ETC Marks 75 Years of Promoting European Tourism

ETC General Meeting, family picture. Photo source: ETC

The European Travel Commission (ETC) marked 75 years of promoting and representing European tourism at its General Meeting #106 held this week in Tenerife, hosted by Spain’s National Tourism Organisation, Turespaña.

ETC was first established in 1948 to promote Europe as a destination and advocate for tourism as a crucial sector for maintaining peace and prosperity. Seventy-five years later, ETC and its 35 members continue to collaborate to jointly promote Europe overseas and drive the transition towards a more resilient and regenerative travel ecosystem.

ETC President Miguel Sanz opening high-level discussions at the ETC General Meeting. Photo source: ETC

To mark this milestone, ETC invited its members and partners to reflect on the future of European tourism. Discussions at ETC’s general meeting brought together experts from the European Commission, the World Tourism Organization (UNWTO), the European Tourism Association (ETOA), the World Travel and Tourism Council (WTTC), Turespaña, and Turismo de Tenerife to share insights and best practices on how to build a green and prosperous future for the travel sector.

“This general meeting has been an excellent opportunity for ETC to celebrate its 75th anniversary alongside so many of our valued members and partners,” ETC President Miguel Sanz said.

New members to join ETC in 2024

ETC Executive Director/CEO Eduardo Santander and ETC President Miguel Sanz (center) with new associate members. Photo source: ETC

ETC next year will welcome new national members and private-sector partners. From 2024, Go Türkiye will rejoin as a full member, bringing the number of tourism boards that ETC represents to 36.

“After three-quarters of a century promoting European tourism, it is wonderful to see that ETC is still growing, as Go Türkiye returns to our organisation,” Sanz said.

In rejoining ETC, Go Türkiye will integrate into a best-practice and knowledge-sharing community of European NTOs, collaborating to promote and advocate for Europe’s travel industry.

The Hilton Group, Mastercard, Miles Partnership and Queer Destinations will also join ETC as associate members in 2024. The new associates will take part in ETC’s mission to improve the sustainability and inclusivity of European tourism through special research and marketing collaborations.

“Such strong collaboration and clarity of vision puts us in an excellent position to steer the industry towards a prosperous, resilient, and sustainable future,” Sanz added.