Booking.com, Feratel, GetYourGuide and Skyscanner as associate members of ETC

The European Travel Commission (ETC) gathered in Boka Kotorska in Montenegro at the General Assembly no. 111, held from May 26 to 28, 2026. leaders of 32 national tourism organizations from all over Europe.

During the meeting, ETC members re-elected Miguel Sanz, CEO of Turespaña, as president, and Arnar Már Ólafsson, CEO of the Icelandic Tourist Board, as the new vice president.

The ETC also welcomed four new associate members from the travel and tourism industry: Booking.com, Feratel, GetYourGuide and Skyscanner.

The meeting, hosted by the National Tourism Organization of Montenegro, focused on the growing role of destination branding, exploring how destinations can strengthen their positioning in an increasingly digital and competitive tourism landscape.

New old president

ETC members have re-elected Miguel Sanz, Turespaña's CEO, as President of the European Travel Commission for a new term.

Since taking office in 2023, Miguel Sanz leads ETC's efforts to strengthen cooperation in the European tourism sector and strengthen the organization's role as a platform for cooperation between destinations. Under his leadership, ETC has advanced its sustainability and advocacy priorities, strengthened engagement with European institutions, and promoted a more balanced and resilient approach to tourism development across Europe.

"The ETC will continue to strengthen its role as a platform for cooperation across Europe, ensuring that both large and small destinations benefit from our joint efforts. A more balanced distribution of tourist flows, reducing seasonality and maximising benefits for local communities should remain central priorities for the future of European tourism.", Sanz said.

ETC members have chosen Arnar Már Ólafsson, CEO of the Icelandic Tourist Board, as Vice President of the organization. With almost 40 years of experience in tourism policy, destination development, marketing and research, Mr. Ólafsson will support the ETC's work to advance sustainable development and strengthen European cooperation in tourism.

"The future of European tourism depends on our ability to balance growth with the protection of natural and cultural resources, support local communities and encourage more balanced year-round tourism flows. The ETC has an important role to play in supporting this transition through collaboration, knowledge exchange and closer cooperation between European destinations.", commented Ólafsson.

New associate members

The ETC also welcomed four new associate members from the private sector, further strengthening collaboration between destinations and the tourism industry:

• Booking.com joins ETC as a leading global online travel platform, supporting destinations with international visibility, traveler insights and global reach.
• Feratel, a European provider of IT solutions for tourism, joins ETC with expertise in visitor information systems, booking platforms and destination management technologies.
• GetYourGuide becomes ETC's newest partner in the experiences sector, helping destinations promote local tours, activities and attractions to a global audience.
• Skyscanner joins ETC as a global travel search and comparison platform, providing valuable insights into travel demand and helping travelers discover flights, accommodations and mobility options around the world.

Montenegro at the heart of the European tourism dialogue

Organized by the National Tourism Organization of Montenegro, the ETC General Assembly was held in Boka Kotorska, which is on the UNESCO World Heritage List, bringing together representatives of national tourism organizations and industrial partners from all over Europe.

"It was a great pleasure to host the ETC General Assembly in Boka Kotorska, one of the most unique Mediterranean destinations, especially in the year when we celebrate 20 years of Montenegro's membership in ETC. This gathering provided an excellent opportunity to showcase Montenegro's natural beauty, cultural heritage and commitment to sustainable tourism development, while strengthening cooperation across the European tourism community.", she said Ana Tripković Marković, director of the National Tourism Organization of Montenegro and vice president of ETC.

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