EUROPEAN TRAVEL COMMISSION
ANNUAL REPORT 2020 CONTENTS CONTENTS
Rue du Marché aux Herbes 61 1000 Brussels, Belgium www.etc-corporate.org [email protected] European Travel Commission @ETC_Corporate CONTENTS 04-05 27 President’s Foreword Marketing Group 06 28 Executive Director’s Message Partnerships 07 29 ETC Executive Unit Advocacy 08-15 30-31 ETC’s COVID-19 Response Corporate Communications 16-17 32 Tourism Trends Membership 18 33 Market Intelligence Group Funding Disclaimer: Whilst every care has been taken in the compilation of this publica- 19-23 34 tion and the information and statements Research Activities Who was Who at ETC contained in it are believed to be correct 24-26 35 at the time of going to press, the publi- Marketing Activities ETC Member Organisations shers and promoters of this publication are not liable for any inaccuracies.
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PRESIDENT’S FOREWORD
REBUILD THE EUROPEAN TOURISM SECTOR IN THE AFTERMATH OF THE COVID-19 PANDEMIC This is my mandate and the reason I took over the presidency of ETC in a period when European tourism faces one of its biggest challenges. Now, more than ever, we need joint efforts and strong coordination. Our role is to ensure that tourism has a stronger voice in Europe, through better coordination among countries, in view of a quick and sustainable recovery. ETC has to be the most influential voice in Europe and the world, leading the sector’s transformation towards the responsible, sustainable, digital and resilient tourism of tomorrow. Being fully aware of the challenges we all face, I strongly believe that the long track record of ETC, together with the commitment of its members, will help us reconstruct the confidence in tourism and reinvent the sector in Europe. This crisis has demonstrated the real economic and social value of travel and tourism in Europe giving the visitor economy the attention it deserves. Tourism lies at the heart of the European economy and everyday life of citizens in Europe. For many years the sector has been taken for granted and its value was overlooked. As stated by UN We have been talking for too long about sustainable Secretary General António Guterres, indeed “tourism growth, climate change, digitalisation and is itself one of the wonders of the world” – a perfect innovation. This is a real opportunity to press the platform to build bridges, reconnect people and be reset button, challenge pre-established models a driver of economic recovery and social wellbeing. and take all of these matters seriously by defining On another note, during this crisis we have also ambitious and quantifiable goals and implementing learned how vital European cooperation and effective action plans. coordination is. We were able to experience again Our mission is to promote tourism as the key what it means to live with borders and travel element to regenerate our countries and increase restrictions in Europe and what a crucial impact it the competitiveness of Europe as a touristic has on our lives and businesses. destination. Only by working together in the spirit of European I trust our members and partners will support us solidarity will we be able to overcome this on the path to recovery and transition. unprecedented crisis. We need to capitalise on this Yours sincerely, momentum, speak with one voice and ensure that tourism gets the support it deserves to foster the sector’s transformation. Even though triggered by such a dramatic crisis, we have a real opportunity Luís Araújo now to reinvent the tourism sector of tomorrow. ETC President
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The Executive Unit is based in Brussels and operates in the following fields – Marketing and Communication, MESSAGE Public Affairs, Research, Partnerships, Finance and Administration. Every year, ETC includes trainees – students with a strong background in tourism who were given the unique opportunity to gain work experience along with a privileged insight into European tourism. The Executive Unit works on basic principles of integrity, respect, teamwork and adaptability to dynamic environments. Our role is not to The Executive Unit is proud to include staff members and trainees from eight different countries – Belgium, ‘‘forecast the future, but Bulgaria, Ireland, Portugal, Romania, Russia, Spain and the UK. to shape it.
Antoine de Saint-Exupéry
Undoubtedly, 2020 was an annus horribilis for European travel and tourism. Struck by the global health crisis, international tourist arrivals” to Europe dropped to the lowest-measured records characterised by fragmented travel restrictions Teodora Marinska Miguel Gallego Jennifer Iduh Iulia Niculică and lack of coordination. Yet, in the end of 2020, Head of Finance Head of Marketing Head of Research Funding, Procurement and Public Affairs and Communication and Development Manager the roll-out of vaccines provided an inflection point and grounds for optimism for the future. Together with improved testing regimes and the use of digital tools to facilitate international mobility, vaccination is expected to stimulate consumer confidence and next generations, and demonstrate adaptability, hasten the easing of movement restrictions in the flexibility, and agility. If we succeed in doing so, second half of 2021. there is an opportunity to emerge stronger, clearer, and quite likely, more united. Nevertheless, a return to typical international travel demand will be gradual and will follow a very different Let us therefore critically question our past actions pattern, which will be full of more cautious and and behaviour, without losing our confidence, trust, conscious decisions at consumer and supply levels. and belief in a better future. I’m convinced that by Lyublena Dimova Sophie Mc Guirk Yasemin Volders Tatiana Veselova letting go, a much better tomorrow lies ahead of us. Research Manager Membership Project Manager Marketing Corporate Communications This unprecedented situation made us reflect upon and Events Manager and Public Affairs Manager the interconnection and the complexity of tourism as I would like to thank fully hearted our President, an ecosystem dependent on many other transversal Vice-Presidents, Board of Directors and members sectors, in particular health and mobility. of our General Meeting for keeping the strong spirit Even though the current situation is challenging, of collaboration during these challenging times. My at ETC we look forward and are adapting to the last words go to my team at the Executive Unit in circumstances. We must do this not only by Brussels for their outstanding work this year, for reconsidering our own activities and priorities, their resilience and their perseverance. but above all, by anticipating the future. This is difficult as we often find ourselves clinging to long- established processes and patterns. The hope that Yours sincerely, Anna Bellmàs James Arnold Diogo Paciência things will return to how they once were, provide us Project Manager Marketing Project Manager Research Digital Marketing Trainee with a sense of security but this is preposterous as it involves looking back, and right now, we must move forward. We must try new models, exchange ideas Eduardo Santander ETC Executive Director 1 and best practices, question ourselves, involve the Updated according to current structure at the date of publication in May 2021
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ETC’S RESPONSE TO COVID-19
Since the beginning of the pandemic, ETC has been continuously monitoring developments related to the COVID-19 In March, ETC joined a weekly ETC created a bespoke COVID-19 crisis and its impact on the tourism sector to support and inform its Members. ETC has been working closely with Travel & Tourism Task Force page on VisitEurope.com to provide the European Commission and other stakeholders in the sector to mitigate the effects of the crisis and pave the on COVID-19 organised by consumers with an easy and way towards a swift recovery. Additionally, ETC has joined forces with its associate members and partners to provide WTTC. ETC Executive Director direct access to information about useful webinars and data to help NTOs and DMOs navigate challenges now and in post-crisis times. Eduardo Santander represents travel conditions and measures in European NTOs, exchanges the place in each European country. latest updates and coordinates The page quickly became a hub actions with key international providing links to multiple useful In April, ETC Executive Director public and private stakeholders, and practical resources to inspire Since the first days of the COVID-19 outbreak, Eduardo Santander took part in two including UNWTO, OECD, PATA, future safe travels. the Executive Unit established a mailing list of high-level virtual meetings with EU ICAO, ACI and CLIA. CEOs and communications managers of member JANUARY KEEPING MEMBERS Commissioner for Internal Market NTOs to facilitate the exchange of information – INFORMED AND FIRST Thierry Breton and a small group on measures adopted by different ETC member MARCH REACTIONS of key EU tourism stakeholders. countries through an email thread. ETC called on the Commissioner to invest in brand Europe and a January 2020 Europe-wide tourism campaign, promoting the force of travel to help local communities and save tourism in Europe. Eduardo Santander also participated in a digital meeting with Commissioner for Transport Adina Valean to support the Commission’s efforts in coming up with an integrated concept on how to restart transport links for the benefit of tourism. April 2020 First meeting of the Informal Network on COVID-19 with a guest intervention by Mr Weimin Che, Minister-Counsellor at the Mission of China to the EU ETC has been closely cooperating February 2020 March 2020 in its response to the crisis with the European tourism stakeholders Since February 2020, ETC has been hospitality sector, travel agents and The Executive Unit was monito- through the European Tourism APRIL co-organising together with the tour operators, travel tech as well as ring developments related to the Manifesto alliance (chaired by – European Commission an ad-hoc representatives of WTTC and UNWTO. COVID-19 pandemic and keeping ETC). In March, the European Tou- Following the announcement from MAY informal network to discuss the ETC hosted 32 meetings of the ad-hoc ETC members up to date through rism Manifesto alliance released the US of a travel ban on non-US impact of COVID-19 on tourism and the network in 2020 and continues co- regular briefings and monthly a statement calling for the imple- citizens from Europe to the United response required by both public and organising the network in partnership newsletters. The briefings in- mentation of urgent measures States, ETC together with ETOA, private sectors. The first meetings were with the Commission in 2021. The cluded updates on the latest de- to reduce the devastating impact USTOA and ECTAA published dedicated solely to the Chinese market, outcomes of the regular discussions velopments with restrictions and of the COVID-19 outbreak on the a statement urging bilateral while as the crisis progressed the focus of this network are transmitted to border closures in Europe, an sector and stressing that support conversations between European FIRST LOCKDOWN switched to the situation in European the cabinet of the Commissioner for overview of ETC’s advocacy activi- for tourism must be a priority in the and US authorities to review the tourism.The informal group gathers Internal Market Thierry Breton, as part ties, EU response to the crisis as crisis response, recovery plans and travel suspension from Europe to AND MITIGATING a limited number of key European of the briefings guiding the European well as the latest impact assess- actions of affected economies. the United States. THE IMPACT professional associations in tourism and Commission Coronavirus response ments and reports. travel, including airlines, cruise lines, team.
