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European Travel Commission to promote Europe as sum of experiences vice sum of destinations
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03 December 2018 (Edited 03 December 2018)

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Source: David|3 December 2018


European Travel Commission marketing chief Elke Dens announced last week that beginning in 2019, the Commission will undertake a continent-wide strategy that switches the focus of promotions from market demographics and destinations to psychographics and experiences.

Because "overtourism" has become a serious problem in popular destination cities like Amsterdam, Venice and Barcelona, the campaign will emphasize diversification of tourist traffic more widely among different cities.

Expect to see the new campaign being rolled out for summer 2019.

For more on overtourism, see ResponsibleTourismPartnership.org .


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