Eco-Positive Travel Campaigns

The European Travel Commission (ETC) has launched Unlock an Unexpected Upgrade, a global initiative designed to reposition sustainable travel as a source of enrichment and privilege rather than restriction. Supported by the European Union, 36 national tourism boards, and multiple industry partners, the campaign promotes the idea that responsible travel choices can enhance personal fulfillment while generating measurable environmental and social benefits.

Introduced "at the Skift Transatlantic Summit on October 15 in New York City, the initiative highlights how travelers can actively contribute to carbon reduction, biodiversity protection, and the preservation of cultural heritage through thoughtful decisions—such as minimizing resource consumption, supporting local economies, and embracing low-impact mobility."

By framing sustainability as an upgrade to the travel experience, the ETC aims to set a new global benchmark for eco-positive tourism, where every journey contributes to the well-being of the planet and its people.

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