European Travel Slogans, Ranked from Least to Most Awesome

American travelers love to hit the road, with 1.8 billion people taking a leisure trip in 2018. And these travels don’t come cheap: $1.1 trillion — yes, trillion! — was spent on travel last year alone.

With 195 countries in the world all hoping to attract (and cash in on) those billions of tourists, government agencies spend their money on campaigns that display the best of what their countries have to offer.

Using videos, social media, and advertising in print and online, along with slogans designed to inspire, European nations in particular have worked hard to get your attention. We’ve ranked 20 of the most prominent marketing campaigns there in recent history, from least to most inspiring. See if you agree!

20. Move Your Imagination – Poland

Polish Tourist Organisation

At the 2010 Internationale Tourismus-Borse (ITB) travel show in Berlin, Polish tourism officials shared a video with animated characters to drum up interest in visiting their country. The characters were so popular that they were then used in collateral around the world to show off what the Poles already know: There’s plenty to see in the country.

Today, the animated characters are no more, but that campaign’s tagline — “Move Your Imagination” — has been adopted as Poland’s official travel slogan.

Verdict: What, exactly, does “Move Your Imagination” mean? Does it say anything specific about what makes Poland special? Or make you want to visit, which is ostensibly the whole point? Nah.

Be Inspired: Poland – Move Your Imagination

19. Think Hungary: More Than Expected

YouTube

In 2012, Hungary welcomed 8.8 million tourists. The next year, in an effort to flaunt how awesome the country is, officials launched a promotional video campaign — and boosted that number to 9.3 million people.

Today, the word is fully out, with nearly 13 million people enjoying the spoils of Hungary last year. There is more than expected in Hungary — like, to start, wineries, fabulous architecture, national parks, historic cities and excellent nightclubs.

Verdict: “More Than Expected” seems to sell itself short. It’s like admitting “We’re not France, but we’re better than you’d expect.”

Be Inspired: Think Hungary: More Than Expected

18. Jump into Ireland

YouTube

Ireland’s promotional videos, first launched in 2015, attempt to lure Americans like St. Patrick lured snakes (except into the country, and not out). It’s estimated that the extensive campaign built around the idea of “jumping right in” to the Emerald Isle has reached 255 million people.

That’s a lot of potential visitors who’ve watched imagery of the country’s green landscapes, charming towns and scenic waterfronts. (Of course, pints of beer have also been prominently featured.) And seemingly, the campaign has been a success; more than 10 million people visited Ireland in the last year alone.

Verdict: “Jump into Ireland?” Like a leprechaun jumping? Or the sheep in the ad? We think you can do better, Ireland.

Be Inspired: Jump into Ireland

17. Spain in Detail

Wiki Spanje

Spain turned to social media to market its hidden gems, asking travelers to discover 12 distinct destinations’ smallest details, and to tag #spainindetail when spotting something to win a prize.

This 2015 campaign may have worked too well, as 82.8 million people visited Spain last year, and cities like Barcelona are dealing with overtourism.

Verdict: This one’s a cute concept, but outside of hidden gems, “Spain in Detail” doesn’t hold any real meaning.

Be Inspired: Spain in Detail

16. Get Natural – Switzerland

Visit Switzerland

With eco-tourism and adventure tourism on the rise, Switzerland decided to reach out to travelers with images of the country’s natural wonders, promoting outdoor vacations.

The Get Natural campaign, launched in 2017, has included a series of cheeky videos, including a viral hit that showed an office worker shedding his inhibitions in the Swiss wild.

Designed to serve as inspiration for city-dwellers and nature-lovers alike, the campaign has been a success, increasing overnight stays in the country.

Verdict: Showcasing pretty pictures of Swiss’ awesome natural scenery — including rock climbers sweeping the mountains — is a nice touch. But “Get Natural” just doesn’t have the impact that other slogans on this list do.

Be Inspired: Switzerland: Get Natural

15. Arrive and Revive – Austria

Austria Tourism

The message for travelers is simple: Arrive in Austria, and you’ll immediately begin to revive. The 2015 campaign allowed each area of Austria to showcase what it’s renowned for, from the Alps to the charming cities, from the palaces to the mountain chalets.

The campaign has played an important role in an ongoing push to reach the American market. And thanks to continued video and social-media pushes, the number of Americans visiting has indeed been increasing year over year.

Verdict: We adore visiting Austria. But “Arrive and Revive”? Isn’t a vacation anywhere supposed to revive us?

