ETCBULLETin News from the European Commission Winter 2015-2016

CONTENTS About ETC 2 ETC Operations Groups 7-8 • NTO budgets survey • New chair of China OG • Calendar of webinars ETC partnerships 3-5 • Brazil OG activities update • First Associate Members ETC agenda 2016 12 • Calls for visa reform ETC research & development 9-11 • for Growth and Jobs Manifesto • Tourism performance and outlook List of ETC member organisations 12 • Transnational themes and routes ETC marketing activities 6-7 • Europe’s digital appeal Contact details 12 • Destination Europe Summit 2015 • New MCCI study available • Digital content marketing strategy • New US travel market pilot video

Marketing Directors United for Destination Europe ETC Continues Cooperation with the European Commission

Building upon the partnership started in 2012, ETC and the European Commission signed a new cooperation agreement covering a programme of activities to be developed in 2016. The new contract continues the Destination Europe 2020 initiative, designed to promote Europe as a tourist destination and strengthen its competitive image in overseas markets.

The first stage of the joint Members of the ETC Marketing Group at the meeting in Brussels. programme of activities (2012- 2014) defined a long-term strategy The very first meeting of the new ETC (Czech Tourism) and Angela Barela for ‘Destination Europe’ and was Marketing Group (MKG) took place in (GNTO) were appointed Vice-Chairwomen based on research and Brussels on the 21st and 22nd September of the group of marketing experts. consultations with the tourism 2015. The event gathered together industry. It was followed by the marketing directors of 17 National The event offered ETC members a unique development of appropriate Tourism Organisation members of the ETC opportunity to shape the marketing communication channels, tools and as well as representatives from the strategy and development of their processes to reach out to target European Commission, ETC partners and organisations. segments throughout 2014. marketing experts. Elke Dens, Marketing Director of VisitFlanders, was appointed Continued on page 3 Chair of the MKG. Marketa Chaloupkova Continued on page 7 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 Chairperson. They decide on a programme professional marketing platform for the of joint activities for the promotion of Europe successful promotion of member for the year ahead, propose a budget, and countries in overseas markets. Others: Iceland, Monaco, Montenegro, seek local industry support. Norway, San Marino, Serbia, Switzerland, Since When? Turkey. What Are ETC’s Activities? ETC was established in 1948 to promote ETC undertakes three basic activities: the importance of tourism in revitalising How Does ETC Function? consumer advertising, market research Europe’s economy after World War II. ETC has its headquarters in Brussels, and advocacy. ETC initiates marketing ETC’s core task has remained unchanged where its Executive Unit is based. The activities to promote pan-European since its foundation more than 60 years organisation is headed by a president products and themes, which are ago. elected from the directors of its member complementary to the individual organisations. marketing actions of its members. It Who Are Our Members? provides members, industry partners and ETC’s members are the National Tourist Vital to ETC’s activities are its Market other interested parties with material and Organisations (NTOs) of 32 European Intelligence Group (MIG) and Marketing statistics regarding inbound tourism to countries, including 24 EU member states. Group (MKG). The MIG commissions and Europe and best practices. The NTOs of all sovereign states in Europe produces studies, handbooks on are eligible for full membership of ETC. methodologies and best practice, and ETC also provides a forum for the directors facilitates the exchange of European of the European NTOs to meet regularly and European Union: Austria, Belgium, tourism statistics. The MKG provides the exchange ideas, and it is in constant liaison Bulgaria, Croatia, Cyprus, Czech Republic, organisation with strategic advice on with international organisations such as the Denmark, Estonia, Finland, Germany, marketing related aspects. UN World Tourism Organization (UNWTO), Greece, Hungary, Ireland, Italy, Latvia, the European Commission’s Tourism Unit Lithuania, Luxembourg, Malta, Poland, The work of all the above-mentioned (DG Growth), the Organisation for Economic Portugal, Romania, Slovak Republic, groups is carried out by experts from Co-operation & Development (OECD) and Slovenia, Spain. member NTOs. the European Tourism Association (ETOA).

Who is Who at ETC?

Eduardo Teodora Miguel Stefanie iulia Güne Jennifer SAnTAnDER MARinSKA GALLEGO GALLOB niCULiC VURALş iDUH Executive Head of Head of Head of AdministrationĂ Project Manager Research Director Finance and Marketing and Research Project Manager - Online Marketing Project Manager Administration Communication

Our intern is Lyublena Dimova (UCF Rosen College / iSCTE University Lisbon).

