The European Travel Commission (ETC) held its 111th General Meeting in Kotor, Montenegro, hosted by the National Tourism Organisation of Montenegro. The meeting brought together representatives from 32 National Tourism Organisations and 16 Associate Members to exchange insights on current tourism developments and strengthen cooperation across the European tourism sector.
During the meeting, ETC members re-elected Miguel Sanz, Director General of Turespaña, as ETC President and elected Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as a new ETC Vice President. Members also approved four new Associate Members, welcoming Booking.com, Feratel Technologies, GetYourGuide and Skyscanner to the ETC family from July 2026.
A highlight of the programme was the ETC Industry Forum, “The Evolving Role of Destination Branding – How Strong Destinations Shape the Global Tourism Story.” Bringing together leaders from National Tourism Organisations and industry partners, the forum explored how destination branding is evolving in an increasingly competitive and fast-changing environment. Discussions examined the impact of AI and digital transformation on destination visibility, the importance of authenticity and leadership in building strong destination brands, and how collaboration between destinations can strengthen Europe’s position on the global tourism stage.
ETC extends its sincere thanks to the National Tourism Organisation of Montenegro for its exceptional hospitality and support. The warm welcome, outstanding organisation and opportunity to experience Montenegro’s unique natural and cultural heritage contributed to a memorable and productive gathering for all participants.