Experience European culture and communities in a unique way
Picture this: you wake up in a luxurious boutique hotel in a stunning city you’ve swapped for a big hotspot. Maybe it’s in Tallinn or Lyon or Bergen. Out the window you have a front-row seat to authentic city life getting into gear. After a steaming hot shower, you go down to the family-run café across the street to drink coffee roasted nearby and eat specialties you can only find in this city. Then you head off to a worldclass museum, a rejuvenating sauna, or to sample delicacies at the farmer’s market. That’s how going local can transform your travel in Europe, giving you unexpected upgrades at every turn. When you stay, shop and support area businesses, you connect better with cultures and communities. You meet Europe’s makers and creators. You experience real life.
This approach opens a whole new world. Swapping the crowded places means the chance to build genuine connections with the people and their families who have called this continent home for generations, even centuries. Choose a wonderful family-run inn or bistro to spend some time, even if it’s just a few minutes, getting to know the people who inhabit these places. Ask them where they and their friends eat and drink, where and what they do to relax. In doing so, you’ll gain unique insights, witness true culture, and create memories that go far beyond the average vacation.
The benefits don’t stop with the endless upgrades to your own travel. Going local is also the responsible approach. Every time you eat at a family restaurant or take your coffee at an independent café, you help support the economy, fostering future development and keeping communities healthy. When you take a step back and look at the bigger picture, what you’re doing is helping preserve these wonderful parts of Europe and all the cultural richness they contain.
Here are some facts to whet your palate. Did you know that 77% of European hotels are independently owned, with many of them being businesses that have been in the same family for generations? It’s these types of establishments that have true color and soul, that will give you an experience unlike any other, all the while allowing you to have a true impact by preserving Europe’s rich cultural diversity. How many hotels are we talking about when we note this 77% figure? Nearly 50,000. That means you have 50,000 opportunities for a remarkable stay in a place with heart and character. Another key fact: small and medium sized enterprises make up 91% of all tourism businesses. Imagine all the unique, surprising, and memorable things you could encounter when you shop local.
And to get your imagination running, consider these experiences that are sure to make a lasting impact. Make a traditional trullo in Puglia your home for a week. Learn to cook from a village chef or dine in a family trattoria among town residents. Venture to Tallinn’s Telliskivi Creative City to meet Estonia’s emerging creators in tech, art, and science. To learn the great secrets of winemaking, head to Portugal’s Douro Valley to spend time among the vineyards and master viticulturists. Consider Montenegro for an authentic taste of olive oil. Visit the village of Tići, where the Moric family will welcome you and share the secrets of handcrafting liquid gold. Journey to the Baltic Sea to discover natural landscapes by kayaking, historic waterways, and lively coastal cities, such as Copenhagen, Stockholm and the archipelago city of Helsinki.
