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
February 17, 2026
Driving sustainable tourism: GetYourGuide’s impact in Italy
This report sets out to demonstrate that GetYourGuide and the activities sector adds value to Italy’s visitor economy while helping to improve the sustainability credentials of visitors through encouraging visits to places and attractions that would otherwise not be explored.
More
February 16, 2026
VisitBritain Report: Economic Value of Tourism in the United Kingdom January 2026
A study that suggests that if we allow for the direct, indirect and induced impacts of tourism, then the tourism sector was worth £206bn to the UK economy in 2024, or 7% of GDP. Forecasts included in the report suggest that annual international arrivals could jump by 14 million by 2035.
More
February 16, 2026
Data Appeal Report: Milano Cortina 2026 – How the Winter Olympics will shape tourism
Data Appeal’s report on the impact of the winter Olympics, as well as actions for DMOs and local operators
More
February 16, 2026
ETC Long haul travel sentiment barometer 1/2026
Travel sentiment towards Europe appears to have weakened compared with a year ago, although what remains constant is the importance of seeking out value, and the appeal of Europe’s culture and heritage offer.
More
February 11, 2026
Arival’s Global Operator Landscape: The State of Experiences Webinars and Summary Report Jan 26
The summary report of Arival’s definitive annual benchmark study of the travel experiences sector.
More
January 28, 2026
ETOA Webinar | Inside the Buyer’s Mind: What Tour Operators want for Shoulder and Off Peak products
This webinar offers a buyer-led perspective to help suppliers align their strategies with trade expectations and grow shoulder and off-peak business more effectively.
More
January 23, 2026
ETOA Webinar | North America to Europe: Transatlantic Tourism Trends
In this webinar we will discuss how North America has been leading the post-pandemic recovery for inbound tourism in Europe. Although this growth faltered in 2025, early reports from tour operators points to continued, robust demand.
More
January 22, 2026
Digital Tourism Think Tank Rural Tourism Renaissance Highlight Report
A study that champions the economic opportunities that tourism can deliver for rural communities, with the authors arguing that facilitating the growth of short-term rental accommodation in these areas is essential.
More
January 22, 2026
Data Appeal: 7 Megatrends reshaping international tourism in 2026
A look ahead to some of the themes that may shape international travel in the next twelve months courtesy of assessing a wide array of industry stakeholder musings. Insights regarding both consumer demand and the management of destinations are included.
More
January 22, 2026
UN Tourism Barometer January 2026
Provisional data indicates that international tourism expanded by 4% in 2025, and while the report strikes an optimistic tone for 2026 the challenges of inflation in tourism services and geopolitical uncertainty are noted.
More
January 20, 2026
Session Summaries | Japan Origin Market Interest Group
A summary of discussion points and takeaways from our Japan Origin Market Interest Groups.
More
January 13, 2026
ETOA Webinar | China Outbound: Prospects for 2026-2027
Watch this webinar as we explore the key challenges and trends of the China market, which had become a mainstay of Europe’s inbound tourism market, has experienced an uneven recovery following the COVID years. This unevenness is particularly evident in the geographic spread of demand.
More
December 17, 2025
ETOA Webinar | Shoulder and Off-Peak Opportunities
We invite you to watch this webinar where we delved into the expanding opportunities of Europe’s shoulder and off-peak periods, when value, authenticity, and sustainability align to create memorable traveller experiences.
More
December 16, 2025
Pulse Check: Operating environment for tourism 2025 versus 2024 – update
ETOA Pulse Check: Our members' opinion on the operating environment at the end of 2025 , compared with 2024.
More
December 12, 2025
ETOA & NTC Webinar | Destination Nordics – How is Tourism Shaping Up for 2026?
The Nordic region is home to cool, trendsetting cities, an outstanding gastronomic scene, and, of course, incredible nature. Many countries have seen strong visitor numbers over the past few years, as pandemics, climate change, and geopolitical developments have influenced travellers’ holiday choices. But what does 2026 look like for the region?
More