Published on
January 23, 2026
Netherlands joins Norway, Germany, Belgium, Spain, Austria, and numerous other countries in launching innovative tourism campaigns to boost international travel for 2025–26, as they unite to offer unique experiences and easier access for global visitors. With a collective effort to revitalize the European tourism sector post-pandemic, these countries are rolling out strategic initiatives that include streamlined visa processes, attractive travel packages, and enhanced cultural, adventure, and eco-friendly offerings. By positioning themselves as accessible, diverse, and sustainable destinations, they aim to captivate a wider audience, driving growth in the tourism industry across Europe.
Europe is setting the stage for a tourism renaissance in 2025–26, with numerous countries launching fresh, dynamic campaigns aimed at attracting global travelers and making travel within the continent smoother and more appealing. Among the countries taking charge of this movement is the Netherlands, joining forces with heavyweights like Norway, Germany, Belgium, Spain, Austria, and many others in crafting innovative tourism initiatives that promise to redefine how visitors experience Europe.
These countries, each with unique offerings and strategies, are working to bring greater attention to their rich cultural heritage, world-class tourism infrastructure, and wide variety of attractions. In the next sections, we will explore how each country is contributing to this new wave of tourism and the exciting incentives for international visitors.
Netherlands: A Nation of Innovation and Scenic Beauty Awaits You
The Netherlands is rolling out a transformational tourism campaign that combines both old-world charm and modern attractions. With the country’s famed tulip fields, historical cities like Amsterdam, and its cutting-edge modern infrastructure, the Netherlands offers travelers a unique blend of experiences.
Advertisement
Advertisement
Advertisement
Advertisement
The government has unveiled new visa incentives, including simplified visa procedures and extended stays for long-term tourists. The Netherlands Tourism Board is focusing heavily on digital marketing campaigns to attract millennial and Gen Z travelers, promoting everything from sustainable travel options to high-tech attractions like the Van Gogh Museum’s virtual exhibits. Additionally, the country is also emphasizing its extensive cycling network, inviting travelers to explore its canals, scenic views, and picturesque towns by bike, making it the perfect destination for eco-conscious tourists.
Norway: A Land of Natural Wonders and Adventure Awaits
Norway continues to be a top European destination for travelers seeking breathtaking landscapes and outdoor adventures. Norway’s tourism campaigns are centered around its stunning fjords, Northern Lights, and a deep-rooted culture of adventure sports like skiing, hiking, and mountain biking.
Advertisement
Advertisement
To further boost inbound tourism, Norway is also implementing simplified visa applications for travelers from key global markets, including the United States and China. Its new campaigns focus on attracting visitors to the Lofoten Islands, the Sognefjord, and the cultural capital of Oslo, all of which promise an unforgettable experience. The promotion of eco-tourism is also front and center, with an emphasis on sustainable accommodations and nature-friendly activities, ensuring that travelers can enjoy Norway’s beauty while contributing to its preservation.
Germany: A Cultural and Technological Powerhouse Beckons
In Germany, a country that boasts a rich tapestry of history, art, culture, and cutting-edge technology, the tourism board is focusing on creating a well-rounded travel experience for international visitors. Germany has launched an aggressive promotional campaign that includes discounted travel packages, special cultural events, and modern transport infrastructure, such as the introduction of high-speed train services across the country.
The new visa reforms are designed to make it easier for business travelers, students, and tourists to visit Germany. Additionally, the country is highlighting its World Heritage Sites, including castles, museums, and famous wine regions like the Rhine Valley. The focus on family-friendly attractions, music festivals, and gastronomy tourism is expected to make Germany one of the top European destinations in 2025.
Belgium: Where History Meets Contemporary Innovation
Belgium’s tourism campaigns are bringing forward the country’s timeless history, combined with its vibrant art scene, architecture, and food culture. From the medieval Grand Place in Brussels to the WWI battlefields of Flanders, Belgium offers a rich cultural tapestry for travelers. Belgium is particularly keen on promoting its beer culture and chocolate making tours, drawing visitors interested in culinary experiences.
To make Belgium more accessible, the country has introduced special tourist visas for long-stay visitors and EU-funded travel schemes targeting young travelers and families. Belgium’s approach includes co-marketing campaigns with neighboring countries, promoting regional travel, and encouraging tourists to explore Flanders and Wallonia’s countryside, making it an attractive destination for both short getaways and extended vacations.
Spain: Sun, Culture, and Unbeatable Destinations Await
Spain, one of Europe’s most iconic travel destinations, is bringing forth new promotional campaigns focused on its rich history, culture, and sunny beaches. From the Mediterranean coast to the majestic mountains of Andalusia, Spain offers a complete travel package. The new campaigns are highlighting the country’s world-renowned gastronomy, art, and heritage sites, such as Barcelona, Madrid, and Seville.
Spain has also worked to make travel more accessible by relaxing visa rules for digital nomads and long-term travelers looking to explore its vibrant cities or relax on its stunning beaches. Special tourism packages now include cultural tours, music festivals, and even flamenco classes. By offering tailored experiences for families, solo travelers, and groups, Spain ensures that there is something for everyone.
Austria: A Symphony of Nature, Art, and Culture
Austria, known for its classical music heritage, Alps, and cultural festivals, is leveraging its rich history and natural beauty to attract more travelers. Austria’s tourism campaigns focus on artistic cities like Vienna, home to world-class operas, theaters, and art galleries, as well as the Austrian Alps, which provide exceptional opportunities for skiing, hiking, and mountain biking.
The new visa schemes aim to make it easier for travelers from Asia, North America, and South America to experience Austria. Austria is also promoting its sustainable tourism efforts, with a focus on eco-friendly accommodations and low-carbon transportation options. By enhancing its cultural experiences, Austria has successfully positioned itself as a top destination for those seeking luxury, nature, and historical exploration.
Numerous Other Countries in Europe: Collaborative Tourism for Growth
Aside from the major European players, other countries like Portugal, Finland, Switzerland, and Croatia have also launched tourism-focused campaigns that highlight their distinct offerings. These nations are working collaboratively through initiatives like the European Capital of Smart Tourism and Green Pioneer Programs, which recognize cities and countries for their efforts in creating innovative, sustainable, and visitor-friendly environments.
Portugal, for example, is emphasizing its rich cultural heritage and the Algarve’s coastal beauty, while Finland focuses on eco-tourism and wildlife adventures in the Arctic Circle. Croatia continues to attract visitors with its adriatic coastlines, ancient cities, and UNESCO World Heritage Sites.
As 2025 approaches, these collaborative tourism campaigns are setting the stage for a new era of tourism growth across Europe. With streamlined visa processes, strategic marketing initiatives, and a focus on sustainability, Europe is positioned to lead the global tourism market. Whether it’s the high-tech hubs of Germany, the natural beauty of Norway, or the historic charm of Spain, each country is contributing to a revolutionary travel experience.
Netherlands joins Norway, Germany, Belgium, Spain, Austria, and numerous other countries in launching new tourism campaigns for 2025–26 to attract global visitors with streamlined visa processes, exciting travel packages, and unique cultural and adventure experiences, ensuring Europe remains a top destination. These initiatives aim to boost tourism, support economic recovery, and provide travelers with diverse, accessible, and sustainable options across the continent.
By enhancing the tourist experience and making travel simpler, safer, and more inclusive, these countries are ensuring that Europe remains a top destination for global travelers in 2025 and beyond.
