ETC | ANNUAL REPORT 2024

ETC Members

ETC Associate Members

Message from
ETC President and
CEO/Executive Director

In 2024, European tourism maintained its strong momentum, with many destinations surpassing 2019 levels – not just in visitor numbers but, more importantly, in tourism expenditure and job creation. While European travel demand is booming, international recovery, particularly from East Asia, remains ongoing.

To reinforce Europe’s position as a top global destination, investing in Brand Europe is essential. A strong and unified tourism identity enhances visibility for all destinations, including smaller and emerging ones. At the same time, responsible growth must remain a priority – ensuring tourism supports local communities, preserves cultural and natural heritage, and promotes year-round travel.

As a leader in the tourism sector, ETC is committed to driving positive change. In 2024, we launched two key initiatives: the "Crisis in Tourism" report, aimed at strengthening destination resilience, and "Unlock an Unexpected Upgrade", a new marketing narrative that encourages responsible and sustainable travel across Europe.

By making strategic decisions today, we can ensure that tourism remains a force for good – delivering lasting value for travellers, businesses, and local communities alike.

Eduardo Santander
CEO/Executive Director

Miguel Sanz
President

Eduardo Santander
CEO/Executive Director

Miguel Sanz
President

ETC
Board of Directors

President

Miguel
Sanz

Spain

Vice-Presidents

Magda
Antonioli

Italy

Kristjan
Staničić

Croatia

Ana Tripković
Marković

Montenegro

Board of Directors

Astrid
Steharnig-Staudinger

Austria

Peter De
Wilde

Belgium

František
Reismüller

Czechia

Petra
Hedorfer

Germany

Arnar Már
Ólafsson

Iceland

Lidija
Bajarūnienė

Lithuania

Sebastian
Reddeker

Luxembourg

Carlos
Abade

Portugal

Ioana Izabela
Podosu

Romania

DRAG TO VIEW

Strengthening Crisis
Resilience of European
Destinations

In times of escalating global crises, from pandemics to geopolitical tensions and climate-related disasters, building resilience in tourism is more critical than ever.

In 2024, ETC launched the project "Crisis in Tourism: Impacts and Lessons from European Destinations" to equip National Tourism Organisations (NTOs) with the insights and tools needed to navigate complex crises. Through case studies, best practices, and expert recommendations, the project identifies key vulnerabilities in European tourism and provides a strategic roadmap for preparedness, response, and recovery.

NTOs play a crucial role in crisis management, serving as trusted communicators, coordinators, and data-driven decision-makers. This study highlights their responsibilities – from countering misinformation to safeguarding visitor safety and supporting the sector’s recovery. With a dedicated Crisis Management Checklist, the project empowers NTOs to strengthen resilience, ensuring Europe’s tourism industry is prepared for the challenges ahead.

Learn More

Quick Facts

Tourism demand in Europe will shift by 2100, with northern regions benefiting and southern regions seeing significant reductions, especially under higher warming scenarios.

Quick Facts

Alpine ski areas below 1,500 meters will likely have no snow in the near future, affecting around 25% of resorts.

Quick Facts

Tourists' spending patterns will likely shift, especially in the warmest destinations.

Action areas per crisis management phase

1. ORGANISE

Identify
Create
Organise
Monitor & Update

2. RESPONSE

Clarify
Activate & Implement
Support
Communicate

3. RECOVERY

Evaluate
Adapt
Monitor & Test
Communicate

4. RESILIENCE

Train
Invest
Collaborate & Innovate

Action areas per
crisis management
phase

Organise

RESPONSE

RECOVERY

RESILIENCE

Unlock an
Unexpected Upgrade

ETC’s new responsible travel narrative

Europe is the world's most visited region, offering both opportunities and challenges. To safeguard its long-term competitiveness, sustainability, and inclusivity, ETC developed "Unlock an Unexpected Upgrade" – a message framework for a new global communication and promotional campaign aligned with the EU Tourism Transition Pathway and ETC’s vision for 2030.

