European Travel Commission Expands Leadership and Membership at Montenegro Meeting
The European Travel Commission (ETC) held its 111th General Meeting in Montenegro, where Miguel Sanz was re-elected as President, and Arnar Már Ólafsson was elected as Vice President. The meeting, attended by leaders from 32 national tourism organizations, focused on destination branding in a digital landscape. ETC welcomed new associate members, including Booking.com, Feratel, GetYourGuide, and Skyscanner, enhancing collaboration between destinations and the travel industry. The meeting emphasized sustainable tourism development and cooperation across European destinations. 
