ETC BULLETIN News from the European Travel Commission January - April 2015

CONTENTS About ETC 2 ETC Operations Groups 7 ETC agenda 2015 12

ETC partnerships 3 ETC research & development 8-11 List of ETC member organisations 12 • Russian blogosphere update ETC marketing activities 4-6 • Knowledge sharing workshop Contact details 12 • ETC Film Awards • Peter Nash: a profile • Roll the Dice new game • A tribute to Tom Ylkänen • My EuroShorts • Tourism performance and outlook • Travellers' satisfaction research

Breaking the boundaries of travel inspiration: The all new VisitEurope.com Industry

For those with a boundless desire to Leaders travel, the new and much-improved VisitEurope.com provides a trusted Discuss How source of information. The site has been designed to inspire unforgettable to Re-energise and authentic journeys that will create a lifelong passion for exploring the Tourism to continent. With more than 30 countries and over 100 unique items of engaging, Europe pan-European content at its core, VisitEurope.com is the product of a As growth in emerging markets near 20-year legacy. outpaces the ‘old continent’, a panel of tourism leaders, from both Following its recent revamp, the site is the public and private sectors, met now aimed at a new generation of in November 2014 at the World travellers with content ranging from Travel Market to discuss what recommended trips to articles and Europe needs to do to stem its from videos to photo galleries. declining share of world tourism.

The site has a simple menu structure Eduardo Santander, ETC's and a balanced mix of full-width Executive Director, reported that images, interactive maps and smaller European destinations are content modules. The portal uses a smart expected to grow by 2.1% a year on highlights places and activities along the grid system which allows users to see a average in the coming years, 0.3% route as well as relevant before-you-go wide range of information within a single slower than previously, whereas travel tips. Each step is simple and page while simultaneously experiencing worldwide international arrivals accompanied by an interactive map that small bursts of visually compelling images will grow much faster by 3.5%. shows the location of every point of to create a sense of progressive discovery interest. Users can add the entire during their browsing experience. “It is essential to increase funds to recommended trip to their personal promote Europe as a unique… itinerary (or customise it to include just Your never-ending European trip the steps they like the most) in the Plan The Trips menu features a series of section of the website. Continued on page 6 recommended multi-destination trips on different themes. Each trip detail page Continued on page 5 ABOUT THE EUROPEAN TRAVEL COMMISSION

What Is The European Travel Where Does ETC Operate? Commission? ETC currently promotes and markets the The European Travel Commission (ETC) is Europe – a never ending journey brand the non-profit organisation responsible for and the VisitEurope.com portal in four the promotion of Europe as a tourist major overseas markets: Brazil, Canada, destination in long-haul markets. China and the USA. ETC’s focus will shift gradually towards emerging markets in ETC’s mission is to strengthen the the coming years. sustainable development of Europe as a tourist destination and to increase The representatives of the European NTOs competitiveness, through knowledge operating in these markets join together to gathering and sharing amongst members form an ETC Operations Group (OG) and elect and lobbying, as well as by establishing a a chairman. They decide on a programme of professional marketing platform for the joint activities for the promotion of Europe for successful promotion of member Others: Iceland, Monaco, Montenegro, the year ahead, propose a budget, and seek countries in overseas markets. Norway, San Marino, Serbia, Switzerland, local industry support. Turkey. Since When? What Are ETC’s Activities? ETC was established in 1948 to promote How Does ETC Function? ETC undertakes three basic activities: the importance of tourism in revitalising ETC has its headquarters in Brussels, consumer advertising, market research Europe’s economy after World War II. where its Executive Unit is based. The and public relations. ETC initiates ETC’s core task has remained unchanged organisation is headed by a president marketing activities to promote pan- since its foundation more than 60 years elected from the directors of its member European products and themes, which are ago. organisations. complementary to the individual marketing actions of its members. It Who Are Our Members? Vital to ETC’s activities are its Market provides members, industry partners and ETC’s members are the National Tourist Intelligence Group (MIG) and e-Marketing other interested parties with material and Organisations (NTOs) of 33 European Network (eMN). The MIG commissions and statistics regarding inbound tourism to countries, including 24 EU member states. produces studies, handbooks on Europe and best practices. The NTOs of all sovereign states in Europe methodologies and best practice, and are eligible for full membership of ETC. facilitates the exchange of European ETC also provides a forum for the directors tourism statistics. The eMN provides of the European NTOs to meet regularly European Union: Austria, Belgium, information and expertise about the use of and exchange ideas, and it is in constant Bulgaria, Croatia, Cyprus, Czech Republic, digital media by NTOs and produces the liaison with international organisations Denmark, Estonia, Finland, Germany, ETC Digital Portal. such as the World Tourism Organization Greece, Hungary, Ireland, Italy, Latvia, (UNWTO), the European Commission’s Lithuania, Luxembourg, Malta, Poland, The work of all the above-mentioned Tourism Unit (DG Growth), the Portugal, Romania, Slovak Republic, groups is carried out by experts from Organisation for Economic Co-operation & Slovenia, Spain, Sweden. member NTOs. Development (OECD) and the European Tourism Association (ETOA).