This campaign encourages travellers to embrace responsible tourism – like off-season trips and exploring hidden gems – by framing it as an upgrade, not a burden.

With a positive and engaging approach, it highlights "upgrades" such as fewer crowds, deeper cultural connections, cost savings, and a greater sense of contribution.

Learn More

TRAVEL
OFF-SEASON

UnlockLock

Escape the crowds, beat the heat and enjoy a more relaxed, authentic and affordable experience in a comfortable climate.

GO
OFFBEAT

UnlockLock

Escape the tourist hotspots, discover new destinations, reveal hidden gems and untold stories. Unlock unique experiences.

TRAVEL
GREEN

UnlockLock

Take public, electric or people-powered transport and get to the heart of Europe faster and more direct. Explore hidden streets and travel like a local.

LOVE
LOCAL

UnlockLock

Stay, shop and support local businesses to better connect with cultures and communities. Meet our makers and creators, experience real life.

ETC Research empowers European destinations by monitoring tourism trends and conducting benchmarking studies. Through innovative research initiatives, ETC facilitates knowledge exchange and fosters collaboration among tourism stakeholders.

This supports the mission of strengthening Europe's tourism resilience and ensuring a brighter future for citizens and travellers alike.

Explore publications

The year
in numbers

Publications

Webinars,
1050+ attendees

Events,
250+ attendees

Market
Intelligence Group

Chair

Tania Sultana

Malta

Vice-Chair

Ana Jemec Špik

Slovenia

Vice-Chair

Nessa Skehan

Ireland

European tourism remained strong despite economic and environmental challenges

Learn More

* ETC – European Tourism: Trends & Prospects Quarterly Report Q4/2024

Throughout 2024, Europe experienced sustained growth in tourism. The latest data shows that foreign arrivals increased by 6.3% compared to 2019 and 6.7% over 2023*. Tourist spending across Europe also rose by 7.8% compared to 2023, reaching €705.4bn euros, due to higher levels of inflation.

Southern and Mediterranean destinations outperformed while the Baltic nations continued to lag in recovery. Long-haul travel showed mixed results, with a slow rebound from the Asia/Pacific region, particularly China. The US, however, remained a strong-performing source market for Europe.

Rising travel costs and economic pressures encouraged travellers to seek cost-effective options and favour off-season travel, while adverse weather conditions disrupted major tourist hubs in the last quarter of the year. Despite these challenges, Europe's continued tourism recovery highlights the industry's resilience and adaptability.

Foreign Visits to European
Destinations in 2024 (vs. 2019)

% change
compared to 2019

29,2

1,8

-25,6

* Based on reporting countries
Source: TourMIS

International Tourist Arrival by
European Subregion in 2024

Source: UN Tourism, World Tourism Barometer,
Volume 23, Issue 1, January 2025

International Tourists Arrivals
by Region in 2024 (vs. 2019)

+2.2%

EU-27

+0.7%

EUROPE

-1.3%

WORLD

Source: UN Tourism, World Tourism Barometer,
Volume 23, Issue 1, January 2025

Europeans embraced flexibility to sustain travel in 2024

Learn More

European travel sentiment remained strong throughout 2024, with younger generations leading the surge in trips towards the end of the year. While the Mediterranean region remained the most popular, many travellers (51%) showed a growing interest in exploring lesser-known places within their chosen destination.

Although financial concerns eased slightly, they remained a key consideration alongside safety, weather conditions, and geopolitical uncertainties. Yet, Europeans remained flexible, adjusting their travel plans to continue exploring.

Climate change also played an increasing influence in travel decisions, with favourable weather being the second most important factor when choosing a holiday destination. Additionally, a significant majority (79%) of Europeans reported modifying their travel habits in response to adverse weather conditions.

Type of destination for the coming trip

Over half of Europeans plan to
explore lesser-known destinations
within the countries they will visit

A major tourist destination with well-known attractions
A destination which is less popular among tourists
A remote or “off-the-beaten-path” destination

Europeans’ top criteria in
choosing a travel destination

18%

Destination is
safe to visit

12%

Pleasant and
stable weather

12%

Bargains and
attractive deals

10%

Friendly and
welcoming locals

Destination is
not crowded

Destinations with
lower cost of living

Infrastructure for
travellers with diverse
needs and disabilities

Preserved natural and
cultural heritage

Direct transport
routes

Possibility to
access by train

Destination promotes
equal rights for LGBTQ+

DRAG TO VIEW

Cultural immersion drove long-haul travellers to Europe, but cost remained a key challenge

Learn More

Long-haul travel intentions from key markets showed notable fluctuations in 2024. While optimism was high at the start of the year, many travellers expressed hesitancy about visiting Europe. However, by summer, interest in intercontinental trips surged, and Europe’s appeal strengthened. As the year drew to a close, renewed caution emerged, with high costs and time constraints deterring travel.

Travellers from China and Brazil showed the strongest intention to visit Europe in 2024, while those from Canada, the US, and Japan remained more cautious.

The 2024 surveys also explored travellers’ attitudes towards socially and environmentally sustainable travel behaviours. Over half of respondents showed an interest in visiting Europe off-peak, seeking cost savings and a more intimate experience. Additionally, the preference for multi-country trips was strong. On top of that, many travellers expressed a desire to engage with locals, with some seeking cultural experiences or aiming to build meaningful connections.

Why not Europe?

44%
High travel costs
that I cannot afford

18%
My vacation time
is limited

17%
I would like to visit
another world region

Criteria for choosing a European holiday spot

59%
Off-season

41%
Peak season

Off-season

Peak season

USA

64%

36%

ST. KOREA

55%

45%

JAPAN

63%

37%

CHINA

43%

57%

CANADA

76%

24%

BRAZIL

63%

37%

AUSTRALIA

74%

26%

ETC works closely with its members and partners to connect with global niche communities of responsible travellers through tailored cooperative promotional programmes.

These initiatives target consumers, trade, and media in key long-haul markets, creating diverse opportunities to position Europe as a leading destination for sustainable and inclusive tourism.

Find out more

The year
in numbers

Co-op campaigns
and 21 partnerships

40+

Co-exhibitors in 2
trade exhibitions

900

Attendees to
trade, PR, and
media events

Marketing
Group

Chair

Charel Van Dam

Netherlands

Vice-Chair

Maria Elena Rossi

Italy

ETC Co-op
Programme

To elevate Destination Europe’s global visibility, ETC launched 5 pan-European co-branded promotional campaigns in 2024, fostering 21 partnerships with Destination Marketing Organisations. These initiatives aimed to boost consumer confidence in European travel, spotlight unique experiences in lesser-known destinations, and reinforce Europe’s position as a top travel destination.

The co-financing platform combined bottom-up initiatives, developed and executed by partner consortia, with top-down campaigns, led by ETC. Targeting both the travel trade and consumers in North America and Australia, these campaigns leveraged content and digital marketing, public relations, and sales strategies. Through this initiative, ETC strengthened industry collaboration and secured over half a million euros in joint funding for the promotion of Destination Europe, with co-financing from the EU.

By harnessing the collective expertise and resources of its members and partners, ETC successfully positioned Europe as a sustainable, diverse, and must-visit destination while creating competitive promotional opportunities for European tourism.

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

Journey to
Europe

ETC partnered with Proud Nomads Production Company to develop and distribute Journey to Europe in Australia, a two-part travel series uncovering the region’s rich culture and hidden gems. The series showcased unforgettable landscapes from Switzerland’s Alps to Ireland’s Cliffs of Moher, an Italian culinary adventure, Austria's vibrant culture, and Monaco’s luxury charm.

