Experts from across Europe joined forces to launch International Tourism Group (ITG); a new multinational agency that sets a new standard through a data-driven methodology applied market by market.
Launched following 18 months of collaborative innovation between leading tourism experts in six countries, ITG aims to drive the recovery of global tourism through innovative campaigns and exclusively data-driven platforms.
The Covid-19 crisis has forced the global tourism industry to become more efficient in the short term and more sustainable in the long term.
By planning recovery strategies for more than 100 destinations and travel customers, the pan-European working group came to the common conclusion that it was no longer enough to adapt old models to new circumstances.
GaÃ«l de la Porte du Theil (France), President of ITG, explained: âCovid-19 has been the catalyst needed to provoke a powerful and transformative response between some of the most stable elements of European tourism marketing. “
According to the World Bank, Europe accounts for 50 percent of international travel and 35 percent of global tourism spending.
This compact region, considered a single market, is undoubtedly the priority of any tourist destination or brand.
Until now, it has been impossible for travel and tourism marketers to approach Europe as a single market as each country has different attitudes towards travel, legislation, currency, intermediation, distribution channels, languages, seasonality, media consumption, different air routes, etc.
By pooling the resources, experience and exclusive tools of the founding agencies, ITG offers global destinations and brands a powerful marketing partner in Europe, with the human and financial resources to profitably influence 50% of travelers in Europe. the world.
ITG Vice President Guy Chambers (UK) added: âThe events of the past two years have only accelerated the change already underway in travel and tourism.
âNew distribution channels, the rapid adoption of digital media and the rapid evolution of technology have revolutionized the way travel business is ‘done’. “
In addition to providing comprehensive public relations, advertising and advocacy services, ITG is launching a unique and integrated suite of solutions, developed and owned by its founders, including: its own traveler intelligence and profiling platform, engagement travel agencies, a loyalty and learning platform, its own online workshops / online events platform, and even an exclusive digital marketplace for destinations.
With offices in Amsterdam, Barcelona, ââParis, Munich, Madrid, Milan, Frankfurt, Lisbon and London; International Tourism Group offers flexible access to the European market, unparalleled intelligence and an efficient way to reach the world’s most valuable traveler audience.
ITG will work with colleagues in the EU travel industry and public relations on behalf of Visit Hungary, Visit Valencia and Visit Costa Del Sol to increase awareness of the destination through strategic activities, partnerships and stories, positioning the destinations as essential, easy to visit. reach the holidays.
Further afield, the Chile Tourism Board, Saudi Arabian Tourism Authority and Pure Granada will also benefit from in-house cross-market creative teams that will help destination management companies cut the noise of a crowded market with campaigns. engaging as we emerge from the pandemic.
ITG will communicate the country’s handling of Covid-19 and the new travel status, while focusing on niche activities, such as outdoor adventure and nature, luxury, city and culture, as well than the wonderful gastronomy.
For more information about ITG, please visit the official website.