Adventure Europe: ETOA Launches New B2B Event for ‘Off the Beaten Track’ Experiences

The European Tourism Association (ETOA) and The Adventure Connection, a leading authority on adventure and specialist travel, recently launched a new networking event for travel experiences in Europe.

Dubbed Adventure Europe, the event is the first of its kind to showcase new experiences in Europe. Adventure Europe will take place online on September 25 and connect European and international tour operators, agents and media with European tourism suppliers offering adventures, activities and local experiences; those offering relevant accommodation, transportation, and other services.

“This will target the buyers for groups (both large and small) and FITs. Any tour operator or agent looking for geographic product diversification or new experiences for their clients are welcome,” ETOA said in an announcement.

Photo source: ETOA

In its pilot year, an agenda of B2B networking and insight sessions will take place online, with a view to a hybrid or in-person version in 2025.

According to ETOA CEO Tom Jenkins, the launch of Adventure Europe is in response to ETOA’s members’ requirements for greater diversity in product.

“The event’s online format seeks to reach developing and sustainably-minded businesses – connecting them with buying power from across global markets,” Jenkins said, adding that the Adventure Europe event is open to all suppliers who have something different to offer.

Photo source: ETOA

On his part, The Adventure Connection Managing Director Mark Wright highlighted that “adventure” is one of the fastest growing sectors of travel, but often misunderstood as being purely “high-risk” and “high-adrenaline” activities.

“Adventure tourism and travel is not only about climbing mountains or skydiving… Adventure travel encompasses experiential journeys and soft adventure experiences as integral components, and this unique event will showcase the very best of these in Europe,” Wright said.

Founded in 1989, ETOA is an association including tour operators, regional operators, online intermediaries and wholesale travel companies that sell Europe as a destination.