European Travel Commission strengthens management and welcomes new trade members – ETC Company

• Miguel Sanz re-elected as ETC President and Arnar Már Ólafsson elected as new Vice-President at General Meeting #111 going down at Kotor Bay, Montenegro.
• Booking.com, Feratel, GetYourGuide and Skyscanner be a part of ETC as affiliate members.

The European Travel Commission (ETC) gathered leaders of 32 nationwide tourism organisations from throughout Europe in Montenegro for General Meeting #111, held within the Bay of Kotor from 26–28 May 2026. During the assembly, ETC 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 brand new Vice President.

ETC additionally welcomed 4 new affiliate members from the journey and tourism trade: Booking.com, Feratel, GetYourGuide, and Skyscanner.

Hosted by the National Tourism Organisation of Montenegro, the assembly focuses on the Evolving Role of Destination Branding, exploring how locations can strengthen their positioning in an more and more digital and aggressive tourism panorama.

Miguel Sanz re-elected as ETC President

ETC members re-elected Miguel Sanz, Director General of Turespaña, as President of the European Travel Commission for a brand new time period.

Since taking workplace in 2023, Miguel Sanz has led ETC’s efforts to strengthen cooperation throughout Europe’s tourism sector and to strengthen the organisation’s position as a platform for collaboration between locations. Under his management, ETC has superior its sustainability and advocacy priorities, strengthened engagement with European establishments, and promoted a extra balanced and resilient method to tourism improvement throughout Europe.

Miguel Sanz, President of ETC, stated: I’m honoured to proceed serving as President of ETC at such an essential second for the European tourism sector. ETC will proceed to strengthen its position as a platform for cooperation throughout Europe, making certain that each giant and smaller locations profit from our joint efforts. A extra balanced distribution of tourism flows, the discount of seasonality, and maximising advantages for native communities ought to stay central priorities for the way forward for European tourism.

ETC elects Arnar Már Ólafsson as new Vice President

ETC members elected Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as Vice President of the organisation. Bringing nearly 40 years of expertise throughout tourism coverage, vacation spot improvement, advertising and marketing, and analysis, Mr Ólafsson will help ETC’s work to advance sustainable improvement and strengthen European cooperation in tourism.

Arnar Már Ólafsson, Vice President of ETC, commented: The way forward for European tourism is dependent upon our capability to stability development with the safety of pure and cultural sources, help native communities, and encourage extra balanced year-round tourism flows. ETC has an essential position to play in supporting this transition via cooperation, knowledge-sharing, and nearer collaboration throughout European locations.

Four main journey manufacturers be a part of ETC

ETC additionally welcomed 4 new affiliate members from the personal sector, additional strengthening collaboration between locations and the journey trade:

• Booking.com joins ETC as a number one international on-line journey platform, supporting locations with worldwide visibility, traveller insights, and international attain.
• Feratel, a European supplier of tourism IT options, joins ETC with experience in customer data techniques, reservation platforms, and vacation spot administration applied sciences.
• GetYourGuide turns into ETC’s latest companion within the experiences sector, serving to locations promote native excursions, actions, and points of interest to international audiences.
• Skyscanner joins ETC as a worldwide journey search and comparability platform, offering useful journey demand insights and serving to travellers uncover flights, lodging, and mobility choices worldwide.

Montenegro on the coronary heart of European tourism dialogue

Hosted by the National Tourism Organisation of Montenegro, ETC’s General Meeting passed off within the UNESCO-listed Bay of Kotor, bringing collectively representatives from nationwide tourism organisations and trade companions from throughout Europe.

Ana Tripković Marković, Director of the National Tourism Organisation of Montenegro and Vice-President of ETC, stated: It has been an important pleasure to host ETC’s General Meeting within the Bay of Kotor, one of many Mediterranean’s most unusual locations, particularly within the 12 months once we are marking 20 years of Montenegro’s membership in ETC. This gathering has supplied a wonderful alternative to showcase Montenegro’s pure magnificence, cultural heritage, and dedication to sustainable tourism improvement whereas strengthening cooperation throughout the European tourism neighborhood.