Unlock an Unexpected Upgrade - How ETC and digital innovations inspires off-season travel and sustainable tourism across Europe

Across Europe, tourism often peaks during the summer while many destinations remain quiet in the off-season. This imbalance puts pressure on popular sites while leaving others underexplored, which affects both the visitor experience and local sustainability. To address the challenges of peak vs. off-season tourism, the European Travel Commission (ETC) has introduced its Unlock an Unexpected Upgrade campaign, inspiring travelers to explore Europe during quieter months — featuring lesser-known spots, encouraging responsible, eco-conscious tourism, and a more balanced flow of visitors throughout the year.

So what is the "Unlock an Unexpected Upgrade" campaign is all about? How it aims to attract more visitors to Europe during the shoulder season? And how digital audio guide platforms like SmartGuide support this mission? Let's dive in.

What is “Unlock an Unexpected Upgrade” and why does Europe need it?

Europe remains the most visited region in the world, welcoming over 700 million international arrivals annually, which accounts for half of global tourism. However, with one in three trips taking place in July and August alone, many destinations face overcrowding, environmental strain, and an uneven spread of tourism benefits. In some cases, the instability has become extreme — with tourist-to-local ratios reaching as high as 1,600 to 1 — placing growing pressure on both local communities and natural ecosystems. Meanwhile, smaller towns and rural areas often remain underexplored despite their cultural and natural appeal.

To overcome these challenges, the European Travel Commission (ETC) launched the “Unlock an Unexpected Upgrade” campaign — a global initiative promoting responsible and off-season travel across Europe.

The campaign, co-funded by the European Commission, reframes sustainability as an upgrade to the travel experience rather than a compromise. It encourages travelers from key markets such as Asia, North America, and Latin America to discover Europe’s lesser-known destinations, enjoy fewer crowds, connect more meaningfully with local culture, and adopt eco-friendly practices.

Through emotional storytelling and visual appeal, the campaign highlights how small travel choices — such as visiting off-peak, exploring offbeat regions, using greener transport, and boosting local businesses — can result in a richer, more balanced journey.

It also features a multi-channel rollout, including a dedicated campaign website, engaging social media content across Instagram and YouTube, captivating videos, and visibility at major international tourism fairs such as Tourism Expo Japan.

Source: https://visiteurope.com/en/

The campaign also leverages the VisitEurope.com portal — Europe’s official tourism website — which attracts millions of visitors annually and serves as the main digital hub for campaign storytelling and resources. It offers travel inspiration by showcasing Europe’s rich cultural and natural offerings, encouraging visitors to explore beyond major cities and consider off-peak travel, aligning with the ETC’s “Unlock an Unexpected Upgrade” campaign. It features thematic itineraries and highlights Europe's unexplored corners to support equitable tourism across regions and seasons.

How digital guides and self-guided tours help sustainable tourism

Digital platforms like SmartGuide support the goals of the “Unlock an Unexpected Upgrade” campaign by helping destinations share their stories in ways that are both digital and sustainable.

For example, Revúca in Slovakia introduced a GPS-based audio guide to guide visitors beyond its central landmarks, spreading footfall more evenly. Karlovy Vary linked SmartGuide with its city card to direct tourists toward quieter sites and walking paths, improving access while reducing pressure on popular places. Similarly, Mariánské Lázně in the Czech Republic used the platform to modernize its visitor experience, digitizing its city guide and earning top recognition in national tourism innovation for its efforts.

SmartGuide also offers thematic tours such as the "Secrets of Prague inspired by Dan Brown," which corresponds with the campaign’s objective by inviting visitors to explore lesser-explored cultural and historical facets of Prague, motivating travel beyond typical tourist routes.

Tour in SmartGuide app - Secrets of Prague inspired by Dan Brown 

In addition to offering self-guided tours, SmartGuide provides personalized recommendations based on visitor interests, helping travelers discover lesser-known locations that might otherwise go unnoticed and dispersing crowds from hotspots. Across Europe, many smaller regions and villages are adopting SmartGuide to present local narratives through accessible, multilingual audio content, aligning with the campaign’s aim of encouraging off-season and offbeat travel that benefits both visitors and host communities.

Ready to champion sustainable travel in your destination?

Europe’s shift toward balanced, sustainable tourism starts with collaboration. The “Unlock an Unexpected Upgrade” campaign and solutions like SmartGuide together enable destination management organizations (DMOs), heritage sites, and tour operators to manage visitor flow more responsibly while keeping travel engaging and rewarding.

By integrating the ETC's campaign's messaging and launching SmartGuide self-guided tours that promote hidden gems, you can strengthen shoulder season travel, ease pressure on crowded areas, and extend tourism’s economic benefits throughout the year.

Join the movement toward meaningful tourism. Partner with SmartGuide to publish your destination’s digital audio guide and align your existing tours with ETC’s sustainability goals now.