SHOP – Shoulder & Off-Peak 2027

Connect, discover, grow beyond the high season

SHOP is a B2B event focused on driving demand beyond the high season. Designed for destinations, suppliers and operators seeking to grow business outside traditional peak months, SHOP unites tourism professionals committed to building a better and more balanced visitor economy.

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 responsible.

REGISTER NOW

18 June 2027

InterContinental London – The O2 by IHG

If you are an ETOA member, you can book SHOP 2027 through an events package and save.

What you'll get

Pre-scheduled B2B meetings
12-minute appointments with pre-qualified destinations, suppliers, and operators.

Networking opportunities during evening drinks on 17 June 2027 and in dedicated networking areas during the workshop.

Access conversations and case studies on successful seasonality strategies, practical solutions and actionable insights.

Who should attend SHOP?

TOUR OPERATORS &
TRAVEL BUYERS

International buyers looking for new and off-peak opportunities

  • Tour operators
  • Wholesalers
  • MICE & Group specialists
  • OTAs
  • Travel intermediaries

 

 

 

EUROPEAN DESTINATIONS &
TOURISM SUPPLIERS

Europe national & regional tourism boards, hotels, attractions, DMCs and more.

  • NTOs / DMOs
  • Hotels/ Accommodation providers
  • Transport services
  • Attractions & ticketing
  • Cruise/rail excursions
  • Museums & Visitor attractions
  • Retail & Shopping Experiences
  • Restaurants/Hospitality/Shows
  • Sightseeing/Tours/Activities/Ticketing

Why attend SHOP?

SUPPLIERS

Extend the Season & grow revenue

Attract more visitors and clients beyond peak months and build a stronger, more sustainable year-round revenue stream.

Reach International Buyers

Connect directly with tour operators and travel companies actively developing off-peak programmes.

Showcase Off-Peak Potential

Put your shoulder-season products, lesser-known attractions and experiences in front of buyers looking for new ideas.

Build Stronger Partnerships

Develop long-term relationships with operators and connect your local partners to the international travel trade.

BUYERS

Build year-round business

Develop strategies and partnerships that help you sell more travel beyond the peak season and strengthen your annual revenue.

Offer better value to your clients

Meet European suppliers and destinations offering low-season opportunities, create more competitive travel packages.

Discover new products

Explore off-the-beaten-path experiences and destinations, and learn which products and programmes work best when demand is lower.

Build strategic partnerships

Connect directly with destinations and suppliers who can support your business with ideas, insights, deals and long-term collaboration.

Organised by:

In partnership with: