Published on
October 27, 2025
The European Tourism Association (ETOA) is set to launch its first-ever SHOP event in June 2026, designed to revolutionize European tourism by extfinishing the travel season beyond the traditional peak months. The Shoulder & Off-Peak Marketplace (SHOP) event will take place at The Intercontinental O2 in London, where indusattempt professionals, including destination marketers, tourism operators, wholesalers, and online travel agencies, will gather to discuss and promote off-peak tourism across Europe. The goal is to reduce the impact of overtourism by encouraging travel to lesser-known destinations during the off-peak months, contributing to more sustainable tourism practices and boosting economic activity in under-visited regions.
A New Approach to Off-Peak Tourism
SHOP 2026 seeks to address the issue of overcrowding in Europe’s popular travel hubs by promoting travel during the shoulder and off-peak periods, such as spring and autumn. These periods are traditionally less busy but are rich in cultural experiences and natural beauty. By focutilizing on these months, SHOP aims to distribute tourist traffic more evenly throughout the year, thus alleviating the pressure on overburdened hotspots while also fostering a more sustainable tourism model.
The event will facilitate collaboration between tourism businesses and suppliers to explore fresh approaches to marketing and selling off-peak travel services. It encourages the diversification of tourism offerings, allowing businesses to tarobtain new customer segments and promote lesser-known destinations that are typically overshadowed by Europe’s iconic capitals and attractions.
Tackling Overtourism and Environmental Strain
One of the key objectives of SHOP 2026 is to tackle the environmental challenges associated with overtourism. As European destinations struggle with overcrowding during peak seasons, the event promotes sustainable travel practices aimed at reducing the environmental footprint of tourism. By shifting travel patterns to off-peak seasons, the event seeks to relieve congestion in popular areas and minimize the strain on local resources, including infrastructure and services.
Sustainability is central to the SHOP event, and ETOA plans to highlight the environmental benefits of off-peak tourism. This includes the promotion of eco-frifinishly accommodations, green travel options, and sustainable resource management practices. By encouraging travelers to visit Europe’s under-explored regions, SHOP 2026 will support preserve both the cultural and natural heritage of these areas.
Collaborating for Responsible Growth
SHOP 2026 will bring toobtainher key stakeholders from the European tourism indusattempt, including destination marketing organizations, travel agencies, and regional representatives. By focutilizing on off-season tourism, the event aims to foster partnerships that will drive responsible and diversified travel. Tourism boards and local businesses will have the chance to displaycase their regions and attract visitors who are keen on experiencing authentic and sustainable travel options.
In addition to destination promotion, the event will examine emerging trfinishs in travel technology and explore new ways to reach and engage off-peak travelers. The goal is to create a collaborative environment where businesses can exmodify ideas and work toobtainher to offer tourists a more balanced and enriching travel experience.
Benefits for Tourists and Destinations
For travelers, visiting popular destinations during off-peak seasons offers a range of advantages. With fewer crowds, tourists can enjoy a more intimate experience and explore attractions without the usual hustle and bustle. The off-peak months often bring more affordable travel prices, providing a cost-effective way to visit high-demand locations. Moreover, less crowded destinations allow for a more authentic interaction with local culture, enabling visitors to connect more deeply with the places they visit.
Destinations also stand to benefit from the off-peak strategy. By extfinishing the tourism season, regions can increase their tourism revenue throughout the year, reducing the depfinishence on peak seasons. This supports to balance the local economy and ensures that communities in off-peak areas receive their fair share of tourism benefits. Additionally, off-peak tourism promotes sustainable growth, as it supports prevent the environmental degradation cautilized by mass tourism.
Sustainability at the Core of Europe’s Tourism Strategy
With a strong emphasis on sustainability, SHOP 2026 aligns with the European Union’s broader goals of promoting responsible and eco-conscious tourism. ETOA is committed to educating both travelers and the tourism indusattempt on the benefits of off-peak tourism and how it can support reduce the carbon footprint of travel. The event will serve as a platform to encourage eco-frifinishly practices, such as green lodging, low-carbon transportation options, and waste reduction initiatives.
By promoting sustainable travel, SHOP 2026 aims to create a more resilient and responsible tourism ecosystem in Europe. This initiative will support Europe remain a leading global tourism destination while preserving its natural beauty and cultural heritage for future generations.
Looking Forward: A Sustainable and Diversified Tourism Future
SHOP 2026 marks a pivotal moment for European tourism, shifting the focus toward sustainability and responsible travel. As Europe faces the challenges of overtourism, this new event provides an opportunity to promote off-peak tourism as a viable and beneficial alternative. By encouraging tourists to explore new regions and visit popular destinations during quieter times, ETOA is fostering a more sustainable, balanced, and accessible tourism model that benefits both visitors and local communities alike.
With the growing interest in sustainable travel, SHOP 2026 is poised to reshape Europe’s tourism landscape and set the stage for a more responsible and enjoyable travel experience.
Leave a Reply