Other reports and initiatives
Partnerships
The Image of Europe
The Research Group is profoundly grateful for the support
in North America
and interest of its partners - the World Tourism Organisation,
European Cities Tourism, the European Tour Operators Association,
Launched in September and
and the European Travel and Tourism Action Group. All are regular
funded by the group's 2003
participants in our annual research meetings and in the meetings
work programme, this is a
of the Research Working Group, and all share freely with us their
comprehensive new study of
expertise and experience. Our group would be the poorer
the way in which Americans
without them.
and Canadians view Europe
as a holiday destination.
We must express a particular thanks for the financial support that the
World Tourism Organisation has given us, and continues to give us,
The report identifies the
as part of its formal partnership arrangement with ETC. In 2004, this
motivations and barriers
support came to €20,000.
which influence travel and it
discusses the implications of
Acknowledgements
these for marketing Europe in
ETC wishes to thank Leslie Vella for his expert leadership and
the United States and Canada.
chairing of the group. We also thank all members of the Research
It is based on in-depth
Working Group who contribute so much time and energy to the
interviews with members of
smooth running of our activities. And a special mention must
the US and Canadian travel trade and also on focus-group
be made of Lisa Davies from the Executive Unit and the vital
discussions with international leisure travellers from those markets.
management and co-ordination role she plays for the group.
Study on the Corporate Meeting and Incentive Segment
in North America
Most of the reports mentioned here are available online from
Another publication which appeared in 2004 but was commissioned
the research reports' page of ETC's corporate website at
previously, this report provides important insights into the potential
of the MICE (meetings, incentives, conventions and exhibitions)
market in the US and Canada for Europe. It also examines the
implications of this potential for a practical and operational
marketing strategy.
Marketing evaluation seminar
A seminar on marketing evaluation methodologies was held in
Budapest in September 2004. It was organised jointly by ETC
and the WTO and was based on their publication, A Guide
to Evaluating NTO Marketing Activities, which came out in 2003.
Over forty tourism professionals from ten countries attended
the seminar, which was hosted by the Hungarian National
Tourism Organisation.