Vacations Are Back! How European Travel Brands Are Attracting Tourists

Recent campaigns point to a new direction of travel for the industry

“Do you ever spend your entire business trip counting the days that separate you from vacation? Not in Milano!” a voiceover declares in an ad from the tourism body for Milan. Created by We Are Social Italy, the campaign for Milano & Partners and YesMilano boasts of Milan’s rich cultural heritage and easygoing lifestyle and claims the city is undergoing a renaissance to welcome back business travelers.