April 17, 2026
Pulse Check: Operating environment for tourism – April 2026
ETOA Pulse Check: Our members' opinion on the operating environment in April 2026, compared with same time last year.
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April 17, 2026
Paris Île-de-France Region Tourism Activity Report 2025/26
Tourism activity report for the Île-de-France region. In 2025, the region set an all-time record with nearly €24 billion in tourism benefits.
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April 17, 2026
Data Appeal: 2026 Cultural Tourism in Italy
A report examining what can be learned from the digital traces that visitors to Italy’s cultural attractions leave behind.
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April 16, 2026
ETOA & Trippz Webinar | Tourist Tax: From Back-Office Problem to Better Guest Experience
In this webinar, ETOA and Trippz walk through where enforcement stands today, which markets are moving next, and what it looks like when platforms get this right.
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April 14, 2026
ETOA Webinar | Reform of VAT in travel
Watch this webinar, for a deeper understanding of the Reform of VAT in travel developments, plus an update on German VAT and VAT in the Digital Age (VIDA).
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March 19, 2026
Open Destinations: 5 Signs It’s Time to Rethink Your Travel Tech Stack
An blog piece from ETOA member Open Destinations on signs that your business may have evolved faster than your support systems.
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March 18, 2026
ETOA Webinar | Tour Guiding in Europe: Current Challenges
This webinar reviewed the challenges and requirements for both tour guides and the operators that hire them, and shared tips and suggestions.
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February 27, 2026
ETOA Webinar | Marketing the Moments Between: How Destinations Can Drive Demand Beyond Peak Season
As traveller expectations evolve and competition for attention intensifies, destinations can no longer rely on high season alone to deliver growth.
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February 17, 2026
Driving sustainable tourism: GetYourGuide’s impact in Italy
This report sets out to demonstrate that GetYourGuide and the activities sector adds value to Italy’s visitor economy while helping to improve the sustainability credentials of visitors through encouraging visits to places and attractions that would otherwise not be explored.
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February 16, 2026
VisitBritain Report: Economic Value of Tourism in the United Kingdom January 2026
A study that suggests that if we allow for the direct, indirect and induced impacts of tourism, then the tourism sector was worth £206bn to the UK economy in 2024, or 7% of GDP. Forecasts included in the report suggest that annual international arrivals could jump by 14 million by 2035.
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February 16, 2026
Data Appeal Report: Milano Cortina 2026 – How the Winter Olympics will shape tourism
Data Appeal’s report on the impact of the winter Olympics, as well as actions for DMOs and local operators
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February 16, 2026
ETC Long haul travel sentiment barometer 1/2026
Travel sentiment towards Europe appears to have weakened compared with a year ago, although what remains constant is the importance of seeking out value, and the appeal of Europe’s culture and heritage offer.
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February 11, 2026
Arival’s Global Operator Landscape: The State of Experiences Webinars and Summary Report Jan 26
The summary report of Arival’s definitive annual benchmark study of the travel experiences sector.
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January 28, 2026
ETOA Webinar | Inside the Buyer’s Mind: What Tour Operators want for Shoulder and Off Peak products
This webinar offers a buyer-led perspective to help suppliers align their strategies with trade expectations and grow shoulder and off-peak business more effectively.
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January 23, 2026
ETOA Webinar | North America to Europe: Transatlantic Tourism Trends
In this webinar we will discuss how North America has been leading the post-pandemic recovery for inbound tourism in Europe. Although this growth faltered in 2025, early reports from tour operators points to continued, robust demand.
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January 22, 2026
Digital Tourism Think Tank Rural Tourism Renaissance Highlight Report
A study that champions the economic opportunities that tourism can deliver for rural communities, with the authors arguing that facilitating the growth of short-term rental accommodation in these areas is essential.
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January 22, 2026
Data Appeal: 7 Megatrends reshaping international tourism in 2026
A look ahead to some of the themes that may shape international travel in the next twelve months courtesy of assessing a wide array of industry stakeholder musings. Insights regarding both consumer demand and the management of destinations are included.
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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.
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January 20, 2026
Session Summaries | Japan Origin Market Interest Group
A summary of discussion points and takeaways from our Japan Origin Market Interest Groups.
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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.
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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.
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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.
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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?
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December 11, 2025
Session Summaries | North American Market Interest Group
A summary of discussion points and takeaways from our North America Origin Market Interest Groups.
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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.
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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.
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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.
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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.
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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.
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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.
