Published on
October 24, 2025
The European Tourism Association (ETOA) is organising the SHOP 2026, which stands for Shoulder & Off-Peak Marketplace, having set the date for the first edition on June 12, 2026. The event, described as a new B2B program intfinished to stimulate tourism for the rest of the year in more sustainable ways, will be held at The Intercontinental O2 in London and will host destination marketing organizations, tourism business operators, wholesalers, online travel agencies, and other suppliers. It aims to promote business tourism to under-visited and off-peak regions to stimulate more sustainable economic activity and tourism distribution across Europe.
ETOA’s initiatives intfinish to extfinish the tourism ‘season’ by promoting the under-served off-peak and shoulder months, to alleviate the overtourism pressures Europe has been facing in popular cities and regions. Demand is anticipated to shift, which will be the result of increasing concentration of inbound visitors to key travel hubs, enhancing local business opportunities and lowering the overall environmental footprint of travel during that season.
SHOP 2026: Tarreceiveing New Off-Peak Travel Opportunities
Traditionally, niche business opportunities revolving off-peak travel remain largely unexplored, which is why the primary objective of SHOP 2026 is to allow the marketing and selling of off-peak travel services focapplying on spring and autumn shoulder periods, which are generally less busy. A distinct feature of the event is the strategy of cross-polination of ideas among the business associates and suppliers and destinations. These associations are willing to extfinish and diversify their tourism business outside the traditional offerings.
The European tourism market is beset with hyper-concentration of travelers during the summer, and the consequent overcrowding and resource strain, which impact the environment adversely. In SHOP 2026, we test to rectify these bottlenecks with the development of alternative tourism in tarreceive off-season.
By focapplying on the off-peak period tourism, ETOA seeks to modify travel patterns by encouraging tourists to travel to Europe’s attractions throughout the year, thus creating a more wholesome tourism ecosystem that benefits travelers’ and the communities at the same time. The event will also focus on the promotion of tourism in the regions outside the well-known capitals and hotspots, thus enabling the more deservedly neglected regions to receive some deserved attention.
Sustainability at the Heart of SHOP 2026
Sustainability has been a defining topic in the recent period of European tourism, and SHOP 2026 will continue this focus. The event will promote shoulder season tourism and thus encourage travel that is more gentle on the environment. Alleviating the month-long tourist congestion of the so-called peak months relieves pressure on the available local resources and services, and assists in the preservation of various aspects of local cultural and natural heritage.
Beyond the promotion of sustainable travel, ETOA seeks to educate the public on the benefits of off-peak tourism and urges them to support destinations that promote sustainable tourism. The event will also focus on how to decrease travel-related carbon emissions, concentrating on the promotion of green lodging, green travel, and sustainable resource management.
Participants and Possible Collaborations
SHOP 2026 will bring in vital stakeholders in the European as well as beyond tourist segments. Such operators and those in the value chain from the destination in search of new tourists will connect to more responsible and diversified trip providers. They will participate in the promotion of the event that will analyze emerging trfinishs in the technology of tourism and the responsible marketing and practicing of tourism.
Many tourism boards and regional representatives will travel to promote their off-season and special tourism in stronger volumes. Travel and tour operators will explore new approaches on how to creatively and collaboratively design and market travel to those areas, while the online travel agencies will ensure that the travel products are marketed on the international travel market.
By strengthening the sponsorship of destinations, operators, and suppliers, the event will support guide the direction for future European tourism, establishing more diversity in travel, more sustainability in tourism, and travel available throughout the year.
Benefits for Tourists and Destinations
As for tourists, off-peak seasons allow for the possibility of visiting popular tourist destinations with significantly less visitors, and often for a much cheaper price. These times also allow for a more genuine experience, allowing guests to interact with the local culture in authentically in a way that they would be unable to during the peak times. In addition, less visited destinations tfinish to provide more quality attention and unique service that are difficult to obtain during the high peak periods.
For destinations, the shoulder season strategy creates new opportunities, expands the season of tourism, and enhances the quality of the local economy, while alleviating some strain on the local resources and infrastructure. It also supports to develop a more responsible tourism model, where growth is controlled and the benefits are more evenly shared throughout the year.
Looking Ahead: A Bright Future for Sustainable European Tourism
With a clear emphasis on sustainable practices , local tourism, off-peak periods, and responsible growth, SHOP 2026 is poised to redefine Europe’s tourism approach and serves as a forward-considering strategy that highlights the mutual benefits of the tourism and host community. ETOA is advocating for an Europe that is easily accessible for all forms of travel while promoting alternative tourism practices to balance the interests of the tourists, environment, and host community.
While the development of new avenues for tourism is certainly a goal of the program, it is equally important to understand what the program can offer the industest in terms of innovations and adaptations to travel behaviors. As Europe continues to develop and strengthen its tourism, the shift toward more balanced and resilient tourism year-round, in all its forms, will certainly support keep Europe a leading tourism destination worldwide.
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