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To monitor the impact of COVID-19 on tourism within At the request of several members, On 9 May 2020, on the occasion Europe, ETC partnered with the Executive Unit rolled out a of Europe Day, members of the its associate member ADARA, survey for members on the res- European Heritage Alliance (inclu- who provided regular insights ponse of their respective NTOs ding ETC) launched the Europe exclusively available for ETC and national governments to the Day Manifesto ‘Cultural Heritage: members. ADARA has developed COVID-19 pandemic. The survey a powerful catalyst for the future a Travel Insight Report for ETC focused on the immediate response of Europe’. Through this document, members. The reports provide of NTOs to the crisis as well as the members of the alliance express weekly information on the volume future plans and shifts in marketing their readiness to contribute to of flight and hotel searches/ and promotional activities, and Europe’s immediate social and The Executive Unit launched a dedicated website page on ETC’s COVID-19 bookings to Europe (international outlook for the remainder of 2020. economic recovery, as well as to response. The interactive page replaced the monthly briefings with updates and domestic). Insights also detail It was completed by 24 NTOs and the longer-term advancement of to members. It gathers latest figures and data on the pandemic, market booking projections illustrating results were shared with members the European project. The Europe intelligence, EU actions to support tourism and health and travel guidelines In April, ETC and WTTC joined potential interest or opportunity for at the beginning of May. Day Manifesto supports the appeal from ETC members. The page also provides access to all related ETC forces calling on EU Member States communication. for a major “EU tourism rescue activities, webinars and reports. to lead a united and coordinated May 2020 plan”, which should include special recovery response to the COVID-19 measures for the revival of cultural crisis with four key principles to tourism. achieve faster recovery, namely a common response and well- coordinated approach across the EU, a recovery plan, an industry toolbox to resume travel in Europe and supportive measures.
The Executive Unit prepared several ETC launched a new video policy briefings on EU legislative series entitled “Europe in 360°” initiatives to inform its members. The European Tourism Manifesto which included short videos of ETC joined forces with several of its Namely, ETC summarised the EU alliance chaired by ETC issued both popular and lesser-known associate members and partners Communication on Tourism and a statement welcoming the European landmarks. The inter- to deliver a series of webinars for Transport in 2020 and Beyond, European Commission’s guidance active content aimed to generate its members and the wider network and the Communication on the on how to safely resume travel wanderlust by allowing consumers of travel and tourism professionals EU Budget Powering the Recovery and reboot Europe’s tourism in to virtually explore Europe from during the height of the pandemic. Plan for Europe. It additionally 2020 and beyond. The over 60 the comfort of their homes. This The webinars aimed to provide new prepared an overview of all EU State travel & tourism stakeholders of the series was regularly distributed on data on the tourism landscape, Aid schemes to support tourism alliance agreed that this package VisitEurope.com’ s consumer social tips for crisis management, and and aviation in the context of the represents a first and important media channels. upskilling opportunities. Partners COVID-19 pandemic. step to facilitate travel in Europe, included ADARA, Sojern, For- support the sector’s recovery wardKeys, CrowdRiff, Tourism from this unprecedented crisis Economics, and TCI Research with and enable a more sustainable topics ranging from travel sentiment tourism ecosystem in the future. and the impact of the pandemic Among the main messages, the on the tourism industry to best supporting organisations called on ETC published a special edition practices in sustainability for DMOs. national governments to urgently of the Europe magazine about The webinars were well received follow the European Commission’s how to visit Europe from with a total of over 1000 registrations recommendations and to continue home. The e-zine included across the 10 webinars which were to aid and assist the tourism virtual experiences in nineteen organised. The recordings and ecosystem to overcome this crisis destinations which were regularly presentations of all the webinars and strengthen its resilience in the shared on VisitEurope.com’s are available on the ETC corporate long run. consumer social media channels. website.
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ETC answered to the European In August, ETC launched a new Economic and Social Committee’s research project “Monitoring survey on the Impact of COVID-19 Sentiment for Domestic & Intra- pandemic on the tourism sector to European Travel” to track the emphasise the significant losses sentiment, drivers and behaviours SEPTEMBER in the tourism value chain and for domestic and intra-European - suggest national and European travel. Results are based on policy priorities for the recovery of quantitative market research OCTOBER ETC teamed up with Euronews to The film was developed in six the tourism sector. The findings of among frequent travellers in ten develop a brand campaign entitled different language versions which this survey fed the opinion “Tourism high-volume European source “We are Europe”. The campaign ran for one month on Euronews’ TV and transport in 2020 and beyond” markets - Germany, United ETC Head of Public Affairs Teodora launched in mid-June, as travel network and live stream platforms, adopted by the Committee in Kingdom, France, Netherlands, Marinska participated in the mee- restrictions across Europe started as well as on ETC’s and industry September and presented to the Italy, Belgium, Switzerland, PUSHING FOR ting of Transport and Tourism gradually being eased. This was the partners’ social media platforms. European Commission and other Spain, Poland, and Austria. HARMONISATION OF (TRAN) Committee of the European EU institutions. Parliament with travel and tourism first ever campaign of ETC targeted The TV campaign is estimated The key findings and strategic TRAVEL RESTRICTIONS primarily towards domestic (intra- to have reached 149.1 million recommendations for destinations stakeholders on 23rd September. European) markets. individual impacts across Europe and tourism authorities were made ETC discussed with MEPs the dire situation facing the sector and ways and was watched over 425,000 available in monthly reports in The European Tourism Manifesto The one-minute spot was designed to overcome this unprecedented times on the web and social media. October, November and December alliance chaired by ETC published to inspire people to get ready to crisis towards a sustainable reco- The PR campaign on the occasion of 2020. This project is co-funded by a statement calling on Member travel again by addressing the very. Following the discussion, the launch of the film also received the European Union and continues States to urgently agree on emotional journey many of us were the TRAN Committee published broad media coverage across into 2021. harmonised travel restrictions on during the COVID-19 lockdown a joint statement reiterating that Europe and even overseas. and ensure swift implementation period and to celebrate Europe’s the tourism sector needs EU- to help the sector survive this diversity and the unique power of level coordination and substantial unprecedented crisis. travel to bring people together. support to give SMEs a chance of survival. June 2020 September 2020
ETC President Peter De Wilde co- The virtual International Seminar signed alongside 120 of the world’s on the Tourism Path to Recovery major travel & global business lea- Post-COVID-19 was held on 10- ders a WTTC letter which called 11 September, jointly organised on the Heads of State and inter- by ETC, European Cities Marke- July 2020 national opposition leaders of the ting (ECM) and MODUL University August 2020 G7 group of countries, as well as Vienna. The seminar provided a On 1st July, the European Tourism Australia, South Korea and Spain platform for knowledge-sharing ETC issued a press statement in JUNE Manifesto alliance chaired by ETC for strong leadership and unprece- on mitigating strategies to assist in partnership with associate member issued a statement calling for an dented international collaboration, the sustainable recovery of tourism - Sojern calling on EU governments In September, ETC together with extension of the deadline for imple- to save the struggling travel & and explored how innovation and to better coordinate their CO- over 20 travel and tourism bodies AUGUST mentation of the Strong Customer tourism sector and recover the big data can support the recovery of VID-19 recovery efforts by adopting as well as unions across Europe Authentication (SCA). The new SCA millions of jobs already impacted. the tourism industry. a harmonised approach to lifting or united in an unprecedented call for requirement aims to ensure that reinstalling restrictions and safety European Commission President electronic payments are performed measures, as tourism confidence Ursula von der Leyen to replace with multi-factor authentication. plummeted to a record low across quarantine restrictions with an SUMMER REOPENING While the alliance commended the the continent. To support the call, EU Testing Protocol for Travel. objectives of the SCA requirements, Sojern provided most recent search In an open letter the groups, who AND FRAGMENTED it also underlined that a rushed tran- and booking data across three as- represent over 5,000 member MEASURES sition to the new system will lead to pects of the European tourism mar- companies and their workers, point a multitude of payment problems in ket – domestic travel, travel between to a continued lack of coordination 2021. European countries and international and diverging travel restrictions as trips to Europe. crippling their businesses.
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ETC President Luis Araujo took In September, ETC released a part in a virtual round table organised by the International Air ETC’s digital communications “Handbook on COVID-19 Recovery NOVEMBER were recognised by a top Brussels Strategies for National Tourism Transport Association (IATA) with the objective of cooperating with - public affairs consultancy Cambre Organisations”. The handbook Associates as “Best in Class” explores the mitigation and health authorities in Europe to DECEMBER re-establish safe travel across for the COVID-19 response in recovery strategies deployed by 2020. ETC was selected among 30 NTOs across Europe during the the region and to find commonly acceptable policy solutions to be digital champions out of 570 EU COVID-19 pandemic. The aim of the associations. handbook is to share knowledge implemented in a harmonised and provide NTOs with strategic manner (urgent implementation recommendations to rebuild the of more effective and rapid testing SECOND LOCKDOWN European tourism sector in a ETC played an active role in the European Tourism Convention organised by regimes that alleviate the need for AND PAVING THE WAY quarantine). more resilient and sustainable the European Commission on 12th October. ETC Executive Director Eduar- TO SUSTAINABLE do Santander was appointed as a rapporteur for the workshop on Safe & way, restore travel confidence and November 2020 RECOVERY support the development of a new Seamless Tourism Experiences and presented the outcomes of the discus- tourism ecosystem. sion at the plenary session.
