ETOA Webinar | From Volume to Value: The Role of Organised Tourism in Europe’s Visitor Economy

As Europe’s visitor economy evolves, the focus is increasingly shifting from volume to value. While arrivals, overnight stays and visitor spending remain important indicators, they tell only part of the story. Organised tourism creates value that extends far beyond visitor numbers, generating benefits for destinations, local communities, businesses and travellers alike.

Bringing together leaders from across the tourism ecosystem, this webinar examine how organised tourism can help destinations address key challenges, from:

• Overtourism and seasonality to
• Competitiveness and changing consumer expectations

The panel also consider how the sector can better measure and communicate its wider contribution, moving the conversation from volume to value.

What should success look like for Europe’s visitor economy, and how can organised tourism help deliver it?

Panellists:

• Adele Youngs, Owner & Founder, Live Travel and Tours
• Ana Rooney, VP Tour Design and Operations, Collette
• Robbert Verbeek, CEO, Scylla

Moderated by Tim Fairhurst, Director General of ETOA.