Who is Who at ETC?

Eduardo Valeria Teodora Miguel Stefanie Iulia Güne SANTANDER CROCE MARINSKA GALLEGO GALLOB NICULICA VURAşL Executive Head of Head of Head of Project Manager Administration Project Manager Director Research Finance and Marketing and – Research Project Manager - Online Administration Communication Marketing

Our two interns are Daniela Buzova (University of Valencia) and Zuzana Helikova (King's College London).

PAGE 2 ETC PARTNERSHIPS A Promising Future Ahead for European Tourism Many of the changes that took place in 2014 are bringing a breath of fresh air to European tourism.

One event which has marked the beginning of a new chapter is the election of new Members of the European Parliament (MEPs) and the re-election of Martin Schulz.

Following the appointment of Jean-Claude Juncker as President of the European Commission in July 2014 and the individual hearings of the Commissioners- designate in September, the European Martin Schulz, President of the European Elzbieta Bienkowska, Commissioner for Parliament gave its support to the new Parliament and Eduardo Santander, Executive Internal Market, Industry, Entrepreneurship and European Commission. Director of ETC. SMEs, Copyright European Commission.

The tourism portfolio remains in the position as a tourist destination. This grant cultural heritage, Way of St. James and former DG ENTR, now called Internal will allow ETC to focus on developing other European cultural routes’. The Market, Industry, Entrepreneurship and activities that promote pan-European intergroup will include MEPs from at least SMEs (DG Growth). The new content and experiences, such as the three different political parties and will Commissioner, Elzbieta Bienkowska, updated and renewed VisitEurope.com tackle specific issues affecting tourism started her term of office on the 1st portal, and which will help inspire during the current parliamentary term November. The Polish former Deputy overseas travellers to visit Europe. (2014-2019). Prime Minister has confirmed her commitment to tourism in Europe. In another sign of the rising importance of The tourism industry has appreciated the tourism as a driving force for economic move, saying: “We welcome the formation ETC was awarded a third European growth, the European Parliament’s main of the new intergroup, as it recognises the Commission grant for 2015 to support its political parties have set up an intergroup importance of tourism to the wider work in maintaining Europe's number one on ‘European tourism development, European community.”

