This is the fourth of a series of six reports providing insights into the strategic vision and the operational actions tourism destinations worldwide are developing to attract visitors. This project has been carried out within the framework of the ETC-EC ‘Destination Europe 2020’ initiative.
The report of this series will discuss the United States of America, Europe’s most important overseas market. United States outbound travel has shown healthy growth since the 2008/2009 economic and financial crisis, reinforcing its appeal as source market for tourism destinations in Europe and worldwide. This fact-finding research offers a bird’s-eye view of the competitive environment, and a portrait of the tourism strategy and marketing activities competing destinations have developed to win shares in this crucial market.
Full version of the study is available for ETC members only.