A day of high-level discussion and networking for senior figures from the public and private sectors that want to step back from day-to-day management and take the long view on European tourism.

Morning session

ETOA’s role and membership has evolved as the industry has changed, but its core purpose remains the same – supporting, connecting and informing its membership. The second half of 2019 may see Brexit. It will welcome a new European Parliament and Commission. We will begin the day with an ETOA review, sharing current insights and past perspectives.

To lay the groundwork for the afternoon workshop we will identify some of the big issues: what will tourism look like in 2030? Will aviation become significantly more expensive? If consumers become increasingly sensitised to the environmental impact of their choices, how will industry have evolved to adapt to changing demand?

Speakers will include Tom Jenkins, CEO at ETOA; Signe Jungersted, CEO and Founding Partner of Group NAO; Sergio Moreno Gil, Vice Minister for Tourism, Industry and Commerce, Canary Islands; Eduardo Santander, CEO at European Travel Commission (ETC); Martin Nydegger, CEO at Switzerland Tourism; Jos Vranken, CEO at NBTC Holland Marketing; Roy Graff, Managing Director, EMEA at DragonTrail.com; Ben Lynam, Head of Communications at The Travel Foundation; Xavier Font, Professor of Sustainability Marketing at University of Surrey, and experts from CELTH, part of ETOA’s new strategic alliance on sustainability.

New partnership to focus on sustainable tourism in Europe – Read the press release

Afternoon session

The new strategic alliance on sustainability between CELTH, ETC, ETOA and NECSTouR illustrates the potential benefit of better collaboration between the private sector, national and regional government and tourism organisations, and academic experts. Analyses from research into public perception of tourism has started to generate some compelling insights into how both industry and destinations might respond.

Change is inevitable, survival is not. In 2030, if we are successful, what will we have done differently?

CELTH, who have worked with UNWTO and various European destinations on management strategies for tourism, will lead us in an interactive workshop which will give all delegates a chance to inform debate and co-create solutions. Outputs will inform ETOA and its partners in their work at EU, national and destination levels.

Industry and attractions have not been idle: various initiative ranging from environmental target-setting to a shift away from growth-based models are driving change and affecting visitor experience. Chinese outbound operators are addressing environmental concerns and the long-term sustainability of their business model through best practice guidelines and smart marketing that can support low-season travel and destination diversification. Destinations are turning to financial, regulatory and even physical means to manage tourism.

The event will close with networking drinks and a sunset cruise. In this our 30th anniversary year, we are pleased to offer delegates an optional celebration dinner.

We are very grateful to Swiss Tourism and Luzern Tourism, together with their local partners, for their generous support, and to our strategic partners CELTH, ETC and NECSTouR.

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