The Unexpected Upgrade is a responsible travel movement led by the European Travel Commission (ETC), the organization representing Europe’s National Tourism Organizations.
ETC works to promote Europe as a sustainable and inspiring destination. Through research, partnerships, and campaigns, we champion travel experiences that celebrate local cultures, respect the natural environment, and create lasting benefits for local communities.
Learn more about ETC at europeantravelcommission.com.
What if traveling responsibly didn’t mean compromise, but a better experience?
The Unexpected Upgrade movement invites travelers to discover how small changes in the way they travel can lead to richer experiences, unexpected discoveries, and deeper connections with the places they visit.
An unexpected upgrade means:
Responsible travel isn’t about giving something up, it’s about gaining something more meaningful.
That's the Unexpected Upgrade
Do you share our vision for more responsible travel?
Whether you’re a traveler, a travel business, or an organization, you can help spread the word and inspire others to discover their own unexpected upgrades.
Our toolkit provides ready-to-use resources to help you unlock the full potential of responsible travel, including:
Explore the resources, share your stories, and use #UnexpectedUpgrade to help the movement grow.
Interested in collaborating or learning more?
Let’s create the next Unexpected Upgrade together. Complete the form below and a member of our team will be in touch.