North America in focus as ETOA launches 2027 Showcase programme
Online programme combines market insight, practical intelligence and targeted B2B networking focused on the outbound US, Canadian and Mexican travellers.
Brussels, October 2026 – ETOA, the European tourism association, has launched Showcase: Outbound North America 2027, taking place online in March.
North America is a key source market for European tourism and ETOA’s membership, with 66% of ETOA buyer members working directly with the market.
ETOA has facilitated online networking between European suppliers and North American buyers in various formats since 2020. In 2026, this was enhanced with a dedicated insight programme and the North America Handbook, giving participants practical market intelligence alongside their business meetings. More than 240 tourism professionals participated in the 2026 programme.
Building on the success of that format, the 2027 Showcase will explore the trends and opportunities shaping outbound travel from the United States, Canada and Mexico, helping European tourism businesses better understand these distinct markets.
The North America Handbook 2027 will complement the insight programme as a practical resource for businesses developing their North American strategy.
The programme will culminate in one online B2B networking day on 24 March 2027, connecting European destinations and tourism suppliers with buyers working across North America.
Tom Jenkins, CEO of ETOA, said:
“North America is fundamental to European inbound tourism. Two-thirds of our buyer members work directly with this market – or are based here. It is a major source of business, but it is also a complex one. The United States, Canada and Mexico are very different markets, and understanding those differences is essential.
“We have been connecting buyers and suppliers online since 2020. What we discovered in 2026 was the value of putting those meetings into context. The insight programme and handbook gave participants the information they needed to understand the market and make better use of their business conversations.
“We are building on that in 2027. Our aim is straightforward: to give businesses the intelligence they need, introduce them to the people they need to meet, and help them turn opportunities into business.”
Showcase: Outbound North America 2027 takes place online in March, with B2B networking on 24 March 2027 and the North America Handbook 2027 release on 10 March.
For further information and registration, visit the ETOA website: www.etoa.org/north-america
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Notes to editors
About ETOA
ETOA is the trade association for tour operators and suppliers in European destinations, from global brands to local independent businesses. The membership includes tour and online operators, intermediaries and wholesalers, European tourist boards, hotels, attractions, technology companies and other tourism and business service providers.