Amadeus, a leading technology partner for the global travel industry, and the European Travel Commission (ETC) recently signed a strategic partnership to promote Europe as a tourism destination.
This partnership agreement falls within the “Destination Europe 2020” strategy, a joint initiative between the European Commission and ETC to strengthen the image of Europe in long-haul markets through promotional activities and the implementation of new technologies in cooperation with major industry stakeholders. Amadeus announced the provision of the VisitEurope app in November 2013.
Amadeus and ETC will work together to promote Europe aiming at strengthening the European tourism industry’s competitiveness as one of the main engines of economic growth and employment. Amadeus will contribute with its technology solutions and its knowledge of the European travel industry, whilst ETC will bring in the local knowledge of its 33 National Tourism Organisation (NTOs) members. ETC and Amadeus will cooperate in three main areas, including:
– Technology – Amadeus has developed VisitEurope, a mobile app with innovative search and social media features, to market Europe as an attractive tourism destination.
– Joint research initiatives to analyze relevant travel industry trends and market-specific insights.
– Organization of seminars and educational programs to realize the potential of the European travel industry to attract more visitors to Europe.
Both organizations will also look at extending this collaborative effort to other relevant travel industry stake-holders in order to accomplish the goals of “Destination Europe 2020.”