On 17 November, ETC partnered In November, the European Tou- with Bloom Consulting for a rism Manifesto alliance chaired by webinar on the Impact of the October 2020 In October, the European Tourism ETC published a provisional paper COVID-19 Pandemic on National Manifesto alliance chaired by ETC (later updated in 2021) presenting a To establish a closer dialogue and After his election at the 99th General Tourism Brands. The webinar issued a statement urging EU non-exhaustive list of reforms and cooperation with EU health and Meeting in September 2020, ETC indicated which National Tourism Member States to make tourism a investment ideas related to travel transportation authorities, ETC President Luis Araujo met with Brands within Europe and other In September, ETC partnered with strategic element in their national and tourism that would contribute in partnership with the European several associations of the tourism world regions are most affected ForwardKeys to support members recovery plans in order to harness to making EU countries’ economies Tourism Manifesto alliance, sector headquartered in Brussels by the crisis and which brand with data on COVID-19 travel impact the potential of the sector to more resilient. These investments UNWTO and WTTC sent a letter (ECTAA, ETOA, A4E) in order to dimensions are the most resilient on Europe. ForwardKeys provides generate jobs and growth, and to are grouped according to the EU to the European Centre for discuss their policy priorities to the current circumstances. ETC members with a monthly reap the benefits from green and flagship initiatives listed in the Eu- Disease Control (ECDC) and the and find synergies in response to During the session, a new concept summary which monitors flight digital transitions. The supporting ropean Commission’s Guidance to European Union Aviation Safety COVID-19 crisis and possibilities for labelled ‘the Brand-Nought’ was bookings to Europe from different organisations also stated their Member States on Recovery and Re- Agency (EASA) welcoming their cooperation with the ETC advocacy explained, which serves as a tool regions of origin. readiness to help Member States silience Plans and can be integrated Guidelines for COVID-19 testing agenda. that measures the impact of the in drafting their recovery plans to by Member States in their national and quarantine of air travellers crisis on the dimensions of Tourism, ensure that the proposed reforms recovery plans. published on 2nd December 2020. Investment, Talent, Export and and investments create a favourable The organisations congratulated General Reputation. environment in which tourism ECDC and EASA on the publication can develop in a sustainable and of these comprehensive guidelines resilient way. December 2020 which provided a clear pathway In order to secure EU support and for EU Member States to make sufficient funding for promotion In December, ETC launched the informed decisions on travel of Destination Europe, ETC sent a exclusive members-only Webinar measures during the COVID-19 ETC Executive Director Eduardo letter to the European Commission Series 2.0. partnering with ADARA pandemic. The letter follows ETC’s Santander presented ETC’s view and the European Parliament hosting the first webinar. This series press statement welcoming the on major challenges for destination calling for more investments in will be continued into 2021 featuring ECDC-EASA guidelines and calling marketing at the 19th European marketing and demand stimulation ETC’s associate members providing on EU Member States to swiftly Tourism Forum organised virtually to kick start the tourism recovery solutions and best practices to help implement these recommendations by the German Presidency of the in Europe in the aftermath of the DMOs transform from marketing to for a coordinated approach to travel Council of the EU on 23rd October. COVID-19 crisis. management organisations. in Europe.
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EUROPEAN TOURISM TRENDS & PROSPECTS
PERFORMANCE 2020 & OUTLOOK 2021 A plunge in demand from long-haul markets significantly impacted Europe’s travel industry in 2020. Enduring travel The COVID-19 pandemic has devastated the travel and restrictions and weakened sentiment towards destinations tourism industry worldwide, with knock-on effects that that require longer journey times, weakened the demand have been unprecedented in scale and duration. In 2020 for long-haul travel. The introduction of travel bans international tourist arrivals to Europe plummeted 69%1 between the US and the EU contributed to a drop over 70% over 2019 caused by severe travel restrictions which Nevertheless, the roll-out of vaccines worldwide have how travel activity is expected to return in 2021 amid the in US arrivals to all European destinations in 2020. resulted in substantial losses in visitor arrivals. The shifted the balance of risks to the upside and provided pandemic. The publications are supported by a wide range region now holds a 59% share of global international Arrivals from China also saw a steep fall as the country some grounds for optimism for the 2021 outlook which, of visually appealing and user-friendly dissemination tourist arrivals, as Asia Pacific remains closed to tourism. maintains strict restrictions on outbound travel. A decrease together with improved test-and-trace schemes, is materials that summarise the report findings, such as According to the World Economic Outlook January 2021 of over 70% was registered for Chinese arrivals across all expected to encourage consumer confidence, accelerate infographics, videos, slides, etc. update, the Euro Area economy is estimated to have fallen European destinations in 2020. the easing of movement restrictions and boost the travel bounce-back. A return to more typical travel demand 7.2% in 2020 although projections point at a 4.2% increase As the COVID-19 pandemic enters its second year, the in 2021. patterns will be gradual and expected towards the second incidence remains high in European countries. half of the year 2021 although pre-crisis levels will not be Check them out on the ETC corporate fully reached until 2024. website and share! Supporting the 2021 outlook, ETC’s survey on intra- IMPACT OF TOURISM ON THE EU International Tourist Arrivals by European European travel sentiment indicates that persistent Subregion in 2020 restrictions on travel activity have stimulated a substantial ECONOMY IN 2020 (total contribution) amount of pent-up demand. February’s survey shows that Foreign visits to select destinations 56% of respondents intend to travel within the next six 2020 year-to-date*, % change year ago billion months either domestically or within Europe. Ensuring 704.6 EUR safe travel opportunities should become a priority for destinations as the same survey indicates that 67.3% of respondents feel safe and relaxed enough to enjoy their million trip when strict safety protocols are in place. 21.52 jobs -51,1 COVID-19 has imposed a new economic, social, and digital reality calling for an agile response among European nations. It is now crucial that European destinations join -67,8 Decline in international forces and agree on common solutions, not only to curb tourist arrivals in 2020 the spread of the virus but also to support tourism’s -84,5 5.3% (% YTD on previous year) sustainable recovery, restore traveller’s confidence, and protect the millions of businesses, jobs, and enterprises that have been affected, so they can survive the economic of total EU GDP fallout. The European Commission has presented a -69% certification scheme for vaccinated, recovered or tested travellers in Europe, the “Digital Green Certificate” Europe aimed at gradually allowing European citizens to Southern/Mediter. Eu. Central/Eastern Europe move safely in the European Union and further afield. 10.8% 87.9 million 44.8 million Throughout 2020, the different issues of the European Western Europe Northern Europe -73% Tourism Trends & Prospects (Quarterly Reports) monitored 78.6 million 20.6 million of total EU World the impact of the COVID-19 health crisis on the tourism employment sector and the economic environment. Each report also Sources: UNWTO & WTTC examined, as part of its “special feature” recent trends and Source: TourMIS
1 UN World Tourism Organization (UNWTO)
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ETC MARKET THE MARKET Sérgio Guerreiro INTELLIGENCE GROUP INTELLIGENCE GROUP (MIG) IN 2020 MEMBERSHIP Chairperson: Sérgio Guerreiro The Market Intelligence Group (MIG) brings together the Research Directors of (Portugal) ETC’s 32 member National Tourism Organisations (NTOs). An essential event in the calendar of the MIG is the group’s Annual Meeting held in February, with the Vice-Chairperson: Nessa aim of establishing new research programmes for the upcoming year. Skehan (Ireland); Tania Sultana (Malta) ETC RESEARCH Co-ordinators: Jennifer Iduh (ETC Executive Unit); Lyublena ACTIVITIES Dimova (ETC Executive Unit); James Arnold (ETC Executive Unit) WORKING TOGETHER TOWARDS A SUSTAINABLE FUTURE Tourism Indicators (MSTI) in Member Countries". ETC’s MARKET INTELLIGENCE The importance of planning, developing, and monitoring ambition is to build a reliable database on STIs, which tourism’s sustainable performance has increased COMMITTEE IN 2020 shall be used by destinations for quick consultations, tremendously over the past years. And even though the Steven Valcke (Belgium - Flanders) benchmarking purposes and exchange of good practices concept of "measuring the sustainability of tourism" is not Vincent Nijs (Belgium - Flanders) over time. new, there are hardly any sources of information that allow Saša Popovac (Croatia) for easy and fast data comparison between destinations. Twenty-five countries participated in the project’s first Dijana Radic Milosevic (Denmark) wave, providing information on indicators at national, city, Following an extensive exercise of exploring and assessing coastal, and rural regions. Piret Kallas (Estonia) tourism indicators used across Europe, ETC has launched Joachim Scholz (Germany) the first wave of its project on "Measuring Sustainable Results are available for members only. Nessa Skehan (Ireland) 5th MARKET INTELLIGENCE GROUP (MIG) AND MARKETING Povilas Junas (Lithuania) GROUP (MKG) ANNUAL MEETING Tania Sultana (Malta) The 5th Market Intelligence Group (MIG) & Marketing Group (MKG) Annual Marieke Politiek (the Netherlands) Meeting took place on 6-8 February in Sliema, Malta. The meeting gathered Research and Marketing Directors of ETC member countries, as well as Patrícia Seguro (Portugal) representatives of ETC’s research partners – the World Tourism Organization Sérgio Guerreiro (Portugal) (UNWTO), the European Tourism Association (ETOA) and the World Travel & Nataša Hočevar (Slovenia) Tourism Council (WTTC). Delegates from MMGY Global, the European Tourism Ana Špik (Slovenia) Futures Institute, Toposophy, Market Vision and Kairos Futures were also present. The meeting offered ETC members a chance to learn and exchange Álvaro Blanco Volmer (Spain) knowledge and expertise on the latest trends in research and tourism. PARTNERS ETOA - Tim Fairhurst/Tom Jenkins UNWTO – Sandra Carvão/Michel Julian EVENTS & WEBINARS CALENDAR 2020
ETC Webinar – European Tourism 16 th TourMIS Workshop and Trends & Prospects – January, International Seminar on the April, June and October Tourism Path to Recovery Post- MIC MEETINGS COVID-19 – September The Market Intelligence Committee MIC Meetings – April, June, September and December ETC Webinar - The Impact of the (MIC) comprises a group of volunteers COVID-19 Pandemic on National from the research departments of 12 ETC Webinar – Study on Generation Tourism Brands - November ETC NTO members. The MIC gathers Z Travellers – May four times per year and all meetings in 2020 were held via teleconferencing.
