Europe Working on New Tourism Brand Positioning: Value Not Volume
Skift Take
Europe is so popular as a tourist destination that it doesn't really need any help growing numbers. A move to concentrate on value is a sensible approach and one that will hopefully see the benefits spread to lesser-known destinations.
The European Travel Commission (ETC), the organization responsible for promoting the continent as a tourist destination, is changing its marketing strategy for 2019, moving from a volume to a value-based approach.
The change will see a shift from a market segmentation based predominantly on demographics to one based on behaviors, interests, and attitudes. The ETC will no longer organize its promotional activity around where its target audiences live.
The move comes as more European cities are beginning to address overtourism and putting in place plans to disperse crowds more broadly to help improve the quality of life of residents who live in those cities. The ETC is also putting a big emphasis on experiences over specific destinations.
"By doing what we have been doing so far we...found out that Europe was perce
