Working groups provide opportunity for ETOA’s members and partners to cooperate on issues to do with the business environment for tourism in Europe. They are topic or destination focused. Activities can range from in-person meetings to ad hoc consultation and information sharing. Their composition is not fixed and expressions of interest are welcome. We try to ensure access to insight from various business models and origin markets, and specialist expertise where applicable.

Current activity and priorities

To support collaboration across the visitor economy, ETOA convenes two dedicated working groups focused on attractions and site admissions.

One group, the Operators Ticketing & Distribution Strategy Working Group, brings together operators to focus on ticketing, distribution and travel trade practices. The Attractions Working Group brings together a diverse range of attractions, providing a platform to address shared challenges and opportunities.

Together, they provide complementary perspectives on the sector, with each group addressing different aspects of the relationship between attractions and the travel trade.

Attractions Working Group

This attractions-only working group brings together attractions from across Europe to explore how their relationship with the travel trade is evolving. Members discuss shared challenges and opportunities around visitor dispersal, product development, ticketing and distribution, capacity optimisation and best practice, helping identify where stronger collaboration across the sector can deliver the greatest value.

On 7 July 2026, ETOA convened a Europe-wide Attractions Scoping Group to explore how the relationship between attractions and the travel trade is evolving, bringing together attractions from across the continent to identify shared challenges and opportunities. Building on the work of ETOA’s  Operators Ticketing & Distribution Strategy Working Group, discussions focused on visitor dispersal, product development and diversification, ticketing and distribution, capacity and yield optimisation, and the barriers preventing further progress. The session also explored examples of good practice and considered how ETOA can add the greatest value in strengthening collaboration between attractions, operators and destinations.

Operators Ticketing & Distribution Strategy Working Group

This working group focuses on the operators’ perspective and is focused on developing good practice in ticket distribution and B2B sales. Its work aims to improve travel trade literacy, helping attractions and public authorities better understand how distribution works, while supporting destinations and operators seeking to diversify products, optimise capacity and improve visitor flow.

On 26 February 2026, ETOA held a working group to identify effective strategies for addressing attractions and ticketing challenges across Europe. Participants discussed current operational pressures within cultural tourism and shared updates on engagement with attractions, destinations, and public authorities. The discussion also highlighted the importance of more clearly articulating the value of cultural travel in supporting local economies and encouraging visitor dispersal.

Companies represented at recent meetings