Tourism experts in six countries are to collaborate under the International Tourism Group umbrella to drive industry recovery from the Covid crisis.
ITG aims to give destinations and brands a powerful marketing partner in Europe by pooling the resources, experience and propriety tools of the founding agencies.
The group has offices in Amsterdam, Barcelona, Paris, Munich, Madrid, Milan, Frankfurt, Lisbon and London.
France-based group president Gaël de la Porte du Theil said: “Covid-19 was the catalyst needed to provoke a powerful and transformative reaction between some of the most stable elements in European tourism marketing.”
UK-based vice president Guy Chambers said: “The events of the past two years only accelerated the change already taking place within travel and tourism.
“New distribution channels, super-charged adoption of digital media and rapidly changing technology have disrupted how the business of travel was ‘done’.”
Fellow vice president Dorothea Hohn, based in Germany, added: “Much has changed but Europe continues to be the most valuable tourism source market in the world and will be key to the recovery and sustainable growth of the global industry.
“Our clients know that we have the best relationships with the media and the travel trade in each market but now we also have the technology, method and the means to apply this local expertise to pan-European strategies.”