EUROPEAN TRAVEL COMMISSION
ANNUAL REPORT 2016 CONTENTS
EUROPEAN TRAVEL COMMISSION Rue du Marché aux Herbes 61 - 1000 Brussels - Belgium Website www.etc-corporate.org Email [email protected] LinkedIn European Travel Commission Twitter @ETC_Corporate
Image credits: Page 1 RossHelen Page 2 canadastock Page 4 l i g h t p o e t Page 6 Bucchi Francesco Page 8 Patryk Kosmider Page 10 OPIS Zagreb Page 12 Gaspar Janos Page 13 Boris Stroujko Page 13 funnyangel (lower image) Page 16 Capricorn Studio Page 18 michelangeloop Page 20 Kanuman Page 22 Alex_Traksel Page 24 Lukasz Janyst Page 25 Sergey_Bogomyako Page 26 ivan bastien Page 29 Vicky SP Page 30 Michael Thaler Page 31 Image of European Parliament © European Union - Source: EP. Page 32 Nicram Sabod / Shutterstock.com Page 33 Sean Pavone
Disclaimer: Whilst every care has been taken in the compilation of this publication and the information and statements 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.
PAGE 2 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION CONTENTS President’s Foreword 5 Research Activities 13 Destination Europe 2020 26 The Executive Unit 7 Brazil Operations Group 16 Associate Members 29 Executive Director’s Message 9 Canada Operations Group 18 Advocacy 30 Tourism Trends 10 USA Operations Group 20 ETC Partnerships 32 Market Intelligence Group 12 China Operations Group 22 Funding 33 Getting Closer to China 24 Who is Who at ETC 34 Marketing Group 25 ETC Members 35 ETC Contact Details 36
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 3 PRESIDENT'S FOREWORD
PAGE 4 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION PRESIDENT’S FOREWORD
Dear friends and partners destinations and experiences of ETC, to be discovered.
2016 was another year Partnerships are crucial for of accomplishments and ETC in its mission to raise success for one of Europe’s awareness and understanding oldest tourism organisations. among national European Through increased authorities and the general marketing efforts in long- public of the importance haul markets, a well-defined of tourism and the need to research programme and a ensure its development. powerful advocacy agenda, In 2016, ETC expanded ETC strengthened its position its network of strategic as a major player in the tourism field, both on a partners, working together European and global level, thus increasing the with key industry representatives such as the visibility and importance of its members. International Gay and Lesbian Travel Association (IGLTA), Global Tourism Economy Research In the past year, ETC was again very active Centre (GTERC) and European Destinations of in bringing up the topic of tourism on the EU Excellence (EDEN) who share our common goal. agenda as well as emphasising its role as Our associate membership programme a driver of sustainable economic and social generated high interest among key players in growth. Despite the fragmentation of Europe’s the marketplace. We are delighted to welcome tourism industry, ETC was successful in bringing four new private companies joining ETC: Eurail together a large number of public and private Group GIE, STA Travel, Value Retail and Welcome stakeholders under the European Tourism Chinese. Manifesto for Growth & Jobs initiative, to stand united in front of the EU tourism policymakers. ETC is seen as a reliable partner by the European Commission, which awarded the organisation a With the support and guidance of the Vice- new grant in 2016. Main achievements include a Presidents, the organisation moved forward newly-developed visual identity for Destination its advocacy agenda on visa facilitation and Europe to be used by public institutions and sustainability. A study commissioned by ETC stakeholders, inspiring pieces of pan–European on the possible outcomes of visa facilitation content on the VisitEurope.com portal, as well as for Europe revealed that greater liberalisation new features of the ETC Executive Dashboard. delivers greater economic return. I would like to thank ETC members for ETC closely monitored the impact of tragic believing in and supporting my vision of building events, geopolitical turmoil and economic woes the strongest corporate tourism brand in Europe. on international tourist arrivals to Europe. I am confident that the Executive Unit, under the Encouragingly, in 2016, European tourism leadership of its Executive Director, Eduardo demand continued to grow and proved resilient Santander, will continue to ensure efficient and to safety and security challenges and political effective operations and turn this vision into uncertainties. Overall growth, however, has reality. slowed from the previous year (+2%) affected by With the growing commitment and engagement those destinations required to rebuild market of its member NTOs, as well as the excellent confidence following unpredictable events. It work of the energetic Executive Unit and staff, is therefore of paramount importance that the ETC is moving on the right path to become the European tourism community works together voice of tourism in Europe. to preserve Europe’s image as a tourism destination, capitalising on the potential pool of Peter De Wilde, ETC President
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 5 ETC EXECUTIVE UNIT
PAGE 6 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION ETC EXECUTIVE UNIT
The Executive Unit has nine full-time employees The Executive Unit works on basic principles of in the following fields – Marketing and integrity, respect, teamwork and adaptability to Communication, Digital, Public Affairs, Research, dynamic environments. Finance and Administration. In 2016, the Executive Unit was proud to include Every year, ETC includes a number of trainees staff members and trainees from nine different – students with a strong background in tourism countries – Austria, Bulgaria, Germany, Italy, who were given the unique opportunity to gain Luxembourg, Romania, Slovakia, Spain and work experience along with a privileged insight Turkey. into European tourism.
ETC EXECUTIVE UNIT Eduardo Santander Lyublena Dimova Executive Director Research Project Manager
Teodora Marinska Giulia Andrighetto Head of Finance and Public Affairs Office Manager
Miguel Gallego A former employee who was part of the team in Head of Marketing and 2016: Communication Stefanie Gallob Head of Research Jennifer Iduh Head of Research
The following trainees joined our team during 2016: Iulia Niculică Operations and Administration Vladimira Sajbanova Manager EMTM - European Master in Tourism Management
Güneş Vural Digital Manager Gizem Tüdeş SKEMA Business School
František Reismüller Marketing Project Manager
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 7 MESSAGE FROM ETC EXECUTIVE DIRECTOR
PAGE 8 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION MESSAGE FROM ETC EXECUTIVE DIRECTOR
016 has confirmed and Open Skies remain crucial Europe’s position as one for seamless tourism flows. 2of the most appealing The strength and opportunities tourist destinations in the for the European tourism world, recording an increase of and travel sector come with 12 million international arrivals open borders and the desire compared to the previous year. of people to move between continents and within Europe. Independent of a stable European internal market, last The announcement of the year’s growth was remarkably EU-China Tourism Year 2018 driven by third markets. The has created momentum and reasons for this were mixed - cheap oil prices, huge opportunities to find a way to boost travel favourable currency exchanges in established from China based on people-to-people dialogue markets, as well as the rising of middle classes and soft diplomacy. The Chinese economy will and infrastructure developments in emerging continue to generate strong demand for outbound markets. travel, especially for Europe. We need to prepare our destinations and business tourism providers This highlights the importance of the work of the to cater for this growing demand. European Travel Commission in three key areas of focus: research, marketing and advocacy. ETC sees these challenges as opportunities. The founding principle of our organisation almost 70 2016 was also a year marked by huge challenges years ago was to promote tourism as a catalyst for ETC. As an umbrella organisation of NTOs, our for peace, understanding and respect. Although aim is to promote Europe as a tourist destination time may have passed, ETC still stays true to its in third markets. Yearly results for Europe, original mission. although positive overall, were rather mixed, with a number of destinations affected by different Our President, Vice-Presidents, Board of challenges, particularly safety and security. Directors and members of our General Meeting deserve a special mention for their forward- Demand continued to significantly drop in all looking guidance and for keeping the spirit of European destinations affected by terrorism and collaboration higher than ever. other disruptions, until the end of 2016. However, these European destinations bounced back I would also like to mention our new Associate much faster than other destinations worldwide. Members from private industry, as well as our The reason? Europe is still, de facto, the safest colleagues from the European Commission continent in the world and the most attractive one. and European Parliament for their outstanding contribution. Other factors such as the refugee humanitarian crisis, Brexit and the rise of populism have Last but not least, I would like to wholeheartedly created, to some extent, international concerns thank my team at the Executive Unit in Brussels for the travel and tourism industry. The for their ongoing dedication and extraordinary European tourism sector hopes and expects that work, which made last year one of great success. calmer heads will prevail, as new foreign and Now more than ever, together we’re stronger, in migration policies would have an impact on the Europe and for Europe. competitiveness of Europe as a tourist destination. Yours sincerely, The issues of freedom to travel, visa facilitation Eduardo Santander
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 9 TOURISM TRENDS
TOURISM TRENDS
