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News Article

New ETC report on sustainable tourism post-pandemic in Europe

Focus on domestic markets and digital transformations

New report released by the European Travel Commission (ETC) explores the changing face of tourism in the pandemic but also with a focus on the environment and the future of sustainable tourism. The report is titled : “The Changing Tourism Environment and Its Impact on the Work of NTOs”.

Adapt and overcome

The report details how European National Tourism Organisations (NTOs) have been evolving over the past decade, with a focus on sustainability, as well as providing futureproofing advice and recommendations for achieving sustainable tourism development.

The report significantly focusses on the pandemic and the wide-reaching impact that COVID-19 had on NTOs work . The report aims to provide advice and how the industry could adapt from this crisis to build future resilience for the tourism industry.

Bouncing back from crisis

The report focuses on many topics that are affecting European NTO’s. However, there is particular focus on the: ‘Building back better’ following COVID-19.

The pandemic has undoubtedly hanged the way people travel and seek tourism experiences. The crisis has also led to NTO’s seeking different ways to engage with tourists, as well as accelerating destinations engagement in sustainability, digital transition, and destination management.

The report quotes: “It appears to represent a ‘watershed moment’ for tourism globally, with widespread demands for meaningful action in addressing the challenges of sustainability and the improved management of destinations.”

Funding and changing markets

Geographically, NTO’s are receiving a mixed bag of funding from state governments, public funded bodies and the European Union. Eastern Europe have seen NTO’s budgets increase and more funding coming forward, whereas NTO’s in western Europe have seen funding slashed or stagnate.

This maybe a reflecting picture of tourism change over the past 10 years, and the trend is set to continue, as travel and tourism industries grow in Eastern European regions.

When it comes to funding many NTOs said that COVID-19 was likely to result in changes to their strategic objectives and capabilities. Many have placed  a larger emphasis on digital transformation in addition to an increase in the importance of sustainability. There is also a stronger focus on the interests of local residents – staycations and daytrips and more attention to domestic and neighbouring markets.



Article details

  • Author(s)
  • Jesslyn Thay
  • Date
  • 27 July 2021
  • Source
  • ETC
  • Subject(s)
  • Tourism
  • Travel and Technology