TORONTO — Fine wines flowed and chocolates and cheese were perfectly paired last night in downtown Toronto, where the Canadian Association of Tour Operators (CATO) and the European Travel Commission (ETC) hosted a joint trade event as part of their ongoing partnership.

Held at Hotel Ocho on Nov. 4, the event brought together eight tour operators and seven tourist boards who provided travel advisors with key updates and insights. The evening also featured a showcase of European flavours and culture, including whisky and oyster tastings, beer and chocolate pairings, a Lindt Master Chocolatier demonstration, a bead-making workshop, live Flamenco dancers and a special Fado performance.

The goal, said Sandra Moffatt, ETC Chair, was not only to promote the best of Europe but to also strengthen industry partnerships and foster collaboration between tourist boards, suppliers and front-line advisors.

“This is a continuation of a partnership that we started with CATO in 2023, and I don’t imagine it to be the last initiative by any stretch. We are an industry together – collectively, we work much stronger together and we can all support each other in our efforts,” she told Travelweek.

Brett Walker, CATO Chair, echoed the sentiment. “There’s more than enough room for all of us. Even though all our CATO members are ardent competitors, the fact of the matter is we can all benefit from each other.”

Tour operators and tourist boards gather at a joint showcase hosted by CATO and ETC – Credit Dan Galbraith

HIGH DEMAND, SHIFTING HABITS

Europe remains high on the wish list for Canadian travellers, said Moffatt, who reported continued momentum in bookings and growing interest in new destinations and off-season experiences.

“Europe is performing very well. There were 7.6 million arrivals from Canada in 2024, and that’s forecasted to increase by 5.3% by the end of 2025,” said Sandra Moffatt, Chair of ETC. “A lot of that demand is supported heavily by the change of travel patterns to the U.S. People are pivoting and looking towards Europe for their travels now.”

According to CATO’s Brett Walker, the continued appeal of Europe lies in the diversity of experiences, strong air connectivity and travellers’ desire for deeper cultural engagement.

While perennial favourites like Italy, France and the UK continue to attract the bulk of Canadian visitors, emerging destinations such as Turkey are seeing strong growth. Moffatt and Walker also noted increased demand for lesser-known regions and secondary cities in an effort to seek authenticity and combat overtourism.

ETIAS NOT A CONCERN

Following repeated delays, Moffatt said the European Travel Information and Authorisation System (ETIAS) is now set to take effect next year. The 20-euro electronic pre-travel requirement will be familiar to many travellers, she added, as it’s modelled closely after the United States’ ESTA program.

When asked whether the added fee might deter Canadians, Moffatt noted there’s been no sign of any impact on demand. “It’s instant, it’s online and it’s a small fee,” she said.

She added that travel advisors will be kept well informed as the rollout approaches. “We have plans to launch an informational campaign for travel advisors, including training videos and leaflets to ensure accurate communication with clients.”

OFF-SEASON EXPLORATION

Though not a fan of the term “off-season travel,” Walker believes strongly in the value of exploring destinations year-round “when people wouldn’t ordinarily think about going to, say, Ireland in March.” He noted that unique interests such as food, nature and culture can be enjoyed at any time of year, adding that more travellers are now seeking intentional trips and a sense of “true community” that can be harder to find during peak months.

Moffatt agreed that collaboration between tour operators and destinations is key to developing and promoting these offerings. “We have to bring that product to our tour operators and say, this is available all year round – here are the places and people to meet,” she said. “That process takes time, but it’s happening.”

THE SUSTAINABILITY FACTOR

Sustainability continues to shape how Europe promotes travel to Canadians. The ETC’s current campaign emphasizes “Travel Green,” encouraging visitors to use rail networks, cycle routes and eco-certified accommodations.

“From Europe’s perspective, sustainability is the key pillar,” said Moffatt. “Encourage the use of green hotels and support local experiences. There’s a lot of product development happening on the ground.”

Walker said education plays a critical role in helping travellers understand the impact of their choices. “If you want to support local, you need to buy local,” he said, using the example of replacing imported orange juice with local apple juice at breakfast. “When people are educated, they realize why it matters.”

Both organizations note that Canadians are increasingly motivated by a desire to support communities and travel responsibly – values that align naturally with Europe’s sustainability efforts.

BOOKING PATTERNS & AI

Booking windows and group sizes, which fluctuated dramatically during the pandemic, have largely returned to normal levels, said Walker. Tour operators are reporting advance bookings six to eight months out and a balance between group and independent travel.

At the same time, technology and AI-driven platforms have changed how consumers research and book trips. While online tools are more powerful than ever, both organizations emphasize the enduring importance of travel advisors in providing expertise, trust and human judgment.

“There’s great value in using a travel professional because there’s trust and confidence you don’t get from an algorithm,” said Walker. Moffatt added that overreliance on AI has led to real-world issues, including travellers being denied entry due to inaccurate online advice. “Advisors need to dial up the value they bring. They’re integral to a safe, enjoyable travel experience.”