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

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Members
August 3, 2026

Showcase: Outbound China 2026 | The Chinese Luxury FIT Traveller | Expectations, Evolution and Europe’s Competitive Position

In this discussion, China market expert Rossella Pfundt explores the evolving Chinese luxury FIT market and the distinct traveller profiles shaping outbound demand to Europe.
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Members
August 3, 2026

Showcase: Outbound China 2026 | The Chinese Group Traveller | Market Demand and Product Needs

Building on the FIT profile, this webinar focuses on the Chinese group traveller and the continued importance of organised travel to Europe.
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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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Members
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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