European Travel Commission Welcomes New Members and Leadership

The Bay of Kotor in Montenegro hosted the European Travel Commission's (ETC) General Meeting #111 from 26 to 28 May 2026. Miguel Sanz, Director General of Turespaña, was re-elected as President, while Arnar Már Ólafsson from Iceland’s tourism board became Vice President. This reaffirmation highlights the Commission's focus on collaboration in tourism.

The ETC welcomed four new associate members: Booking.com, Feratel, GetYourGuide, and Skyscanner. Their expertise will enhance the ETC's initiatives in promoting sustainable travel and driving tourism recovery across Europe. This addition reflects a commitment to partnerships that leverage technology and innovation.

Sanz stated, "In an era defined by rapid changes and challenges, our collective efforts are crucial in shaping a sustainable future for the tourism sector in Europe." This sentiment resonates in a post-pandemic landscape where stakeholders must adapt to evolving traveler expectations and address environmental concerns.

The European travel industry has faced significant challenges, prompting a unified effort to navigate recovery. The ETC's membership growth illustrates a proactive approach to these challenges. The inclusion of major players like Booking.com and GetYourGuide is expected to foster broader discussions on sustainability practices.

During the General Meeting, discussions focused on a unified strategy to enhance the resilience of European tourism through sustainable practices. The emphasis on sustainability is necessary as travelers increasingly seek eco-friendly options. The ETC aims to assist its members in implementing strategies that enhance visitor experiences while preserving resources.

The introduction of new technologies by the new members is likely to transform tourism marketing and experiences in Europe. Ólafsson noted, "Digital tools can significantly enhance the tourist experience, allowing for more personalised and engaging interactions with destinations."

The alignment of the ETC's goals with those of its new members positions the organisation as a key player in shaping tourism policies that meet modern demands. This is particularly relevant given the scrutiny on tourism's impact on local communities and ecosystems post-pandemic.

Looking ahead, the ETC plans to initiate projects that promote both tourism recovery and long-term sustainability. These recent moves reflect a broader industry trend where collaboration and innovation are vital. As tourism rebounds, stakeholders must ensure that recovery is swift and responsible.

The developments from the General Meeting raise a crucial question: How will the new member organisations influence policy decisions within the ETC? Monitoring these collaborations will be essential for understanding the industry's trajectory.