ETC Actively Participated in European Tourism Day

The future of tourism in Europe was initiative is to stimulate competitiveness once again in the spotlight during the and promote the sustainable growth of recent European Tourism Day, European tourism. Through the organised by the European Commission promotion of pan-European themes and held on the 1st December. and transnational experiences on the VisitEurope.com portal, ETC is aiming Industry delegates and other order to remain competitive and foster to raise visibility for the vast range of stakeholders debated key topics such sustainable growth. products available in Europe and to as the Destination(s) Europe brand create awareness of the region’s initiative, challenges related to digital Extensive market research has revealed diversity. tourism, opportunities for streamlining that potential visitors to Europe seek the regulatory and administrative inspiration and are drawn to the region He concluded that, to achieve these framework and the feasibility of an EU by the amount of experiences they can aims, we need: tourism services quality initiative. enjoy rather than the number of • a strengthened collaboration countries they can visit. Pan-European between tourism organisations Eduardo Santander, ETC’s Executive themes that stand out in this context • a deep co-operation between public Director, provided an update on are products such as cultural routes, and private sector stakeholders Destination Europe 2020 activities and heritage, gastronomy, shopping • an inclusive holistic approach for the the redeveloped VisitEurope.com portal. tourism, active and adventure tourism, joint promotion of Europe as a He emphasised the increased global health and well-being tourism, tourist destination competition faced by the European education, religious tourism. • intensive market research tourism industry from emerging • more appealing tourism products destinations and the need to respond to Santander explained that the main • increased tourism promotion the shifting patterns in global tourism in purpose of the Destination Europe 2020 budgets.

PAGE 3 MARKETING ACTIVITIES Switzerland Tourism’s ‘Time’ Takes Top Honour at the ETC Film Awards Videos are proving to be a major resource for travellers searching for inspiration on where to go on their next trip. That’s why, to help recognise the work that many destinations are doing to connect with their viewers through video content, ETC organised a new Film Awards to honour the best European tourism film of 2014. From left to right: Peter De Wilde (ETC), Michael Steuer (GNTB, on behalf of Switzerland Tourism), A total of 24 short films from different NTO Mirela Matichescu (Romanian NAT), Alexandru Priscu (Bran Castle). members of ETC entered the competition. The jury, headed by Alexander Kammel “This film succeeds in appealing to large The winner was announced at a ceremony from the tourism film festival organisation audiences in an intelligent and ironic way, held in the famous Bran Castle in CIFFT, selected ‘Time’ from Switzerland while showcasing the beauty and the core Transylvania, Romania, commonly known as the best of the year. This short video values of the destination,” said Kammel. as Dracula’s Castle. The award ceremony invites viewers to join local greybeards The film will be entered in the CIFFT took place as part of ETC’s 88th General Sebi and Paul on their mission to remove tourism film festival circuit in 2015. Meeting in October 2014. During the award all clocks from their traditional mountain ceremony, BBC Travel Show host Rajan village. As the pair trudge through The runners-up were ‘Piazze d’Italia’ from Datar spoke to the audience about the fascinating winter landscapes, their pile of Italy and ‘The Sounds of the Wild Atlantic latest trends in travel video production and discarded timepieces grows, turning the Way’ from Ireland. All video entries can be the significance of storytelling and area into a peaceful and relaxing resort seen on VisitEurope’s official YouTube personal experiences in creating a where visitors can lose track of time. channel. prosperous tourism video.

Roll The Dice: A Gamified Approach for Marketing Europe ETC has developed a new by creating and sending interactive online game amusing postcards via designed to educate, motivate different social media and engage users to discover channels. the most diverse travel destination worldwide: The Roll the Dice online Europe. campaign uses gamification to present the wide diversity Based on the invented travel of experiences in different game developed for the locations across the EuroShorts film competition continent. The overall aim is last year, Roll the Dice is an for pan-European routes to online board game envisaged gain more visibility and inspire as a multi-platform web users to consider visiting application with a strong Europe as their next travel focus on social media. destination.

By rolling a virtual dice, This campaign is part of the players can create their Destination Europe 2020 perfect - yet random - initiative in co-operation with European itineraries, at the the European Commission. same time learning more about 100+ different European destinations through entertaining quiz questions. Players are Create your own pan-European route on also able to share their online travel experiences with friends www.RolltheDiceGame.com

P A G E 4 A Focus on Strategic Content Development eMN Annual Meeting How National Tourism Organisations can develop online content was the theme of ETC’s e-Marketing Network (eMN) Annual Meeting. The one-day event, organised with support from the Digital Tourism Think Tank, was held on the 19th November in Barcelona.

