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
August 3, 2026
Showcase: Outbound China 2026 | The Chinese FIT Traveller: Market Demand and Product Needs
This session examines the Chinese FIT market, a fast-growing and influential segment within outbound travel to Europe.
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August 3, 2026
Showcase: Outbound China 2026 | Doing Business in China: Distribution Pathways
This webinar explores the complex and evolving distribution landscape, with expert panellists discussing key pathways to market, including tour operators, OTAs, DMCs, digital platforms and emerging models.
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August 3, 2026
Showcase: Outbound China 2026 | Case Study Session – Sharing Good Practice
This practical, insight-led session focuses on real-world examples of successful engagement with the Chinese outbound market.
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August 3, 2026
Showcase: Outbound China 2026 | How Europe Can Compete for the Chinese Market
Building on the market overview, this session focuses on Europe’s competitive positioning within the Chinese outbound landscape.
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August 3, 2026
Welcome to Showcase: Outbound China 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 Chinese outbound market.
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August 3, 2026
Showcase: Outbound China Handbook 2026
Following the first edition of Showcase: Outbound China 2026, we are delighted to share the China Handbook 2026, sharing insights and practical takeaways.
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July 13, 2026
Middle East Crisis: Impact on European Suppliers and Destinations | July 2026
End of June, ETOA conducted a new survey to Suppliers and Destinations members to continue assessing the impact of the ongoing Middle East crisis on European tourism businesses.
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July 13, 2026
Middle East Crisis: Impact on Buyers of European Tourism Services | July 2026
Findings from our impact survey from July 2026 assessing the crisis’ impact on Tour Operators’ and DMCs businesses for inbound tourism to Europe.
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July 7, 2026
Session Summaries | India Origin Market Interest Group
A summary of discussion points and takeaways from our India Origin Market Interest Groups
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July 6, 2026
SHOP Conversations | Future-Proofing Tourism: The Strategic Role of Shoulder and Off-Peak Travel
In this conversation, Caroline Bremner discusses how destinations can use shoulder and off-peak travel to manage capacity pressures and support sustainable growth.
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July 6, 2026
SHOP Conversations | Malta Year-Round – Strategies to Drive Off-Peak Travel
In this destination case study, Leslie Vella examines how Malta is encouraging year–round travel beyond its peak summer season.
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July 6, 2026
SHOP Deep Dive | Driving Demand Beyond Peak Season – Marketing Strategies that Work
This webinar explores effective marketing strategies for encouraging travel beyond Europe’s traditional high season.
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July 6, 2026
SHOP Deep Dive | Rethinking Seasonality – Trends in Europe’s Key Source Markets
This webinar explores changing seasonality patterns across European source markets and the factors shaping travel demand beyond peak periods
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July 6, 2026
SHOP Deep Dive | Unlocking Off-Peak Opportunity in European Destinations
This webinar explores how European destinations can better use shoulder and off-peak capacity through stronger product development and visitor experiences.
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July 6, 2026
SHOP Fast Track | Cities in Collaboration: Unlocking Off-Peak Opportunity Across Europe
The session explores knowledge sharing, aligned strategies and innovation to support resilient, sustainable visitor economies.
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