SHOP 2026 will take place on 12 June 2026 at the InterContinental O2 London, bringing together tourism suppliers, destinations, operators, wholesalers, and OTAs seeking to diversify business towards less crowded periods and regions.
The initiative is launched in partnership with the City Destinations Alliance and the European Travel Commission (ETC) and aims to support a more balanced visitor economy by helping destinations attract travelers throughout the year.
Tom Jenkins, CEO of ETOA, said: “Clients are changing, how they choose where and when to travel is changing too. As some areas are getting full, every effort has to be made to steer them to less crowded times and locations. The Shoulder and Off-Peak marketplace is there to facilitate just such initiatives. So if you want to attract visitors at the time and place you want, come and Talk SHOP.”
With capacity already at its limit in many high-season destinations, SHOP 2026 will provide an opportunity for the industry to align commercial growth with responsible tourism goals. Participants will have the chance to:
- Extend the season by attracting visitors beyond peak months;
- Boost visibility among operators seeking new, less crowded destinations;
- Support sustainable growth by easing pressure on high-demand locations; and
- Develop partnerships with operators expanding off-peak travel portfolios.
Flavie de Bueil, COO of City Destinations Alliance, emphasized the event’s alignment with sustainable urban tourism goals: “By promoting geographical dispersal and encouraging travel beyond the usual hotspots, SHOP helps unlock the full potential of urban destinations – especially those often overlooked. Together, we are supporting a more balanced and sustainable visitor economy that benefits local communities and enhances liveability.”
Eduardo Santander, CEO of the European Travel Commission, highlighted the need for more balanced tourism flows across Europe: “One in three of Europe’s 700 million arrivals take place during July and August. This represents a serious lack of balance in the provision of supply to demand. SHOP is part of the solution. We need a more balanced, meaningful, and responsible tourism.”
In addition to the one-day B2B workshop, ETOA will offer online resources, webinars, and market insights ahead of the event to help participants prepare discussions focused on diversifying travel demand and supporting the transition towards a more sustainable, year-round tourism economy.
Tags: Flavie de Bueil, City Destinations Alliance, Eduardo Santander, European Travel Commission (ETC), Tom Jenkins, ETOA