Destination Marketing expert Tomas Vanderplaetse provided insights on strategic content Breaking the Boundaries of Travel development, with a focus on the importance of storytelling and Inspiration: The New VisitEurope.com experiential marketing to encourage content sharing on new intuitive and efficient tool which they can Continued from page 1 and existing platforms. use to explore and build their own customised European trip. Get inspired by Europe The meeting also discussed the The Inspiration section features themed content development strategy Using powerful Amadeus Extreme Search articles, photo galleries and regional behind the brand new technology, the best deals from hundreds videos in an easy-to-navigate grid layout VisitEurope.com, as well as the of international airports and a diverse to help users rapidly skim through the latest ETC digital initiatives, range of European destinations are shown content that interests them the most. including the Roll the Dice online instantly over a full calendar year. Results, campaign and a web analytics based on a user’s preferences such as All article pages feature large photos, benchmarking system for NTOs. narrowing the user’s focus down to the budget and date of travel, are displayed on an interactive map. content and giving them a helpful The eMN meeting was held on the browsing experience. Each individual eve of the Digital Tourism Be social travel article focusses on a different Innovation Campus, the annual Users can get the most out of the website European theme, from classics such as flagship event for DMOs. ETC’s when logging in with Facebook as they are culture, history and heritage, and staff Miguel Gallego and Teodora then able to retrieve their favourite photos, gastronomy to more sophisticated themes Marinska presented the new videos and articles. They can also see in such as industry, education and VisitEurope.com portal to the the Plan section where in Europe their ecotourism. Articles are based on different audience gathered in the Mobile Facebook friends have already been. experiences that will appeal to readers’ World Centre in Barcelona. emotions and inspire them to get out of their comfort zone and take action. VisitEurope.com is available in six languages, each with market-focussed Galleries feature high quality images in content. The Plan section is optimised for sliders, with simple descriptions to the Americas - including the US, Canada, support the high-quality photography. Argentina, Brazil and Chile - as well as Short videos, optimised for social sharing, Russia and Japan, from where it is introduce each of the 15 regions in the possible to calculate the price of a long- continent. Curious users can explore the haul flight to Europe. The portal is also country detail pages and, through these, optimised for mobile, with a clean layout access the official websites of their and typography, in order to deliver an easy National Tourism Organisations. reading experience on any device. Miguel Gallego and Teodora Marinska Plan your own European adventure The new VisitEurope.com has been (ETC) presenting the new The Plan section of the site provides developed with the support of the VisitEurope.com at DTIC 2014. potential travellers to Europe with an European Commission.

PAGE 5 MARKETING ACTIVITIES ‘Le Cose da Fare’ wins My Euroshorts 2014 Competition

Last summer, ETC invited European travellers from around the globe to enter a competition to win a holiday for two by sharing a short video of their journey. The competition was part of the My EuroShorts campaign 2014 and marked a move away from professionally released videos and towards community-generated content.

‘Le Cose da Fare’ by Andrea Venditti was the best short film selected from a broad range of submissions from six continents. needed for a never-ending journey The 2014 campaign followed on from last The video shows the best moments of the through the ‘old continent’. year’s successful EuroShorts film journey of two young Italian travellers competition which focussed on using the during an InterRail trip through three The winner was chosen by a panel of film power of video as a major influencer, not different countries. professionals and members of the public only for creating travel inspiration but also voting via the Visit Europe Facebook fan as a means of stimulating user generated Inspired by Black Elk's speech ‘The Great page. The winning video can be seen on content. My EuroShorts campaign was Vision’, the film not only shows the campaign website www.euroshorts- part of the Destination Europe 2020 landmarks, but also local people, different films.com as well as on the VisitEurope initiative and was supported by the accents and food – all of the ingredients official YouTube channel. European Commission.

Industry Leaders Discuss How to Re-Energise Tourism to Europe

Continued from page 1 recently faced, such as aging populations, the Euro crisis and growing …destination, especially in third country (youth) unemployment. markets, where there is growing demand,” said Santander. “If not, “Since 95% of enterprises in tourism Europe’s share of international tourism are SMEs, tourism encourages the will decline even more rapidly.” entrepreneurial spirit and ensures jobs for Europeans. It is the Commission's Half of all international arrivals to aim to ensure Europe's visibility as a Europe are currently generated by only From L-R: Eduardo Santander (ETC), Tom unique destination and we are eight markets, mainly intra-regional Jenkins (ETOA), Pedro Ortún (EC). implementing several initiatives to and with modest growth rates. Although support tourism growth,” said Ortún. this statistic illustrates the risks of a The current highly complex regulatory growth slowdown, it also demonstrates framework, separate visa policies, air One of those initiatives is Destination the potential to attract more visitors passenger duty and a lack of a clear Europe 2020, a joint programme with from a larger portfolio of markets, brand image are still creating hassle ETC, to promote Europe based on especially from the fast growing and expense, and “prevent these people market intelligence, industry economies overseas. from visiting,” said Tom Jenkins, CEO of consultation and a greater use of the European Tourism Association, technology. “Some emerging origin markets such as ETOA. “These are priority areas that Russia and China have become much need to be addressed urgently by all the The leaders’ debate was followed by the more important recently, with strong relevant authorities.” unveiling of the new VisitEurope.com growth in household wealth and portal, built by ETC´s technology spending power. However, these two Pedro Ortún, Director Tourism of the partner Amadeus in conjunction with markets combined still only represented European Commission, stated that the international travel marketing 7% of tourism arrivals in 2013,” pointed tourism can be a powerful tool to fight alliance, Travel Consul. out Martin Craigs, CEO of the Pacific against the short- and long-term Asia Travel Association (PATA). structural challenges that Europe has

PAGE 6 ETC OPERATIONS GROUPS

The China Operations Group The Brazil Operations Group Europe Promotes Strategic Partnership Brings Winter Travel Brazilian Operators to Europe in China ETC’s Brazil OG in partnership with ETOA (European Tourism Association) Europe is home to some of the most and BRAZTOA (Brazilian Tour spectacular winter scenery in the world. Operator Association) brought a group There is something for everyone – from of 16 Brazilian tour operators to extreme adrenaline sports to calm, attend ETOA’s B2B workshop, the relaxing activities. Global European Marketplace (GEM), previously available only to ETOA This is the key message of ETC’s China members. Operations Group Winter in Europe campaign, which takes place in January at The workshop took place on the 31st the Wucaicheng Shopping Center in October 2014 in London, UK. Beijing. BRAZTOA buyers joined ETOA’s tour The group of Brazilian tour operators in Brugge operators to meet European (Belgium). A total of 16 breathtaking winter scenes suppliers, for an intense day of pre- from different European regions will be on scheduled business appointments. Over 250 international tourism contractors and display to encourage people to visit Europe 350 European suppliers participated in GEM - a total of 7,000 appointments. in wintertime. By scanning QR codes with their mobile phones, customers can Marco Ferraz, Chairman of BRAZTOA, said: “We are very happy and pleased with the interact with the images and learn more invitation and the ETC/ETOA partnership. It is the first time that a Brazilian tourism about the destinations, download photos association has established such close ties with a similar European entity. We are sure and information and share them on social that this meeting will be very important and productive for business improvement and media. In addition, an interactive area will for sharing information about the specific needs of tourists from Brazil.” allow people to take photos of their favourite winter scenes and share it on Following the workshop, the group of Brazilian operators took part in a two day Weibo and WeChat to get a chance to win a familiarisation trip to Belgium, sponsored by Visit Flanders and Eurail Group. prize.

The interactive offline-to-online campaign Brazilian Journalists Discover Europe’s aims to create awareness of pan- European regions, engage and drive viral UNESCO World Heritage Cities activity around Visit Europe’s Weibo and WeChat accounts. Thousands of potential The popular ETC Journalism Prize customers are expected to visit the reached its twenty-fifth birthday in exhibition daily. 2014 with more than one hundred submissions by Brazilian journalists. The entries competed in nine different categories including best newspaper article, best online article, best travel blog and best art photography etc.

The winning journalists were invited to take part in a press trip to Spain which took place in November 2014. They had the chance to visit several UNESCO World Heritage Cities such as Toledo, Alcala de Henares and The winners of ETC’s journalism prize. Cuenca.