EUROPEAN TOURISM TRENDS – PERFORMANCE 2016 AND OUTLOOK 2017 urope is still one of the world’s most vibrant and appealing destinations for travellers from around Impact of Tourism on European Ethe world. 2016 marked a year of sustained growth Union Economy in 2016 for the European tourism sector with impressive growth posted by most destinations amid a volatile economic and (total contribution) political environment, and safety and security concerns. The region accounts for more than 50% of the tourism market share globally and welcomed 615 million international tourist arrivals in 2016, a modest but welcome 2% increase compared to the previous year. The positive performance across the region was driven by the strong tourism demand from large intra-regional and overseas markets. However, the handsome growth recorded in several destinations was offset by weaker results in those affected by tragic events. Since the UK voted to leave the European Union in the referendum held on 23rd June 2016, there has been considerable uncertainty about the long-term impact of ‘Brexit’ on the European tourism sector. For the time being, a weaker sterling against the euro has made travel abroad more expensive for the British. However, travellers from this market continue to travel abroad with European destinations posting double-digit growth in arrivals from the UK. Tourist flows from Russia continue to recover following a long period of weakness. In 2016, several European destinations rebounded from the falls experienced over Source: ETC Executive Dashboard, UN World Tourism Organization (UNWTO) and the same period the previous year. Some improvement World Travel & Tourism Council. in the Russian outbound travel market is expected in the coming year as the rouble strengthens. recorded in Europe from this market. Although current Across the Atlantic, US travellers continue to benefit arrival numbers from India are low in absolute terms, from a stronger currency and competitive international India will become increasingly more important as a air fares. In 2016, US visitors to Europe increased around source market for European destinations in the coming 8% compared to 2015. years. Eastwards, Chinese arrivals to Europe have been ETC’s outlook for European tourism in the coming year growing, with some 10.2 million arrivals registered in remains positive with growth in arrivals forecasted to be 2016, up 2% from 2015. Growth, however, has been more 3% among ETC members. moderate showing a higher sensitivity to adverse events The key enablers to sustain Europe’s leading position in comparison with other markets. as the #1 tourism destination worldwide lie in strong Although a small market at present, Indian outbound cooperation between destinations and stakeholders; travel holds a promise for future expansion as people diversification of the region’s guest mix; and an adequate become more affluent. In 2016, 2.3 million arrivals were targeting of potential travellers outside the dominant
PAGE 10 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION TOURISM TRENDS intra-European markets, considering both emerging and mature markets. Only through increased commitment and cooperation from the European authorities will Europe remain competitive and succeed in fostering inbound travel.
THE EUROPEAN TOURISM SECTOR - IMPACT OF TOURISM ON EUROPEAN UNION ECONOMY IN 2016 (total contribution)
International Tourist Arrivals by European Subregion in 2016
Source: ETC Executive Dashboard, UN World Tourism Organization (UNWTO) and World Travel & Tourism Council.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 11 MARKET INTELLIGENCE GROUP
MARKET INTELLIGENCE GROUP
THE MARKET INTELLIGENCE GROUP IN 2016 Chairman: Peter Nash (Ireland) Vice-Chairperson: Emőke Halassy (Hungary) Coordinator: Stefanie Gallob, ETC Executive Unit Jennifer Iduh, ETC Executive Unit ETC Annual Meeting - Prague 2016.
MIC MEETINGS representatives of ETC’s research The Market Intelligence Committee MIG ANNUAL MEETING partners – the European Tourism (MIC) comprises a group of 2016 Association (ETOA), the World volunteers from the research The 30th Annual Meeting of the Tourism Organization (UNWTO), departments of eleven of ETC’s NTO ETC Market Intelligence Group took the World Travel and Tourism members. The MIC meets four to place in February in Prague, Czech Council (WTTC) and ETC’s associate five times a year and, in 2016, four Republic. The meeting gathered members – Global Blue, Eurail meetings were held in Brussels, together the research directors of Group, Amadeus and Expedia Media Madrid and Vienna. ETC member countries, as well as Solutions. The meeting gave ETC members a chance to take stock of the latest trends in research and tourism and provided a platform for the exchange of expertise and research findings. PARTNERS ETOA: Tom Jenkins / Paul Rickard UNWTO: John Kester / Michel Julian EVENTS & WEBINAR CALENDAR 2016 MIC Meetings – April, June, September and December 2016 The ETC Market Intelligence Committee (MIC) in Madrid, hosted by UNWTO. MIG Meeting – February 2016 MARKET INTELLIGENCE COMMITTEE ETC & UNWTO Roundtable Exploring Health Tourism – June Holger Sicking (Austria) Peter Nash (Ireland) 2016 Kirstine Tolstrup-Nielsen Tania Sultana (Malta) (Denmark) Helena Varona (Portugal) 12th TourMIS Users’ Workshop – Piret Kallas (Estonia) Patricia Seguro (Portugal) September 2016 Joachim Scholz (Germany) Sérgio Guerreiro (Portugal) ETC Webinar Executive Dashboard Emőke Halassy (Hungary) Ana Rodriguez Valer (Spain) – November 2016 Tünde Mester (Hungary) Steven Valcke (Visit Flanders) Nessa Skehan (Ireland) Vincent Nijs (Visit Flanders)
PAGE 12 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION RESEARCH ACTIVITIES
RESEARCH ACTIVITIES
LONG-HAUL TRAVEL BAROMETER To best support the European travel and tourism sector, ETC, the European Tourism Association (ETOA) and the Eurail Group have jointly launched a new research initiative that monitors travel sentiment in key extra-European markets: the USA, Brazil, China, Japan and the Russian Federation. The Long-Haul Travel Barometer captures people’s intention to travel abroad, their motivations and barriers to travel, as well as key characteristics of their trip. Results are based on 1,000 interviews conducted in each market every four months. A set of six infographics was published in 2016, three of them focussed on the potential traveller’s intention to visit Europe and another three on a special topic based on travel pattern comparisons. To download the infographics please visit www-etc-corporate.org
ETC REPORT ON EUROPEAN TOURISM COMPETITIVENESS Well-known indices and indicator from a transforming business systems provide a continuous environment in the global assessment of tourism marketplace. The aim of this competitiveness across the strategic report is to identify those world’s different destinations emerging shifts that have, and by highlighting the significant are expected to have, implications advantages and disadvantages for the competitiveness of tourist that define a successful tourist destinations in both Europe destination. While European and worldwide, and provide destinations are ranked very European destinations and their favourably, it is essential that stakeholders with guidance these destinations are aware of, For this reason, ETC has and recommendations at a and embrace, the realities of key embarked on a project that political level on how to adapt shifts in the business environment investigates the competitiveness to, and extract advantages to maintain their top positions and of the European tourism industry from, a transforming business Europe’s leadership in the future. in light of the shifts resulting environment.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 13 RESEARCH ACTIVITIES
Institute and Spaincares, among others. Discussions were based on the ongoing ETC and UNWTO research on health tourism. A report on this research will be published to provide a coherent conceptualisation of health tourism and define the motivations behind travellers looking for health-related services. NTO BUDGETS SURVEY 2016 The NTO Budgets Survey is a successful example of a The quarterly reports now include benchmarking tool produced as a CONTINUOUS topical research pieces relevant result of the great collaborative work MONITORING OF THE to the trends and markets under and commitment of ETC member EUROPEAN TOURISM discussion. organisations to share sensitive INDUSTRY – The report can be accessed on budgetary and structural information ETC’s corporate website, with the aim of improving strategic QUARTERLY REPORTS decision-making. The publication European Tourism – www.etc-corporate.org/trends-watch Trends & Prospects is one of ETC’s In 2016, 27 most powerful tools to monitor ETC-UNWTO ROUNDTABLE ETC members the performance of European contributed tourism and its macroeconomic EXPLORING HEALTH to the study environment. 2016 marked the 7th TOURISM by providing consecutive year of growth for the The roundtable Exploring Health budgetary data most visited region in the world, Tourism held in Budapest, Hungary, and structural welcoming 615 million international was convened by the World Tourism information. tourist arrivals. The positive Organization and ETC as part of In addition, performance was driven by growth their joint research programme. the survey from large intra-European and Supported by the Hungarian included a long-haul markets (both mature Tourism Agency, the aim of the special question regarding NTOs’ and emerging). event was to better understand and engagement in public-private explore the growing segment of partnerships. ETC is grateful for its Other growth drivers were stable wellness and medical tourism. members’ input and would like to economic conditions in the thank them for the time they have Eurozone, improved air connectivity The occasion brought together invested to make this research and marketing efforts to fight experts from the World Health possible. seasonality. However, overall Organization, the European Union, growth across the region (+2%) was the World Travel and Tourism The study has been carried out as a impacted by the aftermath of tragic Council (WTTC), the European Spas joint project between the National events. Association, the Global Wellness Tourism Development Authority of
ETC-UNWTO INTERNATIONAL SEMINAR ON CONSUMER TRENDS AND TOURISM This seminar was organised jointly by ETC, the World Tourism Organization, European Cities Marketing and MODUL University in Vienna. The event was an exceptional occasion to officially launch the ETC Study on Consumer Lifestyle Trends & Tourism. The seminar provided a unique platform to discuss the key trends that are impacting travel and tourism in the short- and long-term and explored relevant topics such as the impact of changing consumer behaviour and emerging digital technologies on the tourism sector as well as shifts in travel preferences and ETC-UNWTO International Seminar on Consumer Trends tourism beyond relaxation. and Tourism at Modul University (Vienna).
