Lilshira
ETO A GEM 2026 brings 800 tourism professionals to London
ETO A GEM 2026 convened 800 tourism professionals in London on Monday 2 November, targeting international buyers and European suppliers. The event featured more than 16,500 pre‑scheduled business meetings, showcasing the breadth of Europe’s tourism offerings and facilitating new commercial partnerships.
In this story
At a glance
- What changes
- ETO A GEM 2026 convened 800 tourism professionals in London
- Timing
- Event took place on Monday 2 November 2026
- Who is affected
- International buyers and European tourism suppliers attending the marketplace
The details
- Takes effect
- Monday 2 November
Event Overview
The European Tourism Association (ETO A) hosted its flagship Global European Marketplace (GEM) in London, drawing 800 tourism professionals for a full day of pre‑scheduled appointments. More than 16,500 business meetings were arranged, allowing participants to advance contracting, develop products and forge new commercial links.
- Venue: Magazine London
- Date: Monday 2 November 2026
- Attendees: 800 tourism professionals
Participants and Scope
International buyers represented source markets across Asia, North America, Europe, Australasia, the Middle East, Central and South America, and Africa. European suppliers showcased destinations from the UK and Ireland, France, Italy, Spain, Portugal, Germany, Austria, Switzerland, the Nordics, the Baltics, Benelux, Eastern Europe and the Balkans.
- Buyer groups: Asia and North America were the largest
- Supplier regions: 15 European countries and regions
Timing and Context
GEM 2026 was scheduled ahead of World Travel Market London, giving members a focused environment to advance discussions at the start of one of the industry’s most important weeks. The event received support from sponsors such as Open Destinations, Travel Trade Holland and Uber Boat, enhancing the delegate experience.
The timing allowed participants to align their negotiations with the broader travel trade calendar, increasing the relevance of the meetings and the potential for lasting partnerships.
- Supporters: Open Destinations, Travel Trade Holland, Fragonard, Bókun, Big Bus Tours, Uber Boat, Aloja, MaCher, The People / Grape Hospitality, iUrban
- Outcome: Highlighted Europe’s diverse tourism products and long‑haul market importance
What this means for travellers
Trip planning
- Existing travel itineraries to Europe are not affected by the GEM event.
- No changes to entry dates or visa requirements result from the marketplace.
Cost and documents
- No new fees or documentation are introduced for travelers because of GEM 2026.
- Standard travel insurance and visa paperwork remain unchanged.
What you need to do
- No specific action is required for travelers; the event does not alter travel rules.
- Travelers should continue monitoring ETOA communications for future marketplace opportunities.
Who this affects
-
International tourism buyers
They attended GEM 2026 to meet European suppliers and explore new products.
-
European tourism suppliers
They showcased destinations and services to a global buyer audience at the event.
-
ETO A member companies
Members received exclusive access to pre‑scheduled appointments and networking opportunities.
Frequently asked questions
When was ETOA GEM 2026 held?
ETO A GEM 2026 took place on Monday 2 November 2026 in London, providing a full day of pre‑scheduled business meetings for tourism professionals.
How many business meetings were scheduled at GEM 2026?
More than 16,500 meetings were arranged during the event, allowing participants to advance contracts, develop products and create new commercial partnerships.
Which countries were represented by European suppliers at the marketplace?
Suppliers came from the UK and Ireland, France, Italy, Spain, Portugal, Germany, Austria, Switzerland, the Nordics, the Baltics, Benelux, Eastern Europe and the Balkans.
What types of tourism products were featured at GEM 2026?
The marketplace highlighted group and independent travel, luxury experiences, cultural tourism, family holidays and educational travel, showcasing the variety of commercial opportunities for European suppliers.
Why was GEM scheduled before World Travel Market London?
Holding GEM ahead of World Travel Market gave members a focused environment to advance business discussions at the start of one of the industry's most important weeks.
Who organized ETOA GEM 2026?
The event was organized by the European Tourism Association (ETO A), which welcomed international buyers and European suppliers to its flagship Global European Marketplace.
