Eurovision Sponsorship 2023

How our Eurovision Song Contest sponsorship promotes diversity in the travel industry

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We’re the Official Travel Partner of the Eurovision Song Contest 2023. Here’s how this sponsorship showcases your properties as the preferred choice for guests who value inclusivity and diversity

One of the most watched non-sporting events in the world, the Eurovision Song Contest sends a message of unity, diversity, and inclusivity that strikes a chord with music lovers across the globe. An estimated 30,000 fans traveled to Liverpool to attend this year’s event in person and 161 million viewers tuned in to watch the 2022 competition on TV and online – and there were at least as many viewers this year.

That’s why, for the third year running, we’re proud to have partnered up with the European Broadcasting Union (EBU) as the Official Travel Partner of Eurovision 2023. Our sponsorship is a unique opportunity to showcase our brand—and your properties—to millions of people all over the world.

“We are delighted to welcome back as the Official Travel Partner for the Eurovision Song Contest,” said Martin Österdahl, Executive Supervisor of the Eurovision Song Contest. “With thousands expected to travel to Liverpool for the world’s largest live music event, we are looking forward to seeing’s activities for fans on the ground and online.”

Inspiring Eurovision fans to plan their next trip – and to book at your property

The song contest highlights the diversity of each of the 37 participating countries, making it a rich source of travel ideas. In our recent survey of Eurovision fans in the UK, 87% said they were planning to watch the show. Meanwhile, almost a third (29%) shared that their favorite thing about Eurovision was learning about other countries and cultures, as well as getting inspiration on where to travel next. 

“ is tapping into this unique moment to spark people’s curiosity and inspire them to discover the people and places that make the Eurovision Song Contest so magical – no matter where they come from, what language they speak, who they love, or how they identify,” said Arjan Dijk, Senior Vice President and Chief Marketing Officer at

As the song competition comes to a close, we remain committed to keeping your properties top of mind for Eurovision fans everywhere – wherever their music-inspired travels may take them.

A message of unity that we're proud to stand beside

Eurovision aligns well with what we stand for as a brand, allowing us to reach a global audience with similar values. As Arjan Dijk said, “ is proud to play a role in making it easier for millions of Eurovision fans to come together and celebrate Europe’s most popular and diverse music event, demonstrating that unity comes in a variety of forms in both music and travel.”

The EBU gives fans several ways to engage with its content, from broadcast television to digital and social media. By being visible on these channels, our partnership with Eurovision reinforces us—and by extension, your properties—as the preferred choice for guests who value inclusivity and diversity.


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What do you think of this page?

  • partnered up with the European Broadcasting Union (EBU) to be Eurovision’s Official Travel Partner for the third year in a row
  • With the 2022 competition reaching over 161 million viewers around the world and an estimated 30,000 people traveling to this year’s event, the sponsorship offers strong brand visibility and stimulates demand for your properties
  • 87% of Eurovision fans in the UK planned to watch the show this year, with 29% reporting that the event gives them travel inspiration and helps them learn about other countries and cultures 
  • This partnership reinforces us—and by extension, your properties—as the preferred choice for guests who value inclusivity and diversity