European travel leaders have signed an agreement with the EU that sets out the basis for strengthening the image and promotion of 'Destination Europe' overseas.
They plan to work together in six key areas to promote Europe in long-haul markets, using the slogan 'Europe - the never ending journey' and developing themed tourism products.
The agreement, signed by vice president of the European Commission Antonio Tajai and president of the European Travel Commission Petra Hedorfer also reinforces the importance of the visiteurope.com portal as the official site and primary marketing platform for 'Destination Europe', they said.
"This declaration is an important milestone in the cooperation between the European Commission and the Member States, through their National Tourism Organisations and under the umbrella of the European Travel Commission, for the joint promotion of Europe as the most diverse set of sustainable and high quality tourist destinations in the world" said Tajani.
The two organisations also agreed to a joint presence at events and joint collaboration in the field of research and best practice.
“Today’s declaration demonstrates a clear recognition and commitment to the economic and cultural value of tourism and the importance of attracting visitors from new and emerging markets to Europe,” added Hedorfer.
By Linsey McNeill
Monday, October 10, 2011