The European Commission has launched a campaign to attract tourists from countries outside the European Union such as Brazil, Russia, India, China, Chile and Argentina. Entitled “Europe – Whenever you’re ready”
, this campaign shows off the diversity and quiality that all member states can offer to international tourists.

The campaign “Europe – Whenever you’re ready” aims to keep Europe as the first international tourist destination by disseminating experiences from renowned contributors that will be shared through videos, blogs, magazines and various websites. Until the end of 2012 materials on visits to some of the most relevant tourist destinations as well as to the less frequented ones will be disseminated through the campaign media.

The organization of the tourism promotion campaign which was tendered in September 2011, is funded by the European Commission and is organized in collaboration with the European Travel Commission (CVE), the organization gathering national tourist offices in Europe. Several different activities will be carried out during this campaign in the countries which currently represent the greater potential, i.e. Brazil, Russia, India, China, Chile and Argentina. Workshops with local travel agents, promotion in trade shows and fairs, actions through social networks and even food and wines tastings or contests will be organised in different spots during the campaign.

This campaign joins the European Union's efforts to maintain the potential for growth and competitiveness enjoyed by tourism in Europe. Tourism in the European Union has registered very positive growth figures during 2011 which seem to persist as in January 2012 the amount of overnight stays were above those from the same period during last year. It is estimated that the overall the industry generates around 5% of EU GDP and employs about ten million workers in a sector which is estimated count with 1.8 million companies.