P A G E 2 ETC PARTNERSHIPS

Representatives of the signing parties and of the EU institutions at the presentation of the Tourism for Growth and Jobs Manifesto. ETC Supports the Tourism for Growth and Jobs Manifesto

For the first time ever, 24 European De Monte (S&D), Cláudia Monteiro De public and private tourism stakeholders, Aguiar (EPP), Ana-Claudia Tapardel including the European Travel (S&D) and István Ujhelyi (S&D) who Commission (ETC), have united and, with expressed their support for the initiative. a common voice, launched their Tourism Speaking on behalf of the European for Growth and Jobs Manifesto on the Parliament, as Vice-Chair of the TRAN occasion of the European Tourism Day Committee and President of the Tourism held on 16th December 2015. Task Force, Mr Ujhelyi said: “It is a historical moment from the point of view Following extensive consultations, of the European representatives of the stakeholders representing the travel tourism sector. This is why we supported agents and tour operators, air, rail and this initiative and encouraged politicians ground transportation, accommodation, and the tourism stakeholders to sit on local travel operators, , bars, the same side of the table. Together, we cafés , shopping centres, attractions, can convince the institutions here in tourist sites and many others identified Brussels, through concrete actions and the challenges faced by the sector diplomacy.” nowadays and formulated concrete actions to tackle these challenges in the The event was also attended by the coming years. The actions are listed in representatives of the European the Manifesto document under eight the European economy. In order to Commission, Jakub Cebula, Member of priority areas: competitiveness, formulate effective tourism policies, a the Cabinet of EU Commissioner for digitalisation, good governance, joint holistic European approach is needed, Internal Market, Industry, promotion, reduce seasonality, skills and taking into account the multiple impacts Entrepreneurship and SMEs, Elzbieta qualification, sustainability and of the sector as well as the wide Bienkowska; and Carlo Corazza, Head of connectivity. spectrum of stakeholders involved in or the Tourism, Emerging and Creative affected by tourism. Industries Unit, DG Growth. They were The European travel and tourism sector receptive to the initiative, saying that the stakeholders came together to call the The document was presented to European Commission will work together European institutions to act on these key representatives of the European with all stakeholders closely in order to priorities, which seek to ensure that the institutions at a reception hosted by the try to give appropriate answers to the continent remains an attractive Confcommercio Delegation in Brussels challenges set out in the Manifesto. destination and that the tourism sector the week before European Tourism Day. continues to make a significant The event was attended by Members of The full Manifesto is available for contribution to growth and job creation in the European Parliament (MEPs) Isabella download at www.tourismmanifesto.eu

P A G E 3 ETC PARTNERSHIPS ETC Calls for a Visa Reform that Would Create €114 Billion Extra Revenue and 615,000 new Jobs

In view of the ongoing debate in the European Parliament regarding the Schengen visa code, the European Travel Commission has called for a reform of the way visas are granted to leisure and business travellers. The aim would be to attract an extra €114 billion in export revenue and create 615,000 new jobs in Europe by 2020.

Earlier in 2015, ETC commissioned Tourism Economics to undertake an analysis of the impact for continental Europe of different degrees of liberalisation (benchmarked against no reform) for 10 priority source markets which together account for more than half (53%) of the visa-constrained visits to European destinations.

According to the study, adopting ‘best practice’ policies for the ten profiled markets would generate 3.4 million additional arrivals to European Round table discussion on the visa package in the European Parliament in Brussels. © European destinations each year by 2020. Union 2015 - Source: EP. This would involve a cumulative total of €18.3 billion in associated tourism subsequent years. The impact would be arrivals per year would be expected. Over spending over the period to 2020 and 8.5 million more annual visitor arrivals, a the period to 2020, this would generate 95,000 new jobs. cumulative total of €45 billion in €114 billion in new export revenue and additional spending and more than 615,000 additional jobs, including direct, Offering new visa types, such as an eVisa 200,000 additional jobs over the period. indirect and induced employment. or visa on arrival, would further reduce The largest benefits would flow from a the burden on travellers and would help complete visa waiver for these markets, At a press conference at the World Travel fuel stronger economic growth in in which case 21.8 million additional Market in London, Mark Henry, Vice- President and Coordinator of ETC’s visa advocacy work, presented a range of practical initiatives to deliver improved openness in ways that avoid compromising security or immigration control. A week later, ETC´s recommendations for action were also presented to Members of the European Parliament at a roundtable discussion.

