UNESCO, National Geographic and EU China Tourism Year (ECTY) partner Eurail are collaborating to showcase 38 European destinations divided into four World Heritage journeys: Ancient Europe, Romantic Europe, Royal Europe and Underground Europe in a new transnational destination marketing campaign designed to attract tens of thousands of tourists from China to Europe in 2018 and 2019.

Initiated as part of 2018 EU-China Tourism Year , the project is being led by the European Commission and the Ministry of Culture and Tourism of the People’s Republic of China in collaboration with the European Travel Commission (ETC). It is supported by member countries of the European Union.

“We felt the approach that Eurail Group, UNESCO, Travelport and National Geographic put forward was unique, innovative and more than capable of convincing tens of thousands of tourists from China to come to Europe and immerse themselves in our culture and heritage,” said Eduardo Santander, CEO at the ETC.

The scope of the project is to promote the World Heritage Journeys of the European Union platform by rail, which features unique itineraries and experiences developed by UNESCO and National Geographic.

The platform is co-funded by the European Union and promotes sustainable travel to some of the most remarkable World Heritage sites in Europe. All these journeys are fully accessible using the Eurail Pass, a single Pass that allows travel between over 40,000 railway stations across 10,000 destinations in 28 different countries in Europe.