12 June 2026 | London
SHOP – Shoulder & Off-Peak 2026
SHOP is ETOA’s new B2B event focused on driving demand beyond the high season. Designed for destinations and suppliers seeking to grow business outside traditional peak months, SHOP unites industry professionals committed to building a more balanced, sustainable tourism economy.
As travel patterns evolve, extending the season and diversifying itineraries has never been more important. Many destinations either face overcrowding in peak times and dips in the shoulder and off-peak months, or they face overcrowding in specific areas and lacks visitors in others. SHOP provides a platform for collaboration: connecting destinations, suppliers, and tour operators ready to fill those gaps.
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.
12 June 2026
InterContinental London – The O2 by IHG
If you are an ETOA member, you can book SHOP 2026 through an events package and save.
Why attend SHOP?
Who is this SHOP for?
SHOP brings together European destinations and tourism suppliers with international buyers, focusing on business development, off-peak product creation, and itinerary planning. It’s designed for those ready to explore new opportunities, collaborate with operators, and shape a more balanced European tourism calendar.
aiming to increase off-season travel and promote lesser-known areas
seeking to grow occupancy and visitor numbers during quieter months
looking for distinctive, off-peak travel products to enhance their portfolio
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