Discover More

Europe
Untold

ETC, in collaboration with the city DMOs of Warsaw, Vilnius, Riga, and Tallinn, launched a digital marketing campaign under the Europe Untold brand, targeting the US market. The campaign’s content showcased city life, nature, history, and art across the four cities, positioning them as safe and sustainable travel destinations. The campaign achieved 17,077,070 impressions and 10,946 web page views of the interactive article.

Discover More

Alps – Adriatic
– Amazing

ETC, along with the national tourism organisations of Austria, Slovenia, and Croatia, collaborated with Condé Nast Traveler for a high-end digital marketing campaign targeting the US market. The content highlighted the three countries' offerings in nature and outdoor experiences, gastronomy, lifestyle, culture, and sustainable and inclusive tourism. The campaign generated 4,774,577 impressions and 24,802 web page views of the interactive article.

Discover More

ETC leverages a wide range of digital marketing channels to showcase the beauty and diversity of European destinations, inspiring an ever-growing community of travellers.

The VisitEurope.com digital portfolio features the European Stories Network, Visit Europe Guides, a dynamic social media presence, and strategic collaborations with content creators.

In 2024, ETC continued to drive its digital
marketing efforts to new heights, achieving
significant milestones.

12 new editions of the Visit Europe Guides were published, each of them showcasing diverse and rich experiences across an average of 19 different countries per issue.

The European Stories Network expanded to 716 published stories, co-created with 32 ETC members and partners, offering compelling narratives that inspired responsible travel to Europe.

Through strategic partnerships with tourism destinations and local content creators, ETC generated over 10 million impressions in 2024, strengthening engagement through impactful social media collaborations.

Local content creators

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*

65+

Press requests

2000+

Media
mentions

Chapter
Earth

Chair

Katrin Erben

Austria

Vice-Chair

Alenka Malenšek
Breznik

Slovenia

*Including the European Tourism Forum, the EU-China Tourism Dialogue, the Arabian Travel Market, the Tourism Innovation Summit, and more.

Careers in tourism:
Inspiring young readers

Through engaging storytelling, ETC aims to inspire curiosity and enthusiasm in young readers while reshaping perceptions of careers in tourism.

In 2024, ETC launched a groundbreaking initiative to inspire young minds by presenting them to the vibrant world of tourism. In collaboration with the University of Surrey and Graffeg Books, ETC published the first volumes of two children’s books series designed to introduce readers aged 5–12 to transferable skills and career opportunities in travel, hospitality, and beyond. Written by acclaimed authors Julia Hubery and Ann Bryant, these books highlight essential life skills developed through work in the tourism sector, like communication, teamwork, and problem-solving.

To ensure that books reach young readers within the ETC membership, ETC has established a grant to support translations into various European languages. This initiative addresses post-pandemic staff shortages by highlighting tourism as a pathway for personal and professional growth.

Learn More

Books published:

Discover the Book

Empowering destinations
to take meaningful
climate action

Learn More

In 2024, ETC completed the Roadmap for National Tourism Organisations Towards Climate Action in Tourism Destinations – Climate Action Planning Framework, a step-by-step guide to help National Tourism Organisations (NTOs) develop effective climate action plans.

This comprehensive roadmap equips destinations with practical tools to reduce emissions, enhance resilience, and maintain global competitiveness in an era of climate challenges.

Recognising the need for action, ETC and AGEG Tourism for Sustainability developed this framework to support European destinations in addressing tourism’s environmental impact while ensuring long-term sustainability. By providing clear guidance, best practices, and actionable strategies, ETC aims to empower NTOs to strengthen their resilience and take a lead role in climate action.

This initiative is part of ETC’s broader climate strategy, supporting members on their journey to Net Zero and reinforcing Europe’s position as a sustainable global tourism leader.

