‘Europe. Wonder is all Around’ is the title of the new tourism communication campaign recently launched by the European Commission. It aims to entice European citizens to discover the hidden wonders of Europe and to motivate them to travel to the diverse, sustainable and high-quality tourist destinations across the continent.

Plitvice Lakes National Park, CroatiaPlitvice Lakes National Park, Croatia

The tourism sector makes a large contribution to European economies. Many destinations in fact rely on tourism to sustain their economy. In 2014, the tourism industry contributed more than €1.6 trillion, which translates into almost 10 per cent of the total EU GDP and its direct, indirect and induced impacts supported 25 million jobs in the EU.

However, since many countries outside of Europe, like America and China, are becoming increasingly popular, statistics show that by 2025, only one-third of international arrivals will be in the EU, down from 40 per cent in 2010 and 56 per cent in 1980.

The campaign hopes to maintain Europe’s standing as a leading destination and to continue to maximise the industry’s contribution to economic growth and employment.

You do not have to travel far to discover such amazing places

The continent is home to some of the world’s most beautiful destinations. With their diverse landscapes, culture and history, EU countries offer a variety of travel experiences.  The campaign in fact aims to remind people that you do not have to travel far to discover such amazing places and its website encourages people to explore Europe’s crooked alleyways, walk through its large and small cities, board a train and lose track of time while discovering the wildest sceneries.

The first campaign ‘Europe. Whenever You’re Ready’ (2012-2014) encouraged travellers from the BRIC countries (Brazil, Russia, India and China) together with Argentina and Chile, to choose Europe as their next destination. The current campaign aims to entice Europeans to discover the continent off season and off the beaten track.

The Barbaria Cape lighthouse in Formentera, one of the Balearic islands of Spain.The Barbaria Cape lighthouse in Formentera, one of the Balearic islands of Spain.

In order to kick-start the campaign, the ‘Europe. Wonder is All Around’ website features a Wonder Map Application where Europeans have a chance to win rail tickets to travel in Europe.

The campaign hopes participants will share their hidden wonders, flavours and stories and are encouraged to upload photos of all discoveries. Photos for each destination can be submitted in four categories: ‘Find your favourite colour’, ‘Europe is your kingdom’, ‘You never feel alone’ and ‘Astonishing beauty’.

A top selection of all the applications made will be chosen and the next phase of the competition, ‘Wonder Game’, will begin. The game will be available for everybody via a Facebook account and the objective will be to guess the exact location of a given destination in Europe.

Boats on a mountain lake in the Dolomite Alps, Sudtirol, Italy.Boats on a mountain lake in the Dolomite Alps, Sudtirol, Italy.

The Wonder Game will last for seven weeks and every week the best player will be awarded with a prize – a travel guide for Europe.

The campaign is using a variety of platforms to promote and raise awareness. A set of short video clips will show in European cinemas and online. Look out for the campaign’s hashtag: #MyWonderfulEurope which users are advised to use if they post anything about the campaign on Twitter and other social media.

The campaign is supported by partner bloggers and other organisations from all over Europe. One of its main partners is the European Travel Commission.

www.europa.eu/readyforeurope

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