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LONG-HAUL TRAVEL BAROMETERS REFLECTED THE IMPACT OF THE COMMUNICATION OF GASTRONOMY ON ETC MEMBERS’ PANDEMIC ON OVERSEAS TRAVEL INTENTION OFFICIAL WEBSITES In 2020, ETC published three Long-Haul Travel Barometers that provided the European The rise in interest in food tourism attractions at the destination coincides tourism sector with early indications of the travel interest in important overseas markets. with the emergence of new ways of communicating and sharing experiences. The barometers shed light on potential travellers’ preferences, motivations and barriers related to The use of social media, websites and apps adds to the tourist’s experience, holidays in Europe. allowing them to contribute to the development of the experience and to Despite the strong optimism for overseas travel at the beginning of 2020, the COVID-19 pandemic communicate it informally to their peers. Destinations are no longer the only groundedDESTINATION many airlines, shut down hotels, restaurants, and destinations EUROPE worldwide. These events ones that communicate their tourism offer, and now, they have to consider inevitablyLONG-HAUL resulted in TRAVEL a weak travel BAROMETER confidence, which lastedFEBRUARY for the remaining 2020 part of the year. the existence and importance that informal communication channels have in addition to the official ones. The uncertainty about the duration of travel bans continued hampering people’s travel plans. The shrinking global economy, rising unemployment rates and concerns about personal safety were also In cooperation with Università della Svizzera italiana, the study Communication factorsThe that Long-Haul took long-haul Travel Barometer travel is out a unique of many tool people’sthat monitors priority the sentiment lists. Not among being potential able totravellers enjoy manyfrom six key source markets forof EuropeGastronomy - Brazil, onChina, ETC India, Members’ Japan, Russia Official and Websites the United examinedStates (US). how Results different are of Europe’sforward-looking experiences and shed due light to on COVID-19 the preferences, restrictions motivations was and also barriers among related the to frequently travel to Europe mentioned in the short-term. The words ‘travellers’,countries ‘respondents’ communicate and ‘tourists’ online arethe generally presence used of foodinterchangeably, tourism attractions when they have at the been used, for no other reason than to add variety to the language. concerns among survey respondents. been used, for no other reason than to add variety to the destinationlanguage. to prospective tourists. This Barometer provides results for the travel horizon January-April 2020. Insights are based on data collected in December 2019. An expected shift in what matters for tourists when making decisions about places to visit in a post- pandemicTHE SENTIMENT world was INDEXalso apparent. FOR TRAVEL Destinations TO EUROPE demonstrating IS POSITIVE a good IN COVID-19 ALL MARKETS management EUROPE HOLDS 17% OF THE SHARE OF INDIAN OUTBOUND (e.g.,Evolution low of intentionnumber to travel of to cases, Europe. Index effective base = 100 health (>100=expansion, standards <100=decline) and *implemented pandemic measures) TRAVEL was the preferred option for survey respondents. Visiting places that are less crowded and more In Brazil, travel confidence improves with the gradual economic recovery and moderate wage growth. Nearly 1 in 2 US Japan Brazil Russia China respondents shared intentions to spend some time in Europe over theIn next recent months. years, Relying aon large consumers and data growing collected population coupled with a strong economy prior the recent coronavirus outbreak, results highlight Europe’s lure to Chinese, with a sentiment index reaching a affordable had also overtaken world-famous attractions, which was traditionally the main driver119.1 of has fuelled the growth of the Indian outbound travel market. International destination-choice.115 record 119p. However, concerns about the spread of the virus have escalated over the past weeks and are expected to curtail international as well as domestic Chinese travel in 2020. departures from India have increased from 16.6 million in 2013 to 26.3 million 110 The Long-Haul Travel Barometers were launched with the support of the European Tourism in 2018, reflecting a five-year CAGR of 9.6%1. Indian tourists are amongst the 105 103.9 103.2 highest spenders abroad. Outbound tourism expenditure from India totalled Association (ETOA), Eurail BV, the European Commission and TCI Research. 102.6 100 2 103.9 US$21.3 billion in 2018, registering a growth of 22% over the previous year . 95 The sentiment index for travelling to Europe is positive in the US, Russia and Japan (103p for all three). However, only 29% of the respondents in Russia and the US, and 18% of thoseWith in Japan the plansupport to visit ofthe the region European in the first Union,four ETC published the Research Snapshot 90 a gloomy months of the year, potentially reflecting a gloomy appraisal of the financialon the pros Indianpects Outboundin the short-term. Travel Market. This research snapshot provides readers Base year’15 Jan-Apr ‘18 May-Aug’17 Sep-Dec’17 Jan-Apr ‘18 May-Aug’18 Sep-Dec’18 Jan-Apr’19 May-Aug’19 Sep-Dec’19 Jan-Apr’20 with an overview of the Indian outbound travel market and serves as a guide DESTINATION*Index values for each wave are calculated based on corresponding EUROPE waves in previous years. - as shown in the picture LONG-HAUL TRAVEL BAROMETER FEBRUARY 2020 for European tourism stakeholders looking for information and opportunities to do business with tourism operators in India. The paper also includes The Long-Haul Travel Barometer is a unique tool that monitors the sentiment among potential travellers from six key source markets for Europe - Brazil, China, India, Japan, Russia and the United States (US). Results are forward-looking and shed light on the preferences, motivations and barriers related to travel to Europe in the short-term. The words ‘travellers’, ‘respondents’ and ‘tourists’ are generally used interchangeably, when they have been used, for no other reason than to add variety to the language. recommendations on how to target the Indian travel trade and tourists. EUROPE’S HISTORY,This Barometer CULTURE provides results AND for GASTRONOMYthe travel horizon January-April ATTRACT 2020. Insights THE are based ATTENTION on data collected inOF December MANY 2019. AMERICANS IN JANUARY-APRIL, INDIANS ARE LOOKING FOR DESTINATIONS FAMOUS FOR NATURE AND WINTER SPORTS
THE SENTIMENT INDEX FOR TRAVEL TO EUROPE IS POSITIVE IN ALL MARKETS Evolution of intention to travel to Europe. Index base = 100 (>100=expansion, <100=decline) * In Brazil, travel confidence improves with the gradual economic recovery and moderate wage growth. Nearly 1 in 2 Top European destinations US Japan to visit Brazil Russia ChinaAverage length of stay (nights)respondents shared intentions to spendMain some reasonstime in Europe over to the visit next months. Europe Relying on consumers data collected Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe 119.1 prior the recent coronavirus outbreak, results highlight Europe’s lure to Chinese, with a sentiment index reaching a 115 record 119p. However, concerns about the spread of the virus have escalated over the past weeks and are expected to HISTORY BEACH & curtail international as well as domestic Chinese travel in 2020. GASTRONOMY NATURE NATURE HISTORY & CULTURE SEA ACTIVITIES 110 & CULTURE NATURE HISTORY & CULTURE SEA ACTIVITIES < 7 < 7 105 103.9 103.2 > 21 102.6 100 > 21 24% > 21 18% 103.9 95 The sentiment index for travelling to Europe is positive in the US, Russia and Japan (103p for all three). However, only 6% 29% of the respondents in Russia and the US, and 18% of those in Japan plan to visit the region in the first four 4% 90
months of the year, potentially reflecting a gloomy appraisal of the financial prospects in the short-term. Austria 44% 43% 39% Austria 56% 54% 54% Base year’15 Jan-Apr ‘18 May-Aug’17 Sep-Dec’17 Jan-Apr ‘18 May-Aug’18 Sep-Dec’18 Jan-Apr’19 May-Aug’19 Sep-Dec’19 44% 43% 39% 56% 54% 54% France Jan-Apr’20 France Italy *Index values for each wave are calculatedItaly based on corresponding waves in previous years. - as shown in the picture CITY LIFE “SLOW” ADVENTURE CITY LIFE “SLOW” ADVENTURE Germany France Germany CITY LIFE ACTIVE ADVENTURE GASTRONOMY France CITY LIFE ACTIVE ADVENTURE
