European Travel Commission (ETC)

Formulation of a Sustainable Business Model for Joint Promotion of Europe as a Travel Destination.



Europe is the world´s top tourism destination and tourism is a major driving force for Europe’s economy. The European Travel Commission (ETC) is an international organisation, based in Brussels and comprising of the National Tourism Organisations (NTOs) in Europe and associate members from the private industry, whose key mission is to promote Europe as a tourist destination in major long-haul markets. The increasing complexity of and competition in the international tourism market, continuing downward pressure on budgets, the need to align marketing and promotion strategies more closely, and the embracing of electronic technologies by consumers are all posing challenges for European destinations. Additionally, fast tourism developments in emerging tourism destinations could endanger Europe´s leading position in the future. Maintaining Europe’s position as the world’s top tourist destination is one of the European Commission’s long-term objectives, and therefore a Joint Promotion Platform for the Destination Europe where public and private partners can jointly contribute should be established.

Project Aim

The aim of the project is to develop a sustainable, tailor-made, viable and “ready to implement” business model for such a Joint Promotion Platform.

Services Provided

AGEG Tourism for Sustainability Consulting provided the following services:

Research and identification of suitable case studies for leading joint promotion models – both public & private - on the international tourism market.

  • Interviews with NTO´s and Destination Marketing Organizations and elaboration of case studies concerning joint destination marketing models
  • Development of a sustainable business model for a Joint Promotion Platform for the destination ‘Europe’, including:
    - Cooperate marketing programmes
    - Participation criteria and procurement procedures for private sector partners
      and partners from the European regions