ETOA News | August 2026

 

How competitive is Europe as a destination and a place to do business? Factors include visa facilitation, operational cost and complexity, and tax. Under fresh consideration is an EU sales tax on the sale of EU tourism product to non-EU consumers. This could increase retail prices, reduce commercial margins, or both, affecting inbound demand. In September, ETOA will be surveying non-EU and inbound operators to understand the potential impact on the market. Find out more. Looking to stay up to date with the latest industry news, expand your network and connect with key players across European tourism? Join the ETOA community.      In memoriam of Nick Post     It was with great sadness that we learned of the death of Nick Post on 10th August. He was head of sales at the Rijksmuseum. Our deepest sympathies go to his family, friends and colleagues. He was much loved and will be fondly remembered. Condolences may be offered here. ​​

Visit Sea. A destination like no other.   Tallink Silja Line offers year-round connections between Helsinki, Tallinn, Stockholm and Turku, combining scenic Baltic Sea journeys with convenient one-way and overnight travel options. It’s easy to create memorable multi-destination itineraries for groups and FITs. The stylish ships are a destination in themselves, making every journey part of the Nordic travel experience. Contact us | tallink.com/en

Heat in Europe | Climate Adaptation and Sectoral Resilience   ETOA is running a survey on Climate Adaptation to gather sectoral perspectives on climate-related risks, their impact on product offer, promotion and delivery, supply-side response, and implications for business and policy planning. This is open to all, please feel free to share. ​​​​     Visas and Borders     EES There are reports that pressure is building on the European Commission to find a way of allowing suspension of EES biometric collection beyond the current limit of 6th September, to prevent unreasonable delays and overcrowding.   ETIAS EES implementation issues have fuelled speculation that the planned 2026 launch of ETIAS will be delayed. ETOA will join the next ETIAS communication advisory group meeting on 29 September. More info.       Access | Paris There will be no Paris Respire day this year. The event has gradually been made permanent in different neighbourhoods, taking place every Sunday.   Guiding | Italy ​​​​The late 2024 changes to guiding regulations aimed to address supply-side issues, but ETOA’s Impact Survey suggests they have not had the desired effect. A further survey later this year will assess whether changes to the assessment process have helped. Meanwhile, members report increasingly hostile enforcement by local officials.

This summer, ETOA has continued to strengthen connections with the international travel trade. Jay Munro-Michell travelled to the US for the SYTA Annual Conference, meeting with local tour operators and discussing the opportunities and challenges facing the sector. In September, ETOA's CEO Tom Jenkins will join the Captains Cruise, organised by our partner Nordic Tourism Collective. This will be a great opportunity to connect with travel trade partners from across the Nordic and Baltic region and strengthen relationships in these important markets.      ETOA Socials The ETOA team will travel across Europe this autumn to meet with members and industry colleagues. Join us at our informal ETOA Socials: Networking receptions created to foster conversation and collaboration in a relaxed atmosphere. Spaces are limited so make sure you register early to avoid disappointment.       Dublin 2 September   Prague 15 September   Paris 15 September               Barcelona 17 September   Rome 22 September   Chester 24 September               Edinburgh 25 September   Bristol 30 September   Zurich 7 October

Session Summary | North America Interest Group ​​​​​A summary of discussion points and takeaways from our latest North America Interest Group 18 August. ETOA's China Handbook 2026 Following the first edition of Showcase: Outbound China 2026, we are delighted to share the China Handbook 2026, sharing insights and practical takeaways. Middle East Crisis | Impact Survey Results August 2026 Findings from our latest survey assessing the crisis’ impact on Tour Operators’ businesses for inbound tourism to Europe, as well as European tourism suppliers and destinations. ETC Long-haul travel barometer – 2/2026 Travel sentiment towards Europe has softened compared with a year ago but the region is still perceived to be the safest region for long-haul travel.  ETC Monitoring sentiment for domestic and intra-European travel – Wave 25 Online research from May 2026 looking at the extent to which Europeans are planning to travel within Europe. This wave finds that intentions to travel is up on a year ago despite concerns centered around rising trip costs and personal finances.  ETC Snapshot: Resident Satisfaction with Tourism This study explores resident sentiment from an array of European destinations and finds that for the most part locals recognise the value tourists bring to their area, but that those promoting a destination need to be mindful of the need to ensure development is balanced, inclusive and tangible for local residents. ETC European Tourism Trends and Prospects – Q2/2026 Despite geopolitical and economic uncertainty international arrivals in Europe grew 5% on a year ago during the first few months of this year.  ​​​ ​​​​​​

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