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Europe Launching New Campaign to Attract U.S. and Canadian Travelers

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Despite some European countries tightening restrictions over the Delta variant, the European Travel Commission has launched a tourism campaign to attract American and Canadian travelers to visit over the next few months.

Europe Launching New Campaign to Attract U.S. and Canadian Travelers

European Travel Commission Launches New Campaign Aimed At North American Travelers

The European Travel Commission (ETC) has been working with its member National Tourism Organizations (NTOs) to develop the ‘Europe Invites the Curious’ campaign, co-funded by the European Union. 

The multi-channel campaign invites travelers to rediscover the history, culture, cities, and outdoor adventures throughout Europe and will be promoted over the next three months to entice U.S. and Canadian travelers.

tourist pisa italy

Campaign Aimed At U.S. Tourists

The European Union added the U.S. to its green list on June 18. Since then, most E.U. states have lifted restrictions on American non-essential travelers, including popular destinations like Spain and Italy. 

Alison Metcalfe, chair of the ETC U.S. Chapter, said:

“After a challenging 16 months, Europe is reopening and welcoming U.S. travelers 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. travelers.

Following the rollout of a reassurance campaign over the last few months, ETC is delighted to once again be back showcasing Europe to U.S. prospective travelers with the launch of the  new ‘Europe Invites the Curious’ campaign to inspire and restart travel from the US to Europe.”

tourist in europe

U.S. travelers are an important market for Europe and dropped by nearly 82 percent in 2020 compared to 2019 due to travel restrictions. However, according to ETC´s latest research, travel to Europe from the U.S. is forecast to grow by 41.4 percent annually on average from 2020 to 2025.

ETC Launching Campaign In Partnership With Air Canada To Attract Canadians

air canada plane

Just after the news of Air Canada resuming many of its flights to international destinations in Europe, the company is now partnering with the Europe Travel Commission in a new campaign to attract Canadian travelers to the continent.

“As Europe is set to welcome Canadian travelers 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 travelers that has been missing for so long,” said Miguel Gallego, ETC’s Head of Marketing.

couple venice italy

On July 1st, the EU added Canada to its ‘green’ list, recommending that all EU states gradually lift restrictions on Canadian non-essential travelers.

Entry requirements vary by country, but The EU has launched its Digital Green Certificate to facilitate safer and easier travel within the 27-member bloc for vaccinated travelers.

tourist in spain

While the summer tourism season is off to a shaky start in Europe over the Delta Variant, the tourism industry remains hopeful about a stronger late summer and fall season.

“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.

Best Beaches In Europe Where Americans Can Visit This Summer

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.” said Pascal Prinz, Chair, Canada Chapter, ETC.

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Thursday 15th of July 2021

I just returned to Canada from Spain (I was in COVID hotel because I only have 1 vaccine ) I will be going back to Spain end of august and will be double vaccinated this way no more quarantine!!!! Yey!!!! So much less stress.


Thursday 15th of July 2021

I, a Canadian would like to go to Italy this summer. I am wondering how fully vaccinated Canadians can obtain a Green certificate as this is not offered in Canada. Also, if a Canadian who is fully vaccinated goes to Italy, Canada still requires a negative covid test on the return to Canada. Is testing easy to access in Italy for the departure home. I would love to see information on how we can start to travel given these requirements still in place.

Kashlee Kucheran

Thursday 15th of July 2021

We are Canadians in Italy right now and the paper cards are sufficient proof for the time being, as the EU's green cert is not ready for third-party travelers. Yes, testing is extremely easy here. Airports, hotels, tents on the street, house call doctors, etc.