- Overtourism and seasonality to
- Competitiveness and changing consumer expectations
As Europe’s visitor economy evolves, the focus is increasingly shifting from volume to value. While arrivals, overnight stays and visitor spending remain important indicators, they tell only part of the story. Organised tourism creates value that extends far beyond visitor numbers, generating benefits for destinations, local communities, businesses and travellers alike.
The panel will also consider how the sector can better measure and communicate its wider contribution, moving the conversation from volume to value.
What should success look like for Europe’s visitor economy, and how can organised tourism help deliver it?
When: Thursday 1st October 2026
Time: 14:00 GMT / 15:00 CET
| Panellists |
 |  |  | ||
| Adele Youngs Owner & Founder, Live Travel and Tours | Ana Rooney VP Tour Design and Operations, Collette | Robbert Verbeek CEO, Scylla |
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