New promotional campaigns to encourage tourists from South America to visit Europe

The European Commission promotes an innovative collaborative project between South America and Europe aimed at having 50,000 additional tourists. New promotional campaigns will encourage 25,000 South Americans to travel to Europe, notably between October 2012 and March 2013, and 25,000 Europeans travelling to South America, notably between May and October 2013.

This project is launched when all partners involved in the process came together to sign a Memorandum of Understanding. The Commission is working in collaboration with several European governments, the tourism industry and major airlines to better use the available spare airline and accommodation capacity. These campaigns will work together as national promotions aimed at residents of all EU countries and Argentina, Brazil and Chile. If this project is successful, it will be extended to other international tourism markets and more tourists.

The project follows the Commission's commitment in its latest tourism communication "Europe, the world's nº 1 tourist destination – a new political framework for tourism in Europe", to promote Europe as a tourism destination and to strengthen co-operation with countries of considerable tourism growth potential for Europe. While helping local economies beat the offseason blues, the project is widening the target groups of travellers of all EU countries and Argentina, Brazil and Chile to spend holidays in another continent.

Antonio Tajani, vice-President and Commissioner responsible for industry and entrepreneurship, will be visiting these countries from 9 to 13 June for an official visit and will, among others, also further develop the project with the Governments of the three countries.