 As we approach the end of the European summer we look back at a challenging operating season. Our latest ETOA Pulse Check finds that 58% of respondents say operating conditions are more difficult than a year ago. Economic and geopolitical uncertainty, rising costs, regulation and operational barriers are all adding pressure. Additionally, preliminary results of our ongoing climate adaptation survey indicate that heatwaves are considered the most problematic risk to manage with implications on product and policy response. Despite operational challenges and uncertainty, the demand for Europe keeps growing. On Monday we kick off the inaugural B2B workshop in Tokyo with strong participation from Japanese buyers and European suppliers. In London we are approaching the deadline for GEM 2026 and the numbers are looking healthy with first-time participants at a record-level. These tendencies were echoed by ETOA’s Board and Advisory Council who met in Dresden for the quarterly meeting. Discussions were focused around taxation, attractions, access, and sustainable operation in general, as well as online and in-person member engagement. Thank you to our wonderful hosts at Dresden Marketing and their partners for the exquisite hospitality.  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.  | |||||||||||||
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 ZEERO GROUP ZEERO offers customisable options based on adding micro contributions of ~ €3 to bookings, combining collective efforts to accelerate progress in sustainable fuels, renewables & nature-based solutions. Join a purpose-driven, award-winning company, delivering long-term, scalable projects, emission tracking & reporting, with a mission to decarbonise & future proof our industry. Find out more: etoa@zeero-group.com | www.zeero-group.com  ST CHRISTOPHER'S INNS You already know St Christopher's: hostels across nine European cities, going strong for 30 years. For groups of ten or more we handle the details, with full board in most locations and private rooms alongside dorms. Peak dates fill early, so check availability for your group now.  LET HOLLAND WOW YOUR GUESTS Take your guests beyond the ordinary. Cruise Amsterdam's canals, explore the Netherlands on our tours, travel in comfort by coach and experience the thrill of THIS IS HOLLAND. We bring the highlights together and make every group visit feel effortless. Plan your next group experience with Nico or Stijn sales@hollandticketservices. | |||||||||||||
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Risk of price increase on non-EU sales Pending the EU’s publication of its proposals for reform of VAT on travel services, ETOA has launched a survey to assess market impact if the retail price to non-EU consumers buying from non-EU agents and operators increased by 7% due to a change in tax treatment. The results so far:  If you are a tour operator, wholesaler or OTA who work with non-EU consumers (B2B or B2C), please take this short survey if you haven't already done so.
Tourism taxes ETOA is a supporting partner of Tourism Taxonomies, an initiative led by Group NAO to examine how tourism taxes are designed and managed, where the revenue goes, and its impact. It brings together destinations, researchers and industry experts to share knowledge, compare approaches and develop practical recommendations. Participants can contribute to research and discussions and share insights and case studies. Destinations can still join.
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AI is already reshaping the traveller journey, raising big questions about who controls it, what must remain human and whether competing AI ecosystems can work together. Join us in Paris on 28–29 October for the Global Travel Futures Forum, where ETOA is a partner. Tom Jenkins will join the debate and Rachel Read will moderate a discussion. Register by 30 September to attend free of charge; after that, tickets cost £495. ETOA Socials September has been a key month for informal networking between ETOA members and partners. With eight ETOA Socials across Europe we have connected more than 1,000 industry professionals during our 2026 Socials - a record-breaking number. Thank you to all our partners in Dublin, Paris, Prague, Barcelona and Rome. Next up is Chester, Edinburgh, Bristol and Zurich. There's still time to join us! 
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About ETOA
ETOA is the trade association for better tourism in Europe. We work with policymakers to enable a fair and sustainable business environment, so that Europe remains competitive and appealing for visitors and residents. With 1000+ members serving 65 origin markets, we are a powerful voice at local, national and European levels. Our members include tour and online operators, intermediaries and wholesalers, European tourist boards, hotels, attractions, technology companies and other tourism service providers ranging in size from global brands to local independent businesses. We are connected with over 39,000 industry professionals across our media channels.
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