The European Commission has launched various actions to promote Europe in international markets.
An international communication campaign will highlight the diverse cultural and natural heritage Europe has on offer at any time of the year. The ‘Europe – Whenever you’re ready’ campaign, to be rolled out between September 2012 and December 2013, is particularly designed to remind tourists, in particular from Brazil, Russia, India, China, Chile and Argentina, to discover the old continent and to enjoy a travel experience of a lifetime.
With contributions from well-known travel writers, journalists, and bloggers, the campaign aims to showcase the wide variety of unique opportunities that Europe has to offer international tourists. Contributors’ first-hand experiences, spread through videos, blogs, magazines and websites, will unlock the not-to-be missed sights as well as the ‘roads less travelled’ of a number of select European destinations.
"There is a lot to discover in Europe: Thematic packages and itineraries, covering all four corners of the EU, will be offered. These include pan-EU and regional tours on religious, cultural heritage and gastronomic themes — such as wine and olive oil routes — and tailored packages incorporating historic and natural UNESCO sites. And it is easy to travel to Europe with its single currency, open borders, well-designed infrastructure and passenger rights. Yes, it is a lifetime experience to discover Europe's rich cultural heritage and stunning natural beauty" said European Commission Vice-President Atonio Tajani, responsible for Industry and Entrepreneurship.
Financed by the European Commission, the ‘Europe – Whenever you’re ready’ campaign will be organized in partnership with the European Travel Commission (ETC), the umbrella organisation for national tourism boards in Europe and the campaign aims to add value to promotional activities of Member States and the European tourism industry.