Fabian Demicoli

Keeping Europe in top spot for international tourists

international communication campaign is currently highlighting the diverse
cultural heritage and natural beauty that Europe has to offer at any time of
the year. The ‘Europe – Whenever you're ready' campaign, which will run from
the end of 2012 until December 2013, reminds tourists to discover the old
continent and enjoy the travel experience of a lifetime.

packages and itineraries covering all four corners of the EU will be offered.
These include pan-EU and regional tours on religious, cultural heritage and
gastronomic themes – such as wine and olive oil routes – as well as tailored
packages incorporating historic and natural UNESCO sites. And it is easy to
travel to Europe with its single currency, open borders, well-designed infrastructure
and passenger rights. Indeed, it is a once-in-a-lifetime experience to discover
Europe's rich heritage and stunning beauty'.

contributions from well-known travel writers, journalists and bloggers, the
campaign aims to showcase the wide variety of unique opportunities that Europe
has to offer international tourists. Contributors' first-hand experiences,
spread through videos, blogs, magazines and websites, will unlock the not-to-be
missed sights as well as a number of ‘roads less travelled' throughout Europe.

by the European Commission, the ‘Europe – Whenever you're ready' campaign will
be organized in partnership with the European Travel Commission (ETC), the
umbrella organisation for national tourism boards in Europe. The campaign is designed
to add value to promotional activities of Member States and the European
tourism industry.


Key tourism figures

has an important role in restoring economic growth in Europe. EU countries
account for more than 39% of global arrivals, making the EU the world's No. 1
tourist destination.

2011, the EU tourism industry recorded positive growth rates in most Member
States, compared with the same period in 2010. This trend is confirmed both by
the number of nights spent in hotels and similar accommodation, and by the net
occupancy rates of these establishments. Comparing the monthly figures for the
2011 summer season with the previous year, nearly 35 million more nights (+4.8
%) were spent in hotels and similar establishments in the European Union. The
highest increases were recorded in Bulgaria (+21.1%), Romania (+17.5%) and
Lithuania (+16.8%). The EU tourism industry generates more than 5% of EU GDP,
with about 1.8 million enterprises creating about 9.7 million jobs.





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