10 STEPS TO CLIMATE ACTION IN
THE DESTINATION

Commit

Appoint a
green team

Start to
cooperate

Gather
relevant data

Measure carbon
footprint

Identify targets
& actions

Start to
communicate

Create a climate
action plan

Look for
financing

Review & report
on progress

DRAG TO VIEW

Honouring creative campaigns that promote rail travel as a sustainable way to explore Europe

For the fourth year, ETC and Eurail hosted the Rail Tourism Awards, which featured over 25 submissions, celebrated four outstanding winners, and culminated in a memorable awards ceremony at ETC’s General Meeting #108 hosted by Luxembourg for Tourism. This year’s winners showcased exceptional campaigns that highlighted the freedom, adventure, and unique benefits of discovering Europe by train.

Learn More

Winners

Interrail: All-inclusive Redefined
by SBB AG and Sweet

This SBB AG x Sweet campaign creatively and humorously challenged classic all-inclusive holidays by contrasting the confines of traditional resort travel with the freedom and spontaneity of rail journeys across Europe.

WATCH VIDEO

Trains of the New Generation
by Slovenske železnice – Potniški promet

Slovenske železnice creatively portrays adult passengers as children, inviting people of all ages to reconnect with travel’s pure delight while also highlighting Slovenian new-generation trains to explore the country.

WATCH VIDEO

Discover Europe by Train and Bike
by Mollow

Mollow’s small in-house team crafted innovative custom cycling itineraries along scenic train routes, allowing travellers to explore Europe’s landscapes in a sustainable and immersive way.

WATCH VIDEO

Treno Gottardo
by Schweizerische Südostbahn AG

Treno Gottardo invites passengers to slow down and immerse themselves in Switzerland’s cultural and natural beauty, successfully reviving a classic railway and a once-forgotten route.

WATCH VIDEO

The 2024 awards attracted 49 applicants from 21 countries, across five categories

Learn More

The seventh edition of the Destination of Sustainable Cultural Tourism Awards organised by ETC, ECTN, Europa Nostra, and NECSTouR focused on ‘European Collaboration for Smart and Sustainable Cultural Tourism Destinations’.

This edition was supported by ENAT (European Network for Accessible Tourism), Dublin European Capital of Smart Tourism 2024 and the Dublin City Council.

The winners were announced in Dublin, Ireland on 24th October 2024.

Winners of transnational thematic
tourism products

Camino Portugues
Coastal Hiking Route

by Follow the Camino
Spain - 1st

The project on the pilgrimage route from Porto to Santiago de Compostela fosters sustainable travel and strengthens local communities by partnering with businesses and organisations, enhancing cultural and economic ties across the region.

Learn More

A Transient Legacy -
Digitalisation of the Silesian
Regional Mining Heritage

by Coal Mining Museum in Zabrze
Poland - 2nd

The Coal Mining Museum in Zabrze, a key site for industrial heritage in Poland, showcases Silesian mining history. With help from academic, tech and local groups, it is digitising regional mining sites to preserve culture and document the industry's human impact.

Learn More

Digital Nomads in
Central Istria

by Tourism Board of Central Istria
Croatia - 3rd

The "Digital Nomads in Central Istria" project blends remote work with cultural heritage, offering coworking spaces, cultural experiences, and networking. It promotes sustainability and extends the tourism season, benefiting both nomads and locals.

Learn More

In 2024, ETC became a year-round reliable authority in the European travel and tourism sector

Learn More

2024 saw significant coverage for ETC across trade media, local and national media, and major international outlets, with the organisation mentioned in over 2000 press articles.

Throughout the year, ETC’s expertise remained in high demand, particularly on key topics like travel trends, overtourism, extreme weather, and sustainable tourism practices.

Leading global news outlets, including The New York Times, Reuters, Financial Times, Euronews, The Guardian, and Bloomberg, highlighted ETC’s insights, alongside top national publications from across Europe, such as Portugal’s Observador, Luxembourg’s RTL, and Hungary’s Budapest Times.

Notably, media requests were more consistent throughout the year, underscoring ETC’s reputation as a trusted authority in Europe’s travel and tourism sector. Rather than being sought after only during peak travel periods, ETC became the go-to source for journalists year-round.

The most cited publication was ETC’s report on European Tourism: Trends & Prospects from Q1, followed by Long Haul Travel Barometer 1/2024.

