In October 2025, the European Travel Commission (ETC) officially launched the “Unlock an Unexpected Upgrade” campaign at the Skift Transatlantic Summit in New York City. This initiative represents a pivotal shift in how responsible travel is communicated: moving away from the idea of sacrifice or compromise, and instead positioning sustainable choices as valuable enhancements to the travel experience.
As Europe enters one of its busiest travel periods during the Christmas holidays, it is worth reflecting on what this campaign truly means in practice. While interpretations may vary, the following examples illustrate how travelers can embrace this mindset to enjoy a richer, more meaningful journey.
*Note: Below examples provided represent our interpretation of how the campaign’s principles may manifest during the holiday season. Individual experiences may vary.
Off-Peak Destinations and Quieter Routes
Rather than flocking to traditional hotspots like Paris or Vienna during peak times, travelers might explore less crowded yet equally enchanting locations. Consider the charming villages of Alsace in France, the tranquil waters of Slovenia’s Lake Bohinj, Portugal’s Alentejo region, or the serene winter coastal towns of Denmark and the Baltics. Opting for scenic rail travel through Switzerland, Austria, or Northern Italy offers an eco-friendlier alternative to short-haul flights, while also providing memorable views and experiences.
Staying Longer to Connect More Deeply
The concept of slow travel is integral to the campaign’s philosophy. Instead of rushing through multiple cities in a week, spending 4 to 7 nights in a single destination allows travelers to reduce their environmental footprint and foster a deeper connection with the local culture and environment.
Discovering Authentic Local Food, Crafts, and Culture
Engagement with local communities is a core component of responsible travel. This can mean choosing eateries favored by residents over tourist-heavy restaurants, exploring Christmas markets renowned for their unique regional crafts rather than mass-produced souvenirs, or participating in immersive activities such as bakery workshops, vineyard tours, or small-town festivals. Selecting locally owned accommodations, guides, and shops further supports the community and enriches the travel experience.
Ultimately, the “unexpected upgrade” is not about traditional luxury or opulence. Instead, it is about gaining time, space, authenticity, and meaning. This holiday season, responsible travel is not about limiting experiences but about experiencing more, differently.
ABOUT GCSTIMES
Since 2011, GCSTlMES has pioneered sustainable development, evolving from smart card R&D to sustainable material innovation. Today, we stand as a global platform for sustainable solutions.
Sustainability is our foundation. Through technological innovation and creative solutions, GCSTlMES delivers diverse services and tangible products, positioning ourselves as both manufacturers and innovators.
GCSTlMES believes technology should empower human progress and cultural preservation. By integrating sustainability into technology, we aim to make it “warm” and purposeful. Our products serve as cultural ambassadors, promoting local heritage worldwide.
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