ETC | ANNUAL REPORT 2023

ETC Members

ETC Associate Members

Message from ETC President and Executive Director

In 2023, European tourism drew close to full recovery. However, while arrivals to Europe are now within reach of pre-pandemic levels, this number doesn’t tell the complete story. We see a strong resurgence in some destinations while others continue a slower path to recovery.

Though tourism success has traditionally been measured in growth, arrivals and overnights, focusing only on footfall ignores pressing social and environmental realities. As we solidify our vision for the post-Covid era of tourism, it is crucial for tourism in Europe to develop new approaches. If we want to preserve the magic of European travel for future generations, we need to start measuring success in the benefits that tourism brings to Europe’s diverse environments, cultures and communities.

As a leader in the tourism industry, ETC has a responsibility to spearhead change. In 2023, we adopted two milestone projects – our Strategy 2030 and Climate Action Plan. We are dedicated to collaborating with all levels of the European tourism ecosystem to drive sustainable development and foster responsible habits. Through cooperation and trust, we can build a regenerative tourism industry that benefits all Europeans.

Eduardo Santander
Executive Director

Miguel Sanz
President

Eduardo Santander
Executive Director

Miguel Sanz
President

ETC Board of Directors

President

Miguel Sanz

Spain

Vice-Presidents

Magda Antonioli

Italy

Kristjan Staničić

Croatia

Martin Nydegger

Switzerland

Board of Directors

Astrid
Steharnig-Staudinger

Austria

Peter De Wilde

Belgium

Caroline Leboucher

France

Petra Hedorfer

Germany

Irena Georgieva

Bulgaria

Rainer Aavik

Estonia

Kristiina Hietasaari

Finland

Alice Mansergh

Ireland

Gavin Gulia

Malta

Rafal Szmytke

Poland

Annachiara Sica

San Marino

DRAG TO VIEW

ETC Strategic
Framework 2030

The approval of the Strategic Framework 2030 in May 2023 marked a pivotal moment for ETC. This visionary roadmap aims to position ETC as the foremost advocate for advancing Europe’s status as the world’s most competitive, sustainable and inclusive travel destination.

The Strategic Framework aims to guide ETC’s long-term mission to create a European tourism ecosystem that is more socially and environmentally conscious and leverages tourism as a force for good. It also calls to deepen Brand Europe by promoting the continent’s values of freedom, equality, and solidarity. The Framework identifies knowledge, promotion, and advocacy as the three core pillars through which ETC will achieve this vision.

This is ETC’s response to the challenges and opportunities driving change in the tourism ecosystem, namely the digital and green transitions, an increasingly competitive market, new development models, and the shifting role of destination marketing organisations.

Vision

To be acknowledged as the foremost advocate for advancing Europe’s status as the world’s most competitive, sustainable, and inclusive travel destination by 2030.

Mission

To empower its members, stakeholders and the industry to shape the future of tourism in Europe, for the benefit of all.

Values

Solidarity
Creativity
Diversity
Collaboration
Inclusiveness

Climate Action Plan

In May 2023, ETC launched its Climate Action Plan:

a comprehensive set of commitments to minimise ETC’s carbon footprint and catalyse change in the industry as a whole.

Discover More

ETC will measure, report and reduce its own environmental impact, with the goal of halving operational emissions by 2030 and becoming carbon neutral by 2050.

ETC will spark a ripple effect among its members by providing NTOs with the necessary tools, knowledge and opportunities for collaboration to propel their net-zero journeys.

As a leader in the tourism sector, ETC has a responsibility to set a positive example, share knowledge and best practices, and support stakeholders on their paths to sustainability.

Reduce

ETC will measure, report and reduce its own environmental impact, with the goal of halving operational emissions by 2030 and becoming carbon neutral by 2050.

Empower

ETC will spark a ripple effect among its members by providing NTOs with the necessary tools, knowledge and opportunities for collaboration to propel their net-zero journeys.

Lead

As a leader in the tourism sector, ETC has a responsibility to set a positive example, share knowledge and best practices, and support stakeholders on their paths to sustainability.

Timeline

2023

Announce baseline year results and 7% reduction target

Climate Action
Working Group

2024

Handbook on measuring GHG emissions for destinations

Roadmap for destinations towards Net Zero

Collaboration agreements with international organisations

2025

Yearly report on emissions published

Online platform for climate action

Workshops on
climate action

2030

Emissions of ETC
operations
reduced by 50%

Plan to compensate residual emissions

Showcase members’ climate action plans

2050

ETC operations reach

CARBON NET ZERO

ETC Research empowers European destinations through monitoring trends and benchmarking studies. Through innovative research initiatives, ETC facilitates the exchange of knowledge and cultivates collaboration among various stakeholders in the tourism sector.