PAGE 14 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION RESEARCH ACTIVITIES
Fáilte Ireland and the ETC Executive and emerging economies. travel has recently evolved and so, Unit with input from ETC’s Market Shopping tourism is on the rise with Europe considered to be the Intelligence Committee. and therefore receiving increased epitome of luxury shopping, it is attention from policymakers, vital to continue investing in gaining The NTO Budgets Survey is a yearly tourism experts and business further insights on the needs report and is available upon request leaders worldwide. This form of and expectations of this market for participating ETC members only. tourism as a main motivation for segment. ETC SNAPSHOTS – SHOPPING TRAVELLER ETC Snapshots is a series of lean reports on selected travel segments. They provide a quick overview of travellers’ characteristics, the likes and dislikes of their holiday experience and their satisfaction with Europe compared to competing regions. The reports supplement existing knowledge on markets and segments with survey data on visitors’ satisfaction. While past reports have focussed on the ‘family’ and ‘cultural travel’ segments, the latest report features relevant insights on the ‘shopping traveller’. Shopping has been recognised as one of the most popular activities for travellers from both advanced
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 15 BRAZIL OPERATIONS GROUP
BRAZIL OPERATIONS GROUP FACTS&FIGURES th 34% 2.8MILLION 5 th BRAZIL RANKS 5 AMONG ALL OUT-OF- EUROPE’S SHARE REGION OUTBOUND OF TOTAL BRAZILIAN TRAVEL MARKETS5 OUTBOUND TRAVEL TOURIST ARRIVALS IN (excluding Russian Federation) IN 20163 EUROPE IN 20161 AVERAGE ANNUAL 2.0% FAMILIAL ROOTS, QUALITY OF LIFE, DEVELOPMENT MULTICULTURALISM AND HISTORY DOMINATE THROUGH BRAZILIAN TRAVELLERS’ TO 20212 PERCEPTION OF EUROPE4
1 ETC European Tourism Trends & Prospects (#4/2016) 2 ETC European Tourism Trends & Prospects (#4/2016) 3 ETC European Tourism Trends & Prospects (#4/2016) 4 The Meaning of Travel and the Perception of Europe as a Travel Destination: Brazil & Russian Federation (2016) 5 Tourism Economics Data (2016)
PAGE 16 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION Chair: Bernardo Cardoso, Portugal Vice-chair: Elvira Marcos Salazar (until September 2016), Spain Vice-chair: Juan Antonio Ruiz, Spain
NEW CHAIRMAN Bernardo Cardoso, Director of Turismo de Portugal in Brazil, was appointed as the Brazil Operations Group’s new Chairman. Mr Cardoso has a broad experience in marketing and communication acquired in different companies in Europe and Brazil. In his new position, he is responsible for coordinating Europe's Bernardo Cardoso, Chair of ETC’s promotional activities in Brazil. Brazil Operations Group.
TRAVEL TRADE PRESS AND PR Winners in Brussels. Morumbi, and Professor Helena The Brazil OG invited 65 tour THE 27TH EUROPEAN Jacob, University Casper Líbero. operators and travel media to a JOURNALISM AWARDS The winners were photographers business brunch on 4 November These prestigious awards recognise and bloggers, writers from travel in conjunction with FESTURIS exceptional achievements by magazines and even national Gramado, the most important travel Brazilian journalists and storytellers TV. Winners visited Flanders, trade show in southern Brazil. in communicating fascinating Belgium, and Monaco. The list of ETC destinations representatives European travel experiences. This winners can be found on www. presented the latest data and year’s award was launched during concursoeuropajornalismo.com.br research on the market as well as WTM Latin America in São Paulo in what’s new for the 2017 season. In 2016, the Brazil OG issued March. The competition was open media releases on topics such as ETC also exhibited at the 28th to media professionals and media romance, family destinations and International Travel Fair – outlets, either traditional or online, Christmas markets. This led to FESTURIS, from 3 to 6 November which publish in Brazil. For the more than 200 articles in traditional at Serra Park Convention Center, second year in a row, there was a and online media in Brazil with an Gramado. ETC’s stand hosted record number of entries of more estimated value of more than several European destinations, who than 250 submissions. EUR 2 million. presented the continent to more The award ceremony took place on than 14,000 professionals from World Tourism Day. The winners Brazil and the Mercosur region. in eight categories were chosen CONSUMER MARKETING South Brazil has big potential for by a panel of communication and European destinations. The region The popularity of VisitEurope.com’s tourism experts, such as Magda has the highest GDP in the country social media platforms in Brazil Nassar, President of the Brazilian and hosts big settlements of grew by almost 40%, reaching Tour Operators Association different nationalities, such as Italian more than 60,000 people with 700 (BRAZTOA), Professor Silvia and German (European diaspora). reactions (likes, comments, shares) Barreto, University Anhembi per post, thanks to a new content strategy. This combined original content with curated content, user generated content, video and social media campaigns. Social media activity also drove traffic to VisitEurope.com, which increased its Brazilian visitors by 35% with page views increasing by more than 20%. The most popular content was pan-European regional travel, UNESCO and religious sites in Europe and gastronomy. Journalists and operators gathered at working brunch in Gramado.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 17 CANADA OPERATIONS GROUP
CANADA OPERATIONS GROUP FACTS&FIGURES 3rd 4.9 CANADA MILLION RANKS 3rd AMONG ALL OUT-OF-REGION EUROPE’S SHARE OUTBOUND TRAVEL OF TOTAL CANADIAN MARKETS3 15 % OUTBOUND TRAVEL TOURIST ARRIVALS IN (excluding Russian Federation) IN 20164 EUROPE IN 20161 AVERAGE CANADIAN TRAVELLERS’ PERCEPTION OF EUROPE5… ANNUAL % GROWTH 2.6 HISTORY AND HERITAGE THROUGH TO 20212
1 ETC European Tourism Trends & Prospects (#4/2016) 2 ETC European Tourism Trends & Prospects (#4/2016) 3 Tourism Economics Data (2016) 4 ETC European Tourism Trends & Prospects (#4/2016) 5 ETC-UNWTO Image of Europe in the US and Canadian Social Media (unpublished)
PAGE 18 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION CANADA OPERATIONS GROUP
Chair: Laura Pena, Spain Vice-chair: Dana Welch, Ireland
From 10 to 24 November 2016, 28 films with inspiring stories TRAVEL TRADE and images of European destinations invited an audience of culture lovers to cross the pond for their next vacation. The screening of all films was preceded by VisitEurope.com videos of Europe’s macro regions such as the Mediterranean, Scandinavia, Central Europe, Baltic Countries and the Balkans.
