SHOP – Shoulder & Off-Peak 2026, London
June 12, 2026
SHOP is ETOA and CityDNA’s new B2B event focused on driving demand beyond the high season. Designed for destinations and suppliers seeking to grow business outside traditional peak months, SHOP unites industry professionals committed to building a more balanced, sustainable tourism economy.
As travel patterns evolve, extending the season and diversifying itineraries has never been more important. Many destinations either face overcrowding in peak times and dips in the shoulder and off-peak months, or they face overcrowding in specific areas and lacks visitors in others. SHOP provides a platform for collaboration: connecting destinations, suppliers, and tour operators ready to fill those gaps.
With high-season capacity reached in many places, tour operators have the opportunity to bring clients to new destinations at the right time. SHOP supports this shift, helping the industry deliver travel experiences that are both commercially smart and sustainably responsible.