Вы находитесь на странице: 1из 32
ANNUAL REPORT 2009 EUROPEAN TRAVEL COMMISSION
ANNUAL REPORT 2009 EUROPEAN TRAVEL COMMISSION

ANNUAL REPORT 2009

EUROPEAN TRAVEL COMMISSION

Disclaimer: Whilst every care has been taken in the compilation of this publication and the informationnickmarkson@markson.eu Designed by Frontline Communication – info@frontlinecommunication.co.uk Front cover photos are © iStockphoto.com. 2 " id="pdf-obj-1-2" src="pdf-obj-1-2.jpg">

Disclaimer: Whilst every care has been taken in the compilation of this publication and the information and statements contained in it are believed to be correct at the time of going to press, the publishers and promoters of this publication are not liable for any inaccuracies.

Edited and co-ordinated by Nick Markson – nickmarkson@markson.eu

Designed by Frontline Communication – info@frontlinecommunication.co.uk

Front cover photos are © iStockphoto.com.

2

CONTENTS

CONTENTS President's Foreword 5 2009 Highlights - Executive Director's Report 6 Market Intelligence Group 9 Marketing

President's Foreword

5

  • 2009 Highlights - Executive Director's Report

6

Market Intelligence Group

9

Marketing and Technology Network

12

visiteurope.com

14

United States Operations Group

16

Canada Operations Group

19

Latin America Operations Group

21

Japan Operations Group

23

ETAG - European Travel and Tourism Action Group

25

  • 2009 Funding

26

Visitor Numbers

27

What is ETC?

28

Who's Who

29

ETC Members and their Head Offices

30

3

4
PRESIDENT’S FOREWORD SIX YEARS OF ACHIEVEMENT Six years is a long time, not least in such

PRESIDENT’S FOREWORD

SIX YEARS OF ACHIEVEMENT

Six years is a long time, not least in such a fast-paced business as tourism.

When I was first elected president of the European Travel Commission in April 2003, we were still all very much under the influence of the events of 11th September. Less than a year and a half on, we pondered their impact on travel habits and tourism, and indeed the implications of terrorism for the industry’s future.

When I was elected for a second term in 2007, the issue of climate change was just coming into focus. Concerns about security and terrorism were superseded by those about the ramifications of climate change and sustainability, and the prospect of additional costs and restrictions. Scarcely a year later, these concerns were in turn suddenly displaced by the global financial crisis and spectre of economic depression.

These were just the most extraordinary events that tourism had to confront during the past six years. All during this time there have been the usual gyrations of oil prices, currency markets, and airfares, in addition to global health scares.

How did ETC confront these challenges in pursuing its mission of marketing Europe - “the never-ending journey” - around the world during the six years of my presidency?

We put in place a coherent integrated strategy for our organisation and its various groups. This was a first in the history of the ETC. We also focussed on themes of particular importance to members such as e-marketing, market intelligence, climate change and sustainability.

We developed “Brand Europe”, giving the continent’s over thirty destinations a distinct brand and corporate identity for the first time.

We expanded our membership to countries in eastern and south-eastern Europe. This was absolutely essential as the contours of a new Europe took shape, and it showed our commitment to promoting stability and prosperity through tourism.

My first term saw development, in co-operation with the European Commission, of ETC’s first real web presence, visiteurope.com. From its inception, the website was intended as the principal means for marketing Europe in the world’s emerging markets.

ETC sought to intensify co-operation with the European Union, World Tourism Organization, European Cities Marketing and other organisations to develop synergies and position our organisation as a powerful player, the voice of European tourism.

Indeed the challenges and achievements of the past six years prove again the imperative of co-operation and solidarity. As Europeans co-operate ever more closely in an increasing variety of fields of endeavour, it would be ill- considered, indeed absurd, not to work together to market “Destination Europe”. The motive is neither political nor idealistic. Every national destination accrues real and tangible advantages from Europe’s brand and image. These are advantages that ETC must seek to exploit more effectively.

While I take leave of the presidency, I shall continue to take a lively interest in tourism and the European Travel Commission. I wish to thank all our members and the Executive Unit for their support and commitment, and I wish them every success.

PRESIDENT’S FOREWORD SIX YEARS OF ACHIEVEMENT Six years is a long time, not least in such

Arthur Oberascher President European Travel Commission

5

2009 HIGHLIGHTS ­ EXECUTIVE DIRECTOR’S REPORT EXECUTIVE UNIT IN 2009 Executive Director: Rob Franklin OBE Headv i s i t e u r o p e . c o m . The new portal was launched during the General Meeting in Budva, Montenegro in October. It was the culmination of nearly a year's intense activity, co-ordinated by Nick Hall and involving colleagues from almost the entire spectrum of ETC membership - from the Board to the Marketing and Technology Network and the Operations Groups in the marketplace. The resulting website is one that ETC is very proud of and the early indications are that it is proving popular with potential tourists too. The move to the new portal also heralds changes to the way in which ETC manages its online marketing strategy. Previously co-ordinated in Brussels, the strategy is becoming increasingly the responsibility of the Operations Groups with the Executive Unit assuming more of a supporting role in providing guidance and technical support. This shift and the cost savings made possible by the new portal mean that the Operations Groups are directly responsible for investment in digital marketing, promoting the portal and driving traffic to it - and they do so with increased resources that are very timely in the present economic climate. The new visiteurope.com is launched by Predrag Nenezic, Montenegro's Minister for Tourism (centre, next to ETC's President, Arthur Oberascher) PARTNERSHIP WITH THE EUROPEAN COMMISSION One of the consequences of redeveloping the portal is that the original technology developed by the European Commission (EC) has been superseded by the new. We should not forget that it was the Commission who made it possible for visiteurope.com to become a truly global presence responding to the needs of different marketplaces. We are indebted to Pedro Ortún and his team at the Directorate-General for Enterprise and Industry for their initiative and support. The fact that the portal is now a fully-owned ETC website does not mean, however, that the co-operation between us and the Commission has come to an end. Far from it. We have already been discussing plans with officials for visiteurope.com to feature the destinations celebrated by the EC's EDEN (European Destinations of Excellence) project and also the Calypso programme, which is intended to promote tourism in the off-season and make it more accessible to, for example, senior citizens and disabled people. We are delighted that the EC has responded so positively to the new portal and look forward to continuing our strong working relationship with them over the months and years ahead. 6 " id="pdf-obj-5-2" src="pdf-obj-5-2.jpg">

2009 HIGHLIGHTS ­ EXECUTIVE DIRECTOR’S REPORT

EXECUTIVE UNIT IN 2009

Executive Director:

Rob Franklin OBE

Head of Marketing:

Lisa Davies

Online Marketing Manager:

Nicholas Hall

Finance and ITC Executive:

Romy Cywie

EXECUTIVE UNIT IN 2009 Executive Director: Rob Franklin OBE Head of Marketing: Lisa Davies Online Marketing

Rob Franklin

MARKETING EUROPE ENTERS A NEW ERA

At a time of recession when budgets, including ETC's, are under pressure, it is good to be able to report a genuine innovation in destination marketing, and one that has the potential to transform the way in which Europe is promoted in international tourism markets. I refer, of course, to the completely redeveloped European tourism

The new portal was launched during the General Meeting in Budva, Montenegro in October. It was the culmination of nearly a year's intense activity, co-ordinated by Nick Hall and involving colleagues from almost the entire spectrum of ETC membership - from the Board to the Marketing and Technology Network and the Operations Groups in the marketplace. The resulting website is one that ETC is very proud of and the early indications are that it is proving popular with potential tourists too.

The move to the new portal also heralds changes to the way in which ETC manages its online marketing strategy. Previously co-ordinated in Brussels, the strategy is becoming increasingly the responsibility of the Operations Groups with the Executive Unit assuming more of a supporting role in providing guidance and technical

support. This shift and the cost savings made possible by the new portal mean that the Operations Groups are directly responsible for investment in digital marketing, promoting the portal and driving traffic to it - and they do so with increased resources that are very timely in the present economic climate.

2009 HIGHLIGHTS ­ EXECUTIVE DIRECTOR’S REPORT EXECUTIVE UNIT IN 2009 Executive Director: Rob Franklin OBE Headv i s i t e u r o p e . c o m . The new portal was launched during the General Meeting in Budva, Montenegro in October. It was the culmination of nearly a year's intense activity, co-ordinated by Nick Hall and involving colleagues from almost the entire spectrum of ETC membership - from the Board to the Marketing and Technology Network and the Operations Groups in the marketplace. The resulting website is one that ETC is very proud of and the early indications are that it is proving popular with potential tourists too. The move to the new portal also heralds changes to the way in which ETC manages its online marketing strategy. Previously co-ordinated in Brussels, the strategy is becoming increasingly the responsibility of the Operations Groups with the Executive Unit assuming more of a supporting role in providing guidance and technical support. This shift and the cost savings made possible by the new portal mean that the Operations Groups are directly responsible for investment in digital marketing, promoting the portal and driving traffic to it - and they do so with increased resources that are very timely in the present economic climate. The new visiteurope.com is launched by Predrag Nenezic, Montenegro's Minister for Tourism (centre, next to ETC's President, Arthur Oberascher) PARTNERSHIP WITH THE EUROPEAN COMMISSION One of the consequences of redeveloping the portal is that the original technology developed by the European Commission (EC) has been superseded by the new. We should not forget that it was the Commission who made it possible for visiteurope.com to become a truly global presence responding to the needs of different marketplaces. We are indebted to Pedro Ortún and his team at the Directorate-General for Enterprise and Industry for their initiative and support. The fact that the portal is now a fully-owned ETC website does not mean, however, that the co-operation between us and the Commission has come to an end. Far from it. We have already been discussing plans with officials for visiteurope.com to feature the destinations celebrated by the EC's EDEN (European Destinations of Excellence) project and also the Calypso programme, which is intended to promote tourism in the off-season and make it more accessible to, for example, senior citizens and disabled people. We are delighted that the EC has responded so positively to the new portal and look forward to continuing our strong working relationship with them over the months and years ahead. 6 " id="pdf-obj-5-73" src="pdf-obj-5-73.jpg">

The new visiteurope.com is launched by Predrag Nenezic, Montenegro's Minister for Tourism (centre, next to ETC's President, Arthur Oberascher)

PARTNERSHIP WITH THE EUROPEAN COMMISSION

One of the consequences of redeveloping the portal is that the original technology developed by the European Commission (EC) has been superseded by the new. We should not forget that it was the Commission who made it possible for visiteurope.com to become a truly global presence responding to the needs of different marketplaces. We are indebted to Pedro Ortún and his team at the Directorate-General for Enterprise and Industry for their initiative and support.

The fact that the portal is now a fully-owned ETC website does not mean, however, that the co-operation between us and the Commission has come to an end. Far from it. We have already been discussing plans with officials for visiteurope.com to feature the destinations celebrated by the EC's EDEN (European Destinations of Excellence) project and also the Calypso programme, which is intended to promote tourism in the off-season and make it more accessible to, for example, senior citizens and disabled people.

We are delighted that the EC has responded so positively to the new portal and look forward to continuing our strong working relationship with them over the months and years ahead.

6

LEADERSHIP AT A TIME OF CRISIS The new portal and the renewed collaboration with the Europeanstudies of markets in Russia, India, the Middle East and China, all of which offer enticing prospects for European destinations. They have also been keeping an eye on the mature market in Japan. This work provides hugely valuable intelligence for our members at a fraction of the cost of doing their own individual studies. It's not just about marketing. On the MIG pages of this report, you will read about the analyses we commissioned from Tourism Economics to help NTO directors assess the impact of the global economic crisis on European tourism. Indeed, we adapted these reports to provide a wider destination and business readership outside ETC with an accessible overview of Tourism Economics' main findings. ETC is also a member of TERN, the Tourism Emergency Response Network founded by the World Tourism Organization (UNWTO). TERN brings together representative bodies for private- and public-sector interests across the tourism industry and exists to provide advice to travellers and industry alike on mitigating the impacts on tourism of natural and man-made disasters. We have used our members-only extranet to circulate TERN advice on the swine flu pandemic and, in 2010, on the air-traffic disruption in Europe caused by the volcanic ash from Iceland. TOURISM AND TRAVEL IN THE GREEN ECONOMY ETC came together with UNWTO and VisitSweden to organise a symposium on sustainable tourism in Gothenburg in September. The symposium, T ravel and Tourism in the Green Economy , was convened to examine the ways in which tourism can play a leading role in the development of a sustainable global economy. It attracted high-level support from a range of organisations including the European Commission, the Swedish government (during its presidency of the European Union) and the United Nations Environment Programme. The importance of the subject was underlined by the eminence of the speakers who accepted invitations to address the symposium. Among those sharing the platform with ETC's President, Arthur Oberascher, were the Swedish Deputy Prime Minister, Maud Olofsson, the UNWTO Secretary-General, Taleb Rifai, and Jean-Claude Baumgarten, President and Chief Executive Officer of the World Travel and Tourism Council. ETC is very proud to have been associated with such an important and prestigious event. An awareness of European and global sustainability policies and programmes is indispensable to NTOs' efforts to maintain and improve the market share of their respective countries. Panel session at the Gothenburg symposium (From left to right: Mary Mulvey, CEO, Greenbox; Jenny McGee, Head of Strategy & Engagement, VisitEngland; Rob Franklin, ETC; Dimitrij Piciga, CEO, Slovenian Tourist Board and Vice- President, ETC) 7 " id="pdf-obj-6-2" src="pdf-obj-6-2.jpg">

LEADERSHIP AT A TIME OF CRISIS

The new portal and the renewed collaboration with the European Commission are two examples of the increased leadership role that I see for ETC now and in the future.

