ETOA launches SHOP – Shoulder & Off-Peak Marketplace 2026
SHOP is ETOA’s new B2B event focused on driving demand beyond the high season. Designed for destinations, suppliers and operators seeking to grow business outside traditional peak months and crowded locations, SHOP unites industry professionals committed to building a more balanced, sustainable tourism economy.
Tom Jenkins, CEO of ETOA said: “Clients are changing, how they choose where and when to travel is changing too. As some areas are getting full, every effort has to be made to steer them to less crowded times and locations. The Shoulder and Off-Peak marketplace is there to facilitate just such initiatives. So, if you want to attract visitors at the time and place you want, come and Talk SHOP”
With high-season capacity reached in many places, tour operators have the opportunity to bring clients to new destinations at the right time. SHOP supports this shift, helping the industry deliver travel experiences that are both commercially smart and sustainably responsible.
Attending SHOP will provide organisations the following opportunities:
- Extending the Season: Attracting visitors beyond peak months and increase year-round revenue.
- Boosting Visibility: Showcasing the destination and product to operators seeking new, less crowded options.
- Supporting Sustainable Growth: Balancing tourism flows by easing pressure on peak-season hotspots.
- Developing Strategic Partnerships: Connecting with operators actively looking to expand off-peak portfolios.
In partnership with City Destinations Alliance and European Travel Commission, SHOP will unite tourism SMEs, international operators, national, regional and local tourism boards.
Flavie de Bueil, COO of City Destinations Alliance said: “As City Destinations Alliance, we are proud to partner with ETOA on SHOP, as it aligns perfectly with our mission to make better cities through better tourism. By promoting geographical dispersal and encouraging travel beyond the usual hotspots, SHOP helps unlock the full potential of urban destinations — especially those often overlooked. Together, we are supporting a more balanced and sustainable visitor economy, that benefits local communities, enhances liveability, and ensures tourism contributes positively to the urban experience year-round.”
Eduardo Santander, CEO of ETC, said “We are delighted to partner with ETOA on this new initiative. One in three of Europe’s 700 million arrivals take place during July and August. This represents a serious lack of balance in the provision of supply to demand. ETC is urging both destinations and operators to seek ways of changing the way people travel to and within Europe. SHOP is part of this. We need a more balanced, meaningful, and responsible tourism.”
SHOP 2026 is a one-day B2B workshop taking place on 12th June 2026 at the InterContinental O2 London. Tourism suppliers and destinations will have the opportunity to showcase their products, experiences and services to a range of international and European tour operators, wholesalers and OTAs. Online topical insight, webinars and resources will be available ahead of the event for attendees supporting conversations towards a more balanced tourism economy.
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Notes to editors:
CityDNA is a knowledge sharing network for cities and urban regions working to unfold the potential of the visitor economy (Leisure, Meetings Industry and City Marketing). Their vision is for all cities in Europe to flourish as great places to live, work, meet and explore.
As a community of DMO professionals, their promise to each other is to always be curious and forward thinking, share our inspiration and never stop learning.
The European Travel Commission (ETC) represents the national tourism organisations of Europe. Established in 1948, ETC’s mission is to strengthen the sustainable development of Europe as a tourist destination and to promote Europe in third markets. Its 36-member tourism boards work together to build the value of tourism for all the diverse European destinations through cooperation in sharing best practices, market intelligence and promotion.
ETOA is a member–driven community of over 1,100 organisations, from global brands to independent small businesses, DMOs, industry partners and technical specialists. Supported by our supplier members and partners, we work on behalf of tour operators, wholesalers, destination management companies and agents to enable a sustainable business environment in which European tourism can thrive and grow. We design and deliver online and face-to-face events for members and partners, driven by our sophisticated appointment matching system. We lobby on behalf of our members and participate in public-private projects at EU, national and local levels, capitalising on our wide network among origin and destination markets.