European Travel Commission Strengthens Leadership and Industry Collaboration at the General Meeting in Bay of Kotor, Montenegro with Advancing New Destination Branding Strategies

Leadership within the European Travel Commission (ETC) has been reinforced and greater engagement achieved through increased cooperation between the ETC and the travel industry at the General Meeting #111, which took place in Bay of Kotor, Montenegro, between the 26th and 28th of May 2026. Leaders of 32 national tourism organizations from across Europe met to address issues surrounding destination branding in a digital age.

The new leaders of ETC include Miguel Sanz, who is the Director General of Turespaña, elected as ETC President; while Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, was elected as Vice President. The ETC has acquired four associate members from the private sector, including Booking.com, Feratel, GetYourGuide, and Skyscanner.

Miguel Sanz Re-elected as ETC President

Miguel Sanz continues as ETC President, having led the organisation since 2023. Under his guidance, ETC has strengthened cooperation across Europe’s tourism sector, promoted sustainable tourism, and advocated for balanced development. Sanz emphasized the importance of equitable tourism growth, ensuring that both large and smaller destinations benefit from joint initiatives. Key priorities include reducing seasonality, distributing tourism flows evenly, and maximising benefits for local communities, which are central to the future resilience of Europe’s travel and hospitality sector.

Arnar Már Ólafsson: Vice President and Strategic Leadership

Arnar Már Ólafsson brings nearly 40 years of experience in tourism policy, destination development, and marketing. As ETC Vice President, he will support initiatives that promote sustainable development, stronger European cooperation, and year-round tourism flows. His leadership is expected to directly influence future travel patterns, guiding destinations toward growth strategies that balance visitor demand with cultural and natural resource protection, while fostering hospitality sector innovation and workforce development.

Four New Industry Partners Strengthen Collaboration

ETC welcomed four new associate members to bolster collaboration between destinations and the travel industry:

• Booking.com – offering global reach, traveller insights, and digital marketing support for European destinations.
• Feratel – providing tourism IT solutions, visitor information systems, and destination management technology.
• GetYourGuide – helping destinations promote local tours, experiences, and cultural activities worldwide.
• Skyscanner – delivering travel search and comparison tools, providing insights on travel demand trends and mobility patterns.

These partnerships enhance ETC’s ability to forecast tourism trends, optimize marketing strategies, and drive future growth in European travel, supporting both hospitality infrastructure and regional tourism development.

Montenegro Hosts European Tourism Dialogue

The National Tourism Organisation of Montenegro hosted ETC’s General Meeting in the UNESCO-listed Bay of Kotor, marking 20 years of Montenegro’s membership in ETC. The location highlighted Montenegro’s cultural heritage, natural beauty, and sustainable tourism practices. Ana Tripković Marković, Director of Montenegro’s tourism organisation and Vice-President of ETC, emphasized that the meeting fostered knowledge-sharing, cooperation, and strategic planning for the future of European tourism.

Driving Future Travel and Tourism Growth

ETC’s strengthened leadership and new industry members position the organisation to shape the future of European travel. By fostering partnerships between national tourism boards and private companies, ETC aims to:

• Promote year-round tourism and reduce seasonality, supporting sustainable hospitality and destination resilience.
• Encourage balanced tourism growth, ensuring local communities benefit economically while preserving natural and cultural resources.
• Strengthen hospitality infrastructure, including hotels, restaurants, attractions, and transport services.
• Provide data-driven insights to guide tourism policy, destination marketing, and visitor management, supporting high-value travel growth.

Hospitality Sector Impacts and Economic Benefits

The initiatives discussed at the General Meeting have direct implications for the hospitality and tourism sectors. Increased cooperation and data sharing help destinations improve hotel occupancy, restaurant revenues, and visitor experiences, while encouraging investment in sustainable tourism infrastructure. As ETC supports destinations in adapting to global trends, the organization strengthens the long-term viability of Europe’s travel and hospitality markets, driving economic growth and future-proofing the sector against seasonal and market fluctuations.

Platform for Knowledge-Sharing and Sustainable Tourism

ETC serves as a platform for collaboration and innovation, enabling members to exchange best practices in digital marketing, destination branding, and sustainable tourism development. By integrating insights from private-sector partners like Booking.com, Skyscanner, GetYourGuide, and Feratel, ETC enhances destination competitiveness, improves visitor experience, and fosters growth in Europe’s travel and hospitality industries.

Advancing European Travel and Hospitality

The re-election of Miguel Sanz as President and Arnar Már Ólafsson as Vice President, along with the addition of four new industry representatives, makes the European Travel Commission well-prepared for contributing to the future growth of travel and tourism in Europe. Through collaboration, digitalization, and year-round tourism promotion, ETC makes sure that all involved parties get equally benefited by economic growth. The General Assembly in Montenegro showed once again how important sharing knowledge, creating alliances, and working in conjunction with industries is for tourism in Europe.

Image Source: ETC