Be Inspired: Austria. Arrive and Revive

14. I Wish I Was in Finland

Wanderlusters

A decade ago, Visit Finland launched a social-media push in which they asked people to share photos of where they were along with “I wish I was in Finland” graphics. People responded so well, it became the basis for the country’s ongoing travel campaign.

In 2019, Visit Finland’s newest initiative allowed you to “Rent a Finn.” Ten Finns from around the country were selected as “happiness guides” following the 2019 World Happiness Report, which found Finland to be the happiest nation on Earth. These guides spent the summer showing lucky travelers around, letting them discover just why everyone in Finland is so happy all the time.

Verdict: While it is certainly catchy, how many people have ever uttered the line, “I wish I was in Finland”? France, we can see. The Greek Isles. A beach on the Mediterranean, definitely. But Finland? Not so much.

Be Inspired: I Wish I Was in Finland

13. Simply Inspiring – Germany

YouTube

To promote the 16 different provinces of Germany in 2017, the government created the slogan “Simply Inspiring.” Like other European nations, social media played a huge part in bringing in 13.5 million visitors.

This year, the country is continuing this campaign, along with the summertime #GermanSummerStories, which asks visitors to tag their summer vacation photos so others can be motivated to visit, too.

Verdict: Germany is, in fact/no question, inspiring. Heck, Walt Disney even used a German castle as inspiration for Disneyland’s centerpiece castle. The slogan, however, doesn’t quite inspire.

Be Inspired: Germany: Simply Inspiring

12. Find Your Great Britain

Visit Britain

Keeping the “GREAT” in Great Britain, Visit Britain’s new ad campaign originally launched in 2012, the same year the Queen celebrated her Diamond Jubilee.

It continues today, highlighting the not-so-obvious places to visit in Britain. In 2018, the campaign began asking travelers “What do you travel for?” on Visit Britain’s website, connecting users to top and unique places in the country.

The campaign is listed as the government’s “most ambitious international promotional campaign ever.“

Verdict: “Find Your Great Britain” is simple but effective. And we especially love that these ads focus on real people for a more intimate look at the country. Who wouldn’t want to share a laugh with the friendly-looking folks featured in this campaign?

Be Inspired: Find Your Great Britain

11. Find Your Epic – Wales

Wales Online

Before the “Find Your Great Britain” theme, Wales worked to bring tourists within its borders by placing a giant mirrored “Epic” somewhere in the country, then asking travelers to find it.

The art installation was moved around the nation throughout 2016, appearing on social media to show people what they were missing in Wales and inviting them to “Find Your Epic.”

Verdict: This is such a cool concept that we’re bummed it’s not currently happening. Wales should keep this hide-and-seek game going!

Be Inspired: Find Your Epic: Visit Wales

10. A Spirit of Its Own – Scotland

TheDrum

Considering the country’s official animal is a unicorn, it should come as no surprise that Scotland relishes its mysterious and mystical side with its slogan, “A Spirit of Its Own.”

The country’s first-ever global ad campaign launched in 2016 with videos accompanied by the Royal Scottish National Orchestra zooming in on mystical places like the Isle of Skye’s fairy pools and the Isle of Lewis’ Calanais Standing Stones (shown).

Verdict: Taunting us with places steeped in mystery and wonder will work every time.

Be Inspired: Scotland: A Spirit of Its Own

9. All Time Classic – Greece

Culture Holidays

One of Europe’s oldest countries, Greece is revered for its history. During the 5th and 4th centuries BC, the Classical Greece era shaped the world’s modern politics, architecture, literature, theater, scientific thought and philosophy. This is when Hippokrates founded modern medicine, Socrates established modern philosophy and Sophocles penned “Oedipus Rex” and “Antigone.”

Harkening to its past has helped the country move into the future. The country is breaking travel records, with 33 million people visiting last year to see classical sites such as the Parthenon and Acropolis of Athens.

Verdict: Playing off its Classical Greece era, “All Time Classic” is the perfect travel slogan!

Be Inspired: Greece All Time Classic

8. Full of Life – Croatia

deMilked

What better way to lure travelers than by musing about how our days should be filled with life, rather than our life filled with days? So true!

Croatia threw out its old slogan, “The Mediterranean as it once was,” and began highlighting the more modern, active and adventurous side of the country with its “Full of Life” campaign in 2015. With nearly 20 million people visiting the nation, it appears there are plenty of people who are taking the campaign’s inspiring words to heart.