The World Travel & Tourism Council (WTTC), joined with ETC to encourage governments to proactively embrace visa facilitation. Helen Marano, Vice-President Government and Industry Affairs, WTTC, said that: “Visa facilitation is central to stimulating economic growth and job Press conference at the World Travel Market in London. From left to right: Helen Marano (WTTC), creation through tourism in Europe and David Goodger (Tourism Economics), Mark Henry (ETC Vice-President) and Peter De Wilde (ETC worldwide”. President). “if we are interested in growing our share of global tourism and capturing the substantial economic benefits, there is only one correct path to follow – that of increased openness.” Mark Henry, ETC Vice-President

P A G E 4 ETC PARTNERSHIPS ETC Opens to the Private industry ETC Continues One of the oldest tourism organisations - number one international carrier by the European Travel Commission - was Revenue Passenger Kilometres (RPKs). Cooperation created in 1948 to advocate the In 2014-15, Emirates carried 49.3 million importance of tourism as an engine for passengers, up 11% on the previous year, with the the European economy. In the last with an average seat load factor of 79.6%. decades, ETC has positioned itself at the The airline employs over 56,000 European forefront of the European tourism scene. employe es worldwide. Emirates’ Following on its mission to strengthen the operations, including the impact of the Commission sustainable development of Europe as a 220 unique connections it offers, tourist destination, ETC recently opened supported 85,100 jobs across the EU in Continued from page 1 its membership to private organisations 2013-14, equivalent to €6.8 billion GDP of and academia. the total EU GDP.

The ETC Associate Membership programme focusses on public relations and advocacy, while granting access to cooperation in marketing and research activities on an ad-hoc basis. The ETC General Meeting #90, held in Global Blue Belgrade on 8th October, approved Global Blue is the world’s leader in applications from the first four associate providing tax refunds to international ETC’s Executive Director, Eduardo members of ETC. travellers and global shoppers. Having Santander, and ETC’s Head of Finance invented the concept of Tax Free and Administration, Teodora Marinska, A warm welcome to Expedia, Amadeus, Shopping 35 years ago, Global Blue signing the new contract agreement with the European Commission. Global Blue and Emira tes as they join the allows travellers to save up to 19% on the oldest European tourism association! world’s best loved brands when shopping abroad. The Global Blue Group has The third stage (2015) of the operations in 43 countries around the initiative utilised the channels and world, catering to over 35 million tools developed in the second transactions annually in a network of phase to market and promote 270,000 international merchants, Europe in source markets through including major luxury brands, a new approach, both inspirational Expedia department stores, high-street retailers, and practical and placing Expedia, Inc. is one of the world’s leading , supermarkets and smaller particular focus on pan-European travel companies, with an extensive independent brands. As a natural part of themes and experiences. brand portfolio that includes some of the their business, Global Blue also has world’s most trusted online travel strong and established long-term The 2016 action aims to increase brands. Expedia empowers business and relationships with tourism, customs and flows of visitors to European leisure travellers through technology with tax authorities around the world. destinations through cooperation the tools and information they need to with key players from the private efficiently research, plan, book and tourism industry. The activities experience travel. In addition, through its included a focus on fostering the advertising and media businesses image of Europe as a unique Expedia helps businesses and, among Amadeus destination through the promotion others, tourism authorities reach a large Amadeus is a leading provider of of pan-European routes, themes audience of travellers around the globe. advanced technology solutions for the and experiences by means of a Expedia, Inc.’s companies operate more global tourism and travel industry. In the pilot joint public-private marketing than 100 branded points of sale in more last ten years, Amadeus has invested campaign. This campaign will be than 60 countries. €3.5bn in R&D in technology for travel rolled out on different digital and tourism. Amadeus connects travel marketing platforms under a Emirates providers (airlines, railways, rental car, common visual identity for Established in hotels, tour operators, ferries) with more ‘Destination Europe’. This pilot October 1985, than 90,000 travel agencies worldwide, project will also serve to elaborate Emirates has processing more than 500 million a public-private marketing model. become one of the bookings per year. Amadeus has its This will set a best practice fastest growing and headquarters in Spain, France and example of how funds for the innovative international network carriers Germany. Amadeus is actively engaged promotion of Europe can be in the world. Emirate s now operate a with the European Parliament, the leveraged from relevant private fleet of over 230 Airbus and Boeing European Commission and tourism industry stakeholders through a aircraft currently serving 148 destinations industry stakeholders to reinforce the marketing matching programme. in 80 countries. The airline is the world’s sustainability of the tourism sector.