The ETC umbrella offers a unique resource to national tourism organisations (NTOs) as Europe strives to take advantage of emerging markets such as those in Asia and the Far East - efforts complemented by the EC's interest in using its new tourism powers under the Lisbon Treaty to get involved with ETC in promoting Europe in new markets.

LEADERSHIP AT A TIME OF CRISIS The new portal and the renewed collaboration with the Europeanstudies of markets in Russia, India, the Middle East and China, all of which offer enticing prospects for European destinations. They have also been keeping an eye on the mature market in Japan. This work provides hugely valuable intelligence for our members at a fraction of the cost of doing their own individual studies. It's not just about marketing. On the MIG pages of this report, you will read about the analyses we commissioned from Tourism Economics to help NTO directors assess the impact of the global economic crisis on European tourism. Indeed, we adapted these reports to provide a wider destination and business readership outside ETC with an accessible overview of Tourism Economics' main findings. ETC is also a member of TERN, the Tourism Emergency Response Network founded by the World Tourism Organization (UNWTO). TERN brings together representative bodies for private- and public-sector interests across the tourism industry and exists to provide advice to travellers and industry alike on mitigating the impacts on tourism of natural and man-made disasters. We have used our members-only extranet to circulate TERN advice on the swine flu pandemic and, in 2010, on the air-traffic disruption in Europe caused by the volcanic ash from Iceland. TOURISM AND TRAVEL IN THE GREEN ECONOMY ETC came together with UNWTO and VisitSweden to organise a symposium on sustainable tourism in Gothenburg in September. The symposium, T ravel and Tourism in the Green Economy , was convened to examine the ways in which tourism can play a leading role in the development of a sustainable global economy. It attracted high-level support from a range of organisations including the European Commission, the Swedish government (during its presidency of the European Union) and the United Nations Environment Programme. The importance of the subject was underlined by the eminence of the speakers who accepted invitations to address the symposium. Among those sharing the platform with ETC's President, Arthur Oberascher, were the Swedish Deputy Prime Minister, Maud Olofsson, the UNWTO Secretary-General, Taleb Rifai, and Jean-Claude Baumgarten, President and Chief Executive Officer of the World Travel and Tourism Council. ETC is very proud to have been associated with such an important and prestigious event. An awareness of European and global sustainability policies and programmes is indispensable to NTOs' efforts to maintain and improve the market share of their respective countries. Panel session at the Gothenburg symposium (From left to right: Mary Mulvey, CEO, Greenbox; Jenny McGee, Head of Strategy & Engagement, VisitEngland; Rob Franklin, ETC; Dimitrij Piciga, CEO, Slovenian Tourist Board and Vice- President, ETC) 7 " id="pdf-obj-6-13" src="pdf-obj-6-13.jpg">

It is much to the credit of the Market Intelligence Group (MIG) that they have already been using their resources to conduct studies of markets in Russia, India, the Middle East and China, all of which offer enticing prospects for European destinations. They have also been keeping an eye on the mature market in Japan. This work provides hugely valuable intelligence for our members at a fraction of the cost of doing their own individual studies.

It's not just about marketing. On the MIG pages of this report, you will read about the analyses we commissioned from Tourism Economics to help NTO directors assess the impact of the global economic crisis on European tourism. Indeed, we adapted these reports to provide a wider destination and business readership outside ETC with an accessible overview of Tourism Economics' main findings.

ETC is also a member of TERN, the Tourism Emergency Response Network founded by the World Tourism Organization (UNWTO). TERN brings together representative bodies for private- and public-sector interests across the tourism industry and exists to provide advice to travellers and industry alike on mitigating the impacts on tourism of natural and man-made disasters. We have used our members-only extranet to circulate TERN advice on the swine flu pandemic and, in 2010, on the air-traffic disruption in Europe caused by the volcanic ash from Iceland.

TOURISM AND TRAVEL IN THE GREEN ECONOMY

ETC came together with UNWTO and VisitSweden to organise a symposium on sustainable tourism in Gothenburg in September.

The symposium, Travel and Tourism in the Green

Economy, was convened to examine the ways in which tourism can play a leading role in the development of a sustainable global economy. It attracted high-level support from a range of organisations including the European Commission, the Swedish government (during its presidency of the European Union) and the United Nations Environment Programme.

The importance of the subject was underlined by the eminence of the speakers who accepted invitations to address the symposium. Among those sharing the platform with ETC's President, Arthur Oberascher, were the Swedish Deputy Prime Minister, Maud Olofsson, the UNWTO Secretary-General, Taleb Rifai, and Jean-Claude Baumgarten, President and Chief Executive Officer of the World Travel and Tourism Council.

ETC is very proud to have been associated with such an important and prestigious event. An awareness of European and global sustainability policies and programmes is indispensable to NTOs' efforts to maintain and improve the market share of their respective countries.

LEADERSHIP AT A TIME OF CRISIS The new portal and the renewed collaboration with the Europeanstudies of markets in Russia, India, the Middle East and China, all of which offer enticing prospects for European destinations. They have also been keeping an eye on the mature market in Japan. This work provides hugely valuable intelligence for our members at a fraction of the cost of doing their own individual studies. It's not just about marketing. On the MIG pages of this report, you will read about the analyses we commissioned from Tourism Economics to help NTO directors assess the impact of the global economic crisis on European tourism. Indeed, we adapted these reports to provide a wider destination and business readership outside ETC with an accessible overview of Tourism Economics' main findings. ETC is also a member of TERN, the Tourism Emergency Response Network founded by the World Tourism Organization (UNWTO). TERN brings together representative bodies for private- and public-sector interests across the tourism industry and exists to provide advice to travellers and industry alike on mitigating the impacts on tourism of natural and man-made disasters. We have used our members-only extranet to circulate TERN advice on the swine flu pandemic and, in 2010, on the air-traffic disruption in Europe caused by the volcanic ash from Iceland. TOURISM AND TRAVEL IN THE GREEN ECONOMY ETC came together with UNWTO and VisitSweden to organise a symposium on sustainable tourism in Gothenburg in September. The symposium, T ravel and Tourism in the Green Economy , was convened to examine the ways in which tourism can play a leading role in the development of a sustainable global economy. It attracted high-level support from a range of organisations including the European Commission, the Swedish government (during its presidency of the European Union) and the United Nations Environment Programme. The importance of the subject was underlined by the eminence of the speakers who accepted invitations to address the symposium. Among those sharing the platform with ETC's President, Arthur Oberascher, were the Swedish Deputy Prime Minister, Maud Olofsson, the UNWTO Secretary-General, Taleb Rifai, and Jean-Claude Baumgarten, President and Chief Executive Officer of the World Travel and Tourism Council. ETC is very proud to have been associated with such an important and prestigious event. An awareness of European and global sustainability policies and programmes is indispensable to NTOs' efforts to maintain and improve the market share of their respective countries. Panel session at the Gothenburg symposium (From left to right: Mary Mulvey, CEO, Greenbox; Jenny McGee, Head of Strategy & Engagement, VisitEngland; Rob Franklin, ETC; Dimitrij Piciga, CEO, Slovenian Tourist Board and Vice- President, ETC) 7 " id="pdf-obj-6-54" src="pdf-obj-6-54.jpg">

Panel session at the Gothenburg symposium (From left to right: Mary Mulvey, CEO, Greenbox; Jenny McGee, Head of Strategy & Engagement, VisitEngland; Rob Franklin, ETC; Dimitrij Piciga, CEO, Slovenian Tourist Board and Vice- President, ETC)

7

SIX FULFILLING YEARS I'm writing this just a few weeks before my six-year term of office

SIX FULFILLING YEARS

I'm writing this just a few weeks before my six-year term of office at ETC comes to end on 30th June 2010. I move on at a time of considerable change in the organisation as Petra Hedorfer, Chief Executive Officer of the German National Tourist Board, takes over from Arthur Oberascher as President and begins a review of ETC activities and priorities.

The last few years have been among the most vital in ETC's history. The arrival of the European tourism portal, visiteurope.com, is having a profound impact on the way we market Destination Europe and the number of member NTOs has risen to 39, far more than at any other time in the organisation's history. We have set up a commercial trading arm, CET Marketing Services, to make our operations more tax-efficient and to be able to divert more resources into the activities that need them. We have deepened our relationships with international organisations ranging from the UNWTO to the European Commission.

That all this has been possible at a time of more or less static income levels says much for the dedication of everyone involved in the organisation. I would especially like to thank Arthur Oberascher for his unfailing support and guidance during my time in Brussels and, of course, the team here at the Executive Unit for all their hard work and commitment - it has been a privilege to lead such a professional group of people.

Rob Franklin OBE Executive Director May 2010

SIX FULFILLING YEARS I'm writing this just a few weeks before my six-year term of office

ETC's Executive Unit in 2009 (Pictured above, from left to right, are: Rob Franklin, Lisa Davies, Romy Cywie and Nick Hall)

8

DON MARTIN, 1922 - 2010

Don Martin, whose company represented ETC in the United States for more than 40 years, died in New York on 23rd April 2010. He was 87.

After serving in the US navy in the second world war, Don moved to New York to work in advertising and public relations. In 1950, he became public relations officer for the British Travel Association, the forerunner of today's VisitBritain. He set up Donald N Martin & Company in 1959, early in the jet age, and through his many years of work with ETC's US Operations Group, helped to build a transatlantic travel industry that saw the number

DON MARTIN, 1922 - 2010 Don Martin, whose company represented ETC in the United States for

Don Martin, circa 1970

of US visitors to Europe rise from fewer than 1 million in 1960 to more than 13 million by 2000.

He was an important figure in the development of ETC in the US and also represented individual tourist offices over the years, including those of Belgium and Italy. He was known in all European tourist offices in New York for both his professionalism and his love of Europe. He also had a keen sense of humour and a delightful chuckle.

Donald N Martin & Company continues today as a partnership among Don's son, Neil, Hans Friis- Jacobsen and Susan Vultaggio. It retains some involvement with ETC's US Operations Group, publishing the Trans-Atlantic e-mail newsletter and the visiteurope magazine. It also organises the annual Visit Europe Media Exchange (VEMEX).

MARKET INTELLIGENCE GROUP THE MARKET INTELLIGENCE GROUP IN 2009 Chairman: Leslie Vella, Malta Vice-Chairman: Tom Ylkänen,

MARKET INTELLIGENCE GROUP

THE MARKET INTELLIGENCE GROUP IN 2009

Chairman:

Leslie Vella, Malta

Vice-Chairman: Tom Ylkänen, Finland

Vice-Chairman: Brian Maher, Ireland

Co-ordinator:

Lisa Davies, ETC Head of Marketing

THE MARKET INTELLIGENCE GROUP IN 2009 Chairman: Leslie Vella, Malta Vice-Chairman: Tom Ylkänen, Finland Vice-Chairman: Brian

Leslie Vella

MARKET INTELLIGENCE COMMITTEE MEMBERS

Vincent Nijs, Belgium Mili Razovi´c, Croatia Christian Brandt, Denmark Gaëlle Berréhouc, France Joachim Scholz, Germany Judit Sulyok, Hungary Helena Varona, Portugal Arturo Ortiz, Spain Carla Aguirre, Sweden David Edwards, UK

PARTNERS

European Cities Marketing (ECM) European Tour Operators Association (ETOA) European Travel and Tourism Action Group (ETAG) World Tourism Organization (UNWTO)

MEMBERSHIP

The Market Intelligence Group's (MIG) members are the research directors of all ETC's member NTOs. The steering and day-to-day management of the research programme are the responsibility of the Market Intelligence Committee (MIC), a small sub-committee of volunteers from the full MIG.

MEETINGS IN 2009

The 23rd Annual ETC Market Intelligence Group Meeting was held in February in Ljubljana, Slovenia. This annual meeting is the most important event in the group's calendar and is the forum at which the group discusses and agrees its programme for the coming three-year period.

MARKET INTELLIGENCE GROUP THE MARKET INTELLIGENCE GROUP IN 2009 Chairman: Leslie Vella, Malta Vice-Chairman: Tom Ylkänen,

Working session at the MIG meeting in Ljubljana

The MIC met five times during the year. These meetings took place in Brussels (twice), Stockholm, Vienna and Pisa. The Vienna meeting, held at MODUL University, coincided with the annual TourMIS Workshop and a seminar, Tourism Marketing and the Social Web, organised by the university.

Several members also attended the 17th World Travel Monitor Forum held in November in Pisa.