Travel trade seminar in Toronto. More than 130 travel counsellors airline capacity between Canada attended ETC’s Canada OG and Europe as well as on new seminars to learn the latest cultural and gastronomy tours. about Europe. European The VisitEurope.com portal destinations were joined by was highlighted during both local tour operators, Collette educational sessions. and Celebrity Cruises, for two The Canada Operations Group spring evening trade seminars in also participated in a training Toronto and Halifax respectively. event organised by Celebrity This was the first time that the Cruises. The seminar took place Canada OG had partnered with in Oakville, Ontario, in March and these tour operators for its consisted of a morning event annual events. with trade and an evening event These seminars helped update with trade and consumers. local trade knowledge. Special A total of 200 people attended this focus was given to increased seminar.
video ads distributed across various Promotion campaign of the EUFF 2016. CONSUMER MARKETING travel, lifestyle and news websites as In addition, the official well as on Facebook and Instagram. communication campaign of the Canadian operator, Collette, The campaign had an aggregated 2016 EUFF used VisitEurope.com together with Air Canada was reach of 6.4 million. The video ads images to reach consumers all over the main sponsor of the online were seen 3.3 million times. As a the Toronto metropolitan area via advertising campaign that the result, the VisitEurope.com website newspapers, billboards and online Canada OG carried out in spring saw twenty times more Canadian for weeks prior to the festival. The during the main booking season for users during the campaign than the Operations Group also ran a social Canadian travellers. previous period. media sweepstakes around the The integrated online advertising EUFF, which generated hundreds campaign was designed to raise EUROPEAN UNION of new leads and newsletter brand awareness among 40 to FILM FESTIVAL 2016 subscribers, and a survey among 60-year old consumers with above The Canada Operations Group the festival public to assess travel average household income. The renewed its cooperation with the behaviour patterns and brand campaign used mainly static and European Union Film Festival perception of Destination Europe. (EUFF) in Toronto, aimed at bringing The EUFF attracted more than Canada closer to Europe through 8,500 potential visitors with high cinema. The EUFF is a unique disposable incomes – a key target collaboration of different European group for ETC in Canada. This institutions and cultural institutes promotional activity capitalised on that strives to reflect the excellence, the strength of audio-visual content innovation and diversity of European to increase brand awareness and culture in Canada. appetite for European travel.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 19 USA OPERATIONS GROUP
USA OPERATIONS GROUP FACTS&FIGURES EUROPE’S SHARE OF TOTAL US 26% OUTBOUND TRAVEL IN 20164
UNITED STATES RANK 1ST AMONG ALL st OUT-OF-REGION OUTBOUND TRAVEL TOURIST ARRIVALS 3 1 MARKETS (excluding Russian Federation) 27.5 MILLION IN EUROPE IN 20161 INNOVATION AND CULTURAL LIFESTYLE, AVERAGE HISTORIC LANDMARKS AND NATURAL ANNUAL LANDSCAPES DOMINATE US TRAVELLERS’ % PERCEPTION OF EUROPE5 GROWTH 5.2 THROUGH TO 20212
1 ETC European Tourism Trends & Prospects (#4/2016) 2 ETC European Tourism Trends & Prospects (#4/2016) 3 Tourism Economics Data (2016) 4 ETC European Tourism Trends & Prospects (#4/2016) 5 The Meaning of Travel and Perception of Europe as a Travel Destination: US & Japan (2015)
PAGE 20 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION Chair: Alison Metcalfe, Ireland Vice-chair: Bruno Bedholm, Denmark Vice-chair: Line Vreven, Belgium- Flanders
by almost 10%. The most popular NEW CHAIRWOMAN content included information about Alison Metcalfe, Executive Vice pan-European regions, individual President, US & Canada at country guides and top 10s. Tourism Ireland, was appointed as the new Chairwoman of ETC´s USA Operations Group. PRESS AND PR Ms Metcalfe has worked with Tourism Ireland and the Northern Ireland Tourist Board since 1992, initially in Canada - where she Alison Metcalfe, Chair of ETC’s USA also served as Chair of ETC’s Operations Group. Canada Operations Group – and, since 2007, in the USA. In her (VisitDenmark) and Line Vreven new position, Ms Metcalfe has (VisitFlanders), who both serve as the support of Bruno Bedholm Vice-chairs.
As a result of the campaign, Panellists at the A Taste of Europe CONSUMER MARKETING evening in New York City. US travellers spent more than With the goal of driving bookings 112,000 minutes engaging with The USA Operations Group brought and engagement from American VisitEurope.com content. The together more than 75 travel travellers, the USA Operations Group spring phase generated more than industry, media representatives and and Expedia - the online travel $18 million in bookings and there stakeholders for A Taste of Europe agency with the largest market share were nearly 14,000 entries to the evening in New York City, on 4th in America - launched a two-part competition. The Treasures of October. Guests were immersed cooperative online campaign that ran Europe campaign received the 2016 in European culture at the event, in the spring and autumn. Expedia Partner Award for the North which highlighted the gastronomy America Destination Campaign of of more than twenty destinations The first part of the campaign, the Year. This campaign was co- with local hors d’oeuvres, as well designed to drive demand, featured funded by the European Union. as tasting stations with signature creative content that encouraged wines. In addition, attendees were Americans to explore culture, urban, The cooperative online campaign invited to a panel discussion, seaside and outdoor destinations with Expedia, as well as a year- moderated by Arnie Weissmann, across Europe. The second part, round digital advertising campaign, editor in chief of Travel Weekly, to designed to generate engagement, contributed to drive traffic to hear from panellists who engaged invited Americans to test their the VisitEurope.com site, which in talks on the status quo of travel to knowledge of Europe’s hidden increased its USA visitors by 24% in Europe for Americans. treasures through an online quiz, for comparison with the previous year. a chance to win a trip to Europe. The number of page views increased
EUROPE, AN INCLUSIVE DESTINATION On the eve of the A Taste of Europe event, ETC, in partnership with the International Gay and Lesbian Travel Association (IGLTA), hosted a media networking reception in the historic High Line Hotel in New York City. Several European destinations attended the media event, which provided a magnificent opportunity to network with journalists, media outlets and other companies specialising in ETC and IGLTA media reception in New York City. the LGBT travel segment.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 21 CHINA OPERATIONS GROUP
CHINA OPERATIONS GROUP FACTS&FIGURES CHINA nd RANKS 2 2nd AMONG ALL OUT- OF-REGION OUTBOUND TRAVEL MARKETS3 (excluding Russian Federation) EUROPE’S SHARE OF TOTAL CHINESE 10.2 MILLION 12 % OUTBOUND TRAVEL TOURIST ARRIVALS IN IN 20164 EUROPE IN 20161
CULTURE, HISTORY, AUTHENTICITY AND CLEAN AVERAGE ENVIRONMENTS DOMINATE CHINESE TRAVELLERS’ PERCEPTION OF EUROPE 5 ANNUAL % GROWTH 9.3 THROUGH TO 20212
1 ETC European Tourism Trends & Prospects (#4/2016) 2 ETC European Tourism Trends & Prospects (#4/2016) 3 Tourism Economics Data (2016) 4 ETC European Tourism Trends & Prospects (#4/2016) 5 ETC-UNWTO Understanding Chinese Outbound Tourism – What the Chinese Blogopshere is Saying about Europe (2013)
PAGE 22 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION Chair (2016): František Reismüller, Czech Republic Vice-chair: Inese Liepina, Latvia Vice-chair: Ivan Kovácsics, Hungary
