ETOA Webinar | Shoulder and Off-Peak Opportunities
As peak-season demand continues to rise across many European destinations, tour operators are increasingly focused on promoting travel outside the high season—when their value is most appreciated. Off-peak travel offers clear advantages: Europe’s cultural appeal is year-round, traveller demographics are shifting, and many visitors welcome the chance to experience destinations with fewer crowds.
In this webinar 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.
We raised important questions:
- Does off-peak product need to adapt?
- Are there unique experiences available only outside the main season?
- Is summer heat driving travel patterns, and how strong is the demand for tourism beyond peak months?
The panellists for this discussion:
- Leslie Vella, Chief Officer Strategic Development/Deputy CEO, Malta Tourism
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Alex Herrmann, Director, Head of Europe West, Switzerland Tourism
- Marco Sorbara, Chief Operating Officer, Globus Travel Service
- Ged Brown, CEO, Low Season Traveller
Extend the Season, Diversify your Product, Explore the less famous
SHOP is the new B2B event focused on driving demand beyond the high season. Designed for destinations, suppliers and operators seeking to grow business outside traditional peak months, SHOP unites tourism professionals committed to building a better and more balanced visitor economy.