2009 WORK PROGRAMME

The financial crisis and its implications for European tourism

At the end of 2008, recognising the unprecedented scale of the global economic crisis, the MIG commissioned Tourism Economics (a division of Oxford Economics) to produce guidance for NTOs that would help them interpret the impact of the crisis on international tourism markets and trends. The document was published in December 2008 and was so well received that the MIG commissioned Tourism Economics to produce quarterly updates throughout 2009.

9

The MIG subsequently asked the Travel Business Partnership to produce quarterly summaries of these reports forcorporate website under the title, European Tourism 2009 - Trends and Prospects . European Tourism 2009 - Trends and Prospects, Q3/2009 Middle East Outbound Travel Market study The MIG's 2009 market study, due for completion in the second half of 2010, looks at tourism from the Middle East to Europe. The region has rapidly become an important player on the international tourism stage in recent years, both as a destination and as an origin market. The new study will assess the current market trends and identify the market segments likely to be of most interest to European destinations, carrying out in-depth interview surveys of both consumers and travel trade. The study is being funded jointly by ETC and UNWTO, and is being undertaken by the Dubai-based company, Market Vision. international tourism destination marketing and include advice for NTOs and destination marketing organisations (DMOs) on how they can best facilitate and encourage successful investment. Tourism Development International has been appointed to develop the handbook for ETC and UNWTO. Study on Demographic Change and Tourism This is another joint ETC/UNWTO project, with the MIG funding ETC's contribution from its 2008 and 2009 work programmes. The new study will be a reference work for NTOs and the wider tourism industry, giving them a better understanding of current and future demographic changes and their impact on tourism. Trajectory won the tender to carry out the study, which is due for publication in the first half of 2010. Seminar on Tourism Destination Branding This ETC/UNWTO seminar was held in Stockholm in June to launch the two organisations' joint Tourism Destination Branding . through the 'nuts and bolts' of branding, using case studies and best-practice presentations as concrete illustrations of how to develop successful and effective destination brands. The seminar was very well attended, attracting over 100 participants from destinations throughout Europe. It was led by Tom Buncle, author of the new handbook and Managing Director of Yellow Railroad, an international destination consultancy. Japan Outbound Travel Market study Originally part of the 2008 work programme, this study received further MIG funding in 2009 for additional focus groups with Japanese consumers in Tokyo. Interviews were also conducted with Japanese coach passengers in Europe, and these were sponsored by the European Tour Operators Association, a partner of the MIG. ETC is grateful to ETOA for its contribution to this research. The study is being carried out, and partly funded, by the Japan Travel Bureau Foundation in association with the Japan Association of Travel Agents. Publication is expected in the second half of 2010. Handbook on Tourism Product Development The latest in the long series of successful and highly regarded ETC/UNWTO best-practice publications, this new handbook was commissioned in December. It will look at the importance of product development in Seminar on Tourism Destination Branding Market Insights ETC remains committed to this popular series of market profiles and published revised profiles for the US, Canada, Brazil and Japan this year. They were compiled for the MIG by the Travel Business Partnership. 10 " id="pdf-obj-9-2" src="pdf-obj-9-2.jpg">

The MIG subsequently asked the Travel Business Partnership to produce quarterly summaries of these reports for a wider tourism readership. These summaries were published free of charge on ETC's corporate website

under the title, European Tourism 2009 - Trends and Prospects.

The MIG subsequently asked the Travel Business Partnership to produce quarterly summaries of these reports forcorporate website under the title, European Tourism 2009 - Trends and Prospects . European Tourism 2009 - Trends and Prospects, Q3/2009 Middle East Outbound Travel Market study The MIG's 2009 market study, due for completion in the second half of 2010, looks at tourism from the Middle East to Europe. The region has rapidly become an important player on the international tourism stage in recent years, both as a destination and as an origin market. The new study will assess the current market trends and identify the market segments likely to be of most interest to European destinations, carrying out in-depth interview surveys of both consumers and travel trade. The study is being funded jointly by ETC and UNWTO, and is being undertaken by the Dubai-based company, Market Vision. international tourism destination marketing and include advice for NTOs and destination marketing organisations (DMOs) on how they can best facilitate and encourage successful investment. Tourism Development International has been appointed to develop the handbook for ETC and UNWTO. Study on Demographic Change and Tourism This is another joint ETC/UNWTO project, with the MIG funding ETC's contribution from its 2008 and 2009 work programmes. The new study will be a reference work for NTOs and the wider tourism industry, giving them a better understanding of current and future demographic changes and their impact on tourism. Trajectory won the tender to carry out the study, which is due for publication in the first half of 2010. Seminar on Tourism Destination Branding This ETC/UNWTO seminar was held in Stockholm in June to launch the two organisations' joint Tourism Destination Branding . through the 'nuts and bolts' of branding, using case studies and best-practice presentations as concrete illustrations of how to develop successful and effective destination brands. The seminar was very well attended, attracting over 100 participants from destinations throughout Europe. It was led by Tom Buncle, author of the new handbook and Managing Director of Yellow Railroad, an international destination consultancy. Japan Outbound Travel Market study Originally part of the 2008 work programme, this study received further MIG funding in 2009 for additional focus groups with Japanese consumers in Tokyo. Interviews were also conducted with Japanese coach passengers in Europe, and these were sponsored by the European Tour Operators Association, a partner of the MIG. ETC is grateful to ETOA for its contribution to this research. The study is being carried out, and partly funded, by the Japan Travel Bureau Foundation in association with the Japan Association of Travel Agents. Publication is expected in the second half of 2010. Handbook on Tourism Product Development The latest in the long series of successful and highly regarded ETC/UNWTO best-practice publications, this new handbook was commissioned in December. It will look at the importance of product development in Seminar on Tourism Destination Branding Market Insights ETC remains committed to this popular series of market profiles and published revised profiles for the US, Canada, Brazil and Japan this year. They were compiled for the MIG by the Travel Business Partnership. 10 " id="pdf-obj-9-12" src="pdf-obj-9-12.jpg">

European Tourism 2009 - Trends and Prospects, Q3/2009

Middle East Outbound Travel Market study

The MIG's 2009 market study, due for completion in the second half of 2010, looks at tourism from the Middle East to Europe.

The region has rapidly become an important player on the international tourism stage in recent years, both as a destination and as an origin market. The new study will assess the current market trends and identify the market segments likely to be of most interest to European destinations, carrying out in-depth interview surveys of both consumers and travel trade.

The study is being funded jointly by ETC and UNWTO, and is being undertaken by the Dubai-based company, Market Vision.

international tourism destination marketing and include advice for NTOs and destination marketing organisations (DMOs) on how they can best facilitate and encourage successful investment.

Tourism Development International has been appointed to develop the handbook for ETC and UNWTO.

Study on Demographic Change and Tourism

This is another joint ETC/UNWTO project, with the MIG funding ETC's contribution from its 2008 and 2009 work programmes. The new study will be a reference work for NTOs and the wider tourism industry, giving them a better understanding of current and future demographic changes and their impact on tourism.

Trajectory won the tender to carry out the study, which is due for publication in the first half of 2010.

Seminar on Tourism Destination Branding

This ETC/UNWTO seminar was held in Stockholm in June to launch the two organisations' joint Handbook on

Tourism Destination Branding. It took participants

through the 'nuts and bolts' of branding, using case studies and best-practice presentations as concrete illustrations of how to develop successful and effective destination brands.

The seminar was very well attended, attracting over 100 participants from destinations throughout Europe. It was led by Tom Buncle, author of the new handbook and Managing Director of Yellow Railroad, an international destination consultancy.

Japan Outbound Travel Market study

Originally part of the 2008 work programme, this study received further MIG funding in 2009 for additional focus groups with Japanese consumers in Tokyo. Interviews were also conducted with Japanese coach passengers in Europe, and these were sponsored by the European Tour Operators Association, a partner of the MIG. ETC is grateful to ETOA for its contribution to this research.

The study is being carried out, and partly funded, by the Japan Travel Bureau Foundation in association with the Japan Association of Travel Agents. Publication is expected in the second half of 2010.

Handbook on Tourism Product Development

The latest in the long series of successful and highly regarded ETC/UNWTO best-practice publications, this new handbook was commissioned in December. It will look at the importance of product development in

The MIG subsequently asked the Travel Business Partnership to produce quarterly summaries of these reports forcorporate website under the title, European Tourism 2009 - Trends and Prospects . European Tourism 2009 - Trends and Prospects, Q3/2009 Middle East Outbound Travel Market study The MIG's 2009 market study, due for completion in the second half of 2010, looks at tourism from the Middle East to Europe. The region has rapidly become an important player on the international tourism stage in recent years, both as a destination and as an origin market. The new study will assess the current market trends and identify the market segments likely to be of most interest to European destinations, carrying out in-depth interview surveys of both consumers and travel trade. The study is being funded jointly by ETC and UNWTO, and is being undertaken by the Dubai-based company, Market Vision. international tourism destination marketing and include advice for NTOs and destination marketing organisations (DMOs) on how they can best facilitate and encourage successful investment. Tourism Development International has been appointed to develop the handbook for ETC and UNWTO. Study on Demographic Change and Tourism This is another joint ETC/UNWTO project, with the MIG funding ETC's contribution from its 2008 and 2009 work programmes. The new study will be a reference work for NTOs and the wider tourism industry, giving them a better understanding of current and future demographic changes and their impact on tourism. Trajectory won the tender to carry out the study, which is due for publication in the first half of 2010. Seminar on Tourism Destination Branding This ETC/UNWTO seminar was held in Stockholm in June to launch the two organisations' joint Tourism Destination Branding . through the 'nuts and bolts' of branding, using case studies and best-practice presentations as concrete illustrations of how to develop successful and effective destination brands. The seminar was very well attended, attracting over 100 participants from destinations throughout Europe. It was led by Tom Buncle, author of the new handbook and Managing Director of Yellow Railroad, an international destination consultancy. Japan Outbound Travel Market study Originally part of the 2008 work programme, this study received further MIG funding in 2009 for additional focus groups with Japanese consumers in Tokyo. Interviews were also conducted with Japanese coach passengers in Europe, and these were sponsored by the European Tour Operators Association, a partner of the MIG. ETC is grateful to ETOA for its contribution to this research. The study is being carried out, and partly funded, by the Japan Travel Bureau Foundation in association with the Japan Association of Travel Agents. Publication is expected in the second half of 2010. Handbook on Tourism Product Development The latest in the long series of successful and highly regarded ETC/UNWTO best-practice publications, this new handbook was commissioned in December. It will look at the importance of product development in Seminar on Tourism Destination Branding Market Insights ETC remains committed to this popular series of market profiles and published revised profiles for the US, Canada, Brazil and Japan this year. They were compiled for the MIG by the Travel Business Partnership. 10 " id="pdf-obj-9-78" src="pdf-obj-9-78.jpg">

Seminar on Tourism Destination Branding

Market Insights

ETC remains committed to this popular series of market profiles and published revised profiles for the US, Canada, Brazil and Japan this year. They were compiled for the MIG by the Travel Business Partnership.

10

Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-2" src="pdf-obj-10-2.jpg">

Research Highlights

Two editions of the MIG's newsletter, Research Highlights, informing all sectors of the tourism industry about the group's latest activities, were published in 2009 - in April and October.

PARTNERSHIPS

The MIG wishes to place on record its gratitude to its partners - UNWTO, ECM, ETAG and ETOA - for their invaluable contribution to the year's work.

OTHER PROJECTS

India and Russia Outbound Travel Market studies

These two latest additions to the ETC/UNWTO series of market studies were published in 2009, looking at emerging markets of immense importance for travel to Europe.

Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-24" src="pdf-obj-10-24.jpg">

Study on National Tourism Organisations' Budgets for Inbound Tourism Marketing

The Travel Business Partnership are conducting this new ETC/UNWTO study, which will be an important reference manual on the organisation of tourism promotion activities by NTOs across the world. Completion is expected in mid-2010.

TOURMIS

The MIG continued its support for TourMIS, the online platform for the exchange of European tourism statistics which is run jointly by ETC, the Austrian National Tourist Office (ANTO), European Cities Marketing and MODUL University in Vienna.

2009 was a year to remember for TourMIS and everyone involved in it. The platform was awarded the Jury Prize

for Innovation in Tourism Enterprises by the UNWTO's

Ulysses Committee. The Ulysses Prize and Awards are given by the UNWTO in recognition of "innovation and application of knowledge in tourism governance".

The fifth annual TourMIS Workshop was held at MODUL University in September. It was led by Professor Karl Wöber, the TourMIS co-ordinator.

Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-48" src="pdf-obj-10-48.jpg">

11

It is, as ever, especially grateful to the UNWTO for their continuing collaboration and financial support of €25,000. ECM and ETOA have also now signed memoranda of understanding with ETC, each pledging an annual contribution of €5,000 to the MIG budget. ETC is delighted by this expression of commitment to the MIG's work.

Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-57" src="pdf-obj-10-57.jpg">
Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-59" src="pdf-obj-10-59.jpg">
Research Highlights Two editions of the MIG's newsletter, Research Highlights , informing all sectors of thecorporate website . " id="pdf-obj-10-61" src="pdf-obj-10-61.jpg">

MIG PUBLICATIONS CURRENTLY AVAILABLE

• European Tourism - Trends & Prospects (quarterly reports) • The Indian Outbound Travel Market • The Russian Outbound Travel Market • The Chinese Outbound Travel Market • Study on Demographic Change and Tourism • Study on National Tourism Organisations' Budgets for Inbound Tourism Marketing • Handbook on Tourism Destination Branding • Handbook on E-marketing for Tourism Destinations • Handbook on Tourism Forecasting Methodologies • Handbook on Tourism Market Segmentation • Market Insights - Australia, Brazil, Canada, China, India, Japan, Mexico, Russia, South Korea, Thailand, United Arab Emirates and USA • Research Highlights: No. 9/2010

Coming soon

• European Tourism - Trends & Prospects (quarterly) • The Middle East Outbound Travel Market • The Japanese Outbound Travel Market • Handbook on Tourism Product Development

For more information on these and other publications, please visit the Market Intelligence Reports and Studies page on ETC's corporate website.

MARKETING AND TECHNOLOGY NETWORK THE MARKETING AND TECHNOLOGY NETWORK IN 2009 Chairman: Andrew Duff Vice-Chairman: Andrew

MARKETING AND TECHNOLOGY NETWORK

THE MARKETING AND TECHNOLOGY NETWORK IN 2009

Chairman:

Andrew Duff

Vice-Chairman:

Andrew Daines, UK

Vice-Chairman:

Attila Végvári, Hungary

Project manager,

Anton Nijboer,

New Media Trend Watch:

Netherlands

(until March)

Attila Végvári, Hungary (March to October)

Marisa Navarro, Spain (from October)

Project manager, e-Business Academy:

Maija Poca, Latvia

Co-ordinator:

Nick Markson

THE MARKETING AND TECHNOLOGY NETWORK IN 2009 Chairman: Andrew Duff Vice-Chairman: Andrew Daines, UK Vice-Chairman: Attila

Andrew Duff

INTRODUCTION

The Marketing and Technology Network (MTN) is ETC's principal adviser in the use and application of new technologies in marketing Europe.

With the redevelopment of the European tourism portal, visiteurope.com, so dominant in ETC's work for the year, it was inevitable that the MTN should devote a large part of its time to advising the Executive Unit on the plans for the site. The year also saw probably the most successful e-Business Academy to date and the relaunch of the New Media Review website as the New Media Trend Watch.

VISITEUROPE.COM

The new portal went online in October. It is a very different website from its predecessor, reflecting the rapid pace of development in internet technologies since the original site was launched in 2006.

The MTN's meetings in Tallinn and London, in March and May respectively, were devoted almost entirely to portal discussions. The site developers, Last Exit, joined both meetings to demonstrate their proposals for the new portal and to take part in detailed discussions with MTN members on ways in which these proposals could be enhanced and refined.

MARKETING AND TECHNOLOGY NETWORK THE MARKETING AND TECHNOLOGY NETWORK IN 2009 Chairman: Andrew Duff Vice-Chairman: Andrew

Riga, venue for the 2009 e-Business Academy

E-BUSINESS ACADEMY

ETC was delighted when the Latvian Tourism Development Agency, despite the economic problems facing its country, confirmed its intention to host the academy in Riga in October. The resulting event attracted an impressive array of speakers, sponsors and NTO workshops, underlining its status as a 'must-participate' occasion for NTOs across Europe. One of the guest speakers described it as "by far the best event I've attended in the last few years". This year, 24 NTOs sent a total of 50 delegates to the academy.

The keynote speaker was Paul Richer, Senior Partner at Genesys, the travel and technology consultancy. He gave a thought-provoking presentation on the relevance of NTOs in an online world. This was complemented by presentations from two non-European destinations:

William Bakker, the e-Business Director for Tourism British Columbia in Canada spoke about his organisation's online strategy, and Rod Harrex, Tourism Australia's Regional General Manager in Europe, outlined his organisation's digital marketing activities.

12

Delegates at the e-Business Academy Paul Richer, e-Business Academy keynote speaker Other speakers at the event
Delegates at the e-Business Academy Paul Richer, e-Business Academy keynote speaker Other speakers at the event

Delegates at the e-Business Academy

Delegates at the e-Business Academy Paul Richer, e-Business Academy keynote speaker Other speakers at the event

Paul Richer, e-Business Academy keynote speaker

Other speakers at the event included Jared Salter, the co­ founder of the events marketing website, Joobili.com, and Armands Slokenbergs, the Director of the Latvian Tourism Development Agency. ETC was also delighted to welcome speakers from Google and TripAdvisor.

The academy could not take place without the support of its sponsors. There were six this year: New Vision, TripAdvisor, Wayn.com, Webconomy, Wilken (for the fourth year in a row) and YourTour. ETC is grateful to all of them.

Delegates at the e-Business Academy Paul Richer, e-Business Academy keynote speaker Other speakers at the event

Looking in on the Swiss workshop in Riga

NEW MEDIA TREND WATCH

The New Media Trend Watch (NMTW) website was launched at the end of January. It replaces the New Media Review, which had been run by ETC since 2001. It was developed for ETC by Machine Networks Ltd, under the guidance of the MTN's project manager, Anton Nijboer.

The NMTW continues to provide the high-quality, up-to­ date information on worldwide internet usage for travel and tourism for which the New Media Review was renowned - and at no cost to its users. However, it does so in a much more user-friendly way than its predecessor, incorporating a number of new features and refreshing some of the old ones.

The new features include a library of research reports and white papers and an events listing. For a limited period from September onwards, the NMTW featured the sponsors of the e-Business Academy, linking to their websites and offering the companies the chance to post white papers of their own on the site.

Among the features refreshed were the popular graph tool, the news pages, and the monthly newsletter which tells the NMTW’s many subscribers of the latest news items to appear on the site.

Anton Nijboer stood down from the NMTW in March when he left the Netherlands Board of Tourism and Conventions. He had been in charge of the project ever since the first days of the New Media Review and ETC is grateful to him for masterminding the change to the NMTW so effectively. Attila Végvári took over temporarily in March before handing over to the new permanent project manager, Marisa Navarro, in October.

TEAM Tourism Consulting continue to run the site on ETC's behalf.

For more information, go to www.newmediatrendwatch.com

Delegates at the e-Business Academy Paul Richer, e-Business Academy keynote speaker Other speakers at the event

13

VISITEUROPE.COM The new <a href=visiteurope.com was launched by ETC during its General Meeting in Montenegro on 14th October. The ETC President, Arthur Oberascher, was joined for the launch by the Montenegrin Minister for Tourism, Predrag Nenezic. It is only three years since visiteurope.com first became the focal point for European tourism in international markets worldwide. The original site, the construction of which was funded by the European Commission, filled a gap in the market, giving Europe a multilingual presence internationally and bringing together Europe's NTOs in a way that had not been seen before. This year's redevelopment has brought the portal to a new level, incorporating up-to-date online technologies and interacting with social networking sites. Visitors are now offered the inspirational help they expect in planning their holidays; ETC member NTOs benefit from a website that is better suited to hosting pan-European campaigns and gives visitors improved access to national portals without duplicating those sites. The new portal has already proved very popular with consumers. It has also achieved substantial cost savings for ETC and its NTOs by being a much cheaper site to run than its predecessor. VERSIONS ONLINE IN 2009 • United States (English) • Canada (English and French) • Brazil (Portuguese) • Latin America (Spanish) • Global version in English (serving Europe, Australia, New Zealand, Africa, the Middle East and Asia) • Japan (Japanese) A TEAM EFFORT The development of the new site was managed by the Executive Unit, working with its contractors, Last Exit, who were appointed following a rigorous tendering process that started in late 2008. ETC members were involved at all stages of the process - the Marketing and Technology Network gave invaluable advice on the content, design and technical aspects of the site, the Operations Groups advised on their needs for operating the site in ETC's four main markets, and Board members were consulted throughout before finally endorsing the exciting new website that resulted from this process. NEW CONCEPT The new portal is a more consumer-driven site than its predecessor, responding to all three stages of the tourism experience in visiting Europe - before, during and after the trip. Nowhere is this more obvious than in the innovative new design and colour branding which divides the site into three distinct sections: • Discover Europe - taking the visitor to the different regions of Europe, with inspirational content on product and activities. • Plan your trip - providing tools and tips to help the consumer organise his or her journey. • Share your experiences - allowing visitors to upload information and photos of their own experiences, and to read about others' experiences. There are links, too, to photo- and video-sharing websites and to social networks. The positive impact of this approach is obvious. Visitors to the site are now spending three times more time on it than they did before and visiting three times the number of pages. The Share section has proved especially popular. Another benefit of this approach is the ease with which the portal can now deliver promotional campaigns for ETC. The natural home for these campaigns is, once again, the Share section which was, in fact, inspired by the Operations Groups' activities such as the promotions run by ETC USA. The new home page for visiteurope.com 14 " id="pdf-obj-13-2" src="pdf-obj-13-2.jpg">

VISITEUROPE.COM

The new visiteurope.com was launched by ETC during its General Meeting in Montenegro on 14th October. The ETC President, Arthur Oberascher, was joined for the launch by the Montenegrin Minister for Tourism, Predrag Nenezic.

It is only three years since visiteurope.com first became the focal point for European tourism in international markets worldwide. The original site, the construction of which was funded by the European Commission, filled a gap in the market, giving Europe a multilingual presence internationally and bringing together Europe's NTOs in a way that had not been seen before.

This year's redevelopment has brought the portal to a new level, incorporating up-to-date online technologies and interacting with social networking sites. Visitors are now offered the inspirational help they expect in planning their holidays; ETC member NTOs benefit from a website that is better suited to hosting pan-European campaigns and gives visitors improved access to national portals without duplicating those sites.

The new portal has already proved very popular with consumers. It has also achieved substantial cost savings for ETC and its NTOs by being a much cheaper site to run than its predecessor.

VERSIONS ONLINE IN 2009

• United States (English) • Canada (English and French) • Brazil (Portuguese) • Latin America (Spanish) • Global version in English (serving Europe, Australia, New Zealand, Africa, the Middle East and Asia) • Japan (Japanese)

A TEAM EFFORT

The development of the new site was managed by the Executive Unit, working with its contractors, Last Exit, who were appointed following a rigorous tendering process that started in late 2008.

ETC members were involved at all stages of the process - the Marketing and Technology Network gave invaluable advice on the content, design and technical aspects of the site, the Operations Groups advised on their needs for operating the site in ETC's four main markets, and Board members were consulted throughout before finally endorsing the exciting new website that resulted from this process.

NEW CONCEPT

The new portal is a more consumer-driven site than its predecessor, responding to all three stages of the tourism experience in visiting Europe - before, during and after the trip.

Nowhere is this more obvious than in the innovative new design and colour branding which divides the site into three distinct sections:

Discover Europe - taking the visitor to the different regions of Europe, with inspirational content on product and activities.

Plan your trip - providing tools and tips to help the consumer organise his or her journey.

Share your experiences - allowing visitors to upload information and photos of their own experiences, and to read about others' experiences. There are links, too, to photo- and video-sharing websites and to social networks.

The positive impact of this approach is obvious. Visitors to the site are now spending three times more time on it than they did before and visiting three times the number of pages. The Share section has proved especially popular.

Another benefit of this approach is the ease with which the portal can now deliver promotional campaigns for ETC. The natural home for these campaigns is, once again, the Share section which was, in fact, inspired by the Operations Groups' activities such as the You and Europe promotions run by ETC USA.

