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ETC and ETOA joint conference on Brand Europe

The ETC and ETOA joint conference on how Europe is performing as a destination paid a particular attention on some of the most important origin markets.

Chaired by Professor Tony Travers of the London School of Economics, it featured a presentation by the European Commission on its priorities in this area, a talk by Gideon Rachman of the Financial Times on how Europe is perceived by the rest of the world and a series of panel discussions on three source markets, the USA, China and Russia including leading operators from those markets.

There was also original research featuring which destinations in Europe are doing well, and which origin markets are showing the most promise, and why.