Following his re-election, the ETC president emphasized the importance of continuing to promote a more sustainable and responsible tourism model capable of generating economic prosperity without compromising the well-being of local communities or natural resources. He also highlighted that Europe must continue leading the transformation of international tourism toward more balanced and conscious models, where the quality of visitor experiences and the protection of destinations remain strategic priorities.
One of the main objectives of the new mandate will be to reinforce the role of the European Travel Commission as a strategic partner of the European Commission. The organization intends to actively participate in the development of the future European Strategy for Sustainable Tourism, an initiative aimed at shaping the sector’s community policies in the coming years and which is expected to have a significant impact on the continent’s tourism competitiveness.
Furthermore, Miguel Sanz’s new term will place special emphasis on strengthening market intelligence and developing international tourism promotion initiatives aligned with sustainability goals. The ETC will continue working to enhance Europe’s global positioning as a diverse, innovative, and high-quality destination, adapting to the evolving demands of international travelers while reinforcing Europe’s image as a global benchmark in responsible tourism.
Another fundamental pillar of the organization’s strategy will be the pursuit of a more balanced distribution of tourism flows. The ETC considers it a priority to address visitor concentration in certain destinations and reduce seasonality by encouraging a more sustainable distribution of tourism throughout the year and across different European regions. This approach aims to generate broader economic and social benefits for a wider range of territories and local communities.
Since assuming the ETC presidency in 2023, Miguel Sanz has promoted several initiatives designed to strengthen cooperation among Europe’s national tourism organizations and enhance the institution’s presence in major international tourism discussions. During this period, the ETC has reinforced its commitment to sustainable policies, promoted projects related to tourism innovation, and consolidated its role as a collaborative platform for European destinations.
Miguel Sanz’s international experience and extensive background in the tourism sector have been key factors in the positive assessment of his leadership. Throughout his career, he has held several positions related to tourism promotion and strategic communication within both public institutions and international organizations. Since 2020, he has led Turespaña, where he has contributed significantly to strengthening Spain’s image as one of the world’s leading tourism destinations.
The ETC’s new leadership structure will also include representatives from Iceland, Lithuania, and Montenegro, who will assume various vice-presidential roles aimed at strengthening regional coordination and expanding cooperation among member countries. The organization, composed of 35 European national tourism organizations, will continue developing joint strategies to promote Europe in international markets and enhance the competitiveness of the European tourism sector in an increasingly dynamic and demanding global environment.
