ETOA Webinar - From Volume to Value: The Role of Organised Tourism in Europe’s Visitor Economy

On 01 October, I was honoured to be part of ETOA’s webinar, From Volume to Value: The Role of Organised Tourism in Europe’s Visitor Economy. 

We talked about why the value of tourism is about so much more than simply counting visitor numbers or how much people spend, and considered the part organised tourism can play in spreading visitors across different places and times of year, supporting local and independent businesses, and introducing people to destinations they might not otherwise discover. 

We also discussed some of the challenges Europe is facing, including rising costs, increasing complexity and competition from elsewhere in the world. Finally, we considered how destinations and the travel industry can work more closely together, and how we can get better at showing the very real value that organised tourism brings to destinations, communities, businesses and travellers.

Click here to view the recording.