Alibaba Group travel subsidiary Fliggy formally entered a strategic partnership with the European Travel Commission (ETC) during the recently-concluded ITB Berlin.

This collaboration will help 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, and encourages a shift towards more responsible travel.

Fliggy is the first Chinese partner for the campaign  which essentially reimagines responsible travel as an unexpected upgrade.

Through this, travellers are encouraged to explore off-peak seasons, venture beyond popular hotspots, choose low-carbon transport, and support local businesses for fewer crowds, deeper connections, and more meaningful experiences across Europe.

A region to explore 

Travellers are invited to kayak the serene Baltic Sea, walk Dubrovnik’s ancient walls in quiet moments, celebrate Carnival like a local in Germany, or discover hidden coastal towns and seasonal flower festivals, turning trips into unforgettable journeys.

Fliggy’s chief technology officer Alex Chen said of the partnership: “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 to the continent more immersive.”

Likewise, ETC chief executive Eduardo Santander remarked: “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 to make travel more meaningful and rewarding for everyone.”