This is to further the mission of enhancing the resilience of Europe's tourism ecosystem and ensuring a brighter future for citizens and tourists alike.

Explore publications

The year
in numbers

Publications

Webinars,
869 attendees

Events,
236 attendees

Market
Intelligence Group

Chair

Tania Sultana

Malta

Vice-Chair

Ana Jemec Špik

Slovenia

Vice-Chair

Nessa Skehan

Ireland

European tourism draws close to pre-pandemic levels in 2023

Learn More

European tourism maintained its rebound trajectory in 2023, retaining its position as the most attractive global destination. Out of the 1.3 billion travellers recorded worldwide that year, 700 million (54%) chose Europe as their destination[1]. Travel demand was predominantly fuelled by intra-European markets and visits from the US. The latest available data for 2023 indicates that approximately two in three reporting countries recorded either a full recovery or were within 10% of pre-pandemic levels of foreign tourist arrivals and/or overnight stays.

Despite the notable resilience in 2023, tourism within Europe encountered uneven recovery due to inflation pressures on travel-related products, strikes, adverse weather conditions, and the ongoing conflict between Russia and Ukraine. Addressing these disruptions will be crucial for sustaining the stability of European tourism going forward.

[1] UN Tourism, World Tourism Barometer, Volume 22, Issue 1, January 2024

Foreign Visits to European
Destinations (2023 vs. 2019)

% change
compared to 2019

15,6

-6,85

-29,3

* Based on reporting countries

International Tourist Arrival by
European Subregion in 2023

International Tourism Arrivals
by Region (2023 vs 2019)

-3.6%

EU - 27

-5.7%

EUROPE

-12.1%

WORLD

Europeans demonstrated high adaptability and readiness to travel despite cost worries

Learn More

Throughout 2023, European travellers grappled with financial pressures and climate-related concerns. As a result, affordable destinations and off-season travel gradually became among the largest trends in travel behaviour. Despite the soaring prices, Europeans prioritised travel as an essential expense like food and fuel, signifying the increasing commodification of travel.

Their flexibility became evident through the various strategies used to enhance experience within the available budget. Among the most popular tactics were scaling back on shopping activities (17%) and opting for more budget-friendly accommodation and dining options, choices embraced by 15% of Europeans intending to travel between October 2023 and March 2024.

What do European travellers
worry about?

22.3%

Rise in the overall cost of
my trip due to inflation

15.8%

Economic situations and
personal finances

14.2%

Extreme weather events

11.0%

The ongoing conflict
between Russia and
Ukraine

8.7%

Too many visitors in
the destinations I want
to visit

6.5%

Booking and
cancellation polices
(refunds, etc.)

5.7%

Sudden quarantine measures or
changes to travel restrictions
during my trip

5.5%

The environmental
footprint of my travel

DRAG TO VIEW

Europeans adapt new behaviours
amidst rising travel prices

17%

Less Shopping /
Purchasing

15%

Less expensive
Accommodation

15%

Less expensive
restaurants / self-catering

12%

Use of public transport or
bike rentals

11%

Affordable all-inclusive
packages

11%

Fewer activities
with admission fees

Less bars &
nightclubs

DRAG TO VIEW

Overseas travel
intentions improved
throughout 2023

Learn More

According to ETC's Long-Haul Travel Barometers, 2023 witnessed a surge in desire to travel overseas across global markets like China, Brazil, and the US, with Europe emerging as the top destination. Particularly intriguing were the dynamics in China, where travel intentions spiked following the long-awaited removal of the Zero Covid-19 policy.

Europe's ability to cultivate a positive reputation and satisfy travellers was evident, with nearly half of the eager-to-travel respondents being repeat visitors. Though iconic landmarks stood out as the top criteria for a destination at the start of the year, this was matched by pleasant weather conditions as 2023 went on.

Despite the strong overall desire to travel, high prices were cited as the primary deterrent and a key consideration when selecting a holiday destination within Europe.

Barriers to travel to Europe

% of Respondents

36%
High travel
costs

13%
Wants to visit
another region

10%
Limited vacation
time

10%
Plans to travel
short-haul

Criteria for choosing a European holiday spot

% of Respondents

41%

The destination is
safe to visit

(e.g., no civil unrest, low
crime rates, etc.)

40%

High-quality tourism
infrastructure

34%

The destination
hosts must-see sites

(e.g., Eiffel Tower, etc.)