CONSUMER MARKETING TRAVEL TRADE The China Operations Group ETC’s China Operations Group, updated the VisitEurope.com.cn in partnership with Welcome portal to provide a trusted source Chinese, hosted the Destination of information for those Chinese Europe: China Summit in October. travellers with a boundless desire to This event marked the official discover more of the old continent. start of preparations for the 2018 VisitEurope.com.cn provides EU-China Tourism Year. European destinations meet local operators and media. Chinese travellers with everything Ms Lowri Evans, Director they need to plan a trip to Europe, communication marketing including practical information General of DG GROW, European campaigns. Commission, presented such as visa procedures and flight Europe’s vision for the EU-China Eduardo Santander, ETC connectivity tips. Tourism Year to an audience of Executive Director, said: “The one hundred local authorities, 2018 EU-China Tourism Year is a operators and media gathered in great opportunity for the European Beijing. Ms Evans explained how tourism industry to explore the the EU and ETC are preparing Chinese market but also to learn an ambitious programme of how to attract Chinese visitors activities, including high-level and offer them the best possible summits, business to business experience.” matchmaking events and As a first step towards building new business opportunities between Europe and China, ETC’s China Operations Group wrapped With a minimalist menu structure up the summit with a session and a balanced mix of full-width of technical presentations on images, interactive maps and European destinations, followed smaller content modules within a by a speed-dating session grid system, the smart portal design between National Tourism allows users to see a wide range Plenary session of the Destination Organisations, travel trade and of information within a single page Europe: China Summit in Beijing. media. while simultaneously experiencing small bursts of visually compelling images that create a sense of PRESS AND PR progressive discovery during the browsing experience. In March, more than 50 journalists The new portal has a very fast and opinion leaders took part in the loading speed and is fully optimised China Operations Group’s media for mobile, deploying a clean layout roundtables in Beijing and Shanghai and typography, in order to deliver to discuss Europe’s tourism an easy reading experience on any product, visa policy and how to work device. closely with Chinese and local travel industry partners. Hainan Airlines The new portal also integrates was the main sponsor of the event content from the most popular and presented its new direct flights social media networks in China, from China to Europe. such as Weibo, WeChat and Youku. Media roundtables in Shanghai. VisitEurope.com social media The media roundtables showed handles in China (Sina Weibo Europe’s strong confidence about distances between destinations and and WeChat) grew their fan base the Chinese market. František excellent train connectivity. This by almost 14% and recorded an Reismüller, Chair of ETC in China makes it easy to jump from country average of 255,000 and 3,000 in 2016, explained why Europe as to country and check off several monthly readers respectively. a whole destination is perfect for bucket list locations as part of the FIT travellers thanks to the short same trip.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 23 GETTING CLOSER TO CHINA
GETTING CLOSER TO CHINA
hina is the world’s largest The first preparatory actions began Europe China One Belt One Road travel market in terms of in 2016 with the programme of Committee focussing on Culture Cboth outbound travel and activities to be developed under the and Tourism that was established in expenditure. Lately, European World Bridge Tourism project. The the spring of 2016. destinations have strengthened programme is supported by the The One Belt One Road project is their position in this market, European Union, and implemented a development strategy proposed attaining 10.2 million Chinese jointly by ETC and ETOA. The goal by the Chinese government. OBOR visitors in 2016, accounting for is to increase the flows of visitors focusses on connectivity and a share of 12% of all outbound from China to the EU through B2B cooperation between the People's travel from China. ETC opened its matchmaking between European Republic of China and the rest Operations Group in Beijing in 2010 suppliers and Chinese buyers. The of Eurasia. The newly-founded and has recently delivered extensive programme combines conferences Committee on Culture and Tourism market intelligence on the Chinese and B2B workshops between aims to capitalise on the potential market. tourism-related EU companies of the OBOR framework to create (particularly SMEs) and Chinese It was therefore with great a high-level network between operators. satisfaction that ETC welcomed the European and Chinese partners designation of 2018 as the EU-China The World Bridge Tourism project with experience in diplomacy, Year for Tourism, as announced by will be supported by an extensive business and politics with a special Jean-Claude Juncker, President programme of research and focus on culture and tourism. of the European Commission and webinars aimed at enhancing The inauguration ceremony in the Li Keqiang, Premier of the State understanding of the needs of Chinese cultural centre in Brussels Council of the People's Republic Chinese visitors within the European brought together Members of the of China, at the opening of the tourism community. All types of European Parliament, officials EU-China summit on 12 July 2016. tourism operators within Europe are from the European Commission, During 2018, an unprecedented invited to take part in the events and including Commissioner for Youth, level of attention will be paid to the participation is free of charge. Sport, Education and Culture, growing importance of China as an Tibor Navracsics, the President of As part of its efforts to attract origin market, and the changing the Belgian-Chinese Chamber of Chinese visitors to Europe, ETC was preferences and behaviour patterns Commerce, as well as the Chinese one of the founding bodies of the of Chinese visitors. ambassador to the EU.
Inauguration of the Europe China One Belt One Road Prof. Dr. Wolfgang Georg Arlt, Director of COTRI, Eduardo Committee focussing on Culture and Tourism in the Chinese Santander and Tom Jenkins, CEO of ETOA, at the WTB launch Cultural Centre in Brussels. in London, UK.
PAGE 24 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION MARKETING GROUP
to share knowledge, key trends have a transversal impact, and THE MARKETING and best practices in fields such how the perception and image of GROUP (MKG) IN 2016 as crisis management, brand destinations are affected by them. equity, product development, ROI There was a focus on strategic crisis Chair: Elke Dens, Belgium- and social media. In addition, communications, media relations Flanders delegates jointly discussed the and the use of big data. Vice-chair: Marketa implementation and expected This seminar was part of ETC’s Chaloupkova, Czech Republic outcomes of MKG's annual action initiatives in the field of crisis plan. communications, including Vice-chair: Angela Varela, the European Tourism Crisis Greece The annual meeting also featured a special session for ETC’s new Communication Plan that the Cordinator: Miguel Gallego, ETC Associate Members who shared Marketing Group started developing Executive Unit their business intelligence as well this year in response to increases in as practical solutions via successful security concerns within long-haul case studies. The annual meeting markets, about safety and security MKG ANNUAL MEETING was preceded by the Destination concerns and shifts in perceptions The second Annual Meeting of Branding 2016 seminar organised about Destination Europe. the Marketing Group took place by the Ministry of Regional in February in Prague, organised Development of the Czech Republic DIGITAL TOURISM with the support of Czech Tourism. with the support of UNWTO. THINK TANK For the first time, the meeting was MKG renewed its partnership with held in conjunction with ETC’s CRISIS COMMUNICATION the Digital Tourism Think Tank Market Intelligence Group (MIG) to deliver an insightful event on Annual Meeting with the intention SEMINAR The Marketing Group, together with digital at #DTTT Global in Brussels of streamlining the activities of the the World Tourism Organization in December. The event focussed association. (UNWTO), organised a workshop on how digital is transforming the The event brought together more with European countries to discuss entire travel and tourism industry. than forty marketing and research crisis communications in tourism. More than forty delegates from experts of European National The event was held in December at member NTOs attended this Tourism Organisations for two days UNWTO headquarters in Madrid. flagship event. and provided a unique platform The session addressed how crises As part of this year’s partnership, the Digital Tourism Think Tank organised two webinars for the Marketing Group. The first webinar entitled ‘what millennials crave: the new disruptors’ provided an understanding of the profile and the different experiences that millennial travellers demand. The second webinar entitled ‘crafting your destination’s story’ looked at how to design an impactful content plan on a par with the latest consumer trends at each stage of the planning cycle. Exchange of best practice session at the Annual Meeting of the Marketing Group.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 25 DESTINATION EUROPE 2020
DESTINATION EUROPE 2020
MARKETING
NEW CONSUMER VISUAL IDENTITY ETC has developed a new consumer visual identity for Destination Europe that will be used by public institutions and stakeholders, Destination Marketing Organisations and the broader travel and tourism industry, in both present and future promotion and communication activities. A manual and toolkit, containing different types of creative assets and promotional materials, were produced to serve as a guide for third parties. This will enable them to make use of the visual identity, ensuring consistency of appearance, and also build recognition among target audiences.
