Insight Hub
Statistics, opinion and research
ETOA webinars and masterclasses
Articulating the value of tourism in Europe
The ETOA Insight Hub presents a rich statistical and insights service for our members, partners and stakeholders. Its aim is to provide up-to-date research, actionable insights and opinion pieces on the topics that matter to our members. Additionally, it serves to demonstrate the value of tourism to global and local economies, lending weight to our lobbying activities and supporting our vision of Better Tourism in Europe.
For queries about the Insight Hub please email insight@etoa.org
June 1, 2026
Showcase: Outbound North America 2026 | Closing session
Wrapping up the inaugural Showcase: North America Outbound, where we bring together learning and output from our insight sessions, B2B workshops and meetings.
More
June 1, 2026
Showcase: Outbound North America 2026 | The end of easy growth? US Outbound travel explored
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.
More
June 1, 2026
Showcase: Outbound North America 2026 | Focus on the Mexican Traveller
Building on our two previous market comparisons, panellists outline the profile of the Mexican traveller, including socio-economic segments, travel motivations and preferred European destinations.
More
June 1, 2026
Showcase: Outbound North America 2026 | Focus on the Canadian Traveller
This session turns attention to the Canadian outbound traveller, highlighting both similarities and important distinctions from the US market.
More
June 1, 2026
Showcase: Outbound North America 2026 | Focus on the US Traveller
This session dives into the largest and most influential outbound market in North America: the United States.
More
June 1, 2026
Showcase: Outbound North America 2026 | The Function of Travel Advisors in the North American market
Our panel explains how advisors operate in the US, Canada and Mexico, including business models, host agencies, consortia and specialisation trends.
More
June 1, 2026
Showcase: Outbound North America 2026 | How Europe can compete for the North American market
This session explores Europe’s competitive position in the North American outbound landscape.
More
June 1, 2026
Welcome to Showcase: Outbound North America 2026
This opening session kicks-off the month, as our resident tourism statistics expert, David Edwards, will present an introduction to data and trends in the North American outbound market.
More
June 1, 2026
Showcase: Outbound North America Handbook 2026
Following the first edition of Showcase: Outbound North America 2026, we are delighted to share the North America Handbook 2026, sharing insights and practical takeaways.
More
May 18, 2026
Lemax Webinar: The Great Divide – three forces splitting the multi-day tour operator market in 2026
Webinar and blog from ETOA members Lemax and our partner at Arival on how technological capability is dividing the multi-day sector.
More
May 18, 2026
Open Destinations: Delivering Exceptional Travel Experiences in a Real-Time World
A blog piece from ETOA member Open Destinations on how a traveller's digital journey now forms part of their overall experience.
More
May 18, 2026
Booking.com – Travel and Sustainability Report 2026
A 25-page report that details the findings from the latest study by Booking.com into how travellers around the world are tweaking their travel choices in relation to sustainability issues.
More
May 18, 2026
Dragon Trail Research White Paper: Luxury Travel Trends
A Dragon Trail Research White Paper that takes an in-depth look at the Chinese High Net Worth Individual travel market courtesy of research undertaken among HNWIs but also analysis and opinion shared by leading industry players. A key conclusion is that this market segment very much prioritises international travel over other forms of expenditure.
More
May 18, 2026
Dragon Trail Report: The Value of Travel in a Changing World
A Dragon Trail Research report based on a study of Chinese traveller sentiment that finds outbound travel intentions have softened compared with a year ago, although remains up on levels from 2024. Relaxation and leisure, tasting exotic cuisine and enjoying natural scenery are some of the leading motivations for upcoming outbound trips.
More
ETOA Webinar | Middle East situation