Each of the winners also received a plaque of honour from ETC at a prize ceremony held on 25th November in the city of Alcala de Henares. To read the award winning articles, visit www.concursoeuropajornalismo.com

Visitors take photos with European landscapes.

PAGE 7 ETC RESEARCH AND DEVELOPMENT

Market Intelligence Group What the Russian Knowledge Sharing for Tourism Blogosphere is Destinations: From Data to Action Saying About Travelling to Europe

Since 2012, ETC has commissioned a number of netnographic studies, exploring the image of Europe in select key markets, as expressed in the blogosphere and on social media platforms. In 2015, ETC and UNWTO will add a new publication to this successful series, Understanding Russian Outbound Tourism – What the Russian Blogosphere is saying about Europe.

Russia is increasingly playing a significant role in the growth of tourism and, in the light of recent political tensions, tourism The 10th TourMIS Users' Workshop and International Seminar. professionals need a clear understanding as never before. Delegates at the recent 10th TourMIS with the quantity and quality of knowledge Although much Russian Users' Workshop and International provided through the diverse tools now travel in Russia is Seminar on Knowledge Sharing for available. Allowing interaction and still booked consumers Tourism Destinations were able to learn networking between stakeholders will offline, Russian are from industry experts and discuss enable the tourism industry to share and consumers are possible future steps in developing the create new knowledge more effectively. increasingly increasingly TourMIS system. turning towards ETC and UNWTO were delighted to the internet in turning The event was jointly organised by the welcome Luis Gonzalez Morales (UN their search for towards the European Travel Commission, the UN Department of Economic and Social travel World Tourism Organization, European Affairs) as a keynote speaker. A number of information. internet in Cities Marketing and Modul University, other eminent specialists from academia Vienna, and took place in September and the industry contributed their case As one in every their search 2014. studies including Amadeus, Modul three European University Vienna, IIDD, Creability, social media for travel The seminar and workshop focussed on University of Lugano, Fáilte Ireland, users is Russian, information the sub-theme ‘from data to action’ and Vienna Tourist Board, VisitBrussels and National Tourism gave practitioners insights on how to deal Amsterdam Marketing. Organisations (NTOs) have already started to establish digital marketing programmes targeting this swiftly expanding online community. Studying the digital footprint that Russian-speaking travellers leave online has become vital for understanding the complexities of their changing consumer behaviour.

Through its innovative approach, the study draws from the raw stream of online conversations as expressed by millions of travellers. It is an essential source of information for every destination seeking to better understand the behaviour and mindset of the Russian-speaking outbound traveller.

PAGE 8 Introducing the Acting Chairman - ETC Market Intelligence Group Peter Nash: A Profile After enjoying almost 15 years of very lectured at the University of Newcastle interesting work at Visit Flanders, upon Tyne in Britain. Peter was also Vincent Nijs has begun a new challenge senior researcher with Teagasc, the as director in a Belgian private company Irish food and agriculture development and Peter Nash, previously Vice- authority. He then held a variety of Chairman of the ETC Market research, marketing and strategy roles Intelligence Group, will act as Chairman at Guinness and later Diageo Ireland. of the group until the next annual More recently, he was head of the meeting, to be held on the 18th – 20th School of Business at the National February 2015 in Dublin, Ireland. College of Ireland before joining Tourism Ireland. Currently heading up the Strategy Development & Insights team at Nash has been a member of the Market Tourism Ireland, Peter Nash has held a Intelligence Committee of ETC for two wide variety of marketing and strategy years and has been an active member of roles in both the public and the private the Market Intelligence Group for six sector. An economist by training, he years.

