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Lantern creates a transformative framework for the European Travel Commission (ETC) and its consumer brand, Visit Europe, aimed at inspiring travelers to make environmentally and culturally responsible choices across the continent. Recognizing that the term ‘sustainable travel’ has often been diluted by overuse, misinterpretation, and perceptions of inconvenience, Lantern redefined the concept as ‘responsible travel,’ framing it as an enriching upgrade rather than a restrictive obligation.
This strategic shift is designed to make eco-conscious behaviors more appealing and accessible to travelers, encouraging reduced carbon footprints, respect for local environments, and support for community-based economies. By aligning personal travel satisfaction with positive environmental outcomes, the approach strengthens the connection between individual actions and the health of destinations.
The initiative not only clarifies messaging but also sets a new industry benchmark for how sustainability can be communicated—helping foster long-term ecological stewardship throughout Europe’s travel sector.
Image Credit:
Creative Boom / Visit Europe
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