Miguel Sanz Re-Elected President of European Travel Commission; Four Companies Join as Associate Members

The European Travel Commission (ETC) held its 111th General Meeting in the Bay of Kotor, Montenegro, from 26–28 May 2026, bringing together leaders from 32 national tourism organisations across Europe. ETC members re-elected Miguel Sanz, Director General of Turespaña, as President for a new term and elected Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, as Vice President.

The meeting, hosted by the National Tourism Organisation of Montenegro, focused on the evolving role of destination branding and explored how destinations can strengthen their positioning in an increasingly digital and competitive tourism landscape.

Miguel Sanz has served as ETC President since 2023. Arnar Már Ólafsson brings nearly 40 years of experience in tourism policy, destination development, marketing, and research to the Vice President role.

ETC welcomed four new associate members from the travel and tourism industry: Booking.com, Feratel, GetYourGuide, and Skyscanner. These companies represent sectors including online travel platforms, tourism IT solutions, experiences, and travel search and comparison.

The General Meeting took place in the UNESCO-listed Bay of Kotor and included representatives from national tourism organisations and industry partners from across Europe. Ana Tripković Marković, Director of the National Tourism Organisation of Montenegro and Vice-President of ETC, noted the meeting coincided with 20 years of Montenegro’s membership in ETC.