European Travel Commission (ETC)

The European Travel Commission (ETC) is a non-profit organisation representing the national tourism organisations of Europe. Our 35-member tourism boards work together to build the value of tourism across diverse European destinations through cooperation in best-practice sharing, market intelligence, and promotion.

Our mission

Empower our members, stakeholders and the industry to shape the future of tourism in Europe for the benefit of all.

Our vision

To advance Europe’s status as the world’s most competitive, sustainable and inclusive travel destination by 2030.

Our Values

Collaboration

We foster teamwork by strengthening partnerships and promoting shared success in achieving our goals.

Creativity

We drive innovation and inspire unique and engaging experiences.

Diversity

We are proud of our differences and promote Europe in its diversity.

Inclusiveness

We support all members and create a culture of equal opportunities for all.

Solidarity

We are a force for good, undertaking responsible actions that benefit society and the environment.

ETC also shares the values of the European Union, notably freedom and equality.

Knowledge

ETC empowers European destinations to build a prosperous and sustainable tourism ecosystem through comprehensive research. Our efforts encompass generating market intelligence, promoting best practices, and fostering knowledge exchange.

ETC’s broad research portfolio supports members by monitoring consumer and destination trends, conducting benchmarking studies, and developing strategic guidelines on sustainability, crisis management, international cooperation, marketing, and forecasting. These activities also play a crucial role in advancing ETC’s ambitious promotion and advocacy programmes.

ETC intelligence is shared through various means and channels, including publications, videos, infographics, dashboards, webinars, and events. Collaboration with international tourism organisations, academia, and private sector partners enhances our research efforts.

Promotion

ETC works with its members and partners to engage global niche travel communities through tailored cooperative promotional programmes.

These communities include:

• Immersive Explorers passionate about nature and outdoor experiences

• City Life Enthusiasts, passionate about contemporary arts and urban environments

• Cultural Identity and Roots Explorers passionate about history, ancestry and cultural heritage.

ETC co-op promotional programmes are targeted towards consumers, trade and media in key long-haul markets.

These programmes make up the majority of ETC’s promotional efforts by offering a wide range of opportunities to present Europe as a leading sustainable and inclusive destination.

Such opportunities enable partners of all sizes to participate in the way we promote the diversity of travel experiences in Europe.

Advocacy

ETC aims to promote the sustainable and inclusive development of tourism to enhance travel for future generations.

We work to raise awareness among European authorities and the general public about tourism’s vital role in Europe’s economic, social and cultural well-being.

By enhancing the sector’s visibility and fostering a supportive environment, ETC aims to maximise the benefits for tourism, prevent crises and overcome challenges.

Collaboration with institutions, policymakers and industry stakeholders is at the heart of ETC’s advocacy efforts.

Currently, ETC’s advocacy work addresses the following priorities:

• Europe’s Competitiveness

• Technological Acceleration

• Sustainable and Green Transition

• Destination Management