ETOA, the European tourism association, welcomed 800 tourism professionals to its flagship Global European Marketplace (GEM) on Monday 2 November, with more than 16,500 business meetings scheduled.
Held at Magazine London, the member-exclusive event brought together international tour operators, travel buyers, European destinations and tourism suppliers for a full day of pre-scheduled appointments, supporting contracting, product development and new commercial partnerships.
GEM 2026 reflected the geographical diversity of Europe’s tourism offer, with suppliers representing destinations across the UK and Ireland, France, Italy, Spain, Portugal, Germany, Austria, Switzerland, the Nordics and Baltics, Benelux, Eastern Europe and the Balkans.
Buyers represented source markets across Asia, North America, Europe, Australasia, the Middle East, Central and South America, and Africa. Asia and North America accounted for the largest buyer source-market groups, underlining the importance of long-haul markets to Europe’s visitor economy.
Buyer interests also spanned a broad range of tourism products, from group and independent travel to luxury experiences, cultural tourism, family holidays and educational travel, highlighting the variety of opportunities available to European suppliers.
Tom Jenkins, CEO of ETOA, said:
“The figures are impressive, but the important point is what these meetings enable. Tourism depends on people knowing what is available, understanding what their customers want and finding ways to bring the two together.
Europe has an extraordinary range of tourism products, and GEM demonstrates both that diversity and the international demand for it. We have buyers serving markets across the world, meeting suppliers from every corner of Europe.
Tour operators play a crucial role in connecting these markets. They bring visitors to places they might otherwise never discover, often at times when that business is most needed. GEM gives our members the opportunity to develop the relationships that make this possible.”
GEM 2026 was supported by sponsors and partners Open Destinations, Travel Trade Holland, Fragonard, Bókun, Big Bus Tours, Uber Boat, Aloja, MaCher, The People / Grape Hospitality and iUrban. Their contributions helped make the event possible and enhance the delegate experience. ETOA thanks each organisation for its valuable support and commitment to the European tourism industry.
Taking place ahead of World Travel Market London, GEM provided ETOA members with a focused environment to advance business discussions and establish connections at the start of one of the international tourism industry’s most important weeks.
With more than 16,500 meetings scheduled, GEM 2026 demonstrated the continued importance of international trade partnerships in supporting a competitive, diverse and resilient European visitor economy.