VISITEUROPE.COM The new <a href=visiteurope.com was launched by ETC during its General Meeting in Montenegro on 14th October. The ETC President, Arthur Oberascher, was joined for the launch by the Montenegrin Minister for Tourism, Predrag Nenezic. It is only three years since visiteurope.com first became the focal point for European tourism in international markets worldwide. The original site, the construction of which was funded by the European Commission, filled a gap in the market, giving Europe a multilingual presence internationally and bringing together Europe's NTOs in a way that had not been seen before. This year's redevelopment has brought the portal to a new level, incorporating up-to-date online technologies and interacting with social networking sites. Visitors are now offered the inspirational help they expect in planning their holidays; ETC member NTOs benefit from a website that is better suited to hosting pan-European campaigns and gives visitors improved access to national portals without duplicating those sites. The new portal has already proved very popular with consumers. It has also achieved substantial cost savings for ETC and its NTOs by being a much cheaper site to run than its predecessor. VERSIONS ONLINE IN 2009 • United States (English) • Canada (English and French) • Brazil (Portuguese) • Latin America (Spanish) • Global version in English (serving Europe, Australia, New Zealand, Africa, the Middle East and Asia) • Japan (Japanese) A TEAM EFFORT The development of the new site was managed by the Executive Unit, working with its contractors, Last Exit, who were appointed following a rigorous tendering process that started in late 2008. ETC members were involved at all stages of the process - the Marketing and Technology Network gave invaluable advice on the content, design and technical aspects of the site, the Operations Groups advised on their needs for operating the site in ETC's four main markets, and Board members were consulted throughout before finally endorsing the exciting new website that resulted from this process. NEW CONCEPT The new portal is a more consumer-driven site than its predecessor, responding to all three stages of the tourism experience in visiting Europe - before, during and after the trip. Nowhere is this more obvious than in the innovative new design and colour branding which divides the site into three distinct sections: • Discover Europe - taking the visitor to the different regions of Europe, with inspirational content on product and activities. • Plan your trip - providing tools and tips to help the consumer organise his or her journey. • Share your experiences - allowing visitors to upload information and photos of their own experiences, and to read about others' experiences. There are links, too, to photo- and video-sharing websites and to social networks. The positive impact of this approach is obvious. Visitors to the site are now spending three times more time on it than they did before and visiting three times the number of pages. The Share section has proved especially popular. Another benefit of this approach is the ease with which the portal can now deliver promotional campaigns for ETC. The natural home for these campaigns is, once again, the Share section which was, in fact, inspired by the Operations Groups' activities such as the promotions run by ETC USA. The new home page for visiteurope.com 14 " id="pdf-obj-13-82" src="pdf-obj-13-82.jpg">

The new home page for visiteurope.com

14

DO YOU TWEET? This use of social networking technologies breaks new ground for ETC and itvisiteurope page on Facebook had some 15,000 fans by the end of the year and generated a good level of communication among these fans, including the uploading of hundreds of photos of Europe. • visiteurope's Twitter profile is also popular. It has been set up so that it automatically 're-tweets' posts made by NTOs, which means that anybody following Europe on Twitter will see news and updates from several European countries. Both platforms are valuable marketing tools. Facebook, for example, allows ETC and its members to send mailshots targeted by age or location of the potential visitor. Twitter can be used in campaigns as a communication channel to run competitions, offer prizes or reward customer loyalty. The visiteurope profile on Twitter PARTNERSHIPS Another benefit for ETC of the redeveloped visiteurope.com is the enhancement of the organisation's reputation as a marketing organisation. A number of companies and European federations and associations have expressed an interest in working with ETC, and none more so than Google. visiteurope.com has, for example, become an official partner of Google in the expansion of its View service to new markets across Europe. The company has also been keen to work with ETC and NTOs in the development of initiatives to promote European events. Google Maps and Street View working with visiteurope.com LOOKING AHEAD The more 'campaign-friendly' design of the site has heralded a switch in ETC resources from the centre to the marketplace, giving the Operations Groups more responsibility in ensuring that online promotion and advertising programmes are complementary to their local campaigns. This shift in investment and the flexibility it brings with it are important developments at the end of a year which has transformed the way Europe markets itself to visitors - and opened up exciting new opportunities for ETC and its members. 15 " id="pdf-obj-14-2" src="pdf-obj-14-2.jpg">

DO YOU TWEET?

This use of social networking technologies breaks new ground for ETC and it is not restricted to the portal alone. Throughout the website there are links to social media platforms - Facebook, Twitter, YouTube and Flickr in particular - and ETC has now established pages of its own on all four of these.

The most successful have been Facebook and Twitter:

• The visiteurope page on Facebook had some 15,000 fans by the end of the year and generated a good level of communication among these fans, including the uploading of hundreds of photos of Europe.

visiteurope's Twitter profile is also popular. It has been set up so that it automatically 're-tweets' posts made by NTOs, which means that anybody following Europe on Twitter will see news and updates from several European countries.

Both platforms are valuable marketing tools. Facebook, for example, allows ETC and its members to send mailshots targeted by age or location of the potential visitor. Twitter can be used in campaigns as a communication channel to run competitions, offer prizes or reward customer loyalty.

DO YOU TWEET? This use of social networking technologies breaks new ground for ETC and itvisiteurope page on Facebook had some 15,000 fans by the end of the year and generated a good level of communication among these fans, including the uploading of hundreds of photos of Europe. • visiteurope's Twitter profile is also popular. It has been set up so that it automatically 're-tweets' posts made by NTOs, which means that anybody following Europe on Twitter will see news and updates from several European countries. Both platforms are valuable marketing tools. Facebook, for example, allows ETC and its members to send mailshots targeted by age or location of the potential visitor. Twitter can be used in campaigns as a communication channel to run competitions, offer prizes or reward customer loyalty. The visiteurope profile on Twitter PARTNERSHIPS Another benefit for ETC of the redeveloped visiteurope.com is the enhancement of the organisation's reputation as a marketing organisation. A number of companies and European federations and associations have expressed an interest in working with ETC, and none more so than Google. visiteurope.com has, for example, become an official partner of Google in the expansion of its View service to new markets across Europe. The company has also been keen to work with ETC and NTOs in the development of initiatives to promote European events. Google Maps and Street View working with visiteurope.com LOOKING AHEAD The more 'campaign-friendly' design of the site has heralded a switch in ETC resources from the centre to the marketplace, giving the Operations Groups more responsibility in ensuring that online promotion and advertising programmes are complementary to their local campaigns. This shift in investment and the flexibility it brings with it are important developments at the end of a year which has transformed the way Europe markets itself to visitors - and opened up exciting new opportunities for ETC and its members. 15 " id="pdf-obj-14-31" src="pdf-obj-14-31.jpg">

The visiteurope profile on Twitter

PARTNERSHIPS

Another benefit for ETC of the redeveloped visiteurope.com is the enhancement of the organisation's reputation as a marketing organisation. A number of companies and European federations and associations have expressed an interest in working with ETC, and none more so than Google. visiteurope.com has, for example, become an official partner of Google in the expansion of its Street View service to new markets across Europe. The company has also been keen to work with ETC and NTOs in the development of initiatives to promote European events.

DO YOU TWEET? This use of social networking technologies breaks new ground for ETC and itvisiteurope page on Facebook had some 15,000 fans by the end of the year and generated a good level of communication among these fans, including the uploading of hundreds of photos of Europe. • visiteurope's Twitter profile is also popular. It has been set up so that it automatically 're-tweets' posts made by NTOs, which means that anybody following Europe on Twitter will see news and updates from several European countries. Both platforms are valuable marketing tools. Facebook, for example, allows ETC and its members to send mailshots targeted by age or location of the potential visitor. Twitter can be used in campaigns as a communication channel to run competitions, offer prizes or reward customer loyalty. The visiteurope profile on Twitter PARTNERSHIPS Another benefit for ETC of the redeveloped visiteurope.com is the enhancement of the organisation's reputation as a marketing organisation. A number of companies and European federations and associations have expressed an interest in working with ETC, and none more so than Google. visiteurope.com has, for example, become an official partner of Google in the expansion of its View service to new markets across Europe. The company has also been keen to work with ETC and NTOs in the development of initiatives to promote European events. Google Maps and Street View working with visiteurope.com LOOKING AHEAD The more 'campaign-friendly' design of the site has heralded a switch in ETC resources from the centre to the marketplace, giving the Operations Groups more responsibility in ensuring that online promotion and advertising programmes are complementary to their local campaigns. This shift in investment and the flexibility it brings with it are important developments at the end of a year which has transformed the way Europe markets itself to visitors - and opened up exciting new opportunities for ETC and its members. 15 " id="pdf-obj-14-49" src="pdf-obj-14-49.jpg">

Google Maps and Street View working with visiteurope.com

LOOKING AHEAD

The more 'campaign-friendly' design of the site has heralded a switch in ETC resources from the centre to the marketplace, giving the Operations Groups more responsibility in ensuring that online promotion and advertising programmes are complementary to their local campaigns.

This shift in investment and the flexibility it brings with it are important developments at the end of a year which has transformed the way Europe markets itself to visitors - and opened up exciting new opportunities for ETC and its members.

15

US OPERATIONS GROUP ETC USA IN 2009 Chairman: Jean-Philippe Pérol, France Vice-President, Jan Rudomina, Poland Internet:

US OPERATIONS GROUP

ETC USA IN 2009

Chairman:

Jean-Philippe Pérol, France

Vice-President,

Jan Rudomina, Poland

Internet:

Vice-President,

Simion Alb, Romania

Marketing:

Vice-President,

Riccardo Strano, Italy

Public Relations:

Executive Committee:

Susanne Nordenbaek, Denmark Ricarda Lindner, Germany Javier Piñanes, Spain Alex Hermann, Switzerland Simon Bradley, UK

Secretariat:

Patrice Doyon, France

ETC USA IN 2009 Chairman: Jean-Philippe Pérol, France Vice-President, Jan Rudomina, Poland Internet: Vice-President, Simion Alb,

Jean-Philippe Pérol

MEMBERS OF ETC USA

Austria, Belgium, Croatia, Cyprus, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Luxembourg, Monaco, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Spain, Sweden, Switzerland, Turkey, UK

CONTACT DETAILS

ETC USA c/o Atout France 825 Third Avenue, 29th floor New York, NY 10022 USA

Tel.: (+1) 212-745-0982 Fax: (+1) 212-838-7855 E-mail: research.nyc@franceguide.com

INTRODUCTION

2009 began on an upbeat note with the inauguration of President Barack Obama. By the end of the year, prospects for US tourism traffic to Europe were also looking rather more upbeat than they had done for a while.

Visitor numbers began to pick up in the summer after several months of decline and this growth meant that the year as a whole showed only a 4% drop on 2008 ­ 11.94 million visitors to Europe instead of 12.42 million.

It could have been much worse. January continued the downward trend of the ten previous months, recording an 11.3% fall in comparison with the same month in 2008. The travel industry was writing the year off as the 'year to forget' and while airlines were filling their seats, they were doing so by keeping economy fares down and upgrading travellers to the premium seats.

The market began to improve in July when the US Department of Commerce announced a 3.7% increase in US visits to Europe - the first monthly increase reported since February 2008. This improvement continued with a 7.3% increase in August. Industry commentators observed that transatlantic travel by Americans appeared to be turning around more quickly than the American economy.

Against this background, ETC USA had an anniversary to celebrate: sixty years of marketing 'Destination Europe' in America. ETC was set up in 1948, bringing European NTOs together to promote the importance of tourism in revitalising Europe's economy after World War II. The first promotional programmes were run in the United States and ETC USA was created in 1949 to run them.

16

To this day, ETC USA remains an important player in the US travel trade, working hard

To this day, ETC USA remains an important player in the US travel trade, working hard to promote Europe to the American market and striving to ensure that European destinations are well placed to benefit from the market growth that the economic recovery will bring with it.

TRANSATLANTIC CONFERENCE ­ “NAVIGATING A CHANGING TRAVEL ENVIRONMENT”

ETC USA celebrated its sixtieth anniversary in style at the Times Center, New York on 20th January, the day of President Obama's inauguration in Washington.

Nearly 300 guests representing destinations, hotels, airlines, railway companies, cruise lines, car hire companies and the travel press heard expert speakers address several important issues facing the travel industry. These issues included developments in online travel, the behaviour of the wealthy in recessionary times and the impact of 'green' issues on selling tourism to Europe.

ETC USA marked the occasion by honouring Arthur Frommer, founder of Frommer's Guides, with a lifetime achievement award for his role in promoting travel to Europe over more than fifty years. Mr. Frommer, whose first guidebook, Europe on $5 a day, was published in 1957, addressed the conference, looking at past and future trends in the development of US tourism to Europe.

To this day, ETC USA remains an important player in the US travel trade, working hard

Arthur Frommer at the Transatlantic Conference

The main sponsors of the conference were the New York Times and the Travel Ad Network. Additional sponsorship

came from Bon Appetit, Boston Globe, Food & Wine, Frommer’s Budget Travel, The New Yorker, Saveur and Travel + Leisure.

CONSUMER MARKETING

You and Europe campaign

ETC USA ran this campaign for a second year, continuing to focus on the special relationship between Americans and Europe and emphasising the value for money offered by travel to Europe. The campaign was launched on 5th April with a budget of $500,000 and ran until early November.

An exciting new development this year was the creation of a marketing partnership with Air France-KLM, Delta Airlines and Leading Hotels of the World. The two airlines were designated ETC's official airlines, while the hotel company joined the campaign offering 30% off its hotel rooms all over Europe. Together, all three partners contributed 60% of the campaign budget.

The strategy was to create an integrated campaign using print, online, mobile and broadcast elements, with a focus on the New York and Los Angeles metropolitan areas. Print components included a full-page advertisement in the April edition of the visiteurope magazine and a double-sided insert in the New York Times and Los

Angeles Times.

To this day, ETC USA remains an important player in the US travel trade, working hard

The campaign featured a competition offering consumers the chance to win two trips to Europe, with the three sponsors donating flights to, and hotel accommodation in, Dublin and Berlin. This competition was run on the US version of the visiteurope.com portal and attracted about 25,000 entries.

Overall, there were nearly 200,000 visits to the campaign

page on visiteurope.com.

17

PRESS AND PUBLIC RELATIONS Another full programme in 2009 - activities echoing the message of the

PRESS AND PUBLIC RELATIONS

Another full programme in 2009 - activities echoing the message of the You and Europe campaign about the value for money of holidays in Europe, but also targeting first- time and repeat visitors. An initiative promoting a list of the 'top ten' things to do free of charge in different European destinations achieved significant media coverage.