A Tribute to Mr Tom Ylkänen Former Vice-Chairman of the ETC Market Intelligence Group

It is never easy to write tributes for and contribution as the longest serving, friends, especially when clouded by the founding member of ETC’s Market sadness of their passing. This tribute is Intelligence Group and for being the written from the perspective of someone Group’s Vice-Chairman during the last who has been privileged to know and work twelve years or so. Little did I know that, with Tom Ylkänen since 1988. when we said our goodbyes, we would never have the opportunity to meet again. To us all, Tom meant a lot. A paradox of a man. The quintessential quiet Finn with I have to confess that I shed quite a few the traditional Nordic reserve on the warm and fat tears when I heard the news one hand, but also the extrovert European of his passing. With his loss a part of me with the booming voice and the love of has died too. But I shall forever treasure culture, good food and wine on the other his memory, his voice, his mannerisms, hand. his sense of humour, his friendship and all the other little things through which he Tom Ylkänen was first and foremost a will remain alive in me. friend but he was also an expert tourism Tom was more than just a friend or researcher. A man who not only made a colleague to us all who knew him. He was On behalf of all your ETC friends, kiitos mark within the boundaries of Finnish a solid and integral part of a small family Tom Ylkänen for enriching our life. We feel tourism, but who was also an international of foreigners who grew up together over gifted to have had the pleasure of knowing expert whose knowledge, experience and the space of almost three decades and you. And for all the good times we had opinion were respected and treasured, not went through the ups and downs of life together, kippis our old friend. Your light only at a European but also at a world from both the personal and the will keep shining within us forever. level. professional level. A group which remained solid in spite of geographical distances, Leslie Vella Tom was also a great patriot who not only age differences and cultural diversity. Director of Marketing Support & loved his country but also made sure that Development, Malta Tourism Authority, he infected everyone he met with an I last met Tom in September 2013 in Valletta enthusiasm and affection for Finland that Vienna when he came to receive a Former Chairman, Market Intelligence was second to none. commemoration from ETC for his service Group, ETC

PAGE 9 ETC RESEARCH AND DEVELOPMENT European Tourism: 2014 Performance and Outlook for 2015

European tourism has continued to grow recession. The strong performance of robustly throughout 2014 and has proved European tourism has European and overseas markets offset a resilient to headwinds. Data from the first continued to grow weak Russian market. three quarters of last year paint a very positive picture for destinations in Europe, robustly throughout A balanced guest mix and targeted with growth spread across virtually all marketing activities have made European destinations. Growth in arrivals has been 2014 - a very positive destinations less vulnerable to market mirrored in growth in overnights, a sign of picture, with growth downswings and crises. Despite the more travel for short breaks on top of abrupt decline in growth from Russia, main holidays. spread across virtually Latin American economies in low gear, Japan’s anaemic economy, floods and Established source markets in Europe all destinations natural disasters, and misperceptions remained key to the success of many about the Ebola threat, European tourism destinations in the region. Germany, the Positive signals also came from France is expected to grow by 4% in 2014, on top European tourism powerhouse, reached and the Netherlands, although consumer of the sustained growth over the last 4 all-time records in outbound travel in 2014. sentiment remained weak and travel years. The ETC outlook for this year The UK market eventually rebounded and habits cost-conscious. Even outbound remains positive, as we expect ETC delivered its full potential, with growth in travel from Italy grew strongly in most of members to grow by 2.5% to 3.5% as an nights outpacing that in arrivals. Europe, despite persistent economic aggregate. ETC and FEST Collaborate Towards Sustainability in Tourism

ETC recently signed an agreement with the Foundation for European Sustainable Tourism (FEST), committing to support governments, academies and organisations to plan, deliver and manage sustainable tourism programmes and projects.