P A G E 5 MARKETING ACTIVITIES ETC and ETOA Conference on Destination Europe

It is widely said that Europe is the world’s number one tourist destination but it is open to question if this assertion disguises complacency. How do private sector operators working in third countries think Europe is performing? How important is it for countries to sell themselves as part of a ‘Destination Europe package’? What can be done about the tax and regulatory problems that make Europe difficult to sell?

To answer all these questions, ETC and ETOA, the Association for European Inbound Tourism, with the support of the European Commission, hosted a joint conference on how Europe is performing Panel discussion on the origin market Russia. as a destination. The Destination Europe Summit 2015 took place at the Barbican featured a presentation by the European series of panel discussions on three Centre in London on October 29th. Commission on its tourism policy source markets - the USA, China and priorities, a talk by Gideon Rachman of Russia, including leading operators from Chaired by Professor Tony Travers of the the UK’s Financial Times on how Europe those markets. Original research was London School of Economics, the Summit is perceived by the rest of the world and a also released on the day featuring which

Building a Digital Content Marketing Strategy for Destination Europe ETC has always made use of digital boundless desire to travel, Europe and, together with all its marketing as the most cost-effective VisitEurope.com is a trusted source of members and partners, focusses technique to reach out and engage with information that inspires truly content development for potential travellers in long-haul unforgettable and authentic journeys VisitEurope.com around these themes. markets. From social media to e-mail that create a lifelong passion for Knowing and understanding who the marketing, ETC uses a broad portfolio of exploring more of the continent. potential visitors to Europe are is also digital platforms to build an online European destinations offer travellers imperative to maximise the community that enables European centuries of history, a magnificent effectiveness and advertising return on destinations to connect and build cultural heritage, a diverse range of investment of content marketing. ETC relationships with potential travellers by cultures, famous attractions and works constantly in identifying providing them with the right glamourous cities, scenic landscapes, a demographics, habits, interests and information in the right format at the sense of a unique way of life, a rich needs of potential travellers to right place and at the right time. gastronomy and hospitality services of European destinations in order to high quality standards. ETC has provide the content and information that ETC’s key online marketing tool is the identified 12 pan-European themes as they need across the different stages of VisitEurope.com portal. For those with a the main drivers of destination choice to the online travel cycle and successfully deliver Europe’s brand promise. ETC presented its content marketing strategy at the UNWTO Regional Conference and Executive Training Workshop on eMarketing in Tourism in Qatar on 13th December. Organised by the UNWTO Themis Foundation and Qatar Tourism Authority, the workshop provided participants with knowledge, skills, tools and a forum for discussion about current key issues and practices in online marketing. ETC’s Head of Marketing, Miguel Gallego, at UNWTO Regional Conference on eMarketing.

P A G E 6 ETC OPERATIONS GROUPS

The China Operations Group destinations in Europe are doing well, which origin markets are showing the most promise and why. Eduardo Santander, CEO of ETC, said: “With the growth of tourists visiting multiple countries, the joint promotion of Europe is more important than ever. And the best way we can boost numbers and jobs is by working with the private sector to understand what our potential customers want. This is a process in which this conference is a new initiative.”

“For most of our customers, Europe is regarded as a unitary destination. In America, for instance, they have always talked about a ‘European ’. We need to look at ourselves as our customers do, and see what virtues and faults are there that they recognise”, said Tom Jenkins, CEO of ETOA. František Reismüller, Chair of ETC’s China Operations Group

You can view the recording of the event and download market presentations on František Reismüller Appointed www.etc-corporate.com/events Chairman of ETC’s China Operations Group

