An international communication campaign to highlight the diverse cultural and natural heritage Europe has on offer at any time of the year was launched recently. The ‘Europe – Whenever you’re ready’ campaign, rolled out between September 2012 and December 2013, is particularly designed to remind tourists, in particular from Brazil, Russia, India, China, Chile and Argentina, to discover the old continent and to enjoy a travel experience of a lifetime.

The European Commission aims at stimulating the tourism industry in Europe, as this sector highly contributes to growth and employment in the European Union. Efforts are made to increase the internal tourism flows but also to attract international tourists to visit Europe. Officials said this specific campaign addresses a number of countries identified as potential tourism providers for Europe – India being one of the top markets.