The European Travel Commission (ETC) signed an agreement to collaborate with TripAdvisor in market research and online activities.
The collaboration between ETC and the world’s largest travel site will involve sharing of market intelligence gathered from customer feedback on TripAdvisor, as well as best practices in online travel marketing with the European Travel Commission’s membership base of 33 National Tourist Organisations (NTO’s) from Europe, with includes 24 EU member states.
The ETC sees this collaboration as key factor in the implementation of the Destination Europe 2020 initiative, a project designed together with the European Commission to incorporate the entire tourism industry in defining a long-term strategy for Europe as a tourist destination. “We are delighted to be partnering with the European Travel Commission as they launch Destination Europe 2020, with an emphasis on digital strategy” said Helena Egan, Head of Destination Marketing for Europe, from the London office of TripAdvisor."The aim of this initiative is to position Europe as a tourist destination in the international markets with a clear brand image and to promote and support the NTOs in their overseas research and marketing activities" said Eduardo Santander, Executive Director of the European Travel Commission. "To achieve these goals, we must listen to what travelers are saying about our destination. We need up-to-date information about customer needs, expectations, and satisfaction rates. We have to find out what Chinese tourists find so exciting about our continent and why they prefer to visit some countries rather than others".