33%

Pleasant weather
conditions

32%

Affordable travel
experiences

23%

The destination preserves its natural and cultural heritage

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

These programmes are targeted towards consumers, trade and media in key long-haul markets, offering a wide range of opportunities to present Europe as a leading sustainable and inclusive destination.

Find out more

The year
in numbers

Familiarisation
trips in 15
countries

Micro-influencers
exploring 29
countries

Co-op
campaigns and
55 partnerships

Marketing
Group

Chair

Charel Van Dam

Netherlands

Vice-Chair

Maria Elena Rossi

Italy

ETC Co-op
Programme

To promote Destination Europe globally, ETC organised twelve pan-European co-branding promotional campaigns in 2023, fostering 55 collaborations with members and public and private partners. The campaigns aimed to reinforce consumer confidence in European travel, increase awareness of unique experiences in lesser-known destinations, and build a distinctive image of Europe as a travel destination.

The platform included both bottom-up campaigns, conceived and implemented by partner consortia, and top-down campaigns, led by ETC. These campaigns targeted travel trade and consumers across five different long-haul markets, using a blend of digital, PR and sales strategies. Through this platform, ETC forged and expanded partnerships, pooling more than 1.5 million Euros for the joint promotion of Destination Europe. The platform was co-funded by the European Union.

These campaigns leveraged the collective expertise and resources of ETC members and partners to promote Europe in key long-haul markets, creating compelling narratives and experiences that resonate with travellers worldwide.

Explore some examples of this year's collaborative co-branding campaigns

Naturally Yours Taste,
Feel, and Love

WATCH VIDEO

The Lovely Places

WATCH VIDEO

Nordic Tourism
– Travel Like a Light Breeze

WATCH VIDEO

ETC harnesses a myriad of digital marketing channels to showcase the beauty and diversity of European destinations and inspire a growing community of potential travellers. The VisitEurope.com digital portfolio includes the European Stories Network, Visit Europe Guides, a robust collection of social media platforms, and strategic partnerships with micro-influencers.

In 2023, ETC continued to propel its digital marketing initiatives, achieving significant milestones: producing 12 inspiring travel guides, orchestrating 18 influencers-led pan-European journeys spanning 29 European countries and generating over 105 million impressions across social media channels. The Stories Network maintained its growth to feature an impressive 451 published stories, collaboratively created with 26 ETC members and partners, all aimed at inspiring and captivating travellers.

A notable highlight of the year involved a purpose-driven influencer campaign designed to enhance the image of Eastern European destinations impacted by the conflict in Ukraine. Four influencers hailing from North America and the United Kingdom embarked on distinct thematic routes in Eastern Europe, offering authentic glimpses into daily life of these destinations.

European Stories Gallery

Influencers Stories Gallery

ETC advocates for the future prosperity of the tourism industry by promoting sustainability, accessibility, and competitiveness.

By opening communication channels between National Tourism Organisations and public institutions, ETC fosters collaboration to preserve and promote travel for future generations.

Find out more

The year
in numbers

40+

Speaking slots at
top industry and
policy events*

100+

Press requests

2500+

Media
mentions

Chapter
Earth

Chair

Katrin Erben

Austria

Vice-Chair

Alenka Malenšek
Breznik

Slovenia

*Including the European Tourism Day, ITB Berlin, Global Tourism Economy Forum, Working Party on Tourism of Council of the EU

A key aspect of ETC’s climate agenda in 2023 was the formation of Chapter Earth:

A working group and think tank to support ETC’s path to net-zero.

Comprised of 28 member NTOs, this ambitious group applies a climate lens to all ETC operations. Moreover, it aims to facilitate knowledge and best practice sharing and provide input on how ETC can support members’ decarbonisation efforts.

After electing Katrin Erben from Austria and Alenka Malenšek Breznik from Slovenia as chair and vice-chair of the group, the Chapter devised an inspiring programme to guide NTOs at all stages of their sustainability journeys.

Just one month after Chapter Earth’s formation, Katrin Erben virtually presented ETC’s Climate Action Plan at COP28 in Dubai, further securing ETC’s position as a leader in sustainable tourism.

Learn More

Climate
Action Plan

WATCH VIDEO

In June, ETC joined forces with Euronews to host the Destination Europe Summit. This flagship event brought together ETC members and key players in Brussels.

Among the speakers were Internal Market Commissioner Thierry Breton, Chair of LIBE Committee at the European Parliament Juan Fernando López Aguilar, as well as tourism industry experts from organisations including Booking.com, Google, Global Blue and Rail Europe.

With discussions on the future of Schengen visas, AI in tourism, sustainable travel and more, the summit provided valuable insights into the challenges and opportunities for tourism today. The event was a key aspect of ETC’s agenda to create forums for collaboration between industry actors and forge close relationships with EU decision-makers.

