Friday, December 22, 2023
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Over the course of a year, European travel companies have reaped the rewards of a promotional campaign orchestrated by their continental umbrella organization and the agency responsible for promoting Latvia. The primary objective was to deepen awareness of Latvia as a compelling destination for both business and leisure travelers.
Amidst a spectrum of initiatives within the campaign, the inaugural meeting of the European Travel Agents’ and Tour Operators’ Association (ECTAA) in Latvia stood out as a momentous and noteworthy occurrence. In collaboration with the Association of Latvian Travel Agents (ALTA), this assembly brought together influential figures from the travel industry across Europe. Collectively, they delved into pivotal discussions addressing geopolitical challenges and looming uncertainties, featuring the notable presence of Mr. Sarts, Director of the NATO Strategic Communications Centre of Excellence. Moreover, the event served as a platform for ECTAA to extend a warm and sincere welcome to the newly affiliated organization, AITO, originating from Ukraine.
Beyond this significant event, the Investment and Development Agency of Latvia (LIAA) and ECTAA partnered to organize insightful online roundtable discussions, attracting over 200 online business-to-business (B2B) viewers from German-speaking and English-speaking markets.
The dedication and professionalism exhibited by LIAA played a pivotal role in effectively showcasing Latvia to ECTAA members and the 80,000 European travel companies they represent. Eric Drésin, ECTAA’s Secretary-General, expressed gratitude for LIAA’s support in sourcing resources and speakers, acknowledging, “LIAA’s assistance was invaluable in capturing the attention of major source markets.”
Drésin underscored ECTAA’s commitment to highlighting European destinations at the upcoming US Travel Advisors event in May. He emphasized the opportunity to showcase Latvia on the global stage, expressing confidence in the destination’s quality and services. The collaborative efforts of ECTAA, LIAA, and ALTA exemplify the synergy and effectiveness of teamwork in promoting European destinations, aiming to elevate the travel and tourism landscape through enhanced cooperation among industry stakeholders.