Europe pitches “every-season travel” to Canadian trade at showcase in T.O.

Europe is on a mission to make every season the high season. 

On Nov. 4, the European Travel Commission (ETC) and the Canadian Association of Tour Operators (CATO) hosted a showcase at Hotel Ocho in Toronto that brought together eight tour operators and seven tourist boards.

Advisors rotated through European-themed food and drink stations, trying snacks like oysters with whiskey and cheese-and-chocolate pairings, while meeting with destination reps. 

The evening also featured live Flamenco dancers and a soulful Fado performance.  

"The objective of tonight is really to bring a little taste and flavour of Europe to you all and hopefully whet your appetites to sell and promote more of Europe," said Sandra Moffatt, chair of the European Travel Commission.

A new campaign and a push for “responsible” travel

This was the second ETC–CATO partnership event, and it centred on the European Travel Commission’s “Unlock an Unexpected Upgrade” campaign, which launched in Canada last month.

The campaign sits on four pillars: travelling off-season, exploring off-the-beaten-path destinations, choosing eco-friendly options and supporting local businesses.

“It’s encouraging people to travel responsibly,” said Moffatt, speaking to PAX.

“The message behind it is to make us all feel accountable for the choices we make when we travel.”

Speaking to attendees, Jean Hebert, executive director of CATO, said the campaign is about encouraging travellers to slow down and rediscover Europe through sustainable, off-the-beaten-path experiences.

“Because travel isn't just about upgrading your flight seat or your hotel room. It's about upgrading your perspective. It's about finding something unexpected,” he said.

“That small town market you stumble upon in winter, that quiet cafe where you meet locals or that peaceful trail that shows you a side of Europe you've never seen before. That's the kind of upgrade we are celebrating tonight.”

“Every season” over “off-season”

With Canadian travel to Europe rising, shifting demand outside peak summer is a priority.

“Canadian arrivals were 7.6 million in 2024 and that is forecasted to grow by 5.3% by the end of this year,” said Moffatt.

Moffatt said part of this growth is tied to the pullback in Canadian travel to the U.S.

“We’re seeing people really pivot and look towards Europe as an alternative to the US for travel,” she said.

“That has a lot of positive impacts but, of course, it comes with challenges as well,” she added, noting that demand is heavily weighted to summer.

“It’s really just about spreading the love across the year."

Brett Walker, chair of CATO, said there are huge benefits to both the industry and travellers in considering off-season travel. 

“Quite frankly, the industry is very lopsided,” he said. 

“We don’t just employ people for three months of the year, so off-season travel benefits the local communities and everyone.”

The pitch to travellers

Moffatt said the ETC's campaign aligns with traveller sentiment.

“People want to get in touch with local communities and cultures,” she said. 

“They want to feel like they're making a difference and that they're experiencing meaningful travel.”

She noted Europe’s rail network as a key sustainability driver. 

“Europe has one of the most incredible rail networks in the world,” she said. 

“So we’re encouraging people to get out and use that.”

She noted that Canadians often underestimate Europe’s winter, which is generally much milder than what we experience at home.

“There's always something to do in Europe,” added Walker. 

“We have the product, we have the climate. There's always an opportunity for travel to Europe for your clients."

For advisors, Moffatt suggested using the "Unlock an Unexpected Upgrade" campaign resources to help illustrate seasonal and lesser-known options.

“We know from the data and from the research that Canadian travellers are willing to prioritize travel,” said Moffatt.

“They're willing to cut back a little bit on their discretionary spending and spend a little bit more on that big ticket trip. It's our job as Europe and as the tour operators to make that worth it.”

Walker hopes to reposition the “off-season” as a season with equal appeal. 

“It may very much be the ‘on season’ for a lot of people,” he said. 

“You’ve just got to find the right people and explain the value of why it’s a great time to go.”

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