Expanding its reach beyond Brussels, the summit was also live-streamed online and featured coverage on Euronews' TV and digital platforms.

Learn More

150

On-site participants

2.000

Views online

109.000

Views of Euronews highlights

For the third year running, ETC and Eurail organised the Rail Tourism Awards to celebrate campaigns championing rail as a sustainable tourism model in Europe.

With over 30 entries, four inspiring winners and an unmissable awards ceremony at the World Passenger Festival in Vienna, the 2023 edition broke the mould for showcasing the best in rail tourism marketing.

This year’s awards were organised with the support of the Austrian National Tourist Office (ANTO).

Learn More

Winners

Grand Train Tour of Switzerland: The Ride of a Lifetime by Switzerland Tourism

With mesmerising cinematography, crisp Swiss humour and excellent performances by Roger Federer and Trevor Noah, Switzerland Tourism captivated the jury and the public with the beauty of Swiss rail travel.

WATCH VIDEO

Vienna by Train - Uniting Cities by the Vienna Tourist Board

By presenting rail travel as a means to promote solidarity and connectivity after the pandemic, the Vienna Tourist Board highlighted the human benefits of tourism for travellers and locals alike.

WATCH VIDEO

By presenting rail travel as a means to promote solidarity and connectivity after the pandemic, the Vienna Tourist Board highlighted the human benefits of tourism for travellers and locals alike.

Occitanie Rail Tour by Occitanie Regional Tourism and Leisure Board

Occitanie Regional Tourism and Leisure Board was rewarded for its inclusive approach to connecting with a wide spectrum of travellers, combining several promotional channels including a cycling app collaboration and bespoke Michelin guide.

WATCH VIDEO

Galicia Region Tourist Trains by Renfe and Turismo de Galicia

Demonstrating how they connect travellers with the unique historical, gastronomical and natural gems of Galicia, Renfe and Turismo de Galicia presented a masterclass in unlocking tourism benefits for a less visited region.

WATCH VIDEO

The 2023 'Destination of Sustainable Cultural Tourism' Awards ceremony was held in Pafos, Cyprus, organised by ETC, ECTN, Europa Nostra, and NECSTouR.

The sixth edition attracted 60 applicants from 25 countries, focusing on smart tourism and sustainability across six categories.

Three of the winning projects were submitted by ETC members – Turismo de Portugal and Fáilte Ireland.

Learn More

Winners from ETC members

REVIVE by Turismo de Portugal

Turismo de Portugal's REVIVE programme transforms neglected heritage sites into sustainable tourism hubs, prioritising community involvement. This innovative model sets a global standard for economic, environmental, and social sustainability.

Learn More

Reimagined Boyne Valley Drive by Fáilte Ireland

Fáilte Ireland's Reimagined Boyne Valley Drive turned a historic route into an immersive journey along the Boyne River. It integrates local heritage with interactive activities, creating a vibrant visitor experience.

Púca Festival by Fáilte Ireland

Fáilte Ireland's Púca Festival celebrates Halloween's Irish-Celtic roots, enticing international tourists during off-peak months. Bolstered by Tourism Ireland since 2020, it asserts Ireland's role as the authentic home of Halloween.

Learn More

Throughout 2023, ETC solidified its reputation as a trusted opinion leader in European tourism.

Learn More

This was a record year for media requests and coverage, with ETC mentioned in over 2500 articles and receiving over 100 media enquiries from a diverse array of publications.

This included leading global news outlets such as Reuters, Financial Times, Euronews, CGTN Europe, and large national publications from around Europe, including Italy’s La Repubblica, The Irish Times and Germany’s ARD.

ETC insights were of high interest to the media throughout the year, especially on topics pertaining to travel trends, extreme weather events and sustainability.

The most cited publication was Monitoring Sentiment for Domestic and Intra-Europe Travel Wave 16, followed by Wave 15 of the same series, and ETC’s report on European Tourism: Trends & Prospects from Q2.

Number of ETC Media Mentions

2019

2020

2021

2022

2576

2023

In 2023, ETC brought together 35 European national tourism organisations from 34 countries.

ETC members collaborate to jointly promote Europe overseas, share best practices and drive the transition towards a more resilient and regenerative tourism ecosystem. Each year, the organisation hosts events for members to gather and define ETC’s work priorities and activities.

Find out more

The year
in pictures

ETC Board of Directors #107

1-3 February 2023, Malta

ETC Board of Directors #107

1-3 February 2023, Malta

ETC Annual MIG and MKG Meeting #8

14-17 February 2023, Zagreb, Croatia