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December 8, 2025
Adventure Europe Keynote Briefing 2025
Recording and slide deck from our 2025 Adventure Europe Keynote Briefing.
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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.
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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.
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November 25, 2025
ETOA Webinar | India Outbound: Understanding the demand for Europe
As travel from India continues to expand, Europe remains one of the most desirable regions for Indian travellers. But what is driving this interest, and how are product preferences changing?
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November 19, 2025
ETOA Webinar | Explore Camino de Santiago: how to inspire, quote & deliver seamlessly
The Camino de Santiago is a story that sells itself and this session will show you how to bring it to life effortlessly for your clients. You’ll learn a simple story framework that helps turn interest into enquiries, along with quick ways to quote using pre-priced itineraries and ready-to-use marketing materials.
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November 18, 2025
ETOA Webinar | Call for AC Applications 2025
The European tourism association seeks strong leaders across its membership to join ETOA’s Advisory Council. In this webinar, ETOA President Jennifer Tombaugh and other members of ETOA Advisory Council shared their experiences and answered questions from potential applicants.
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November 14, 2025
ETOA Webinar | Britain and Ireland – Trends and Prospects for 2026
Ahead of Britain & Ireland Marketplace 2026, join this insightful session as we examine the key challenges and emerging opportunities influencing inbound tourism to the UK and Ireland.
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November 11, 2025
Data Appeal on Overtourism in Milan: The Perception of Tourism Pressure Among Residents
A report compiled courtesy of collaboration between Data Appeal and Doxa using both hard data and a survey of residents that finds no uniform correlation between tourism and perceived quality of life, with variation based on which part of the city respondents lived in.
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November 11, 2025
How will technology transform travel in the next decade? Amadeus Insights report
A hefty tome that explores the ways in which tech is rapidly transforming the ways in which tourism and hospitality operates and how travellers can use it to be inspired, influenced and informed before, during and after their travel.
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November 11, 2025
ETC Monitoring sentiment for domestic and intra-European travel Wave 23
The twenty-third wave of online research looking at the extent to which Europeans are planning to travel within Europe, their concerns and the factors likely to influence their behaviour. With fieldwork during September this wave finds that there is little change in travel intentions compared with this time last year, and that financial considerations remain the primary barrier to taking more or longer trips.
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November 11, 2025
ETC Long haul travel sentiment barometer 3/2025
Travel sentiment towards Europe is broadly unchanged on a year ago, whereas intentions to travel abroad more generally have slipped somewhat. Cost pressures and limited time for travel remain key barriers, while the top experiences those intending to visit Europe are seeking focus on culture, heritage and culinary discoveries.
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November 5, 2025
GEM Conference 2025 Presentations
All the presentations from the GEM Conference 2025.
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October 24, 2025
ETOA Webinar | Focus on Small Group Tourism
Demand for organised travel in smaller groups is growing across all demographics. What does that mean for operators, destinations, and tourism suppliers? And how is the market responding?
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October 20, 2025
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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October 17, 2025
ETOA Webinar | Hotter, Wetter, Riskier: What Climate Change Means for Travel Business’ Bottom Line (and what to do about it!)
As part of our series on Resilience in Tourism, we looked at the impacts of climate change on travel, and the financial toll for businesses. But does the changing climate landscape present opportunities for innovation and competitive advantage?
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October 9, 2025
ETOA Webinar | London Calling!
What today’s international travellers are looking for, from the popularity of iconic landmarks to the rising interest in off-the-beaten-path. This session explored the current and future landscape of inbound tourism to London.
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October 6, 2025
ETOA Webinar | Crack the Luxury Tourism Code: 2025 Lessons
In today’s competitive luxury travel market, understanding the behaviour and expectations of high-net-worth travellers is essential. This session shared current data and market observations.
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September 30, 2025
ForwardKeys | China Outbound Travel Golden Week 2025
ForwardKeys summary of Chinese outbound travel during Golden Week 2025. Rome, Madrid and Paris all show strong increases compared with last year.
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September 30, 2025
Irish Tourism Industry Confederation Dashboards
ITIC monthly snapshots of Irish Tourism data, from 2017 to present time.
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September 30, 2025
WTTC Managing Destination Overcrowding: A Call to Action from the Travel & Tourism Private Sector
WTTC report suggesting that management of destinations alongside wise investment is crucial for the full benefits that tourism can bring to local economies. It proposes that many of the challenges claimed to be a result of high tourist volumes are in fact emblematic of broader headwinds facing urban areas and those overseeing their development.
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