František Reismüller, Regional Europe is expected to have reached Marketing Director of CzechTourism China and 10.9 million in 2015, representing 14% Director of CzechTourism China - of all Chinese international arrivals Directors Shanghai office, has been appointed as worldwide2. Despite the signs of a new Chairman of ETC’s Operations slowdown in China’s outstanding United for Group in China. The appointment was economic growth, the prospects for announced last October during ETC’s Chinese travel are still fundamentally Destination 90th General Assembly in Belgrade positive. The long-term forecast (Serbia). remains positive as outbound Europe departures to Europe are expected to Mr Reismüller has a broad experience sustain this rate, growing an average Continued from page 1 in working with Chinese travel of 4.8% per annum in the period 2015 agencies as well as in translation, to 20203. At this rate of growth, by In addition to sharing insights and interpretation and journalism. He 2020, Chinese arrivals could be more best practices in destination graduated in sinology at the Charles than one-fourth higher than current marketing, participants learned University in Prague where he is still levels. about practical solutions through pursuing his research in the field of presentations of successful case Chinese avant-garde literature. Destinations are making substantial study examples by top-level marketing investments in attracting experts in branding and As the China OG’s new Chair, Mr Chinese visitors. With the profile of benchmarking. Reismüller takes on a significant Chinese visitors skewing more heavily responsibility due to the increasing towards leisure travel, competition for This first meeting of the ETC relevance for Europe of the Chinese European destinations from other Marketing Group also served to travel market. Since 2012, China has long-haul destinations is intense. discuss leadership and to set the consolidated its status as the world’s 1 goals and priorities that will lay biggest spender on tourism products UN World Tourism Organization (UNWTO). and services. Chinese tourists spent UNWTO World Tourism Barometer. December the foundation of Europe’s 2015 marketing and promotional €124.1 billion on 2 European Tourism 2015 – Trends and Prospects activities over the coming year. in 20141, an increase of one-fifth on the (Q2/2015) previous year. The total number of 3 European Travel Commission (ETC). ETC international arrivals from China to Dashboard, data from Tourism Economics 2015

P A G E 7 ETC OPERATIONS GROUPS

The Brazil Operations Group Europe inspires Brazilian Travel Trade, Consumers and Media

European destinations were in the Brazilian travel market spotlight during the last quarter of the year thanks to the intensive promotional activities carried out by ETC’s Brazil Operations Group (OG).

Between the 5th and 8th November, the Brazil OG participated in the 27th edition of FESTURIS-Festival do Turismo de Gramado, the most important travel trade exhibition in South Brazil, which this year welcomed more than 14,000 trade visitors. Members of the Brazil Operations Group present their destinations at the roadshow in Salvador. Brazil OG members exhibited in a 32m2 stand and hosted representatives from Later in November, members of the Brazil The Brazil OG also announced the winners Belgium, Denmark, Germany, Monaco, OG participated in the roadshow of the 26th edition of its renowned Norway, Spain and Switzerland. Experiencia Braztoa, organised by the Journalism Prize at a ceremony in São Brazilian Tour Operators Association. Paulo. The award recognises the The Brazil OG organised a reception for Based on an around-the-world concept, outstanding work of Brazilian journalists, local tour operators and travel agents at the roadshow visited Salvador, Porto photographers and travel bloggers in FESTURIS during which it presented a new Alegre and Rio de Janeiro and provided communicating the diversity of European online consumer campaign - Inspire-se local tour operators and travel agents with travel experiences throughout the year. In agora! - aimed at increasing knowledge unique capacity building and networking addition, the winners in the eight award and awareness of European destinations opportunities with European destinations. categories took part in a press trip to among Brazilian travellers. The interactive The roadshow welcomed more than 250 Germany and Austria in December, during campaign website has been built with buyers and trade professional especially which time they had a unique opportunity contributions from real travellers sharing selected by BRAZTOA to attend the events to get to improve their knowledge of the their European experiences to inspire and in each host city. traditional European Christmas markets. help new potential visitors to plan their European itinerary.

The award recognises the outstanding work of Brazilian journalists, photographers and travel bloggers in communicating the diversity of European travel experiences throughout the year.

Winners of the Journalism Award 2015. Photo: Felipe Mairowski.

P A G E 8 RESEARCH ACTIVITIES Monitoring European Tourism Performance 2015 and Outlook 2016

Destinations in Europe can justifiably look back over the past year and celebrate the tourism sector’s outstanding performance.

2015 marked a year of healthy growth for European tourism, consolidating the firm increases recorded over the past six years and promoting tourism as one of the best performing sectors and key generator of income and employment. Despite strong headwinds caused by socio-economic agitations, fluctuating exchange rates and security concerns, most recent estimates by the UN World Tourism Organization reveal that international tourist arrivals to Europe grew by 5.1% last year.

