ETC strengthens leadership, welcomes new members

Leaders of 32 national tourism organizations from across Europe gathered in Montenegro for the European Travel Commission (ETC) General Meeting during which members re-elected Miguel Sanz, Director General of Turespaña, as President and elected Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as a new Vice President.

As well, the ETC also welcomed four new associate members from the travel and tourism industry: Booking.com, Feratel, GetYourGuide, and Skyscanner.

Hosted by the National Tourism Organization of Montenegro, the meeting focused on the Evolving Role of Destination Branding, exploring how destinations can strengthen their positioning in an increasingly digital and competitive tourism landscape.

Commenting on his re-election, Miguel Sanz, President of ETC, said: “I am honoured to continue serving as President of ETC at such an important moment for the European tourism sector. ETC will continue to strengthen its role as a platform for cooperation across Europe, ensuring that both large and smaller destinations benefit from our joint efforts.”

And Sanz continued: “A more balanced distribution of tourism flows, the reduction of seasonality, and maximising benefits for local communities should remain central priorities for the future of European tourism.”

Since taking office in 2023, Sanz has led ETC’s efforts to strengthen cooperation across Europe’s tourism sector and to reinforce the organisation’s role as a platform for collaboration between destinations.

Under his leadership, ETC has advanced its sustainability and advocacy priorities, strengthened engagement with European institutions, and promoted a more balanced and resilient approach to tourism development across Europe.

The ETC’s new Vice President, Arnar Már Ólafsson brings almost 40 years of experience across tourism policy, destination development, marketing, and research. Ólafsson will support ETC’s work to advance sustainable development and strengthen European cooperation in tourism.

Commenting on his election, Ólafsson said: “The future of European tourism depends on our ability to balance growth with the protection of natural and cultural resources, support local communities, and encourage more balanced year-round tourism flows. ETC has an important role to play in supporting this transition through cooperation, knowledge-sharing, and closer collaboration across European destinations.”

The ETC also welcomed four new associate members from the private sector, further strengthening collaboration between destinations and the travel industry:

• Booking.com joins ETC as a leading global online travel platform, supporting destinations with international visibility, traveller insights, and global reach.
• Feratel, a European provider of tourism IT solutions, joins ETC with expertise in visitor information systems, reservation platforms, and destination management technologies.
• GetYourGuide becomes ETC’s newest partner in the experiences sector, helping destinations promote local tours, activities, and attractions to global audiences.
• Skyscanner joins ETC as a global travel search and comparison platform, providing valuable travel demand insights and helping travellers discover flights, accommodation, and mobility options worldwide.