TORONTO — The Canadian Association of Tour Operators (CATO) and European Travel Commission (ETC) are inviting tour operators and partner agents to take part in an upcoming webinar focused on responsible travel innovation and evolving consumer expectations.

Scheduled for April 21, 2026, at 11:00 a.m. EST, the online session is designed primarily for product development teams within tour operator organizations, with participation also open to partner agents. The webinar will introduce ETC’s global responsible travel initiative, “Unlock an Unexpected Upgrade,” and examine how shifting traveller preferences can be translated into market-ready tourism products.

The session will draw on ETC’s latest research to provide insights into changing travel motivations and behaviours, along with practical tools to support product development and enhance overall travel experiences.

Participants will gain an understanding of the “Unlock an Unexpected Upgrade” concept and how it can be applied to modern travel offerings, explore key research findings on evolving traveller intent, review real-world examples from destinations already implementing the approach, and identify strategies to integrate these insights into commercially viable tour products.

Organizers say that newly developed tours aligned with the framework may be considered for inclusion in future ETC campaign initiatives.

Featured speakers for the session include: Jean Hébert, Executive Director, CATO; Sandra Moffat, Canada Chapter Chair, ETC; and Miguel Gallego, Head of Marketing, ETC.

CATO and ETC are encouraging early registration and broad internal sharing among member 

To register, click here.