This growth in arrivals to European destinations was, in particular, supported by solid intra-regional demand boosted by the recovery of many euro area economies: visits from Germany and , visitor arrivals from the United However, European destinations should France mirrored the increase in States are expected to have increased by not remain idle in this booming consumer consumption and improved +11% this year. Likewise, travel from environment but persist in fostering consumer confidence, UK citizens China to Europe continued at its double- tourism and encouraging visitors from benefited from the strength of the pound digit pace, accumulating to some 10.9 established and emerging source markets against the euro. million arrivals in 2015, up +30% from to experience the region. Success will be 2014. Together, both intra- and extra- achieved by capitalising on Europe’s Among long-haul markets, the United European source markets offset the potential to inspire and cater to different States and China confirmed their steady decline in Russian tourism markets and travel segments and as well positions as robust generators of travel to demand, hurt by a weak economy as by eliminating travel barriers in Europe. With favourable exchange rates struggling with dwindling oil prices and collaboration with public and private boosting the affordability of a European shrinking wages. stakeholders.

Exploring Transnational Tourism Themes and Routes In the past decades, the development of the kaleidoscopic offer that’s available thematic tourism initiatives has grown across different countries in Europe and in worldwide and gained importance. In other regions around the world. particular, tourism routes emerged with the key aim of bundling tourist attractions The European Travel Commission (ETC) under a unifying theme for promotion and the World Tourism Organization purposes and to attract visitors to remote (UNWTO) are currently engaging in tourist locations. thoroughly investigating the landscape of transnational tourism themes and In contrast, tourism themes bring together worldwide routes in a new handbook. a destination’s tangible and intangible Aimed at supporting the work of National features and are designed to cater to Tourism Organisations, the handbook will specific visitor segments pursuing unique be first and foremost focussed on providing experiences on topics such as culture, members and professionals in the field history, heritage, nature, sports, with a thorough understanding of the gastronomy, religion or health. From a landscape of tourism themes and routes transnational perspective, themed tourism and providing practical guidance in order products enhance synergies, strengthen to market and promote destinations cross-border collaboration and offer through thematic tourism experiences visitors an immersive experience through and products.

P A G E 9PA 9 RESEARCH ACTIVITIES Exploring the Digital Appeal of European Destinations

In order to improve its services for members , ETC is continuously seeking to expand its knowledge by exploring new methodologies and information sources for the benefit of its members.

In 2015, ETC explored the appeal of European destinations in the online sphere. As the majority of leisure travellers begin searching online before they decide how or where to travel it has become paramount for destinations to understand visitors’ expressed interests online. Taking advantage of insights that large compilations of data can reveal, the report derives tourists’ online behaviour and decision-making process when selecting a destination. At its core, it As in the physical world, ‘Destination Europe’s competitors are catching up, comprehensively benchmarks European Europe’ also ranks 1st in the online world, attributed to the higher number of destinations and their competition attracting one third of searches. Leading searches per actual international arrival. according to their online demand, or destinations are found in Southern and appeal, overall and across 40 selected Mediterranean and Northern Europe. The report is available for ETC members experiences and target groups. However, search data indicates that only.

now available: new ETC – UnWTO Study on the Decision-making Process of MCCi Organisers

ETC’s portfolio of research material is on the rise with new is a significant element for future reports and studies widening its online library. ETC recently growth of the global economy, an launched the ETC - UNWTO Study on the Decision-making essential element of knowledge- Process of Meetings, Congresses, Conventions and Incentives sharing and knowledge-gathering (MCCI) Organisers, another practical tool the organisation and a powerful element for fostering provided to its members at the end of 2015. a better understanding and relations amongst different regions This comprehensive study, aimed at Destination Management and cultures. Organisations (DMOs) and National Tourism Organisations / Associations (NTOs / NTAs), provides a wide-ranging overview This industry has received of the meetings, conferences, congresses and incentives increased attention from countries segments and an in-depth analysis of the factors concerning and cities and it is expected to meeting planners’ decision-making process with respect to continue growing in the coming destination and venue selection. This study also offers the years. Tourism destinations, reader a compilation of successful MCCI destinations case particularly the emerging ones, studies and the best responses to address challenges and are considerably and successfully make the most of the opportunities provided by this growing investing in the development of sector. venues, transportation and accommodation infrastructures, and facilities with the main The meetings industry continues to thrive and is an essential purpose of attracting business events. In this framework, it segment experiencing fast growth within the tourism sector. becomes fundamental for tourism professionals to achieve an Business tourism remains one of the main purposes of travel in-depth understanding of this growing sector and its worldwide providing countless social and economic benefits; it segments.