FEST focusses on three key factors for tourism success and How Satisfied are International competitiveness: governance, leadership and management, and Travellers with their European is the copyright owner of the PM4SD® (Project Management Experience? for Sustainable Tourism) methodology. Understanding travellers’ satisfaction with youth . Formerly a niche segment, seniors the different components of their travel have become an important target segment experience is essential for any destination both in Europe and worldwide. These wishing to build a reputation and compete reports present the opportunities and successfully in an increasingly complex challenges that tourist destinations need ETC’s role in the partnership will tourism market place. be aware of in order to delight segments be to support the organisation of with very distinctive requirements. On the PM4SD® courses across Europe ETC Snapshots is a series of reports on other side of the age spectrum, youth are throughout 2015. PM4SD® is a select travel segments and markets amongst the world’s most active certified methodology by APMG prepared by the ETC Executive Unit. These travellers. International that has attracted lean reports provide a quick overview of interest from a number of high travellers’ characteristics, the likes and This year, the Executive Unit will publish a level institutions, such as the dislikes of their holiday experience and number of reports on select traveller Global Partnership for Sustainable their satisfaction with Europe compared to segments that will allow ETC and its Tourism, the United Nations competing regions. Key recommendations member National Tourism Organisations Development Programme, the are drawn from findings with the aim of (NTOs) to gain an insight into how visitors’ United Nations Environment providing support to ETC’s members. experiences will impact reputation and the Programme, the George destination’s ability to recruit future Washington University plus GIZ In 2014, ETC’s focus was on two important visitors. The reports are available to ETC and EU institutions. demographic segments, seniors and members only. The qualification enables project managers to efficiently plan and implement tourism related projects with a special focus on Calendar of Webinars 2015 sustainability.

PM4SD® applies the use of 28th January Tourism Economics European Tourism – sustainability criteria as a practical Trends & Prospects (Quarterly Reports) and scientific tool to planning and monitoring activities.

23rd April Tourism Economics European Tourism – Visit pm4esd.eu for more Trends & Prospects (Quarterly Reports) information.

PAGE 11 ETC AGENDA 2015 ETC MEMBER ORGANISATIONS • 75th ETC Board of Directors’ Meeting in Brussels, Belgium on 22nd January • Austria • Lithuania Austrian National Lithuanian State • 29th Annual Meeting of the ETC Market Tourist Office (ANTO) Department of Tourism Intelligence Group (MIG) • Belgium • Luxembourg Dublin, Ireland on 18th - 20th February Flanders: Luxembourg National Visit Flanders Tourist Office (ONT) • Towards Joint Promotion of Europe as Wallonia: a Tourist Destination - Workshop Wallonie- • Malta ITB Berlin, Germany on 4th March Bruxelles Malta Tourism Authority Tourisme (WBT) (MTA) • 89th ETC General Meeting and 76th ETC Board of Directors’ Meeting Bulgaria Monaco • • Riga, Latvia on 21st - 22nd April Bulgarian Ministry of Monaco Government Tourism Tourist and Convention Office

• Croatia • Montenegro Croatian National National Tourism Tourist Board (CNTB) Organisation of Montenegro

• Cyprus • Norway Cyprus Tourism Innovation Norway Organisation (CTO) • Poland • Czech Republic Polish Tourist Organisation CzechTourism (PTO)

• Denmark • Portugal VisitDenmark Turismo de Portugal, I.P. • Estonia Estonian Tourist Board - • Romania Enterprise Estonia Romanian National Authority for Tourism • Finland Visit Finland - Finpro ry • San Marino State Office for Tourism • Germany German National • Serbia Tourist Board (GNTB) National Tourism Organisation of Serbia (NTOS) CONTACT ETC • Greece Greek National Tourism • Slovakia EUROPEAN TRAVEL COMMISSION Organisation (GNTO) Slovak Tourist Board Rue du Marché aux Herbes 61 1000 Brussels – BELGIUM • Hungary • Slovenia tel: +32 2 – 548 9000 Hungarian Tourism Plc. Spirit Slovenia, Slovenian Tourist Board fax: +32 2 – 514 1843 • Iceland Icelandic • Spain [email protected] Tourist Board Turespaña - Instituto de www.visiteurope.com Turismo www.etc-corporate.org • Ireland Fáilte Ireland • Sweden Follow us on: Tourism Ireland Ltd. VisitSweden Facebook/visiteurope Twitter/visiteurope • Switzerland • Italy Twitter/etc_corporate The Italian Government Switzerland Tourism Board Tourism Disclaimer: whilst every care has been • Latvia • Turkey taken in the compilation of this publication Latvian Tourism Ministry of Culture and and the information and statements Development Agency (TAVA) Tourism contained in it are believed to be correct at the time of going to press, the publishers and promoters of this publication are not liable for any inaccuracies.

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