Guest Column, Leslie Vela, the chairman of the ETC Market Intelligence Group
The European Travel Commission unifies the marketing efforts of 39 European NTOs and has the main objective of promoting Europe as an overseas destination. The Market Intelligence Group (MIG) of the ETC comprises the research directors of the member NTOs.
\n
\n
Based very heavily on volunteer inputs, the ETC-MIG has developed as a respected and powerful source of market intelligence in the European tourism field. The main reason behind the success of the group is that it has established a modus operandi wherein members who are, in effect, competitors, derive greater value added from pooling resources and sharing information than from acting in an isolated, individual manner.
\n
\n
Over the years, the ETC-MIG has also been successful in attracting a number of partners to participate, contribute and share its work programme. Besides enriching the inputs and resources available to the group, partnerships also prove instrumental in widening the receptive audience for the group’s output. Partnerships currently exist with organisations such as UNWTO, ECM, ETOA, ETAG and JTBF.
\n
\n
The partnership with European Cities Marketing has been in existence since 2003 and was recently renewed on the basis of a revised memorandum of understanding which highlights the benefits which members of the two organisations can derive as a result of the existing cooperation. Joint activities between the two groups are held every year and ECM regularly participates in ETC-MIG meetings. The partnership is mutually beneficial as it leads to a greater understanding between the national and city elements of tourism.
\n
\n
It is my honour to have been given this opportunity to address you in your newsletter and augur even more fruitful and rewarding collaboration and cooperation in the field of market intelligence between our two organisations.
\n
\n
Leslie Vella
\n
Chairman, Market Intelligence Group, European Travel Commission
\n
Director, Marketing Support and Development, Malta Tourism Authority
\n
\n
\n