The 109th General Meeting of the European Travel Commission (ETC) took place from 14 -15 May 2025 in Zadar, Croatia, surrounded by the country’s breathtaking coastal scenery and natural beauty. Representatives from 26 national tourism organisations and 8 associate members came together to reflect on recent tourism trends and shape future priorities.
This General Meeting’s theme, “Measuring Tourism Beyond Arrivals”, focused on capturing the true impact of tourism – looking beyond visitor numbers to include environmental, social, and economic factors.
A standout moment was the Industry Forum at Grpašćak, Telašćica Nature Park, set against the dramatic cliffs and turquoise waters of the Adriatic. This inspiring location provided the perfect setting for expert discussions on how to better evaluate tourism’s broader impact and sustainability.
We were honoured by the presence of Prime Minister Andrej Plenković, along with Minister Tonči Glavina and State Secretary Monika Udovičić, whose leadership reinforced Croatia’s strong commitment to sustainable tourism.
During the meeting, ETC Members elected Lidija Bajaruniene as the new Vice-President of the European Travel Commission – congratulations to her on this important role.
A heartfelt thank you to the Croatian National Tourist Board for hosting this inspiring meeting and to all members for their valuable contributions.