ETOA launches Adventure Europe

A new marketplace for off-the-beaten-track experiences in Europe 

Adventure Europe will take place 25th September 2024 | Online. 

ETOA – the European tourism association and The Adventure Connection have today launched a new networking event for travel experiences in Europe.

B2B adventure trade shows for Africa, Asia and Latin America have existed for many years; but now, through the established network of ETOA and the specialist experience of The Adventure Connection this concept will come to Europe. In its pilot year, an agenda of B2B networking and insight sessions will take place online, with a view to a hybrid or in-person version in 2025. 

Adventure Europe is the first event to showcase new experiences in Europe. It will connect European and international Tour Operators, Agents and Media with European tourism suppliers offering adventures, activities and local experiences; those offering relevant accommodation, transportation, and other services. This will target the buyers for groups (both large and small) and FITs. Any tour operator or agent looking for geographic product diversification or new experiences for their clients are welcome. 

“‘The launch of ETOA’s Adventure Europe is in response to our members’ requirements for greater diversity in product. Partnership with The Adventure Connection benefits ETOA members and the tourism industry. The event’s online format seeks to reach developing and sustainably-minded businesses – connecting them with buying power from across global markets. It is open to all suppliers who have something different to offer. It is a new step in the development of Europe’s SME supply chain.’”

Tom Jenkins, ETOA

“‘Adventure is one of the fastest growing sectors of travel at the moment, but is often misunderstood as being purely high-risk and high-adrenaline activities. Adventure tourism and travel is not only about climbing mountains or skydiving. Adventure travel can include anything which takes clients out of their comfort zone, either on a physical, geographical or cultural level. Adventure travel encompasses experiential journeys and soft adventure experiences as integral components, and this unique event will showcase the very best of these in Europe.’”

Mark Wright, The Adventure Connection


ETOA was founded in 1989 as an association for tour operators who sold Europe as a destination in long-haul origin markets. It has evolved since those early days to embrace regional operators, online intermediaries, wholesale travel companies and any commercial player who is interested in selling themselves as part of a pan-European product. It now numbers over 1100 members, including nearly 400 intermediaries and operators.

The Adventure Connection is a leading authority on adventure and specialist travel.
We are widely recognised as the UK’s leading adventure representation agency. We are the marketing
consultancy and PR agency that has hands-on experience of building great travel products and brands.


Adventure Europe 2024

Online, 25th September 2024

More information here