FOCUS ON CONTENT MARKETING AND DISTRIBUTION ETC has developed and published 100 new pieces of pan–European content in six different languages and deployed new technical features on the VisitEurope.com portal. Combined, these features have expanded the inspirational capabilities of the portal and enhanced its user experience. This has led to a year-on-year increase of 20% and 24% in terms of web sessions and users respectively. ETC has established global handles The increase in web traffic was in the most relevant social media also influenced by a comprehensive platforms worldwide: social media strategy aimed at raising awareness, reach and Facebook/VisitEurope engagement of market-relevant @VisitEurope pan-European content. This led to a @Visit_Europe substantial increase in fan base and YouTube/VisitEurope engagement on all VisitEurope.com Pinterest/VisitEurope associated social media platforms. Google+/VisitEurope
PAGE 26 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION DESTINATION EUROPE 2020
EUROPE E-ZINE The Europe online magazine brought monthly travel inspiration to more than 150,000 subscribers across North America. Twenty-eight countries TOWARDS JOINT PROMOTION OF DESTINATION EUROPE were featured in the e-zine over ETC’s co-operative online marketing ‘Destination Europe’ to overseas the year, with an average of 22 campaign with the online travel travellers. destinations appearing in each agency Expedia (see USA Operations issue. This year’s editorial lineup The understanding gained from Group) provided valuable intelligence covered a broad range of pan- these activities fed into a proposal and a deeper understanding of joint European themes, according for a sustainable business model marketing programmes with the to season, such as World to the European Union for the private industry. Heritage sites, literary escapes, implementation of a financial gastronomy, craftsmanship and In addition, ETC, in partnership with platform to support the promotion luxury travel experiences. the European Tourism Organisation of European destinations and (ETOA), hosted a workshop with tourism products in strategic third All issues of the Europe the travel and tourism industry markets. The platform is known as e-zine are also published on in London in November. The the Joint Promotion Platform and the VisitEurope.com portal. objective was to engage with key it will be implemented by European A selection of articles was industry stakeholders and gather tourism authorities of various levels regularly shared and boosted extensive knowledge on how the in partnership with the private on all VisitEurope.com social travel industry can jointly market sector in the near future. media channels.
RESEARCH
EVALUATION PILOT CAMPAIGN IN THE US Rapid advances in technology Destination Europe brand key players from the have created a new generation and online consumers private tourism industry. of tech-savvy consumers with and to accurately Towards this end, access to a wide range of sources demonstrate marketing ETC evaluated of information. At the same time, impact. the successful these consumers are increasingly implementation of the With a focus on pan- exposed to countless types of joint promotion campaign European experiences, promotional material through within the United States ETC implemented a pilot online different media channels and travel market. The investigation marketing campaign together devices and this is significantly also served to research and with Expedia Media Solutions. The influencing their decision to visit demonstrate the potential and aim of this was to increase the Europe. Consequently, ETC is the value of a sustainable joint visibility of Destination Europe and increasingly challenged to create marketing initiative through build strategic partnerships with a deeper engagement between the primary research.
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 27 DESTINATION EUROPE 2020
RESEARCH
ETC DASHBOARD groups. In addition, the ETC European markets. DEVELOPMENT Dashboard provides information In order to assess investments and to reap the economic benefits of The Executive Dashboard is the on the most preferred European increased volumes and spending single-entry point to ETC’s vast destinations; the main barriers from emerging extra-European market intelligence. It has been for travellers choosing Europe for markets, the European tourism conceived as a data hub for their next holiday; and respondents’ sector is in need of a better collecting indicators critical to intention to visit other world understanding. ETC commissioned monitoring tourism performance in regions. this study Europe and in key source markets. The Executive Dashboard in order to Smart technology links statistics www.etc-dashboard.org is a service investigate the to ‘soft’ information from news and exclusively for ETC members. To current and studies, to help users gain deeper receive access credentials please future portfolio of insights on outbound travel markets contact the Executive Unit. extra-European and the latest travel trends. inbound travel This platform is an ongoing UNDERSTANDING and these project under the EC-ETC initiative markets’ Destination Europe 2020. In 2016, GROWTH POTENTIAL potential as part of the fourth development FROM LONG-HAUL benefits in terms of the platform, ETC implemented MARKETS of growth, volume a new ‘sentiment’ tab with key European destinations acknowledge and inbound revenue. The report indicators, directly retrieved from the need to remain competitive in provides guidance on investing in the Long-Haul Travel Sentiment a sector that is swiftly adapting to select target markets. Survey & Index. This new widget the diverse needs of travellers from The report is available for free allows users to monitor the both established and emerging download on ETC’s corporate evolution of the intention to travel markets. A significant effort is the website: www.etc-corporate.org/ in key extra-European markets diversification of the region’s guest reports/understanding-growth- and provides data broken down by mix by targeting potential travellers potential-from-long-haul-travel- country of origin, age and income outside the dominant intra- markets
PAGE 28 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION ASSOCIATE MEMBERS
ASSOCIATE MEMBERS
ince 2015, ETC has opened Today, over half a million people mutual synergies and shared its membership to private of all ages use Eurail and Interrail experience between their respective Sorganisations and academia. In Passes each year and discover markets, enjoying the advantage line with its mission of strengthening Europe via more than 250,000 km of of multi-channel marketing and the sustainable development of interconnected railways. partnerships aimed at discerning Europe as a tourist destination, international customers. Each village is located an hour or less ETC has broadened its approach from at least one major European by reaching out to the private travel city and reflects the heritage of its and tourism industry with the aim of region. building alliances to jointly support the tourism sector in Europe. STA TRAVEL STA Travel started as a student The ETC Associate Membership travel agency in the 1970s and today Programme focusses on public is the world's largest travel company relations and advocacy activities. for students and young people. It enables associates to establish cooperative partnerships on ad-hoc The company is headquartered in WELCOME CHINESE marketing and research projects, London and Zurich and has over 200 Welcome Chinese is the standard and allows involvement with other branches in 12 different countries, certification issued by the China relevant organisations and agencies with franchises and business Tourism Academy (CTA), a public focussing on the development of partners in another 48 countries. institute within the Ministry of tourism in Europe. STA Travel employs nearly 2,000 Tourism in China (CNTA) dedicated people and serves more than 2 A warm welcome to Eurail Group, to monitoring outbound travel. million travellers each year. STA Travel, Value Retail and Welcome Chinese has as its core Welcome Chinese as they join our Moving beyond the student segment, value the promotion of a broader European tourism association! in 2014 the company replaced understanding of Chinese culture the Student Travel Association and habits throughout the travel abbreviation with the strapline ‘Start industry, bridging the gap between the Adventure’ thereby profiling the expectations of the most itself as a comprehensive tour important travel population and the operator attracting adventure- offer dedicated to them. seekers of all ages. EURAIL GROUP Chinese travellers view Welcome Eurail Group GIE is wholly owned by Chinese as the global quality 36 railway and shipping companies standard for hospitality services in and is the organisation dedicated to foreign destinations. the marketing and management of VALUE RETAIL Eurail and Interrail passes. Value Retail is a company specialising exclusively in the creation and EXISTING MEMBERS These passes offer flexible rail travel operation of luxury outlet shopping throughout Europe, connecting both destinations - the Chic Outlet countries and passengers alike. The Shopping® Villages - which include Eurail Group continuously works Bicester Village in the UK. to improve pass products and is Through nine villages in Western committed to developing relevant Europe, Value Retail offers its and innovative market intelligence in tourism partners a unique platform order to meet the needs of different of locations, positioned in major travellers worldwide. markets. The villages benefit from
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 29 ADVOCACY
ADVOCACY
2016: AN IMPORTANT the same time, allowing travel flows YEAR FOR VISA to continue and prevent further negative impact on the tourism LIBERALISATION economy in Europe. This is reflected IN EUROPE by the proposal to introduce a It is vital that Europe moves European Travel Information and towards a more open visa policy Authorisation System (ETIAS), if the continent is to grow its tabled by the European Commission share of global tourism. 2016 in late 2016. If the scheme is saw some positive developments introduced then it is vital that the in this direction, while concerns online system is as simple to use as remain following the possibility possible, is available in a very wide of a suspension of the visa waiver range of languages, and is equally arrangement for US citizens. accessible through mobile devices. Its implementation should be ETC applauded the adoption of accompanied by the simultaneous the Recast of the Schengen Visa introduction of a Schengen eVisa Code by the European Parliament that would improve Europe’s in March 2016. The proposal competitiveness. introduces a number of measures to facilitate the process of obtaining Also, in order to further offset a Schengen visa, making it easier its impact, ETC believes that it is and faster for prospective travellers. essential to increase investment The European tourism sector is now in international promotion of expecting the Council to move the European tourism, by investing proposal further, leading to its final a fixed proportion of the ETIAS adoption as soon as possible. administration fee in marketing Europe as a destination in the ETC has also been following affected countries. with increasing concern the Silvia Fontolan on her graduation day developments in the EU visa waiver SUSTAINABILITY OF from the University of Bergamo. reciprocity arrangement with the US. Currently, travellers from the US THE EUROPEAN as a driver of growth for the account for the largest percentage TOURISM SECTOR world economy, however, the of all extra-European arrivals. ETC At the core of ETC's strategy are travel industry can also negatively urged the European Parliament the stimulation of competitiveness impact the environment and local and the Council to do their utmost and the promotion of sustainable communities. Some marine and to resolve the situation as soon as growth of the European tourism coastal environments, historic possible and to not allow visa waiver sector. Sustainable tourism towns, cities and cultural heritage for US citizens to be put on hold. The incorporates policies, practices sites as well as fragile natural ultimate solution to pursue should and programmes which consider environments are particularly be full visa reciprocity which is why both the expectations of tourists vulnerable to pressure. Sustainable ETC has called for the US authorities regarding responsible natural development in tourism is therefore to cooperate and ensure a balanced resource management and the a core objective of the European and fair outcome. needs of communities that support Travel Commission. or are affected by tourism projects In 2016, ETC partnered with A careful balance needs to be and the environment. sought between ensuring security the Foundation for European for travellers and citizens and, at Tourism has significant potential Sustainable Tourism (FEST) in
PAGE 30 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION hosting the 4th Summer School The event brought together key Another big project on the theme in Leadership and Governance representatives of the tourism of sustainability was the awarding for Sustainable Tourism, which sector - donors, representatives of a scholarship to fund research took place in Akureyri, Iceland, of European and international on the framework of sustainable from the 5th to 9th October 2016. organisations, policymakers, tourism development in Europe. The conference addressed one industry representatives, project Silvia Fontolan, a student at the of the most important themes management practitioners, University of Bergamo, carried out in the tourism industry - how to academics and entrepreneurs. a benchmarking research project plan and deliver transformative Outstanding speakers focussed aimed at mapping and quantifying tourism projects and initiatives on sustainable tourism policies, the strengths and weaknesses to generate a sustainable visitor criteria, certifications, best within the formal environment of economy. The 2016 event also practices, project management, European tourism, with the goal contributed to the 2017 International destination management, of defining guidelines useful in Year of Sustainable Tourism for destination branding, capacity promoting sustainability issues Development, through a publication building, public private partnerships, within Europe. The results of the and a call for action. and tourism funding. study will be published in 2017.
