Home » TRAVEL EVENT NEWS » A New Horizon For Travel Advisors: The ETC And CATO Collaboration Unlocks Unforeseen European Opportunities Published on
November 7, 2025A significant collaboration between the European Travel Commission (ETC) and the Canadian Association of Tour Operators (CATO) was recently executed, marking a pivotal moment in the promotion of European tourism to the Canadian market. This strategic alignment resulted in a major informational event, which was meticulously designed to equip travel advisors with a refreshed and diversified perspective on the vast and varied offerings of Europe. The entire initiative was established upon the concept of providing a substantial professional enhancement for the trade, effectively introducing a new paradigm for selling the continent. A different look at the European experience was presented, successfully moving beyond the traditional, high-season focused narrative that has historically dominated the industry.The core message, Unlock an unexpected upgrade, was central to the proceedings, serving as a powerful call to action. The focus was firmly placed on four foundational pillars that are considered vital to modern and responsible travel. First, the necessity of promoting travel during every season of the year was heavily emphasized. Second, the encouragement for clients to be guided off the beaten track was communicated as a key differentiator. Third, the importance of discovering and supporting local communities and the authentic experiences they offer visitors was thoroughly highlighted. Finally, the overarching requirement for all travel decisions to be conducted sustainably was underscored as a non-negotiable principle. It was made clear that a comprehensive understanding of these principles is now required of all Canadian travel specialists, ensuring they are prepared to market this richer, year-round vision of Europe effectively.Advertisement A Strategically Chosen Setting for Professional EnrichmentThe week’s event was carefully staged at the distinctive Hotel Ocho in downtown Toronto, a venue selection that itself suggested a departure from conventional, predictable settings. This choice contributed to an atmosphere that was considered engaging and accessible, complementing the message of exploring less-expected European experiences. An impressive cohort of approximately 90 travel advisors was welcomed, signifying the high level of industry interest in this new mandate.The gathering served as a formidable platform where representatives from both the demand and supply sides of the industry could convene. Seven distinct European tourist boards were present, ready to provide granular detail on their destinations. These included Tourism Ireland, Visit Flanders, the Tourist Office of Spain, ENIT Italy, Czech Tourism, Switzerland Tourism, and Tourism Portugal. This broad representation ensured that a diverse array of potential experiences, spanning from the Mediterranean warmth to th …