VEMEX - the annual Visit Europe Media Exchange bringing tourist offices and travel suppliers together with journalists in one venue - was held in New York on 1st November and in San Francisco on 6th November.

The quarterly ETC Travel Bulletin continued to promote news and travel ideas to media contacts and travel suppliers. It was complemented by the 2009 trend cards, which were distributed at the Transatlantic Conference and then sent out to national media.

PRESS AND PUBLIC RELATIONS Another full programme in 2009 - activities echoing the message of the

The 2009 trend card on green travel

The Transatlantic Conference itself generated a considerable amount of media coverage, including detailed reports in the travel trade press (online and offline) on the discussions held there. The marketing partnerships with Air France-KLM, Delta and Leading Hotels of the World were also widely reported.

Consumer activities included two new editions of the visiteurope magazine in April and October which were

delivered with the New York Times, Los Angeles Times

and the San Francisco Chronicle, titles with a combined circulation of one million. The You and Europe campaign featured prominently in both editions.

PRESS AND PUBLIC RELATIONS Another full programme in 2009 - activities echoing the message of the

April edition of the visiteurope magazine

More travel ideas for consumers were published in the monthly online visiteurope newsletter, whose mailing list increased by 11,000 to 190,000 as a result of the You and Europe competition. 31 of ETC's member countries were featured in the newsletter over the year, with an average of 19 countries appearing in each edition.

As a further service to the travel trade and ETC members, the monthly Trans-Atlantic e-mail newsletter produced by Donald N Martin and Company became an ETC USA publication in January. A new platform for articles by ETC and its members, the newsletter is built around an analysis of transatlantic traffic trends, economic trends and marketing developments. There are eight full issues per year, plus four statistical summaries.

18

CANADA OPERATIONS GROUP ETC CANADA IN 2009 Chairman Mirjana Sebek-Heroldova, Czech Republic Secretary/treasurer: Milo Vassallo, Malta

CANADA OPERATIONS GROUP

ETC CANADA IN 2009

Chairman

Mirjana Sebek-Heroldova, Czech Republic

Secretary/treasurer:

Milo Vassallo, Malta

Consultant:

John Stephenson, Motivations International Inc.

ETC CANADA IN 2009 Chairman Mirjana Sebek-Heroldova, Czech Republic Secretary/treasurer: Milo Vassallo, Malta Consultant: John Stephenson,

Mirjana Sebek-Heroldova

MEMBERS OF ETC CANADA

The following European NTOs, with offices either in Canada or the United States, are members of ETC Canada:

Canada: Austria, Czech Republic, France, Germany, Greece, Ireland, Italy, Malta, Netherlands, Portugal, Spain, Sweden, Switzerland and the United Kingdom.

United States: Belgium, Bulgaria, Croatia, Cyprus, Denmark, Hungary, Iceland, Luxembourg, Monaco, Norway, Poland, Romania and Slovenia.

CONTACT DETAILS

ETC Canada c/o Motivations International #605 - 33 Elmhurst Ave. Toronto, Ontario M2N 6G8 Canada

Tel.: (+1) 416 222 3613 Fax.: (+1) 416 222 6274 E-mail: motivations@sympatico.ca

INTRODUCTION

Canada emerged from recession in the second half of 2009 with the Bank of Canada forecasting 'robust growth' in the economy.

As this report goes to press, it is too early to say how tourism traffic developed over the year after the record number of Canadians visiting Europe during 2008 ­ 4.6 million travellers and an 8.5% increase over 2007. However, the indications are promising, suggesting that traffic to Europe held up well even though there was a small reduction in capacity on scheduled flights across the Atlantic.

The travel habit encouraged during the prosperous years before the recession is helping to sustain Canadians' outbound travel and the prospects for this market seem to be better than those in many other developed economies. Europe remains high on the Canadians' wish-list of tourism destinations despite strong competition from South America, Asia, Australia and New Zealand.

Canadians are experienced and demanding travellers. Those with the highest propensity to travel overseas are aged between 45 and 65. It is this age group that ETC Canada places at the heart of its marketing activity.

CONSUMER MARKETING AND PR

There were two main elements in ETC Canada's consumer activities in 2009: the visiteurope promotion

and Canada Blooms.

visiteurope promotion

This was an online and offline campaign aimed at affluent travellers aged between 44 and 65. It was run in association with the national Globe and Mail newspaper, TD Visa Platinum (a Canadian credit card) and the Canadian Imperial Bank of Commerce.

With its launch timed to coincide with the main spring holiday planning period, the campaign was designed to raise awareness of Europe by promoting regional itineraries that featured leading visitor attractions and culinary and cultural events. Other objectives included building a database for ETC and its trade partners, and driving traffic to the Canadian version of

visiteurope.com.

Components of the campaign included:

A print supplement distributed with the Globe and Mail paper (readership: one million).

19

• An online campaign in the Globe and Mail's websites intended to generate traffic for This

An online campaign in the Globe and Mail's websites intended to generate traffic for visiteurope.com. This campaign was seen by six million people.

A contest sponsored by Air Canada & Air Canada Vacations to generate interest and drive traffic to a customised page on visiteurope.com and then on to ETC member websites.

The total cost of this campaign was $500,000 (or about €377,000 euros at May 2010 exchange rates).

• An online campaign in the Globe and Mail's websites intended to generate traffic for This

Cover of the 2009 Globe and Mail supplement

Canada Blooms

Over its six-day run, the prestigious Toronto Flower and Garden Show attracted more than 100,000 people with high disposable incomes - a key target audience for ETC. It is Canada's largest annual garden show and attracts many leading companies as sponsors and standholders.

ETC's involvement in Canada Blooms (to be repeated in 2010) is an excellent way of boosting interest in Europe and in visiteurope.com. Indeed, the travel component of the show was exclusively Europe. ETC took part in the PR campaign run before the event in all media channels ­ television, radio, print, internet - and all advertising and promotional material featured the visiteurope.com logo. This was achieved without any financial commitment from ETC. It is estimated that the campaign had a market value of $1.2 million (€875,000).

• An online campaign in the Globe and Mail's websites intended to generate traffic for This

Banner for the Canada Blooms show

PR activities

ETC Canada organised regular press releases and meetings with consumer media, with particular emphasis being placed on promoting traffic to Europe in the shoulder months and low season. This led to the publication of dedicated Europe supplements in newspapers and magazines.

Trade promotions and PR

In February, ETC Canada took to the road once again with

its annual travel trade breakfast seminars.

These were

held in Calgary, Edmonton, Halifax, Vancouver and Victoria with 15 NTOs attending each one. The seminars were co­ sponsored by Air Canada and Rail Europe and are very popular with both travel agents and participating member countries.

Canada's travel trade press continued to be very supportive of ETC, producing pull-out Europe supplements - with extended print-runs for ETC's and NTOs' own use - at the start of the main travel booking season in early 2009.

• An online campaign in the Globe and Mail's websites intended to generate traffic for This

The trade supplement published in Canadian Traveller magazine

PR activities

ETC Canada maintained its sponsorship of the

Responsible Travel and Tourism Forum for a second year.

The forum was held in Toronto in October and was organised by Baxter Media, Canada's largest travel trade publishers. It attracted some 400 delegates.

ETC Canada's sponsorship of the event generated excellent coverage for the group, emphasising their awareness of, and interest in, sustainability issues. It also associated the group and the visiteurope.com logo with several of Canada's biggest companies. This sponsorship will be renewed in 2010.

20

LATIN AMERICA OPERATIONS GROUP ETC LATIN AMERICA IN 2009 Chairman: Paulo Machado, Portugal Vice-Chairman Belén González,

LATIN AMERICA OPERATIONS GROUP

ETC LATIN AMERICA IN 2009

Chairman:

Paulo Machado,

Portugal

Vice-Chairman

Belén González,

(Finance and Administration):

Spain

Vice-Chairman

Gisele Sarbach,

(Press and Public Relations):

Switzerland

Vice-Chairman

Luiza Borges,

(Promotion and Marketing):

Austria

ETC LATIN AMERICA IN 2009 Chairman: Paulo Machado, Portugal Vice-Chairman Belén González, (Finance and Administration): Spain

Paulo Machado

MEMBERS OF ETC LATIN AMERICA

Austria, Czech Republic, France, Germany, Ireland, Italy, Poland, Portugal, Spain, Switzerland and the United Kingdom.

CONTACT DETAILS

ETC Latin America c/o Turismo de Portugal Consulado-Geral de Portugal Rua Canadá 324 São Paulo, SP 01436-000 Brazil

Tel.: (+55) 11 - 3084 1830 Fax: (+55) 11 - 3061 0595 europa@visiteurope.com

Introduction

ETC Latin America concentrates its marketing activity in Brazil, by far the largest economy in South America. The effects of the global recession were relatively short-lived here with economic growth beginning to resume in the second quarter of 2009 after just six months of decline. This stability bodes well for the country's outbound tourism market which generates over five million international trips per year, including about 1.5 million to Europe - approximately a third of all outbound travel.

The market for Europe, especially the high end of the market, continued to grow in 2009 and there is considerable scope for further growth. It is estimated that about 14 million Brazilians have passports. Moreover, Brazil is a prosperous middle-income country and its currency, the real, has appreciated in value in recent years. Europe has a natural advantage over other competing destinations by virtue of the fact that over half of all Brazilians are of European descent.

Travellers to Europe tend to come from the higher social classes and to be in their 30s and 40s. People in their 50s and 60s, with time to travel, are the next most important segment while younger visitors tend mostly to make the journey for study reasons (for example to learn English or Spanish).

The most popular European destinations are France, Italy, Portugal and Spain with over 200,000 Brazilian visitors per year. They are followed by Germany and the UK.

Trade Activity

ETC Latin America concentrated its resources on two main trade events this year. Its own Discover Europe Workshop and the fair in Gramado.

LATIN AMERICA OPERATIONS GROUP ETC LATIN AMERICA IN 2009 Chairman: Paulo Machado, Portugal Vice-Chairman Belén González,

ETC's third annual Discover Europe Workshop (Descubra a Europa) was held in São Paulo in October. The reputation of this important event is growing rapidly and the turnout this year was the best ever: nearly 700 representatives of the Brazilian travel trade and press, and 77 exhibitors from 10 European countries (Austria, Czech Republic, France, Germany, Hungary, Italy, Portugal, Spain, Switzerland and the UK).

21

The workshop was sponsored by Chic Outlet, Hertz, Rail Europe, Red Bull, Sixt Brasil and TAM

The workshop was sponsored by Chic Outlet, Hertz, Rail Europe, Red Bull, Sixt Brasil and TAM Airlines, and generated excellent press and media coverage for Europe and ETC. It was also a success with its European exhibitors, who welcomed it as a very important opportunity to get to know the Brazilian market.

In November, ETC Latin America took part in the Tourism Festival of Gramado, one of the biggest trade fairs organised in Brazil. As well as targeting the southern Brazilian market, the Gramado fair looks to the other countries in the Mercosul trade area (Argentina, Paraguay and Uruguay).

At both of these events, the visiteurope.com portal was featured prominently in all promotional materials and in the exhibition stands.

PRESS AND PR

A real coup was achieved in April when ETC Latin America was invited to take part in one of the most popular programmes on Brazilian television, a weekly talk show called Programa da Hebe. All of the group joined the audience at the recording and were received by the host, Hebe Camargo, who spoke publicly of her dream to take a holiday throughout Europe. Individual members subsequently followed up the broadcast, inviting Ms Camargo's team to film a series of reports in Europe.

The workshop was sponsored by Chic Outlet, Hertz, Rail Europe, Red Bull, Sixt Brasil and TAM

ETC Latin America members meet Hebe Camargo (Hebe Camargo is third from the right)

In May, the football legend, Pelé, met ETC Latin America's chairman, Paulo Machado, at the Viaja Brasil travel fair. Pelé spoke warmly of Europe and his memories of travelling there with the Brazilian team.

More than 40 journalists attended the group's main press conference in May to hear about money-saving ideas for travel in Europe and the annual press get-together in December was also well attended.

2009 was the twentieth year of ETC Latin America's tourism journalism awards, which are intended to recognise the work of Brazilian journalists who write about tourism to Europe. There were over 80 entries this year, of which 18 made it to the final shortlist. The six winners were chosen by a panel of tourism and journalism academics and were given their prizes on a trip to Spain and Portugal in November.

The workshop was sponsored by Chic Outlet, Hertz, Rail Europe, Red Bull, Sixt Brasil and TAM

Four winners of the 2009 tourism journalism awards

Over the year as whole, ETC's press office in São Paulo maintained its strategy of publishing monthly press releases on tourism topics as diverse as European film festivals, Christmas in Europe and sustainability. This led to the publication of some 300 articles in the Brazilian press with an estimated value of €1.3 million.