EUROPEAN TOURISM MANIFESTO FOR 1st February GROWTH AND JOBS 2016 saw the growth of the Creation of the Steering European Tourism Manifesto for Group which met Growth and Jobs, an initiative several times launched in 2015 by European public and private tourism stakeholders including ETC, to 16th March raise the profile of the tourism industry among EU policymakers. Meeting Commissioner On the first anniversary of the Tibor Navracsics, DG EAC Manifesto, on 16 September 2016, the Secretariat and Chairmanship of the Manifesto, held by ETC, presented an overview of the 26th April activities and achievements of the Presentation of the Manifesto year and revealed a newly-created at the TRAN hearing, visual identity. European Parliament In its first year, the Tourism Manifesto for Growth and Jobs received increasing support from tourism stakeholders, as well as 25th May from the European Parliament, European Commission and the Networking reception Committee of the Regions. hosted by MEP Claudia Monteiro The Manifesto group took part in several events to present the initiative to important representatives of EU institutions and issued a joint statement on 16th September the US and Canada visa waiver reciprocity mechanism. First anniversary of the Manifesto The group also initiated collaboration with DG Culture, creating a foundation for 2016 38 stakeholders participation in activities under the framework of the 2018 European Year of Cultural Heritage. The full Manifesto is available for download at www.tourismmanifesto.eu
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 31 ETC PARTNERSHIPS
PARTNERSHIPS
“The EDEN network currently comprises 72 off-the-beaten-track destinations and sites in natural areas, which are recognised by the European Commission for their efforts in sustainable development of tourism,” said Xavier Lechien, President of EDEN Network. “We look forward to working closely with ETC to present these European hidden gems to new audiences in international markets.” The ETC team and John Tanzella (CEO IGLTA) at the announcement of the Eduardo Santander, ETC Executive partnership at the Taste of Europe event in New York, USA. Director, commented: “In the INTERNATIONAL GAY with IGLTA is a pillar in our long- course of the past few years, we’ve term strategy to enhance the learned that travellers to Europe AND LESBIAN TRAVEL competitiveness of the European are increasingly more sophisticated ASSOCIATION tourism sector.” in their choices. The destinations A new partnership was announced in the EDEN Network are a source on 17 May 2016 in honour of EUROPEAN of inspiration to attract both new the International Day Against and repeat visitors. Our partnership Homophobia, Transphobia and DESTINATIONS OF with EDEN is a further step towards Biphobia. The International Gay and EXCELLENCE our long-term goal of consolidating Lesbian Travel Association (IGLTA) A partnership between ETC a unique image that differentiates and ETC committed to a world and European Destinations of Destination Europe from other where all travellers feel welcome, Excellence (EDEN) was announced international regions.” regardless of their orientation or on European Tourism Day, the gender identity. annual event organised by the European Commission in Brussels. “When you look at the timeline The announcement was made in the of LGBT-positive legislation and presence of Elżbieta Bieńkowska, marriage equality, you see that the Commissioner for Internal Market, majority of destinations paving the Industry, Entrepreneurship way are European,” commented and SMEs; Tibor Navracsics, John Tanzella, IGLTA President/ Commissioner for Education, CEO. “We look forward to working Culture, Youth and Sport; and more closely with ETC in promoting Karmenu Vella, Commissioner for LGBT, welcoming travel to Environment, Maritime Affairs and destinations throughout Europe.” Fisheries. Eduardo Santander, ETC Executive ETC and EDEN Network committed Director, added: “Europe is a to work together and continue welcoming destination and ETC is investing in strengthening the working closely with its member competitiveness of the European NTOs to ensure that the European tourism industry as one of the main values of equality and tolerance are engines of economic growth and reflected in our image as a tourism employment in Europe. Eduardo Sandander and Xavier Lechien, destination. Our partnership President of the EDEN Network.