Italy GASTRONOMY Italy
Germany 15 to 21
Germany 15 to 21 UK Switzerland UK Spain Switzerland DESTINATION EUROPE Spain 7 to 14 15 to 21 7 to 14 11% 7 to 14 LONG-HAUL TRAVEL BAROMETER FEBRUARY 2020 EUROPE’S HISTORY, CULTURE AND GASTRONOMY ATTRACT THE ATTENTION OF MANY AMERICANS8% IN JANUARY-APRIL,63% INDIANS ARE LOOKING FOR DESTINATIONS FAMOUS FOR NATURE AND WINTER SPORTS 67% 36%30% 19% 18% 15% 40%33% 32% 20% 16% Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European destinations to visit Average length of stay (nights)38% Main reasons 38%to visit Europe 53% 53% 53% BEACH & 53% 53% 53% HISTORY GASTRONOMY & CULTURE NATURE NATURE HISTORY & CULTURE SEA ACTIVITIES < 7 < 7 > 21 24% > 21 18% 6% 4% 44% 43% 39% Austria 56% 54% 54% France Italy CITY LIFE “SLOW” ADVENTURE Germany
France CITY LIFE ACTIVE ADVENTURE GASTRONOMY Italy
Germany 15 to 21 UK Switzerland The Long-Haul Travel Barometer is a unique tool that monitors the sentiment among potential travellers from six key source marketsSpain for Europe - Brazil, China, India, Japan, Russia and the United States (US). Results are 15 to 21 7 to 14 11% 7 to 14 EUROPE’S CULINARY8% SCENE LURES63% AN INCREASING NUMBER OF JAPANESE TOURISTS 67% RUSSIANS SHOW GROWING INTEREST IN “SLOW” ADVENTURE EXPERIENCES forward-looking and shed light on the preferences, motivations and barriers related to travel to Europe in the short-term.36%30% 19%The18% words 15% ‘travellers’, ‘respondents’ and ‘tourists’ are40% generally33% 32% 20% 16% used interchangeably, when they have 38% 38% 53% 53% 53% been used, for no other reason than to add variety to the language. This Barometer provides results for the travel horizon January-AprilTop EUROPE’S2020. European CULINARY Insights SCENE destinations LURES AN are INCREASING based to NUMBER visit OF JAPANESEon data TOURISTS collectedAverage length in December of stay (nights)RUSSIANS 201 SHOW9. GROWING INTEREST MainIN “SLOW” reasons ADVENTURE toEXPERIENCES visit Europe Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe HISTORY Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European destinations to visit AverageGASTRONOMY length of stay (nights) HISTORY &Main CULTURE reasons to visit EuropeNATURE & CULTURE “SLOW” ADVENTURE NATURE HISTORY & CULTUREHISTORY GASTRONOMY HISTORY & CULTURE NATURE & CULTURE “SLOW” ADVENTURE NATURE < 7 < 7 < 7 < 7 THE SENTIMENT INDEX FOR TRAVEL TO EUROPE IS POSITIVE IN ALL MARKETS < 7 > 21 22% > 21 43% 3% > 21 22% France 3% 37% 34%> 21 33% 43% 38% 31% 30% Evolution of intention to travel to Europe. Index base = 100 (>100=expansion, <100=decline) * > 21 43% BEACH & Germany CREATIVE ARTS GASTRONOMY CITY LIFE SEA ACTIVITIES Italy CITY LIFE 3% Germany 15 to 21 3% Austria Italy UK Czech Republic France Finland
France 7 to 14 France In Brazil, travel confidence improves with3% the gradual economic recovery and5% 37%moderate wage34% growth. Nearly33% 1 in 2 38% 31% 30% 7 to 14 3% 37% 34% 33% 38% 31% 30% 15 to 21 70% BEACH & 40%26% 24% 15% 12% 48% 21%16% 15% 15% 13% BEACH & respondentsGermany 6% shared intentions to spend30% some19% time in Europe over the next months. Relying on consumers26% data22% collected22% GASTRONOMY CITY LIFE SEA ACTIVITIES US Japan Brazil Russia China Germany CREATIVE ARTS GASTRONOMY CITY LIFE Italy CITY LIFE CREATIVE ARTS SEA ACTIVITIES
Italy CITY LIFE Germany Germany 15 to 21
prior the recentAustria coronavirus outbreak, results highlight Europe’s lure to Chinese, with a sentiment index reaching a Italy Austria UK Czech Republic France Italy UK Czech Republic France 119.1 Finland Finland 7 to 14 115 EUROPE’S VASTLY RICHrecord HISTORY AND 119p. GASTRONOMIC However, CULTURE c SPARKoncerns THE INTEREST about OF BRAZILIANS the spread of theCHINESE virus ARE have INCREASINGLY escalated INTERESTED over IN SAMPLING the pastNEW AND weeks UNFAMILIAR and CUISINE are WHILE expected IN EUROPE to 5% 7 to 14 curtail international as well as domestic15 Chinese to 21 travel in 2020. 70% 110 Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European destinations48% to visit Average length of stay (nights) Main reasons to visit Europe 40%26% 24% 15% 12% 6% 48% 30% 19% 21%16% 15% 15% 13% 26% 22% 22% GASTRONOMY HISTORY & CULTURE NATURE 30% NATURE 19%GASTRONOMY HISTORY & CULTURE 26% 22% < 7 < 7 105 > 21 24% > 21 20% 103.9 7% 2% Portugal
103.2 55% 55% 51% France 47% 45% 45% France Germany 102.6 Italy CITY LIFE TRACING FAMILY ROOTS CITY LIFE “SLOW” ADVENTURE Italy 100 15 to 21 UK Germany Switzerland Spain 14% 7 to 14 15 to 21 7 to 14 103.9 EUROPE’S VASTLY RICH HISTORY55% AND GASTRONOMIC CULTURE SPARK THE8% INTEREST70% OF BRAZILIANS CHINESE ARE INCREASINGLY INTERESTED IN SAMPLING NEW AND UNFAMILIAR CUISINE WHILE IN EUROPE 95 44%38% 31% 19% 16%The sentiment index for travelling49% to Europe42% is positive51% in 34%the 23%US,21% Russia 17% and Japan (103p for all three).36% However,34% only
Fieldwork: December 2019 29% of the respondents in Russia and the US, and 18% of those in Japan plan to visit the region in the first four Brazil: 469; China: 674; Japan: 183; Russia: 298; USA: 293; India: 732 90 Sample sizes: months of the year, potentially reflecting a gloomy appraisal of the financial prospects in the short-term. The Long-Haul Travel Barometer captures people’s intention to travel abroad and is not meant to quantify prospect demand levels. The findings are brought to 1 you Topby the European European Travel Commission destinations, European Tourism Association to (ETOA) visit by Eurail B.V. and the European CommissionAverage. The project is realisedlength by TCI of stay (nights) Main reasons to visit Europe Top European destinations toMinistry visit of Tourism,Average Government length of stay (nights) of India – India TourismMain reasons Statistics to visit Europeat a Glance – 2019 Base year’15 Jan-Apr ‘18 May-Aug’17 Sep-Dec’17 Jan-Apr ‘18 May-Aug’18 Sep-Dec’18 Jan-Apr’19 May-Aug’19 Sep-Dec’19 Jan-Apr’20 Research. All rights reserved. 2 GASTRONOMY HISTORY & CULTURE GASTRONOMY HISTORY & CULTURE NATURE UN World Tourism Organization NATURE GASTRONOMY HISTORY & CULTURE *Index values for each wave are calculated based on corresponding waves in previous years. - as shown in the picture < 7 < 7 > 21 24% > 21 20% 7% 2% Portugal Portugal
France 47%
55% 55% 51% France 45% 45% 20 • ANNUAL REPORT 2020 • EUROPEANFrance TRAVEL COMMISSION 55% 55% 51% 47% EUROPEAN45% TRAVEL45% COMMISSION • ANNUAL REPORT 2020 • 21 France Germany Germany Italy Italy CITY LIFE TRACING FAMILY ROOTS CITY LIFE “SLOW” ADVENTURE Italy UK Italy
15 to 21 UK Germany 15 to 21 Germany Switzerland Spain
IN JANUARY-APRIL, INDIANS ARE LOOKING FOR DESTINATIONS FAMOUS FOR NATURE AND WINTER SPORTS Switzerland EUROPE’S HISTORY, CULTURE AND GASTRONOMY ATTRACT THE ATTENTION OF MANY AMERICANS Spain 7 to 14 14% 7 to 14 15 to 21 7 to 14 55% 8% 70% Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European44% 38%destinations 31% 19%to visit 16% Average length of stay (nights) Main reasons49% to visit Europe 42% 51%34% 23% 21% 17% 36% 34% BEACH & HISTORY GASTRONOMY & CULTURE NATURE NATURE HISTORY & CULTURE SEA ACTIVITIES < 7 Fieldwork: December 2019 < 7 Sample sizes: Brazil: 469; China: 674; Japan: 183; Russia: 298; USA: 293; India: 732 > 21 24% > 21 18% 6% The Long-Haul Travel Barometer captures people’s intention to travel abroad and is not meant to quantify prospect demand levels. The findings are brought to you by the European Travel Commission, European Tourism Association4% (ETOA) by Eurail B.V. and the European Commission. The project is realised by TCI 44% 43% 39% you by theAustria European Travel Commission, European Tourism Association (ETOA) by Eurail B.V. and the European Commission56% . The project54% is realised by TCI54% France Research. All rights reserved. Italy CITY LIFE “SLOW” ADVENTURE Germany
France CITY LIFE ACTIVE ADVENTURE GASTRONOMY Italy
Germany 15 to 21 UK Switzerland Spain 15 to 21 7 to 14 11% 7 to 14 8% 63% 67% 36%30% 19% 18% 15% 40%33% 32% 20% 16% 38% 38% 53% 53% 53%
EUROPE’S CULINARY SCENE LURES AN INCREASING NUMBER OF JAPANESE TOURISTS RUSSIANS SHOW GROWING INTEREST IN “SLOW” ADVENTURE EXPERIENCES
Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe HISTORY GASTRONOMY HISTORY & CULTURE NATURE & CULTURE “SLOW” ADVENTURE NATURE < 7 < 7 > 21 22% > 21 43% 3%
France 3% 37% 34% 33% 38% 31% 30% BEACH &
Germany CREATIVE ARTS GASTRONOMY CITY LIFE SEA ACTIVITIES
Italy CITY LIFE
Germany 15 to 21 Austria Italy UK Czech Republic France Finland 5% 7 to 14 15 to 21 7 to 14 70% 48% 40%26% 24% 15% 12% 6% 30% 19% 21%16% 15% 15% 13% 26% 22% 22%
