January 27 2027

North America remains one of Europe’s most important source markets – and shifts in the US economy can have repercussions far beyond its borders. This session examines the economic and consumer trends shaping the outlook for North American outbound travel, from growth, inflation and exchange rates to consumer confidence and changing spending priorities. Using the latest data and forecasts, speakers will explore what these trends could mean for demand for Europe, including expected travel volumes, spend and destination choices. The session will help European tourism businesses understand the forces influencing the market and what they should be watching as they plan for the seasons ahead.

February 10 2027

What does the data tell us about the future of North American travel to Europe? ETOA’s tourism statistics expert David Edwards joins Rachel Read for a data-led conversation exploring the trends behind one of Europe’s most important long-haul markets. Looking beyond the headline numbers, we will examine how demand is evolving, which destinations are gaining ground, changing patterns in seasonality and length of stay, and the demographic and economic factors influencing future travel. The conversation will separate short-term fluctuations from longer-term shifts, highlighting the trends European tourism businesses should be watching as they plan for North American demand in 2027 and beyond.

February 10 2027

Canada may sit alongside the US geographically, but it is a distinct outbound market with its own economic, cultural and travel characteristics. This conversation explores what European tourism businesses need to understand about Canadian travellers today: where they are going, how they book, what influences destination choice and where opportunities for Europe are emerging. With Canadian overseas travel and spending currently growing, the discussion will identify where Europe is well positioned – and how suppliers can engage more effectively with this valuable market.

February 10 2027

London, Paris, Rome and other European icons remain enormously important to North American travellers, but what happens when visitors want to venture further? This conversation explores the appetite for lesser-known destinations, secondary cities and experiences beyond Europe’s traditional tourism hotspots. We will discuss what motivates North American travellers to try somewhere new, the importance of connectivity and itinerary design, and the role operators and travel advisors play in introducing clients to unfamiliar places.

February 23 2027

Strong demand from North America is good news for European tourism, but delivering a seamless visitor experience is becoming increasingly complex. From attraction ticketing and capacity constraints to crowding, coach access, parking and changing local regulations, operators and suppliers are having to navigate a challenging operational environment. Bringing together European suppliers and North American buyers, this session will examine where the biggest friction points currently lie and how they affect itinerary planning and the visitor experience. Panellists will share practical examples of how destinations, attractions, transport providers and operators are responding – and explore where better communication and collaboration across the tourism ecosystem could make a difference.