Published on
December 17, 2025
The European Travel Commission (ETC) is stepping up its efforts to reinforce Europe’s global perception as a sustainable, inclusive, and safe travel destination. In an initiative designed to foster responsible travel behaviors, ETC has committed to co-investing in communication and promotional campaigns that highlight these values. Through the “Co-branding of Promotional Campaigns” program, ETC is providing vital support to Europe’s tourism sector, encouraging cooperation and fostering sustainable growth across the continent.
A Commitment to Promoting Sustainability and Inclusivity in Tourism
In line with the European Union’s broader goals for sustainable tourism, the ETC’s co-investment aims to strengthen the continent’s appeal to global travelers. The focus is on promoting Europe as not only a top-tier travel destination but also one that prioritizes sustainability, inclusivity, and safety. The program supports industry-led initiatives that work towards responsible travel behaviors, ensuring that tourism in Europe contributes positively to the environment, local communities, and the global travel landscape.
As part of its commitment to fostering responsible tourism, the ETC will co-finance campaigns that convey the importance of sustainable travel practices, encouraging visitors to respect local cultures, reduce their carbon footprints, and embrace eco-friendly options. The program underscores the significance of tourism in Europe’s economy while balancing it with environmental stewardship and social responsibility.
The Co-Branding of Promotional Campaigns: A Strategic Approach
The “Co-branding of Promotional Campaigns” program is an essential part of the ETC’s ongoing strategy to support the European tourism sector. This initiative seeks to enhance the visibility and effectiveness of promotional campaigns that focus on sustainable growth within the industry. By co-investing with industry stakeholders, the ETC aims to strengthen partnerships that drive positive change in Europe’s tourism landscape.
The program is presented within the framework of an ad-hoc grant provided by the European Union (EU), which enables the ETC to invest in communication efforts designed to highlight Europe’s tourism offerings while aligning with key sustainability goals. Through this program, the ETC is building stronger alliances within the tourism industry, ensuring that the benefits of these campaigns extend to both local businesses and international travelers alike.
Key Features of the Co-Branding Program
The total available budget for the “Co-branding of Promotional Campaigns” program is set at 350,000 EUR, providing significant resources to support the initiatives of participating organizations. This funding will be directed towards communication and promotional efforts that will elevate Europe’s image as a leader in sustainable tourism.
The application process for this program is open to industry-led organizations and businesses across Europe. The terms and conditions for participation are available through the application documents, which can be downloaded directly from the ETC’s website. With the potential to shape the future of European tourism, this initiative is positioned to make a meaningful impact on how the world perceives the continent.
The application deadline for interested parties is set for 2 February 2026, offering a window for organizations to submit their proposals and begin the process of securing funding. The program’s estimated starting date is March 2026, with a planned duration of 10 months. This timeline provides ample opportunity for participating organizations to launch their campaigns and engage with both domestic and international audiences.
The European Union’s Role in Promoting Responsible Tourism
The “Co-branding of Promotional Campaigns” program aligns with the European Union’s ongoing efforts to promote responsible tourism throughout Europe. As the world’s leading tourism destination, Europe has an obligation to not only attract visitors but also to ensure that tourism remains sustainable and beneficial to all parties involved.
The EU’s commitment to sustainability in tourism has never been stronger, with policies in place to encourage the industry to reduce its environmental impact, foster inclusivity, and support local communities. The ETC’s program is a reflection of these values, providing financial backing for projects that promote responsible travel behaviors and reinforce Europe’s position as a global leader in tourism.
Benefits to Europe’s Tourism Sector
This initiative is expected to bring several key benefits to Europe’s tourism industry. First, by focusing on sustainability and inclusivity, the program will help attract environmentally-conscious travelers who prioritize responsible tourism practices. Second, the program will support smaller businesses and local communities by promoting their involvement in sustainable tourism initiatives, which will enhance their visibility on the global stage.
Moreover, the “Co-branding of Promotional Campaigns” program will help foster a sense of unity within the European tourism sector. By working together with industry partners, the ETC aims to create a cohesive narrative about Europe’s commitment to sustainable growth. This collaboration will enhance the region’s appeal and help maintain its status as one of the world’s most popular and influential tourism destinations.
How to Apply for the Program
Organizations and businesses interested in participating in the program are encouraged to download the application documents, available through the ETC website. The program is open to a wide range of tourism-related entities across Europe, from local tour operators to large multinational organizations, provided that their initiatives align with the goals of the program.
Applicants will need to demonstrate how their proposed campaigns will contribute to promoting Europe as a sustainable and inclusive destination. Proposals will be evaluated based on their potential impact, creativity, and alignment with the core principles of responsible tourism.
Conclusion: A Strategic Step Towards Sustainable Tourism
The “Co-branding of Promotional Campaigns” program is a significant step forward in ensuring that Europe remains at the forefront of sustainable and responsible tourism. With strong financial backing from the European Union and the expertise of the European Travel Commission, this initiative will play a pivotal role in shaping the future of tourism in Europe. By fostering collaboration, promoting sustainability, and supporting local businesses, the program will help Europe continue to lead by example in the global tourism industry.
As the application deadline approaches, organizations across Europe are encouraged to participate in this important program. By working together, the tourism sector can create a brighter, more sustainable future for the continent, attracting visitors who share in the vision of responsible and inclusive travel.