Number of ETC Media Mentions

2019

2020

2021

2022

2576

2023

2297

2024

In 2024, ETC brought together 36 European National Tourism Organisations (NTOs) from 35 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

ETC Events Timeline for 2024

ETC Annual Meeting #9

7-9 February 2024, Athens, Greece

The Annual Meeting 2024, hosted by the Greek National Tourism Organisation (GNTO), brought together research, marketing and sustainability experts from ETC’s members, along with associates and partners. A key focus of the meeting was accessibility in tourism, highlighted through a dedicated workshop that equipped members with valuable insights and strategies.

ETC General Meeting #105

22-24 May 2024, Kaunas, Lithuania

Tourism leaders from 27 NTOs, associates and industry experts met in Kaunas, hosted by the Ministry of the Economy and Innovation of the Republic of Lithuania. The meeting focused on resilience and crisis management in the tourism sector. Kaunas, impacted by COVID-19 and the war in Ukraine, was the perfect setting for these crucial discussions.

ETC Workshop & International Seminar on
Sustainable Tourism Indicators

12-13 September 2024, Vienna, Austria

Jointly organised by ETC, Modul University Vienna and the City Destinations Alliance, this event brought together Destination Management Organisations, academia, and tourism businesses. With 97 participants, the workshop focused on TourMIS tools for market research, while the seminar explored sustainability indicators.

ETC General Meeting #108

20-22 November 2024, Luxembourg

The meeting brought together 23 NTOs and 13 associates to discuss the state of tourism in Europe, hosted by Luxembourg for Tourism. The event focused on sustainable mobility and travel as a destination, featuring the Rail Tourism Awards 2024, which recognised outstanding campaigns promoting train travel. Luxembourg’s free public transport made it the perfect setting for these discussions.

DRAG TO VIEW

Election of Ana
Tripković Marković as
new ETC Vice-President

In November, ETC members elected Ana Tripković Marković, Director of the National Tourism Organisation of Montenegro, as the new ETC Vice-President. With over 15 years of experience in tourism across public, private, and academic sectors, she has led Montenegro’s tourism board since 2021.

Ms Tripković Marković expressed her gratitude for the trust placed in her and shared her enthusiasm for working alongside the President and fellow Vice-Presidents to advance ETC’s vision of positioning Europe as a global leader in sustainable, resilient, and inclusive tourism.

ETC extends its sincere gratitude to outgoing Vice-President Martin Nydegger from Switzerland Tourism for his commitment and dedication over the past three years. His steadfast leadership have left a lasting impact on the organisation, steering it through a pivotal period for European tourism.

“I am fully committed to supporting the President’s vision and championing innovative strategies that ensure Europe’s tourism industry thrives. I look forward to giving back to this organisation as much as I have gained during my time as a member. Together, we will focus on collaboration, sustainability, and digital innovation to shape the future of European tourism.”

Ana Tripković Marković

ETC expands its
network with five new
associate members

In 2024, ETC welcomed several new associate members, further strengthening its commitment to public-private partnerships aimed at shaping a better future for European tourism. These tourism companies will bring valuable expertise and resources through specialised marketing and knowledge-sharing collaborations with ETC and its members.

Amadeus Hospitality is a global travel tech company and distribution system provider that offers software systems that automate processes for airlines, hotels, travel agencies, and other travel-related companies.
Hopscotch Interface Tourism is a pan-European marketing and communication agency operating in 15 international markets, representing destinations and private players in the tourism industry.
Rail Europe, a global travel tech company, specialises in providing train tickets and rail passes for travel in Europe to more than 15,000 travel professionals and individual travellers in 70 countries.
Aviareps, with its 30 years of experience, is the world’s leading global sales and marketing solutions provider for various industries within the tourism sector.
TLS Group is a global visa application service provider for more than 90 countries, offering innovative visa processing, consular and travel support services to seamlessly connect governments and travellers worldwide.