With Rabat serving as a setting for a dialogue reflecting the great changes of the times, the ECTAA meeting outlines the new strategic directions of European tourism and further strengthens Morocco’s position as a leading Mediterranean destination.
Representatives of travel agents and tourism organizations from across Europe are gathering in the Moroccan capital today for the ECTAA autumn meeting, which will last until 18 November.
The choice of Rabat is not accidental, as Morocco continues to record an impressive increase in demand from European travelers, thanks to its charm and cultural diversity.
The focus of the two-day work is on the new trends and transformations affecting the global travel landscape.
The future of tourism in the making | Panelists will examine the pressing challenges shaping the future of travel: environmental demands, social issues such as the unequal distribution of tourism, the digital transition and the growing need for sustainability. The discussion will focus on adaptation and collaboration to benefit travelers, businesses and local communities.
Focus on accessibility and local empowerment | Particular emphasis is placed on the social role of travel businesses. Participants will explore ways to improve accessibility for people with mobility limitations, as well as practices to strengthen local communities through responsible, sustainable tourism.
Artificial Intelligence is changing travel | A key focus of the agenda is artificial intelligence, which is redefining the organization and personalization of travel. How AI is changing consumer behavior and influencing the distribution of travel services is a key focus.
Regulatory developments with immediate impact | Representatives of the European tourism market examine upcoming legislative changes, such as revisions to the Package Travel Directive, passenger rights across all modes of transport, VAT reforms and new sustainability regulations.
The transformation of the role of the travel agent | The recognition of the expertise of travel consultants is also on the table, as is the need to evolve business models to ensure their sustainability. In addition, the contribution of automated payment solutions to improving efficiency and risk management is discussed.
