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
March 19, 2026
Open Destinations: 5 Signs It’s Time to Rethink Your Travel Tech Stack
An blog piece from ETOA member Open Destinations on signs that your business may have evolved faster than your support systems.
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March 18, 2026
ETOA Webinar | Tour Guiding in Europe: Current Challenges
This webinar reviewed the challenges and requirements for both tour guides and the operators that hire them, and shared tips and suggestions.
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February 27, 2026
ETOA Webinar | Marketing the Moments Between: How Destinations Can Drive Demand Beyond Peak Season
As traveller expectations evolve and competition for attention intensifies, destinations can no longer rely on high season alone to deliver growth.
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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.
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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.
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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
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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January 20, 2026
Session Summaries | Japan Origin Market Interest Group
A summary of discussion points and takeaways from our Japan Origin Market Interest Groups.
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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.
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