NEWS NEWS 5 Plans to
NEWS NEWS 5 Plans to Promote Europe as Long-haul Destination ETC acts to change outsiders’ perception of the continent Destination Europe 2020 is a joint initiative of the European Travel Commission (ETC) and the European Commission (EC) to promote Europe as a tourist destination in longhaul markets, on behalf of its 33 member National Tourism Organisation. The initiative was launched last October and consists of an 18-month pilot programme of activities engaging the entire tourism industry in defining a long-term strategy. Europe is currently losing market share in terms of overall growth when compared with emerging destinations in the Asia- Pacific and South American regions. Through this initiative, the EC and ETC intends to maintain Europe’s position as the mostvisited tourist destination worldwide. Eduardo Santander, Executive Director of the European Travel Commission, said the perceived view from the outside is that “Europe is still an expensive destination, distant, and sometimes too complicated in terms of travel regulation”. He added: “These perceptions are simply not true. There is a Europe for every pocketbook. It is diverse, safe, and very easy to travel across.” The Destination Europe 2020 initiative has a budget of €1.3m Euros provided by the EC and ETC. The funding is distributed to marketing and research activities in the key markets of Brazil, Canada, China, and the USA for the next eighteen months. “There are three main stages,” Santander said. “The development of pan- Eduardo Santander Executive Director of the European Travel Commission There is a Europe for every pocketbook. It is diverse, safe, and very easy to travel across” European content, short and medium-term marketing activities in online social media channels, and a consultation process through three major industry conferences in Brazil, the USA, and China.” The highlevel conferences aim to achieve a deeper knowledge and understanding of Europe’s main markets. The outcomes of the Destination Europe 2020 initiative will impact how Europe is branded, promoted, packaged, and sold by destination marketing organisations (DMOs) and the industry, according to Santander. “This impact should be apparent in major long-haul markets as well as Europe. The outcome of our planned activities will help define a long-term strategy for Europe as a tourist destination.” ITB Berlin News – Your Official Information Source at ITB Berlin ITB Berlin News is the official international magazine of the world’s leading travel trade show, covering all its myriad aspects. Our aim is to give you, the professional visitor to this event, a concise and synthetic tool to assist you in your visit and to guide you in your decision making process. CONTENTS NEWS ................................................. p.05 itb berlin convention................... p.09 EXCLUSIVE INTERVIEWS..................... p.17 REGION: EUROPE............................... p.20 SPECIAL FEATURE: LUXURY TRAVEL ............................. p.29 Cruises.......................................... p.38 Responsible Tourism...................... p.41 Online............................................... p.42 TRADE NEWS...................................... p.43 Where to go in berlin.................... p.45 ITB BERLIN NEWS is a CLEVERDIS Publication. 65 avenue Jules Cantini - Tour Méditerranée – 13006 Marseille, France • Tel: + 33 442 77 46 00 • Fax: + 33 442 77 46 01 • SARL capitalised at e128,250• VAT FR 95413604471 • RCS Marseille 413 604 471 • info@cleverdis.com • www.cleverdis.com. 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