EUROPE’S VASTLY RICH HISTORY AND GASTRONOMIC CULTURE SPARK THE INTEREST OF BRAZILIANS CHINESE ARE INCREASINGLY INTERESTED IN SAMPLING NEW AND UNFAMILIAR CUISINE WHILE IN EUROPE
Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe Top European destinations to visit Average length of stay (nights) Main reasons to visit Europe
GASTRONOMY HISTORY & CULTURE NATURE NATURE GASTRONOMY HISTORY & CULTURE < 7 < 7 > 21 24% > 21 20% 7% 2% Portugal
55% 55% 51% France 47% 45% 45% France Germany Italy CITY LIFE TRACING FAMILY ROOTS CITY LIFE “SLOW” ADVENTURE Italy 15 to 21 UK Germany Switzerland Spain 14% 7 to 14 15 to 21 7 to 14 55% 8% 70% 44%38% 31% 19% 16% 49% 42% 51%34% 23% 21% 17% 36% 34%
Fieldwork: December 2019 Sample sizes: Brazil: 469; China: 674; Japan: 183; Russia: 298; USA: 293; India: 732
The Long-Haul Travel Barometer captures people’s intention to travel abroad and is not meant to quantify prospect demand levels. The findings are brought to you by the European Travel Commission, European Tourism Association (ETOA) by Eurail B.V. and the European Commission. The project is realised by TCI Research. All rights reserved. RESEARCH ACTIVITIES RESEARCH ACTIVITIES
GENERATION Z RECOGNISES ITS RESPONSIBILITY IN SHAPING THE FUTURE OF TRAVEL IN EUROPE VALUE FOR MONEY (47%), AVAILABILITY OF CHEAP FLIGHTS (45%) AND SAFETY AND SECURITY (42%) ARE THE TOP REASONS FOR GENERATION Z TO CHOOSE A TRAVEL DESTINATION Members of Generation Z are often described as highly adaptable, smart and tolerant. Their different lifestyles, motivations and habits make them a segment difficult to generalise, but also a segment that will pave the way for innovation and responsible tourism. As the world’s youngest population grows, becomes more affluent and begins to travel, it is likely to cause major changes in consumer travel demand. Understanding Gen Z travellers and their concerns and motivations is fundamental to evaluating how tourism demand could evolve in the years to come, and how it could impact tourism in Europe and worldwide. To grasp this opportunity, ETC launched the Study on Generation Z Travellers, which investigates the travel preferences and behaviours of this demographic segment in four markets – China, Germany, the UK and the US. The study delves into their motivations, aspirations and views, and translates those into SHORT-TERM RENTALS PARTNERSHIP WITH TRANSPARENT future-oriented travel market intelligence. In addition, the report offers a list of In cooperation with Transparent, ETC developed a benchmarking project for short-term rentals insights in 12 trends, which illustrate what Europe’s tourism sector could expect to see in Europe. The Short-Term Rentals Dashboard provides key metrics for both supply and demand in each ETC terms of both supply and demand, in the coming 10-15 years. member country and monitors the short-term rentals listings from the four main online travel agents in the short-term rentals sector: Airbnb; Booking.com; HomeAway and TripAdvisor. ETC also partnered with Transparent to provide ETC members with a free course to build their own business intelligence dashboards. This course is offered through Google Data Studio, a powerful free tool developed and maintained by Google that will allow users to produce complete custom dashboards.
SOUTH EAST ASIA OUTBOUND TRAVEL MARKET ANIMATED VIDEO ETC released an animated video summarising the key findings from the Study on the South-East Asian Outbound Travel Market, which investigated the potential of four key outbound markets in the South-East Asian region: Indonesia, Thailand, Malaysia and Singapore. The study aims to provide insights into the South-East Asian travel market and identify long-term attitudinal and behavioural emerging trends with respect to travel to Europe.
22 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 23 MARKETING ACTIVITIES MARKETING ACTIVITIES
EUROPE VIRTUAL ROADSHOW IN BRAZIL ETC organised a Virtual Roadshow in Brazil in November 2020 to foster tourism recovery by connecting European destinations with the Brazilian travel trade and explaining how to travel safely in Europe once restrictions are lifted. ETC used a state-of-the-art 3D interactive platform to MARKETING host this virtual roadshow. The platform provided a fully immersive social virtual reality experience which allowed European partners and visitors to engage and interact via avatars. Conference sessions at the ITB China Meetup Event TRAVEL TRADE This virtual event hosted a total of 19 stands in 5 interactive virtual spaces where European destinations were able to As part of ETC’s involvement in the ITB China Industry FAM TRIPS meet with top members of the Brazilian travel trade. Meetup, participating ETC Members gained discounts on ETC in cooperation with several international partners their participation fees as well as free access to panel organised a short series of familiarization trips for niche discussions and speaking slots. The events saw the tour operators, travel wholesalers and other members of presence of over 1,000 Chinese travel trade professionals the travel trade from long-haul markets for the purpose and interventions by 9 ETC Members. of educating them about thematic pan-European products and experiences. The fam trips were co-funded by the European Union. ETC invited North American buyers to trace the footsteps Participants of the Creative Cities fam trip in Wallonia, Belgium CONSUMER MARKETING of the heroes that liberated Europe. Participants explored Additional fam trips were suspended in light of the A NEW BRAND ARCHITECTURE AND historical sites, museums and iconic monuments in some COVID-19 pandemic. of the most popular European cultural destinations. Two ITB CHINA MEETUP EVENTS NARRATIVE fam trips took place in February 2020, which included ETC’s Marketing Group developed the new Experience ETC co-hosted the ITB China Industry MeetUp event series visits to sites in Italy and Czech Republic and in Belgium, TRADE ACTIVITIES IN NORTH AMERICA Europe Brand Strategy. The brand architecture defines which took place between September and November Luxembourg and the Netherlands. the brand promise, values, key messages and tone of ETC participated in the Virtual Travel and Leisure Show 2020. The events were designed to provide global travel voice of the Europe brand and its respective key passion in September in Canada. Destinations in the European suppliers unique opportunities to reconnect with Chinese points (nature and outdoors, creative cities and history and virtual booth interacted with 500 Canadian travel agents buyers, and get updated on latest trend insights, relating ancestry). The strategy is meant to serve as a guide for to present a unified approach about the current situation to the ‘new normal’, as well as meet face-to-face with future content development for promotional activities and of the industry in Europe as well as to understand agent’s members of the exclusive ITB China buyers circle. The to guarantee coherence and objectivity in their narratives concerns. On the same basis, ETC also participated in the MeetUp Events visited Shenzhen, Changsha, Beijing, and messages. ACTA 2020 Travel Industry Summit in November. Shenyang, Chengdu and Shanghai. ETC’s USA Chapter participated in USTOA’s Virtual Annual ETC curated a selection of twenty-five so-called Conference and Marketplace in December 2020. ETC Extraordinary Experiences of Europe (EEEs). This collection hosted a dedicated market intelligence briefing entitled of experiences was researched and measured against a ‘Restarting Travel to Europe’ which was built within the set of criteria which considered their alignment with the conference programme. More than 150 operators and values of the Experience Europe brand strategy and their advisors followed the session which made it one the most economic, environmental and social sustainability. This set attended briefings of the event. ETC also of experiences is meant to serve as a paradigm of what sponsored a tour operator’s panel discussion ETC’s priority niche consumer segments from around the which had a specific focus on European Members of the ETC China Chapter at the ITB China Meetup Event in world can do in Europe, capture their attention and entice destinations. ETC’s new reassurance video Shanghai them to visit. The collection of EEEs will inform content was presented during the event. marketing activities and is also expected to encourage future product development.
