“If we simply just chase more and more visitors, then there is a real challenge because [higher visitor numbers] place a real strain on infrastructure, communities and also the environment,” David Edwards, tourism insight expert at the European Tourism Association (Etoa), told the the association’s summit in London on Tuesday (13 June).

According to the Edwards, businesses should also work on improving their net promoter score, as many industry executives and destination management organisations lack these basic insights.

“This is a more nuanced approach,” he told tour operator delegates at and intermediaries at the event in London, Etoa’s Destinations Europe Exchange. “And it’s going to be more sustainable in the long run than simply trying to drive up spending by finding those really high-spending visitors.”

The two-day event saw more than 350 suppliers, tour operators and intermediaries gather to discuss the main issues affecting the European travel industry. 

According to Etoa members, inbound travel to Europe is in full recovery, with volumes going back to 2019 levels, mainly driven by a surge in North American tourists. Nevertheless, the industry currently faces several issues such as overtourism and staffing shortages.

“Some of these problems being aired may work themselves out over the next one to two years,” added Etoa chief executive Tom Jenkins. “Others are more structural, but are symptoms of success, so even these are to be welcomed.”