy Europe’s diversity of landscapes, history, culture, and culinary experiences.
After watching the EURO soccer championship on TV and being stuck at home for months, it’s now time to get out there and rediscover Europe. Thanks to the accelerating vaccination rollout in Canada, we are hopeful for the late summer and a strong fall season. The pandemic has not stopped the love of Canadians for Europe. If anything, Canadians have missed Europe even more since the border closure 16 months ago. We can’t wait to welcome our Canadian friends back.
Pascal Prinz, ETC Canada Chapter Chair
Mark Galardo, Senior Vice President, Network Planning and Revenue Management at Air Canada, said the airline is committed to rebuilding its international network and continuing as a global carrier connecting the country to locations around the world. He stated, “We are excited to embark on this campaign, along with our long-time partner the European Travel Commission, as Canadians have a deep connection with Europe and are eager to travel again soon. With vaccination rates globally increasing and our industry-leading CleanCare+ bio-safety protocols, Air Canada has your health and safety as its top priority and we look forward to welcoming you back onboard.”
