Top Three Priorities for New ETC President

Top Three Priorities for New ETC President

Manuel Butler, Director General of the Institute of Tourism of Spain, was elected President of the European Travel Commission at the 84th General Meeting held in Dublin yesterday, Thursday 11th April. Manuel succeeds Petra Hedorfer of the German National Tourist Board for a three-year term.

Also elected at the meeting were Gergely Horvath, Hungarian National Tourist Office, and Marios Hannides, Cyprus Tourism Organisation, as the organisation’s Vice Presidents.

Visit Europe Logo

Manuel told Irish Travel Trade News: “The main objective of the ETC is to promote Europe in long-haul travel markets, and to this end my top three priority issues – in order – are visas, connectivity, and promotion.

Manuel has been General Director of the Spanish Institute for Tourism since January 2012 and has acquired extensive experience in destination marketing over more than 25 years working in management positions, both in the public and the private sector, in Western Europe, North and Latin America.

“Europe is the world’s number one tourist destination. However, this leadership position should not be a reason for complacency. Europe has to contend with growing competition in the increasingly globalised international tourism market. In order to respond to this situation, the countries of Europe have to join forces, share resources and ideas and develop joint marketing initiatives to promote the excellence and diversity of Europe.”

ETC has been responsible for marketing Europe overseas since its foundation in 1948. At yesterday’s meeting in Dublin, the ETC embarked together with the European Commission on the initiative Destination Europe 2020, a programme designed to involve the entire tourism industry in defining a long-term strategy for Europe as a tourism destination.

“Spain was selected for the ETC presidency by the 33 National Tourism Organisation members, and it is an honour to represent Spain as President,“ Manuel added.

WTM Latin America

The importance of Brazil as an outbound market for Europe has prompted the European Travel Commission to take a stand at a Brazilian travel show for the first time in its 65-year history – the inaugural World Travel Market Latin America taking place in São Paulo from 23rd – 25th April 2013.

ETC will host a number of events at WTM Latin America, including a series of think-tanks that will explain the appeal of Europe as a long-haul destination for Brazilian travellers under the tagline ‘Discover Europe’. ETC is inviting senior speakers from key European travel associations, tourist boards and the private sector.

ETC members include France, Spain and Germany as well as emerging destinations such as Montenegro, Latvia and Estonia.

Click to add a comment

Leave a Reply

Your email address will not be published. Required fields are marked *


NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 50 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 40 years.

More in News

Aer Lingus Seattle

Aer Lingus Launches Super-Low Stateside Fares

Michael FloodMarch 17, 2018
John Spollen, Cassidy Travel, receives the ITTN Industry Achievement Award

John Spollen Nominated Unopposed for ITAA President

Michael FloodMarch 16, 2018
Hainan Airlines A330-300

Hainan Airlines to Fly Non-Stop Dublin-Beijing

Michael FloodMarch 15, 2018

Aegean Airlines and Dublin Airport Host Trade in Cooks Academy

Michael FloodMarch 15, 2018
Happy St Patricks Day from ATTS

Happy St Patrick’s Day from ATTS

Michael FloodMarch 15, 2018
Emirates New B777-200LR Business Class

Emirates Unveils More Spacious Business Class Seats on B777 Aircraft

Neil SteedmanMarch 14, 2018
Job Opportunities

World Travel Centre Seeks Operations Manager

Neil SteedmanMarch 14, 2018
Eurowings Boomerang Club

Hertz Enters Global Partnership with Eurowings

Neil SteedmanMarch 14, 2018
WTM London 2017

WTM London Announces New 
Exhibiting Area for Marketing and PR Professionals

Neil SteedmanMarch 14, 2018

Copyright © 2016 Belgrave Group Limited, C4 Nutgrove Office Park, Nutgrove Avenue, Rathfarnham, Dublin 14, Ireland