PAGE 32 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION TOTOTALTAL 2016 2016 BUDGET BUDGET HeadHead Office Office OperationsOperations Groups Groups 660,420660,420TOTAL 2016 BUDGET 570,000570,000 Head Office Operations Groups 660,420 570,000
MKGMKG 20,00020,000 MKG TOTAL 2016 BUDGET 20,000 Head Office Operations GroupsOtherOther MarketMarket 660,420 MarketingMarketing570,000 ResearchResearch ActivitiesActivitiesOther 302,500302,500Market TOTALTOTAL Budget Budget 1,906,920 1,906,920 Marketing354,000354,000 Research Activities 302,500 MKG TOTAL Budget 1,906,920 20,000354,000 FUNDING 20162016 HEAD HEAD OFFICE OFFICE BUDGET BUDGET Other (Divided(DividedMarket by Typeby Type of Funding) of Funding) Marketing Research2016 HEAD OFFICE BUDGET Activities 302,500(Divided by Type of Funding) MembershipMembership TOTAL Budget 1,906,920 contributionscontributions354,000 Membership486,897486,897 contributions 2016 HEAD OFFICE BUDGET486,897 GrantsGrants(Divided by Type of Funding) fromfrom EuropeanEuropeanGrants Membership CommissionCommission contributions from 486,897 FUNDING 173,523173,523European Commission 173,523 Grants TotalTotal 660,420 660,420 from European Commission Total 660,420 173,523 TOTOTALTAL 2016 2016 BUDGET BUDGET 20162016 MARKET MARKET RESEARCH RESEARCH BUDGET BUDGET HeadHead Office Office OperationsOperations Groups Groups (Divided(Divided by Typeby Type of TotalFunding) of Funding) 660,420 660,420TOTO660,420TALTAL 2016 2016 BUDGET BUDGET 570,000570,000 2016 MARKET RESEARCH BUDGET MembershipMembership HeadHead Office Office OperationsOperations Groups Groups (Divided by Type of Funding) contributionscontributions 660,420660,420 570,000570,000 2016 MARKET RESEARCH BUDGET Membership180,000180,000 (Divided by Type of Funding) MKGMKG contributions 180,000 20,00020,000 Membership contributions MKGMKG GrantsGrants 180,000 20,00020,000 fromfrom OtherOther EuropeanEuropean MarketMarket Grants MarketingMarketing CommissionCommission ResearchResearch from ActivitiesActivities 122,500122,500GrantsEuropean 302,500302,500 OtherOther MarketMarket TOTALTOTAL Budget Budget 1,906,920 1,906,920 354,000354,000 fromCommission MarketingMarketing European ResearchResearch 122,500 TotalTotal 302,500 302,500 ActivitiesActivities Commission 302,500302,500 TOTALTOTAL Budget Budget 1,906,920 1,906,920 354,000354,000 122,500 Total 302,500 20162016 HEAD HEAD OFFICE OFFICE BUDGET BUDGET Total 302,500 (Divided(Divided by Typeby Type of Funding) of Funding) 20162016 MARKETING MARKETING ACTIVITIES ACTIVITIES BUDGET BUDGET 20162016 HEAD HEAD OFFICE OFFICE BUDGET BUDGET (Divided(Divided by Typeby Type of Funding) of Funding) MembershipMembership 2016 MARKETINGMARKETING ACTIVITIES ACTIVITIES BUDGET BUDGET (Divided(Divided by byType Type of Funding)of Funding) contributionscontributions MKGMKG 20,000 20,000 486,897486,897 (Divided(Divided byby Type Type of of Funding) Funding) MembershipMembership MembershipMembership contributionscontributions contributionscontributionsMKGMKG 20,000 20,000 100% 100% MembershipMembership 486,897486,897 MembershipMembership contributionscontributions GrantsGrants contributionscontributions 100% 100% fromfrom MembershipMembership22%22% contributionscontributions EuropeanEuropean 22% CommissionGrantsGrantsCommission MembershipMembership OtherOther 22% fromfrom marketingmarketing 173,523173,523 contributionscontributions Other EuropeanEuropean Membership OperationsOperations activitiesactivities GrantsGrants from from 56%contributionsMembership56% marketingOther CommissionCommission GroupsGroups EuropeanEuropean contributions56% Operations 354,000activitiesmarketing354,000 Grants from 570,000570,000 CommissionCommission 173,523173,523 TotalTotal 660,420 660,420 56% OperationsGroups 354,000activities EuropeanGrants from 570,000Groups 354,000 CommissionEuropean78%78% 570,000 Commission78% TotalTotal 660,420 660,420 78% GrantsGrants from from Grants from 20162016 MARKET MARKET RESEARCH RESEARCH BUDGET BUDGET EuropeanEuropean European TotalTotal 944,000 944,000 (Divided(Divided by Typeby Type of Funding) of Funding) CommissionCommissionCommissionGrants from Total 944,000 20162016 MARKET MARKET RESEARCH RESEARCH BUDGET BUDGET 44%European44%44% MembershipMembership Commission Total 944,000 (Divided(Divided by byType Type of Funding)of Funding) contributionscontributions 44% 180,000180,000 he European Travel CommissionMembership isMembership constituted The main source of income is from membership under Belgian law as an Internationalcontributionscontributions Association contributions, the level of which is approved each year at Without Lucrative Purpose (AISBL/IVZW).180,000180,000 the ETC General Meeting. TGrantsGrants Beingfrom froma non-for-profit organisation, the ETC is subject In 2016, ETC was awarded an operational grant by the EuropeanEuropean to taxCommissionGrants GrantsCommissionon legal entities, which is not applied on global European Commission to continue its efforts to promote income122,500fromfrom122,500 but only on income derived from specific ‘Destination Europe’ in third markets (the Destination sources,EuropeanEuropean i.e. real estate. Europe 2020 programme). CommissionCommission TotalTotal 302,500 302,500 122,500122,500
TotalTotal 302,500 302,500 20162016 MARKETING MARKETING ACTIVITIES ACTIVITIES BUDGET BUDGET ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 33 (Divided(Divided by Typeby Type of Funding) of Funding) 20162016 MARKETING MARKETING ACTIVITIES ACTIVITIES BUDGET BUDGET MKGMKG 20,000 20,000 (Divided(Divided by byType Type of Funding)of Funding)Membership Membership contributionscontributions 100% 100% MKGMKG 20,000 20,000 MembershipMembership MembershipMembership contributionscontributions contributionscontributions 100% 100% 22%22% MembershipMembership contributionscontributions MembershipMembership OtherOther 22%22% contributionscontributions marketingmarketing 56%56% OperationsOperations activitiesactivities GrantsGrants from from MembershipMembership GroupsGroups 354,000Other354,000Other EuropeanEuropean contributionscontributions 570,000570,000 marketingmarketing CommissionCommission 56%56% OperationsOperations activitiesactivities GrantsGrants78% from78% from GroupsGroups 354,000354,000 EuropeanEuropean 570,000570,000 CommissionCommission 78%78% GrantsGrants from from EuropeanEuropean CommissionCommission TotalTotal 944,000 944,000 GrantsGrants44% from44% from EuropeanEuropean CommissionCommission TotalTotal 944,000 944,000 44%44% WHO IS WHO AT ETC
WHO IS WHO AT ETC
PRESIDENT BOARD OF DIRECTORS Peter de Wilde Petra Stolba Paavo Virkkunen (Belgium-Flanders) (Austria) (Finland)
VICE-PRESIDENTS Michel Vankeerberghen Giovanni Bastianelli Mark Henry (Belgium-Wallonia) (Italy) (Ireland)
Ratomir Ivičić Anne Hoffmann Ólöf Ýrr Atladóttir (Croatia) (Luxembourg) (Iceland)
Monika Palatkova Anca-Pavel Nedea Leslie Vella (Czech Republic) (Romania) (Malta)
Petra Hedorfer Marta Blanco (Germany) (Spain)
ORGANISATION STRUCTURE General Meeting 32 Members
Board of President 3 Vice-Presidents Directors 10 Members
Executive Marketing Market Operations Unit Group Intelligence Group Groups Executive Director Market Intelligence Committee USA, Canada, China, Brazil
PAGE 34 / ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION ETC MEMBER ORGANISATIONS
ETC MEMBER ORGANISATIONS
FULL MEMBERS
Austria Belgium Bulgaria Croatia Cyprus Czech Republic Austrian National Flanders: Visit Flanders Bulgarian Ministry of Croatian National Cyprus Tourism CzechTourism Tourist Office (ANTO) Wallonia: Wallonie- Tourism Tourist Board (CNTB) Organisation (CTO) Belgique Tourisme (WBT)
Denmark Estonia Finland Germany Greece Hungary VisitDenmark Estonian Tourist Board Finpro ry German National Greek National Hungarian Tourism - Enterprise Estonia Tourist Board (GNTB) Tourism Organisation Ltd. (GNTO)
Iceland Ireland Italy Latvia Lithuania Luxembourg Icelandic Tourist Board Fáilte Ireland The Italian Government Latvian Tourism Lithuanian State Luxembourg for Tourism Ireland Ltd. Tourism Board Development Agency Department of Tourism Tourism (LFT) (TAVA)
Malta Monaco Montenegro Norway Poland Portugal Malta Tourism Monaco Government National Tourism Innovation Norway Polish Tourist Turismo de Portugal, Authority (MTA) Tourist and Convention Organisation of Organisation (PTO) I.P. Office Montenegro
Romania San Marino Serbia Slovakia Slovenia Spain Romanian Ministry State Office for National Tourism Ministry of Transport Slovenian Tourist Turespaña - Instituto of Tourism Tourism Organisation of Serbia and Construction of the Board de Turismo (NTOS) Slovak Republic
Switzerland Turkey Switzerland Ministry of Culture Tourism and Tourism
ASSOCIATE MEMBERS
ANNUAL REPORT 2016 / EUROPEAN TRAVEL COMMISSION / PAGE 35 EUROPEAN TRAVEL COMMISSION
Rue du Marché aux Herbes 61 - 1000 Brussels – Belgium ANNUAL REPORT Tel +32 2 548 90 00 Fax +32 2 514 18 43 [email protected] 2016 www.visiteurope.com www.etc-corporate.org