Verdict: Out with the old and in with the new always works. This slogan is truly full of life.

Be Inspired: Croatia Full of Life

7. Rendez Vous en France

It’s funny to think that a decade ago, France needed to rebrand itself in order to maintain its spot as one of the top destinations in the world. But it did, and the effort has most definitely worked: 90 million people visited the country in 2018.

France’s slogan uses the commonly known French phrase rendez vous en France (meet you in France). The still-used logo features Marianne, the national symbol of the French Revolution, with letters that create her arms and body, and the colors of the French tricolor flag creating her hair.

Verdict: Demonstrating a clever play on words, illustration and colors, this is a great slogan and logo. Point goes to France.

Be Inspired: Rendez vous in France

6. Land of Stories – Czech Republic

World Travel Market

For its first-ever campaign in 2012, CzechTourism targeted Millennials, known for seeking experiences, culture and a chance to interact with locals to immersive themselves in a country. “Land of Stories” was launched to invite potential visitors to create their own stories, while also learning tales from the nation’s history.

The Czech Republic had been behind the Iron Curtain until 1989, but in the 30 years since, it has become a leading destination for foreign visits, welcoming 10.6 million people in 2018 — a record!

Verdict: We continue to tell stories from a trip long after it has ended. Offering a way to collect new stories is a great lure.

Be Inspired: Czech Republic: Land of Stories

5. Powered By Nature – Norway

Visit Norway knew to focus on the country’s best assets when it launched its campaign in 2012.

“Powered by Nature” videos, billboards and ads highlight the beauty of the country’s fjords, waterfalls, lakes, mountains and more. The country even fills its airports with images of people enjoying nature, inspiring you to get out there and experience the wonder for yourself.

Norway’s land is so sparse that for every square mile there are about 35 people, making it one of the least densely populated countries in the world. Plus, Norway’s electricity is powered 98 percent by renewable sources.

Verdict: As slogans go, this one fits Norway to a tee.

Be Inspired: Norway: Powered by Nature

4. Be Our Guest – Turkey

World Tourism Organization

In case Turkey didn’t give off the impression it really, really wanted you to come visit, perhaps its travel slogan provides a clue?

Focusing on places within the country that visitors may not have heard of, Turkey rolled out the welcome wagon and got what it wanted. Last year, it was flooded with nearly 40 million visitors.

Verdict: Welcoming us with open arms and getting the “Beauty and the Beast” song stuck in our heads? Clever. Very clever.

Be Inspired: Turkey: Be Our Guest

3. Made in Italy

Italy Travel

So many fabulous things are made in Italy — from designer clothing to super-speedy sports cars, handcrafted leather to delicious wines — that it just made sense to create a travel campaign around the coveted words, “Made in Italy.”

Launched in 2015, this program focused on culture and wellness, gastronomy and wine, medieval villages, mountains and parks, artistic cities, seas and lakes, and active getaways, all tailor-made for travelers.

Verdict: Not that we needed clever words to get us to go, but you have to admire this campaign’s savvy play on words. Again, so many great things really are made in Italy!

Be Inspired: Made in Italy

2. I Feel sLOVEenia

Nation Branding

Slovenia joined the world of travel marketing later than most of Europe, but when it did launch its new slogan in 2016, it filled it with “love.”

This social-media campaign using the hashtag #ifeelsLOVEenia was the country’s way of providing the world with 2 million reasons to visit. The hashtag was used by the tourism board, as well as locals and tourists alike to serve as ambassadors of Slovenian travel.

By 2018, Slovenia welcomed 8 percent more travelers and 10 percent more overnight stays than the year before. In the same year, the country began to showcase itself as a destination for 5-star experiences.

Verdict: Sharing the love really does make us want to feel it, too!

Be Inspired: I Feel sLOVEnia

1. The Original Cool – Holland

The Inspiration Room

The Holland Marketing Alliance unveiled its slogan in 2013: “Holland. The Original Cool.” Television commercials and YouTube videos feature the cool-as-a-cucumber chief-of-cool ambassador, Pim de Koel, who attempts to teach viewers how to be as rad as the Dutch.

Showcasing the best of The Netherlands, the slogan highlights cities from Amsterdam to Rotterdam, as well as its cultural attractions and people, to great effect — Vincent Van Gogh was certainly one cool cat!

Verdict: Teaching travelers how to be cool instead of just showing off the country’s goods? Winner!

Be Inspired: Holland. The Original Cool