VisitEurope has developed a new website has part of the region's bid to stay front of mind with tourists in an increasingly competitive landscape.
The beta website, released just a few weeks ago, is part of the 'Destination Europe 2020' joint initiative to promote the region between the European Travel Commission and the European Commission.
The idea is to promote Europe's travel experiences as opposed to the products and services of its individual member states.
Speaking during the Digital Tourism Innovation Campus in Barcelona last week, ETC's Miguel Gallego said Europe's position as the number one tourist destination worldwide was under threat.
"Eventhough international arrivals are expected to grow, it is going to happen at a much slower rate especially with emerging growing destination such as Southeast Asia which are growing faster."
He also pointed to figures estimating Europe's share of tourism, currently about 52%, would drop to 48% by 2020 and 25% by 2030.
Content for the VisitEurope website is based on experiences following research to ascertain more about the increasingly digitally sophisticated travellers to Europe.
"One way communication is no longer effective. They want experiences that appeal to them as individuals."
The website, which aims to act as an inspirational 'borderless' platform also includes a planning section which is essentially the same as the VisitEurope iPad application, developed by Amadeus and launched in March.
The website is currently available in English with a further five languages to come by the end of the year as well as 12 videos to highlight a series of recommended trips promoted on the site.