Alibaba Group travel subsidiary Fliggy has officially entered a strategic partnership with the European Travel Commission (ETC) during the recently-concluded ITB Berlin. This collaboration will promote ETC’s global campaign for responsible tourism Unlock an Unexpected Upgrade. The campaign is co-funded by the European Union and supported by a coalition of leading destinations and travel brands, encouraging a shift towards more responsible travel.

Fliggy is the first Chinese partner for this campaign, which reimagines responsible travel as an unexpected upgrade, inviting travellers to explore off-peak seasons, discover hidden gems, and support local businesses for richer experiences across Europe.

Travellers can look forward to kayaking in the serene Baltic Sea, strolling through the ancient walls of Dubrovnik in solitude, or celebrating Carnival like a local in Germany. Fliggy’s CTO Alex Chen remarked, “We are pleased to partner with ETC on this initiative as Europe offers endless opportunities for discovery. Through this partnership, we’re leveraging our technology to help travellers unlock richer experiences, making every journey more immersive.”

ETC’s CEO Eduardo Santander added, “We’re excited to join forces with Fliggy to bring the ‘Unlock an Unexpected Upgrade’ campaign to Chinese travellers. This is more than a campaign; it’s a collective movement aimed at making travel more meaningful and rewarding for everyone.”