Participants of the history fam trip in Monte Cassino, Italy
A creative cities fam trip for North American buyers, with the support of ETOA, took place between 26 February and 4 March 2020. The itinerary included visits to sites and creative experiences in Belgium, France and Luxembourg. The fam trip was organised in conjunction with the ETOA The ITB China Meetup Events offered an opportunity to reconnect with the Nordic Marketplace in Copenhagen. Chinese travel trade
24 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 25 MARKETING ACTIVITIES MARKETING GROUP
EUROPE INVITES THE CURIOUS EUROPEAN STORIES NETWORK ETC initiated the content development for the global ETC in partnership with its associate member CrowdRiff communication and promotional campaign “Europe invites kicked off the development of the European Stories the curious”. This includes development of storylines and Network. key messages, hero visuals, videos, landing page, social Stories are a mobile-focused format (Accelerated Mobile MARKETING GROUP AND media posts, etc. Further preparations included the Pages or AMP) for delivering content in a visually rich, fast- recruitment of micro-influencers to take part in content loading, full-screen tap-through experience. These travel distribution as well as translation and localisation of OVERSEAS CHAPTERS stories allow for a mobile-first, immersive experience that creative assets. The campaign had a soft launch on social delivers a visual narrative composed of photos, videos media in late 2020. NEW CHAIRMANSHIPS OF OVERSEAS and text. CHAIR: Elke Dens, Belgium-Flanders CHAPTERS The European Story Network provides a unique ecosystem CO-ORDINATOR: Miguel Gallego, ETC Executive Unit of compelling, mobile-first content created by ETC, ETC welcomed a group of new faces at the helm of its member NTOs and local partners that showcases its overseas chapters. Petr Lutter (CzechTourism) extraordinary travel experiences across a decentralised ANNUAL MEETING IN MALTA was appointed as Chairperson in Brazil, joining Vice- audience reaching travellers all over the world. The current Chairperson Oscar Almendros (Turespaña). In China, The members of the ETC Marketing Group (MKG) came network includes more than 10 NTOs. Zuzanna Gutkowska (Polish Tourism Organisation) and together during the Annual Meeting in Sliema, hosted by Franka Gulin (Croatian National Tourist Board) took over as Stories were integrated in the VisitEurope.com the Malta Tourism Authority, to discuss the implementation Chairperson and Vice-Chairperson respectively. With the portal and will be further distributed as part of the promotional activities within the Horizon 2022 new appointment in China, ETC bade farewell to Ludivine of the upcoming global campaign – Europe strategy. Destrée from Wallonia Tourism Belgium who represented invites the Curious. the China Chapter for 3 years, leading ETC activities through the 2018 EU-China Tourism Year and representing A social media workshop with hands-on marketers from the organisation during a challenging 2020. ETC members took place prior to the campaign soft launch in December 2020. The workshop showcased critical exercises on social media, examples and case studies on how to amplify the campaign on ETC members’ own channels as well as guidelines and tips to maximise visibility and impact of communication materials.
CO-BRANDING CAMPAIGNS 2020 also saw the launch of a multi-thematic pan-European ETC carried out a series of co-branding promotional promotional campaign targeted towards Chinese FITs. The ETC’s 5th Annual Meeting took place in Sliema, Malta campaigns in cooperation with multiple public and private campaign, in cooperation with 35 DMOs, aimed at raising Highlights of the programme included a workshop partners to leverage resources for the joint promotion awareness of extraordinary travel experiences in European about the new Experience Europe brand architecture, of Destination Europe in third markets. ETC initiated two destinations under the Nature & Outdoors and Creative presentations by ETC associate members Crowdriff and co-branding campaigns with the NTOs of Serbia and Cities passion points. At the time of reporting, the campaign Eurail, as well as brainstorming sessions on ETC’s future Montenegro and several Irish DMOs under the Nature and had accumulated over 165 million page views on Weibo, promotional activities and exchange of best practices Outdoors passion point with the aim to create awareness WeChat and DouYin (TikTok). The campaign will continue which featured presentations from various ETC members. of slow adventure experiences in Europe among Free well into 2021. The Annual Meeting concluded with a technical visit Independent Travellers (FITs) in China, Canada and USA. showcasing experiences under the history passion point, The campaigns kicked-off in late 2020 and will continue to give delegates a first-hand experience of the Horizon through the first quarter of 2021. At the time of reporting, 2022 strategy. these campaigns had received 8.7 million impressions From left to right: Zuzanna Gutkowska, Ludivine Destrée and Franka Gulin among North American FITs, and 135 million impressions among Chinese FITs. Pascal Prinz (Switzerland Tourism) took over the Canada Chapter Chairmanship from Dana Welch (Tourism Ireland). ETC also launched a co-branding promotional campaign ETC’s USA Chapter’s Chairperson Alison Metcalfe (Tourism together with the NTOs of Germany and Flanders under Ireland) and Vice-Chairperson Marco Frank (VisitFlanders) the Creative Cities passion point. This campaign aimed were re-appointed for an additional term of 2 years. at promoting Europe, its culture, art and vibrant lifestyle to Chinese and North American travellers. The campaign The Overseas Chapters held regular meetings to share launched in December 2020 and will continue through the insights on the impact of the pandemic in their marketing first quarter of 2021. It reached 2.8 million impressions in plans and the response of their individual destinations its first month. and governments, while assisting ETC in various trade ETC’s Marketing Group during the Experience Europe brand architecture activities meant to restore confidence. workshop
26 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 27 ADVOCACYPARTNERSHIPS ADVOCACY PARTNERSHIPS ADVOCACY COOPERATION WITH THE CULTURAL HERITAGE SECTOR ETC AND EURAIL PRESENT A SHARED VISION FOR SUSTAINABLE GROWTH For the third year in a row, ETC has once again The winners and runners-up were selected by the ETC joined forces with Eurail to present a White Paper on Rail Transport for International partnered up with the European Cultural Tourism Jury (composed of representatives of ECTN, ETC - Tourism in Europe defining sustainable growth models that accelerate the transformation to Network (ECTN), Europa Nostra and the Network Vice-President Kristjan Staničić and Executive a sustainable, digital and innovative tourism sector in the aftermath of the COVID-19 crisis. of European Regions for Competitive and Director Eduardo Santander, Europa Nostra, As one of the most labour-intensive sectors of the economy, support to establish a Sustainable Tourism (NECSTouR) to contribute NECSTouR, the Directorate General for Culture, fast-track recovery for the European tourism sector is needed to prevent the loss of to the legacy of the European Year of Cultural European Commission, the Phoenicians’ Cultural millions of jobs. As the importance of climate challenges has not waned, the European Heritage 2018 and to encourage the development Route and Iter Vitis Cultural Route), out of over 40 tourism sector must also take a global lead and set new standards that secure future of sustainable tourism destinations around applications received from 16 countries. growth along sustainable patterns. Europe. The winners were awarded for their achievements This white paper presents possible growth models where rail transport becomes pivotal The theme of this edition of the ‘Destination of that have produced significant results related to for international travel in Europe, reducing the environmental footprint of tourism and Sustainable Cultural Tourism’ Awards focused enhancing visitor experience while respecting preventing a return to situations of overcrowded destinations. For this vision to become on ‘Special interest tourism development and traditions and involving local communities. The reality, ETC and Eurail call on European Institutions to take action in the following areas: promotion based on Cultural Heritage’. The winners in the category proposed by ETC for this Awards contest was open to tourist destinations edition of the Awards - Transnational Thematic across Europe, to showcase their results and Tourism Products, including Cultural Routes - initiatives in sustainable cultural tourism under are Historic Cafés in the Iberian Peninsula by 1 2 3 4 five selected categories, including transnational Portuguese Historic Cafés Association, Portugal Strong political and Promote and Commitment to Promote thematic tourism products, digitalisation and and Spain (1st prize) and Vilar Formoso by Câmara financial support to support sector-wide invest and support smart mobility innovation. Municipal de Almeida, Portugal (2nd prize). promote the benefits initiatives lead by railways to enable models with railways of rail travel for railways and national carriers provide as integrators leisure purposes tourism boards to quality transport for seamless, The full list of winners can among travellers engage all relevant services that meet sustainable, be consulted at: from Europe actors across the the specific needs affordable and and overseas, industry and secure of leisure travellers accessible mobility through dedicated support for joint at an adequate price for residents and educational and action. that leaves no one visitors alike. promotional behind. campaigns.
