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

Please filter below:
Members
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
Members
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
Members
December 9, 2025

Session Summaries | China Origin Market Interest Group

A summary of discussion points and takeaways from our China Origin Market Interest Groups in 2025.
More
Members
December 8, 2025

Data Appeal: Jubilee 2025 in Numbers

A look at how a highly symbolic year for Rome as evolved from a visitor economy perspective, relying primarily on digital data to explore topics such as volumes, sentiment, and rates charged at accommodation.
More
Members
December 8, 2025

UN Tourism 50 Years of Tourism December 2025

This report utilises data to celebrate a milestone in the UN Tourism’s history, namely its 50th anniversary. Many of the stats appear in other reports, but this report provides a helpful way to appreciate the scale of change and growth in international tourism in recent decades.
More
Members
December 8, 2025

ETC Industry Insights – October 2025

A series of bite-size insights relating to the latest tourism sector trends and statistics, ranging from the global context, what’s happening across European destinations through to emerging tourism research.
More
Members
December 8, 2025

UN Tourism Barometer November 2025

During the first nine months of this year international tourism has grown by 5%, taking the tally to 3% above that achieved in 2024, however the report highlights an array of headwinds currently facing the sector.
More
Members
December 8, 2025

ETC Trends and Prospects Q3 2025

A detailed report that highlights the resilience of tourism demand in the face of both economic and geopolitical headwinds, with the summer months seeing particularly strong growth across destinations in southern and Mediterranean Europe.
More
Members
December 8, 2025

Adventure Europe Keynote Briefing 2025

Recording and slide deck from our 2025 Adventure Europe Keynote Briefing.
More
December 4, 2025

ETOA Year in Review

Access both current and past editions of our Year in Review, published at the end of each year.
More
Members
November 27, 2025

ETC Report: Futureproofing European Tourism

A wide-ranging study on how scenario planning can support NTOs in future-proofing their strategies and prepare for multiple potential futures.
More

Latest

Categories

Archive