Following the recent decision by the European Union to add Canada to its green list and recommendation to all EU states to lift restrictions on Canadian non-essential travellers, the European Travel Commission (ETC) has launched a major campaign designed to inspire Canadians to rediscover Europe this summer and fall.
The “Europe Invites the Curious” multi-channel campaign is being conducted in partnership with Air Canada and Air Canada Vacations and will include the latest updates and information about travel experiences on the continent in Europe, with a focus on nature, history, culture, and gastronomy, paired with actionable travel deals from the airline/tour operator.
“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,” says ETC head of marketing, Miguel Gallego. “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.”
Co-funded by the EU, the ETC, in partnership with its member National Tourism Organizations (NTOs), is eager to promote that Europe has adapted to the pandemic, implemented strict safety protocols, and launched numerous new travel experiences, the latter illustrated thematically, such as “Naturally Curious,” “Creatively Curious,” and “Historically Curious.”
“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,” says ETC Canada chapter president Pascal Prinz (Switzerland). “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.”
Canada ranks third among all out-of-region outbound travel markets for European destinations; 6.5 million travellers from Canada arrived in Europe in 2019.
Travel agents and tour operators seeking information about current travel conditions in Europe are advised to consult the portal reopen.europa.eu.