At the event, the stakeholders and the policy- makers applauded the excellent work done by ETC - CIFFT Award ETC during the past 5 years in driving forward numerous joint initiatives on issues impacting the In cooperation with the International Committee of Time to #stayhome. sector ranging from a budget and EU strategy for Tourism Film Festivals (CIFFT), the most prestigious st Turn to nature and tourism to visas, harmonised travel restrictions awards and recognition initiative in travel video 1 dream. – Slovenia (Social EUROPEAN TOURISM MANIFESTO responsibility and value of and national recovery & resilience plans. The marketing industry, ETC launched a joint award scheme place CELEBRATES ITS 5TH ANNIVERSARY tourism/COVID-19 category) supporting organisations also declared their for its members. The scheme awards promotional 2020 marked the 5th anniversary of the European commitment to intensify these joint efforts in tourism videos from ETC full and associate members, Tourism Manifesto, an alliance bringing together times of crisis. recognising the importance of multimedia in tourist Discover the colors more than 60 European public and private marketing destinations. 18 submissions from 12 ETC nd Holding Secretariat and Chairmanship, ETC 2 you never knew existed organisations, covering the whole tourism value full members were received across two categories: – Lithuania (Country looks forward to continuing crucial work with the place chain and beyond. The celebration took place social responsibility and value of tourism in light of the promotion category) alliance in finding solutions for recovery from the on 9th December in an online event organized COVID-19 pandemic, and general national promotional current crisis, but also in shaping the tourism of by ETC which was attended by the supporting videos. tomorrow. Much more than “just” organisations, a representative of the Portuguese The winners will receive fully sponsored entry to the 3rd Denmark – Denmark (Social Presidency (Mr Luís Campos, Chair of Council More information about the activities Grand Prix CIFFT Circuit 2021, where the selected responsibility and value of Working Party Tourism) and two MEPs (Mrs. of the group and the policy priorities tourism/COVID-19 category) videos will compete in travel video competitions in 15 place Cláudia Monteiro De Aguiar and Mr István Ujhelyi), of the travel and tourism sector can countries across the world. The winners are as follows: long-time supporters of the alliance’s activities. be found at:
28 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 29 CORPORATE COMMUNICATIONS CORPORATE COMMUNICATIONS
CORPORATE COMMUNICATIONS It comes as no surprise that the vast majority of requests received related to the impact of COVID-19 on the travel ESTABLISHING ETC AS A PROMINENT received extensive media coverage worldwide, generating and tourism sector, the various travel restrictions imposed ADVOCATE FOR TRAVEL & TOURISM IN FACE OF over 1170 press mentions in various mainstream and trade in Europe and the process of restarting tourism. The media THE COVID-19 CRISIS outlets. requests coming from a variety of major mainstream Throughout 2020 ETC actively engaged in media Due to COVID-19, a large proportion of the coverage was outlets demonstrates ETC’s reputation as thought leaders communications to stress the devastating impact of centred on the impact of the crisis on the tourism sector, and authority in the field of tourism, particularly during the COVID-19 crisis on European tourism, highlight with an outlook on the months ahead. The second quarterly times of crisis. the importance of tourism for the economic and social report "European Tourism: Trends & Prospects" was the development in Europe, and urge more support for the press release that got the most coverage in 2020, with a sector. The COVID-19 pandemic and increased focus of total of 67 publications. The fourth quarterly report for media, policymakers, and the wider public on tourism 2019 was the second most covered in 2020, with a total of helped further establishing ETC’s reputation as one of 41 publications. The "Monitoring Sentiment for Domestic the key European tourism stakeholders and a permanent and Intra-European Travel" surveys also gained extensive ETC Executive Director Eduardo Santander’s interview with Euronews on advocate of the travel and tourism sector. coverage in the media, with the project’s announcement the COVID-19 impact on tourism employment, May 2020 mentioned in 38 publications. In 2020, ETC published 23 press releases and 13 website a harmonised European approach to travel measures articles to support its policy messages and promote its Travel restrictions were another topic high on the public supported by data from Sojern proving low tourism latest research and marketing campaigns. ETC’s work agenda throughout the year. ETC’s call in August for confidence across the continent gained much attention from the media, with a total of 23 publications. In September, ETC’s involvement with other travel and LEADING TOPICS IN 2020 tourism stakeholders also saw extensive coverage in ETC calls for harmonised European European media (with a total of 27 articles) as a group ETC Head of Research Jennifer Iduh discussing 2020 summer prospects in approach to travel restrictions of sector representatives called for the European Europe on CBS News, July 2020 Commission President to end quarantines and develop a ETC joins unprecedented common EU Testing Protocol. industry appeal to European ETC quarterly report ETC’s proactive engagement in media communications Commission President 2/2020 resulted in growing numbers of press requests for comments and interviews as the year progressed. In 2020 ETC received over 100 media requests. Interviews, Luis Araújo elected comments and statements from ETC’s representatives to lead ETC ETC quarterly report were featured in a number of top tier international 4/2019 media, including CNN, Euronews, BBC World News, Bloomberg, Financial Times, The Washington Post, The ETC quarterly report ETC and MINDHAUS join New York Times, Euractiv, NBC, CNBC, the Wall Street 3/2020 forces to evaluate sentiment Journal, CGTN, China Daily, TRT World and other major for European travel press outlets.
ETC MEDIA COVERAGE IN 2020
1171 PRESS MENTIONS 195 192
142 122 99 75 81 69 Articles 60 54 48 34
ETC Head of Public Affairs Teodora Marinska commenting on European ETC Executive Director Eduardo Santander’s comments on US travel to Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec Commission’s proposal on travel restart on TRT News, May 2020 Europe in the Washington Post, September 2020
30 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 31 MEMBERSHIP ADVOCACYFUNDING
MEMBERSHIP FUNDING ETC is constituted under Belgian law as an International Association Without Lucrative Purpose (AISBL/ IVZW). Being a non-for-profit organisation, ETC is subject to tax on legal entities, which is not applied on global income but only on income derived from specific sources, i.e. real estate. The main source of income is from LUÍS ARAÚJO ELECTED TO LEAD ETC membership contributions, the level of which is approved each year at the ETC General Meeting. In 2020, ETC used a grant from the European Commission focused on promotion of ‘Destination Europe’ in line TOWARDS SUSTAINABLE TOURISM with ETC’s new strategy “Horizon 2022” and the priorities of EU tourism policy. The grant was co-funded by partners in the framework of the Joint Promotion Platform. RECOVERY IN EUROPE Figures provided are pending final approval at the moment of publication. Luís Araújo from Turismo de Portugal has been elected as ETC’s President for a three-year term by the 99th General Meeting on 8th September 2020. Luís Araújo is a long-standing member of the tourism sector with over 20 years of experience. Heading the Portuguese National Tourism Authority since EXPENSES OVERVIEW February 2016, he leads a team of 650 people and 350 external trainers, and coordinates 20 tourism delegations covering 26 foreign markets for Portugal. Previously Mr Araújo was a Board Member at Group Pestana (the largest Marketing Research hotel group in Portugal with over 100 hotels in 15 countries) responsible for €1,092,199 €230,441 operations in Latin America while also leading the sustainability department of the group. He also served as Head of the Cabinet of the Portuguese Secretary of State for Tourism between 2005 and 2007. Taking over the mandate during these unprecedented times, Luís Araújo will Advocacy lead European destinations’ joint efforts to rebuild the tourism sector in Europe KRISTJAN STANIČIĆ TO €105,744 in the aftermath of the COVID-19 crisis. The newly elected President aims to STEER ETC’S SUSTAINABI- position ETC as the top influential voice in the sector’s transformation towards responsible, sustainable, digital and resilient tourism of tomorrow. LITY AGENDA During the 99th ETC General Mee- ting, Mr Kristjan Staničić, General Director of the Croatian National I am extremely proud to be able Tourist Board (CNTB), was also to lead the European Travel elected as ETC Vice-President for ‘‘Commission on behalf of Turismo Sustainability. Mr Staničić has led INCOME OVERVIEW de Portugal namely in a period when CNTB and its team of 130 people European tourism faces one of its since 2017, combining his exten- Partners biggest challenges if not the biggest. sive experience in destination branding and marketing, tourism €454,049 One of the main goals is to ensure management and sustainable European Commission that tourism has a stronger voice in development. He will work along- Grant Europe and the EU, through better side ETC’s new President, in crisis €1,257,139 coordination among countries, in management and in ETC’s efforts view of a quick and sustainable to further foster the sustainable recovery of the tourism sector. tourism growth of Destination Europe. Membership fees Luís Araújo, ETC President Current ETC Vice-President Ms €1,001,719 Magda Antonioli from ENIT was re-elected for another mandate TOTAL INCOME at the General Meeting. She will €2, 712, 907 Luís Araújo takes the Presidency over from Peter De Wilde, CEO of continue her work in supporting VisitFlanders, who held the position for six years and lead ETC through reform, the President and coordinating enlarging a portfolio of activities and attracting numerous associate members ETC’s actions on connectivity. from the private sector. ”
32 • ANNUAL REPORT 2020 • EUROPEAN TRAVEL COMMISSION EUROPEAN TRAVEL COMMISSION • ANNUAL REPORT 2020 • 33 WHO WAS WHO AT ETC ETC MEMBER ORGANISATIONS WHO WAS WHO FULL MEMBERS Cyprus AT ETC IN 2020 1 Belgium (Flanders) Belgium (Wallonia) Bulgaria Croatia Croatian National Tourist Board Republic of Cyprus, Deputy Visit Flanders Wallonie Belgique Tourisme (WTB) Bulgarian Ministry of Tourism (CNTB) Ministry of Tourism
Czech Republic Denmark Estonia Finland Germany PRESIDENT BOARD OF DIRECTORS
Estonian Tourist Board - German National Tourist Board CzechTourism VisitDenmark Enterprise Estonia Visit Finland - Finpro Ry (GNTB)
Greece Hungary Iceland Ireland Ireland Željka Peter De Wilde Radak-Kukavičić (Belgium) (Montenegro)
Greek National Tourism Organisation (GNTO) Hungarian Tourism Agency Icelandic Tourist Board Tourism Ireland Fáilte Ireland
Italy Latvia Lithuania Luxembourg Malta
Luis Araújo (Portugal) Petra Bente Hedorfer Bratland Holm (Germany) (Norway) Ministry of Economy and Innovation Investment and Development Agency of the Republic of Lithuania, Tourism VICE-PRESIDENTS Italian Government Tourism Board of Latvia (LIAA) Policy Division Luxembourg for Tourism (LFT) Malta Tourism Authority (MTA) Monaco Montenegro The Netherlands Norway Poland
Eszter Alfoldi Radúz Dula (Hungary) (Slovakia) Monaco Government Tourist National Tourism Organisation Magda Antonioli and Convention Office of Montenegro NBTC Holland Marketing Innovation Norway Polish Tourism Organisation (PTO) (Italy) Portugal Romania San Marino Serbia Slovakia
Inese Sirava National Tourism Organization of Ministry of Transport and Kristjan Miguel Sanz Turismo de Portugal Romanian Ministry of Tourism State Office for Tourism Serbia (NTOS) Construction of the Slovak Republic Staničić (Latvia) (Spain) (Croatia) Slovenia Spain Switzerland
Guy Martin Slovenian Tourist Board Turespaña - Instituto de Turismo Switzerland Tourism Antognelli Nydegger (Monaco) (Switzerland)
ORGANISATIONAL GENERAL MEETING 32 Members ASSOCIATE MEMBERS STRUCTURE President BOARD OF DIRECTORS 2 Vice-Presidents 10 Members
EXECUTIVE UNIT MARKETING GROUP MARKET OVERSEAS CHAPTERS INTELLIGENCE GROUP Executive Director USA, Canada, China, Brazil Market Intelligence Committee
1 Accurate as of end of 2020
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