Press coverage generated by ETC Latin America
Press coverage generated by ETC Latin America

22

JAPAN OPERATIONS GROUP ETC JAPAN IN 2009 Chairman: Sophia Panayiotaki, Greece (January to March) Catherine Oden,

JAPAN OPERATIONS GROUP

ETC JAPAN IN 2009

Chairman:

Sophia Panayiotaki, Greece (January to March) Catherine Oden, France (April to October)

Acting Chairman:

Balint Rei Kosa, Hungary (November to December)

Vice-Chairman:

Balint Rei Kosa, Hungary (January to October)

Treasurer:

Peter Blumenstengel, Germany

ETC JAPAN IN 2009 Chairman: Sophia Panayiotaki, Greece (January to March) Catherine Oden, France (April to

Balint Rei Kosa

MEMBERS OF ETC JAPAN

Austria, Belgium, Croatia, Czech Republic, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Luxembourg, Malta, Monaco, Netherlands, Poland, Portugal, Romania, Scandinavia (Denmark, Norway and Sweden), Slovenia, Spain, Switzerland, Turkey and the United Kingdom.

CONTACT DETAILS

ETC Japan c/o Hungarian National Tourist Office NS Mita Bldg. 1F, 2-17-14 Mita, Minato-ku Tokyo 108-0073 Japan

Tel.: (+81) 3 3798-8870 Fax: (+81) 3 3798-8830 e-mail: kosa@hungarytabi.jp, balint.kosa@gmail.com

INTRODUCTION

In terms of spending on international tourism, Japan is the seventh-largest market in the world. It has, however, suffered from the global recession and the number of outbound trips has fallen for the last two years - 2008's 16 million was over 7% down on 2007 and 2009's 15.4 million was nearly 3.5% down on 2008.

The recession and high fuel surcharges on airfares meant that 2009 started badly. It got significantly worse in May and June when the extensive media coverage of swine flu and the drastic measures taken at airports led to widespread cancellation of travel plans by Japanese tourists. Indeed, the number of departures in June was 25% down on June 2008. The good news is that numbers began to pick up later in the year as the country came out of recession, the yen strengthened and airlines' fuel surcharges fell significantly.

Outbound tourism also benefitted from the creation of a new week of public holidays - the 'silver week' - in September, and the Japanese travel trade responded by running a strong European campaign in the summer months. The number of Japanese tourists travelling abroad went up by 16% in September (compared with the same month in 2008).

Overall, the growth in tourism during the second half of the year gives cause for some optimism that 2010 will be a better year. The challenge will be to ensure that this increased confidence in travel is matched by increased demand for holidays in Europe and not just in shorter- haul destinations in the Far East and South-East Asia.

Europe's market share in 2008 was about 20%, or 3.2 million trips. (At the time of writing, the 2009 figure was not available.) The most popular destinations are France and Germany, followed by Italy, Spain and Switzerland. Central Europe (Austria, Czech Republic and Hungary), Croatia and Turkey have grown in importance.

VISIT WORLD CAMPAIGN

This important campaign, an initiative run by the Japanese government to encourage its citizens to travel abroad, focussed on Europe in 2009. It included a month­ long promotion in the crucial March/April planning period, featuring a series of ten full-page advertisements in one of the most widely read newspapers in Japan, Asahi Shimbun. These adverts had an estimated value of about €2 million (¥ 270 million). ETC Japan gave the campaign its full support - and without needing to commit any budget to it.

23

The Visit World Campaign also financed a series of European travel trade seminars in Tokyo and

The Visit World Campaign also financed a series of European travel trade seminars in Tokyo and six regional cities. Two hundred companies attended.

CONSUMER PROMOTIONS

ETC Japan took part in two other important consumer events during the year:

Let's Go Kaigai (which means Let's Go Overseas) in July: a one-day event in Tokyo that attracted about 15,000 visitors and was organised together with the Japanese branch of ANTOR, the Association of National Tourist Office Representatives. ETC's Europe stand was

run jointly with the Visit World Campaign.

The Visit World Campaign also financed a series of European travel trade seminars in Tokyo and

The busy JATA World Tourism Congress and Travel Fair

The JATA World Tourism Congress and Travel Fair in September: JATA is the Japan Association of Travel

Agents and this fair is the biggest travel fair in Asia,

pulling in

120,000 visitors over three days. ETC Japan

ran a national costume show on all three days; nine

NTOs took part.

At both of these events, ETC Japan's Europe stand was complemented by individual national stands representing the group's member countries.

The Visit World Campaign also financed a series of European travel trade seminars in Tokyo and

ETC Japan's national costume show at the JATA World Tourism Congress and Travel Fair

ETC members also distributed specially commissioned promotional cards. These featured a patchwork of European countries (one for each country in ETC Japan) on one side, and an invitation in Japanese to visit Europe and the visiteurope.com website on the other side.

The ETC Japan promotional card
The ETC Japan promotional card

PRESS AND PR

ETC Japan trend cards were created for the first time this year, inspired by the successful use of such cards by ETC USA. These cards were e-mailed out to 1000 journalists and featured three news items for each country represented in Japan. They were accompanied by information sheets on the latest 'hot deals' for travel to Europe and the whole initiative generated excellent media coverage.

The main media event for European tourism was the ETC Media Day on 10th December in Tokyo. This is a high- profile networking opportunity for NTOs and media representatives alike, and it attracted some 300 journalists and VIPs.

ETC Japan was delighted to welcome ETC President, Arthur Oberascher, to the event where he shared a platform with two Japanese trade leaders, Akira Kanai, Chairman of the Japan Association of Travel Agents, and Yoshiaki Honpo, Commissioner of the government's Japan Tourism Agency.

The event featured the prize-giving ceremony for ETC Japan's media awards, a presentation of ETC/NTO activities and a dinner featuring European food and drink. Copies of the new trend cards were distributed to everyone attending.

The Visit World Campaign also financed a series of European travel trade seminars in Tokyo and

Choosing a European wine at the Media Day dinner

24

ETAG - EUROPEAN TRAVEL AND TOURISM ACTION GROUP ETAG MANAGEMENT IN 2009 Chairman: Frederico Costa, Turismo

ETAG - EUROPEAN TRAVEL AND TOURISM ACTION GROUP

ETAG MANAGEMENT IN 2009

Chairman:

Frederico Costa, Turismo de Portugal (representing ETC)

Vice-Chairman:

David Jones, WYSE

Secretary:

Gareth James

ETAG MANAGEMENT IN 2009 Chairman: Frederico Costa, Turismo de Portugal (representing ETC) Vice-Chairman: David Jones, WYSE

Frederico Costa

ETAG MANAGEMENT IN 2009 Chairman: Frederico Costa, Turismo de Portugal (representing ETC) Vice-Chairman: David Jones, WYSE

Gareth James

MEMBERS OF ETAG IN 2009

European Cities Marketing (ECM) European Federation for Farm and Village Tourism (EuroGîtes) European Federation of Tourist Guide Associations (FEG) European Travel Commission (ETC) European Union Federation of Youth Hostel Associations (EUFED) European Union of Tourist Officers (EUTO) Fédération Internationale de l'Automobile ­ European bureau (FIA) International Association of Tour Managers (IATM) International Bureau of Social Tourism (BITS) International Road Transport Union (IRU) World Youth Student & Educational Travel Confederation (WYSE)

Established in 1981 on the initiative of ETC, ETAG is a group of European and international organisations which represent the main tourism industry sectors in Europe. It works principally with the institutions of the European Union, co-operating with both the European Commission (EC) and the European Parliament. It is also an affiliate member of the World Tourism Organization.

ADVISING THE EUROPEAN UNION

ETAG's main role is to represent its members' interests to the EU institutions, adding its collective voice to their individual concerns.

It works particularly with the Tourism Unit in the European Commission's Directorate-General for Enterprise and Industry, whose officials welcome ETAG's expert commercial insights into tourism policy developments and European tourism trends. In 2009, ETAG was one of the EC's advisers on the programme for the European Tourism Forum in Brussels.

ETAG welcomes the inclusion of tourism powers in the EU's Lisbon Treaty - potentially very positive news for Europe's tourism industry.

ETAG BREAKFAST BRIEFINGS

Further breakfast meetings were held throughout the year with speakers from the Commission, the European Parliament and ETC. These gave ETAG members the opportunity to hold informal discussions with officials working in policy areas of direct relevance to tourism.

The speaker at the October briefing was Brian Simpson MEP, the new chairman of the Parliament's Transport and Tourism Committee (TRAN). This was ETAG members' first chance to introduce their organisations formally to Mr Simpson, offering him valuable insights into the tourism sector and the small businesses that characterise so much of it. The meeting proved a great success and led to Mr Simpson offering to host the January 2010 briefing at the European Parliament for the benefit of all TRAN members interested in tourism.

ETAG - EUROPEAN TRAVEL AND TOURISM ACTION GROUP ETAG MANAGEMENT IN 2009 Chairman: Frederico Costa, Turismo

Brian Simpson MEP speaks at the ETAG breakfast

WORKING WITH ETC

In addition to its participation at ETC's twice-yearly general meetings, ETAG is a partner of both the Market Intelligence Group and Market Intelligence Committee.

25

2009 FUNDING

2009 FUNDING The funding allocated by ETC to its various groups and operations was as follows:

The funding allocated by ETC to its various groups and operations was as follows:

EUROPEAN TRAVEL COMMISSION

Head Office USA Canada Latin America Japan Total 81,000 300,000 82,000 37,000 37,000 537,000
Head Office
USA
Canada
Latin America
Japan
Total
81,000
300,000
82,000
37,000
37,000
537,000

CET MARKETING SERVICES SPRL

Head Office visiteurope.com Market Marketing and Technology Network Total Intelligence Group 422,000 365,000 105,000 57,000 949,000
Head Office
visiteurope.com
Market
Marketing and
Technology Network
Total
Intelligence Group
422,000
365,000
105,000
57,000
949,000

(All figures in euro, €)

This table takes no account of any additional funding secured by ETC's groups. Such funding can take the form of:

partnership funding for campaigns and events;

corporate sponsorship;

additional support from NTOs to the four Operations Groups;

the estimated marketing value of the coverage generated by press and PR activities; and

direct contributions to operating budgets (such as the funding contributed by UNWTO, ECM and ETOA to the MIG's programme and commercial sponsorship of the MTN's e-Business Academy).

26

VISITOR NUMBERS TOURISM ARRIVALS IN EUROPE Nearly 90% of tourism traffic in Europe is generated by

VISITOR NUMBERS

TOURISM ARRIVALS IN EUROPE

Nearly 90% of tourism traffic in Europe is generated by Europeans travelling within their continent. ETC reaches this market through the global English version of visiteurope.com. However, the remaining 10% constitute a significant volume of traffic and it is in these markets - the long-haul markets - that ETC is active.

With the time lag that is inevitably a feature of tourism statistics, the most recent full-year data currently available are those for 2008. Headline figures are shown below. These are initial estimates. Anyone looking for more recent and detailed figures should consult the UNWTO website at www.unwto.org or TourMIS at

http://tourmis.wu-wien.ac.at/index_e.html.

Inbound tourism into Europe grew only very slightly in 2008, up by less than half a per cent on 2007. The fastest- growing markets were the Middle East and Africa, up by nearly 9% and 8% respectively, although the market share of each remains very small. These figures contrast with the decline in arrivals from the Americas - down by 4% as the global economic recession began to make itself felt there. Indeed, ETC USA has reported ten consecutive months of falling US transatlantic traffic in 2008, a trend that continued into 2009.

Comprehensive data for 2009 should become available in the second half of 2010. They are expected to show further evidence of the recession's impact on tourism worldwide.

 

2006

2007

2008

Market Share

Change

Change

million

million

million

%

%

%

 

2008

08/07

07/06

Total arrivals

463.9

485.4

486.8

100

0.3

4.6

From

Europe

402.0

421.8

424.3

87.2%

0.6

4.9

Other regions

54.4

56.8

56.3

11.6%

-1.0

4.5

Africa

3.2

3.4

3.6

0.7%

7.9

4.6

Americas

29.5

30.3

29.0

6.0%

-4.1

2.4

Asia Pacific

19.0

20.1

20.3

4.2%

0.7

5.7

Middle East

2.6

3.1

3.3

0.7%

8.7

18.0

Origin not specified

7.5

6.7

6.2

1.3%

-

-

International tourist arrivals in Europe, by region of origin (including estimates for countries with missing data)

500

400

300

200

100

0

424.3

   

29.0

20.3

6.2

 

3.6

3.3

From

From

From Asia/

From

From

From

Europe

Americas

Pacific

origin not

Africa

Middle

 

specified

East

International tourist arrivals in Europe, 2008 (million)

All data collected by the World Tourism Organization.

