The European Travel Commission (ETC) gathered leaders of 32 national tourism organisations from across Europe in Montenegro for its General Meeting, held in the Bay of Kotor from 26–28 May 2026.
During the meeting, ETC members re-elected Miguel Sanz, Director General of Turespaña, as President and elected Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as a new Vice President.
Hosted by the National Tourism Organisation of Montenegro, the meeting focused on the Evolving Role of Destination Branding, exploring how destinations can strengthen their positioning in an increasingly digital and competitive tourism landscape.
Miguel Sanz re-elected as ETC President
ETC members re-elected Miguel Sanz, Director General of Turespaña, as President of the European Travel Commission for a new term.
Since taking office in 2023, Miguel Sanz has led ETC’s efforts to strengthen cooperation across Europe’s tourism sector and to reinforce the organisation’s role as a platform for collaboration 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.
Following his re-election, Miguel Sanz, declared : ”I am honored to continue serving as President of ETC at such an important moment for the European tourism sector. ETC will continue to strengthen its role as a platform for cooperation across Europe, ensuring that both large and smaller destinations benefit from our joint efforts. A more balanced distribution of tourism flows, the reduction of seasonality, and maximising benefits for local communities should remain central priorities for the future of European tourism.”
ETC members elected also Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as Vice President of the organisation. Bringing almost 40 years of experience across tourism policy, destination development, marketing and research, Mr Ólafsson will support ETC’s work to advance sustainable development and strengthen European cooperation in tourism.
Following his appointment, Ólafsson commented: “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. ETC has an important role to play in supporting this transition through cooperation, knowledge-sharing, and closer collaboration across European destinations.”
Four leading travel brands join ETC
ETC also welcomed four new associate members from the private sector, further strengthening collaboration between destinations and the travel 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 tourism IT solutions, joins ETC with expertise in visitor information systems, reservation platforms, and destination management technologies.
• GetYourGuide becomes ETC’s newest partner in the experiences sector, helping destinations promote local tours, activities, and attractions to global audiences.
• Skyscanner joins ETC as a global travel search and comparison platform, providing valuable travel demand insights and helping travelers discover flights, accommodation, and mobility options worldwide.
