March 9th 2026

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Building on the market overview, this session explores Europe’s competitive position in the North American outbound landscape. Experts will analyse how Europe compares with rival regions on price, accessibility, seasonality, sustainability and perceived value.  

Discussion will focus on what motivates North American travellers to choose Europe today, from cultural depth and lifestyle experiences to safety, ease of travel and costs. Attendees will learn how destinations and suppliers can sharpen their value proposition, align products with North American expectations, and communicate more effectively through trade and consumer channels. This session sets up the importance of intermediaries, leading directly into a deeper examination of the travel advisor ecosystem. 

March 12th 2026

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Travel advisors play a pivotal role in influencing, shaping and selling European travel across North America. Our panel will explain how advisors operate in the US, Canada and Mexico, including business models, host agencies, consortia and specialisation trends. The discussion will highlight how advisors add value through itinerary design, destination expertise, risk management and personalised service, particularly for long-haul European travel.  

Attendees will gain insight into what advisors expect from European partners, including training, content, pricing clarity and responsiveness. Practical guidance will be shared on how destinations and suppliers can build productive, long-term relationships with the advisor community.

March 17th 2026

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This session dives into the largest and most influential outbound market in North America: the United States. Building on the advisor framework, panellists will profile key US traveller segments, including luxury, experiential, multi-generational and first-time Europe travellers. Discussion will explore booking behaviour, lead times, budget sensitivity, preferred destinations and the growing importance of niche experiences. Experts will also examine regional differences within the US and how they affect air access and product fit.  

Attendees will gain actionable insights into messaging, distribution and product adaptation that resonate with US consumers and advisors alike.

March 20th 2026

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This session turns attention to the Canadian outbound traveller, highlighting both similarities and important distinctions from the US market. Panellists will explore Canadian travel motivations, booking patterns, seasonality and budget considerations. The discussion will address how currency fluctuations, economic outlooks, air connectivity and travel culture shape Canadian demand for Europe.  

Attendees will learn what influences consumer trust, and which European experiences perform best. Practical advice will be shared on tailoring messaging, partnerships and pricing strategies specifically for Canada. By comparing insights from the US and Canadian sessions, participants will better understand how to avoid a “one-size-fits-all” North America strategy. 

March 27th 2026

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This final session of the Showcase takes a wide-ranging look at the US outbound travel market at a time of economic and geo-political uncertainty, demographic change and shifting traveller priorities.

Framed in a global context, we will examine the true scale of US outbound travel, how it compares with other major source markets, and why it remains strategically important despite recent volatility. The discussion will explore what drives destination choice for US travellers today — from value and exchange rates to connectivity, perceptions of safety and cultural appeal. We will also consider how Europe is currently perceived by US consumers, and how broader economic forces — including US consumer sentiment, inflationary pressures and currency movements — are shaping travel intent. Changing US demographics, from generational shifts to evolving travel behaviours, will be examined to understand where future demand may come from.

Looking ahead, the session will assess the potential impact of major 2026 milestones, including the FIFA World Cup and the USA’s 250th anniversary celebrations, as well as the risks facing both inbound travel from the US and outbound travel from Europe to the US.

March 31st 2026

Wrapping up the inaugural Showcase: North America Outbound, we will bring together learning and output from our insight sessions, B2B workshops and meetings. During this live session, we will open the floor to live commentary, questions and suggestions.