27

Africa 0.7% Americas 6.0% Middle East Europe 0.7% 87.2% Asia/Pacific 4.2% Origin not specified 1.3% International
Africa
0.7%
Americas
6.0%
Middle East
Europe
0.7%
87.2%
Asia/Pacific
4.2%
Origin not
specified
1.3%
International tourist arrivals in Europe, 2008 (share %)
WHAT IS ETC? The European Travel Commission (ETC) is an association of National Tourism Organisations (NTOs).v i s i t e u r o p e . c o m . This is opening up new opportunities for Europe both in emerging markets and in the continent's more traditional markets. It is now the cornerstone of ETC's marketing efforts. Strategic groups In addition to the overseas Operations Groups, ETC has two strategic groups based in Europe which take their members from NTOs' head-office staff. These are the Market Intelligence Group and the Marketing and Technology Network. As with the Operations Groups, both receive core funding from ETC to support programmes which have been approved by the General Meetings. The Market Intelligence Group draws its members from NTOs' market research departments. It focusses mainly on market intelligence activities intended to support both ETC's and NTOs' own activities. The work is held in high esteem by destination marketing professionals, and it attracts financial support from such organisations as the World Tourism Organization (UNWTO), European Cities Marketing (ECM) and the European Tour Operators Association (ETOA). The Marketing and Technology Network brings together NTOs' e-marketing and IT specialists. It is an important adviser to ETC on the development of as well as a much valued forum for members on online marketing issues. It is ETC's investment in a new-media driven future. 28 " id="pdf-obj-27-2" src="pdf-obj-27-2.jpg">

WHAT IS ETC?

The European Travel Commission (ETC) is an association of National Tourism Organisations (NTOs). It was created in 1948 to promote Europe as a destination to long-haul tourism markets outside Europe. It currently has 39 members.

NTOs are governmental organisations set up to market and promote tourism to their own individual countries. However, for some markets and market segments, the European brand carries more weight than individual national brands. It is in such markets that ETC is active, bringing together its member NTOs in partnership to promote Europe - and to seek to generate tourism flows which the NTOs would find it much harder to achieve individually.

ETC IS NOT....

a

part of the European Commission or any other

.... European institution. It is an independent body which is

financed entirely by annual membership contributions. It also generates significant funding for its marketing activities from commercial partners in relevant marketplaces.

WHICH COUNTRIES ARE INVOLVED?

European Union: Austria, Belgium (Flanders and Wallonia), Bulgaria, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovak Republic, Slovenia, Spain, Sweden, United Kingdom.

Plus: Croatia, FYR Macedonia, Georgia, Iceland, Monaco, Montenegro, Norway, San Marino, Serbia, Switzerland, Turkey and Ukraine.

ORGANISATIONAL STRUCTURE

Administration

ETC's members elect a President and three Vice- Presidents to oversee the work and direction of the organisation. The President, usually an NTO chief executive, is assisted in his work by the Board of Directors, a committee of NTO directors: seven of these are permanent members and up to seven more are elected on a rotating basis. Both the President and the Board of Directors report to all ETC members at their twice-yearly General Meetings.

The day-to-day business of ETC and its subsidiary organisation, CET Marketing Services sprl, is managed in Brussels by the organisation's Executive Director and Executive Unit. On 31st December 2009, the Executive Unit had a permanent staff of four (three in addition to the Executive Director).

Marketing

ETC has Operations Groups in the United States, Canada, Latin America and Japan. The members of these groups are the NTO directors in those countries. They give their time freely to collaborate on joint promotions and activities under the European banner.

All the groups receive core funding from the central ETC budget. They also may raise additional funding from local NTO budgets and from commercial partners.

The work of these groups, and of ETC as a whole, is increasingly bound up in the development of the internet portal, visiteurope.com. This is opening up new opportunities for Europe both in emerging markets and in the continent's more traditional markets. It is now the cornerstone of ETC's marketing efforts.

Strategic groups

In addition to the overseas Operations Groups, ETC has two strategic groups based in Europe which take their members from NTOs' head-office staff. These are the Market Intelligence Group and the Marketing and Technology Network. As with the Operations Groups, both receive core funding from ETC to support programmes which have been approved by the General Meetings.

The Market Intelligence Group draws its members from NTOs' market research departments. It focusses mainly on market intelligence activities intended to support both ETC's and NTOs' own activities. The work is held in high esteem by destination marketing professionals, and it attracts financial support from such organisations as the World Tourism Organization (UNWTO), European Cities Marketing (ECM) and the European Tour Operators Association (ETOA).

The Marketing and Technology Network brings together NTOs' e-marketing and IT specialists. It is an important adviser to ETC on the development of visiteurope.com as well as a much valued forum for members on online marketing issues. It is ETC's investment in a new-media driven future.

28

WHO’S WHO ETC BOARD OF DIRECTORS Dr Arthur Oberascher, Austria - President Ms Petra Hedorfer, Germany

WHO’S WHO

ETC BOARD OF DIRECTORS

Dr Arthur Oberascher, Austria - President

Ms Petra Hedorfer, Germany - Vice-President

Mr Frederico Costa, Portugal - Vice-President

Mr Dimitrij Piciga, Slovenia - Vice-President

Mr Peter De Wilde, Belgium (Flanders)

Mr Christian Mantei, France

Mr Ivan Rona, Hungary

Mr Magnús Oddsson, Iceland

Mr Shaun Quinn, Ireland (Fáilte Ireland)

Mr Niall Gibbons, Ireland (Tourism Ireland)

Mr Paolo Rubini, Italy

Ms Gordana Plamenac, Serbia

Mr Antonio Bernabé, Spain

Mr Jürg Schmid, Switzerland

Ms Sandie Dawe, UK

Mr Jean-Philippe Pérol, France (Chairman - ETC USA) *

Ms Mirjana Sebek-Heroldova, Czech Republic (Chairman - ETC Canada) *

Mr Paulo Machado, Portugal (Chairman - ETC Latin America) *

Mr Balint Rei Kosa (Chairman - ETC Japan) *

Mr Leslie Vella, Malta (Chairman - Market Intelligence Group) *

Mr Andrew Duff, UK (Chairman - Marketing and Technology Network) *

* observer

(As at 31.12.09)

HEADQUARTERS

European Travel Commission 19A Avenue Marnix (Boîte 25) 1000 Brussels Belgium

Tel.: +32 2 - 548 9000 Fax.:+32 2 - 514 1843

www.visiteurope.com

Website:

www.etc-corporate.org

info@visiteurope.com

E-mail:

Executive Director:

Rob Franklin OBE

Head of Marketing:

Lisa Davies

Online Marketing Manager:

Nicholas Hall

Finance & ITC Executive:

Romy Cywie

(As at 31.12.09)

WHO’S WHO ETC BOARD OF DIRECTORS Dr Arthur Oberascher, Austria - President Ms Petra Hedorfer, Germany

ETC members and staff at the General Meeting in Belgrade in April 2009

29

ETC MEMBERS AND THEIR HEAD OFFICES AUSTRIA Austrian National Tourist Office (ANTO) Margaretenstraße 1 1040 Vienna

ETC MEMBERS AND THEIR HEAD OFFICES

AUSTRIA

Austrian National Tourist Office (ANTO)

Margaretenstraße 1

1040

Vienna

www.austria.info

 

BELGIUM

Office de Promotion du Tourisme Wallonie - Bruxelles (OPT)

Rue Saint-Bernard 30

1060

Brussels

www.opt.be

Toerisme Vlaanderen (TV)

Grasmarkt 61

1000

Brussels

www.visitflanders.com

BULGARIA

Bulgarian State Agency for Tourism

Sveta Nedelya Sqr. 1

1040

Sofia

www.bulgariatravel.org

 

CROATIA

Croatian National Tourist Board (CNTB)

Iblerov Trg 10/IV 10000 Zagreb

www.croatia.hr

 

CYPRUS

Cyprus Tourism Organisation (CTO)

Leoforos Lemesou 19

2112

Aglantzia Lefkosia (Nicosia)

www.visitcyprus.com

CZECH REPUBLIC

Czech Tourism

Vinohradská 46 120 41 Prague 2

www.czechtourism.com

DENMARK

VisitDenmark

3rd Floor, Islands Brygge 43

  • 2300 Copenhagen S

www.visitdenmark.com

ESTONIA

Estonian Tourist Board

Lasnamäe 2

11412

Tallinn

www.visitestonia.com

FINLAND

Finnish Tourist Board (MEK)

P.O. Box 625 Töölönkatu 11

00101

Helsinki

www.visitfinland.com

FRANCE

Atout France – French Tourism Development Agency

Place de Catalogne 23

75685

Paris Cedex 14

www.franceguide.com

FYR MACEDONIA

Agency for Promotion and Support of Tourism

Partizanska bb

  • 6300 Struga

www.tourismmacedonia.gov.mk

GEORGIA

Department of Tourism and Resorts

of Georgia

12 Chanturia Str.

  • 0108 Tbilisi

www.georgia.travel

GERMANY

German National Tourist Board (DZT)

Beethovenstraße 69

  • 60325 Frankfurt am Main

www.germany-tourism.de

GREECE

Greek National Tourism Organisation (GNTO/EOT)

7 Tsoha

  • 11521 Athens

www.visitgreece.gr

HUNGARY

Hungarian National Tourist Office

(HNTO)

Bartók Béla út 105-113

  • 1115 Budapest

www.hungary.com

ICELAND

Icelandic Tourist Board

Lækjargata 3

101 Reykjavik

www.icetourist.is

www.visiticeland.com

IRELAND

Fáilte Ireland

88-95 Amiens Street Dublin 1

www.discoverireland.ie

Tourism Ireland Ltd.

5th Floor, Bishop's Square Redmond's Hill

Dublin 2

www.discoverireland.com

ITALY

Italian State Tourism Board (ENIT)

Via Marghera 2/6

  • 00185 Rome

www.enit.it

www.italia.it

LATVIA

Latvian Tourism Development Agency (TAVA)

Brivibas iela 55

  • 1519 Riga

www.latviatourism.lv

30

LITHUANIA NORWAY SLOVENIA Lithuanian State Department of Innovation Norway Slovenian Tourist Board (STB) Tourism P.O. Box
 

LITHUANIA

NORWAY

SLOVENIA

Lithuanian State Department of

Innovation Norway

Slovenian Tourist Board (STB)

Tourism

P.O. Box 448 Sentrum

Dimic eva 13

Švitrigailos g. 11M

0158 Oslo

1000

Ljubljana

03228

Vilnius

www.visitnorway.com

www.slovenia.info

www.travel.lt

 

POLAND

SPAIN

LUXEMBOURG

Polish Tourist Organisation (POT)

Turespaña - Instituto de Turismo de

Luxembourg National Tourist Office

Chałubi´nskiego 8

España

(ONT)

00-613 Warsaw

José Lázaro Galdiano 6

Boulevard de la Pétrusse 68-70

P.O. Box 1001

  • 1010 Luxembourg

www.ont.lu

www.visitluxembourg.lu

MALTA

Malta Tourism Authority (MTA)

Auberge d'Italie 229 Merchants Street

Valletta VLT 1170

www.visitmalta.com

MONACO

Direction du Tourisme et des Congrès (DTC)

Boulevard des Moulins 2a Monte Carlo

  • 98030 Monaco Cedex

www.visitmonaco.com

MONTENEGRO

National Tourism Organisation of Montenegro

Rimski trg. 47

  • 81000 Podgorica

www.montenegro.travel

NETHERLANDS

Netherlands Board of Tourism & Conventions (NBTC)

Vlietweg 15

Postbus 458

  • 2260 MG Leidschendam

www.holland.com

www.poland.travel

28036

Madrid

www.spain.info

PORTUGAL

Turismo de Portugal, I.P.

SWEDEN

Rua Ivone Silva, Lote 6

VisitSweden

1050-124 Lisbon

P.O. Box 3030

www.visitportugal.com

103 61 Stockholm

ROMANIA

Ministry of Tourism

Dinicu Golescu Bld. 38 District 1

  • 010 873 Bucharest

www.romaniantourism.com

SAN MARINO

Ministry of Tourism - Secretariat of State for Tourism, Sport, Economic

Planning and Relations with the Public Utilities State Corporation

Contrada Omagnano 20

  • 47890 San Marino

www.visitsanmarino.com

SERBIA

National Tourism Organisation of Serbia

Cika Ljubina 8

11000

Belgrade

www.serbia.travel

SLOVAK REPUBLIC

Slovak Tourist Board

Námestie L. Štúra 1

P.O. Box 35

  • 974 05 Banská Bystrica

www.slovakia.travel

www.visitsweden.com

SWITZERLAND

Switzerland Tourism

Tödistrasse 7

8027

Zurich

www.myswitzerland.com

TURKEY

Ministry of Culture and Tourism

Ismet Inönü Bulvarı, No: 5

  • 06100 Bahçelievler - Ankara

www.goturkey.com

UKRAINE

National Tourist Office

36 Yaroslaviv Val Street

01034

Kiev

www.ukrtourism.com.ua/en/

UNITED KINGDOM

VisitBritain

1 Palace Street

London

SW1E 5HE

www.visitbritain.com

31

EUROPEAN TRAVEL COMMISSION COMMISSION EUROPEENNE DE TOURISME 19A Avenue Marnix (Boîte 25) - 1000 Brussels -

EUROPEAN TRAVEL COMMISSION

COMMISSION EUROPEENNE DE TOURISME

19A Avenue Marnix (Boîte 25) - 1000 Brussels - BELGIUM

tel: + 32 2 - 548 9000 fax: + 32 2 - 514 1843

info@visiteurope.com www.visiteurope.com www.etc-corporate.org