P A G E 1 0 US Travel Market: new Approach to Disseminate Market Facts and Figures

The European Travel Commission is continue engaging in dissemination looking into new tools for content activities of this kind in order to provide an dissemination to provide its members and overview of some publications and the general public with easy and reports. immediate access to the wealth of information, statistics and material the Why the US market? A weaker Euro is organisation collects. posing an upturn in demand for long-haul travel from the USA to Europe. In addition, As an initial step, ETC commissioned the strong macroeconomic indicators suggest production of a pilot video - motion a positive recovery in the US in the coming infographic - that features relevant year as the country shows signs of a solid insights on Europe’s largest source rebound supported by a stronger US market, the United States of America. dollar, higher disposable income and an increase in power spending and business Targeted The pilot video, which is now available on and consumer confidence. Furthermore, ETC’s website, provides key figures for the future prospects for this market remain Decision- US travel market such as US arrivals to optimistic with US arrivals to Europe Europe, growth rate, share, 2020 expected to increase in the coming years. making Through prospects and also outlines the US To watch the video, please visit travellers’ profile. In future, ETC intends to www.etc-corporate.org Collaborative Benchmarking

Collaboration is one of the core values of the European Travel Commission. This is actively achieved through activities designed to achieve added value for Europe’s diverse destinations.

A role model of this organisational motive is the annual NTO Budgets Survey, a project showcasing the willingness of organisations to share sensitive budgetary and structural information in order to improve strategic decision-making by fostering knowledge.

The NTO Budgets Survey benchmarks member NTOs on organisational aspects and budget allocation. In 2015, 30 ETC members contributed to the study. The study has been made possible as a result of the excellent work that has been done by Fáilte Ireland and members of staff in the participating NTOs. ETC is grateful for their input and would like to Calendar of Webinars 2016 thank them for the time they have invested to make this research 27 January Tourism Economics European Tourism – Trends & possible. Prospects (Quarterly Report) The NTO Budgets Survey is a yearly April Tourism Economics European Tourism – Trends & report and serves as a strictly Prospects (Quarterly Report) confidential benchmarking tool.

P A G E 1 1PA 1 ETC AGENDA 2016 ETC MEMBER ORGANISATIONS • 79th ETC Board of Directors’ Meeting Brussels, Belgium, on 27th January • Austria • Lithuania Austrian National Lithuanian State • 2nd ETC Marketing Group Meeting and Tourist Office (ANTO) Department of Tourism 30th Annual Meeting of the ETC Market • Belgium • Luxembourg intelligence Group Flanders: Luxembourg for Prague, Czech Republic, on Visit Flanders Tourism 17th -19th February Wallonia: Wallonie- • Malta • 91st ETC General Meeting and 80th Bruxelles Malta Tourism Authority ETC Board of Directors’ Meeting Tourisme (WBT) (MTA) Agia Napa / Protaras, Cyprus, on 11th-12th May • Bulgaria • Monaco Bulgarian Ministry of Monaco Government Tourism Tourist and 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 • San Marino State Office for Tourism • Germany German National • Serbia CONTACT ETC Tourist Board (GNTB) National Tourism Organisation of Serbia (NTOS) • Greece EUROPEAN TRAVEL COMMISSION Greek National Tourism • Slovakia Rue du Marché aux Herbes 61 Organisation (GNTO) Slovak Tourist Board 1000 Brussels – BELGIUM tel: +32 2 – 548 9000 • Hungary • Slovenia fax: +32 2 – 514 1843 Hungarian Tourism Ltd. Slovenian Tourist Board [email protected] • Iceland • Spain www.visiteurope.com Icelandic Turespaña - Instituto de www.etc-corporate.org Tourist Board Turismo • Ireland Follow us on: • Switzerland Twitter/ETC_Corporate Fáilte Ireland Switzerland Linkedin/European Travel Tourism Ireland Ltd. Tourism Commission • Italy • Turkey Facebook/visiteurope The Italian Government Ministry of Culture and Tourism Board Tourism Disclaimer: whilst every care has been • Latvia taken in the compilation of this publication Latvian Tourism and the information and statements Development Agency (TAVA) 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.

P A G E 1 2PA 2