The Canadian Association of Tour Operators (CATO), in partnership with the European Travel Commission (ETC), will be hosting a webinar tailored specifically for product development teams within member tour operator organizations.
Scheduled for April 21, 2026 at 11:00 AM EST, the interactive online session will introduce participants to ETC’s global responsible travel movement, “Unlock an Unexpected Upgrade,” and explore how evolving traveller expectations can be translated into innovative, market-ready tourism products.
This session is also open to partner agents, and members are encouraged to share the invitation broadly within their organizations and networks.
As travel demand continues to evolve, this webinar will provide valuable insights into the motivations shaping consumer behaviour and expectations. Drawing on ETC’s latest research, participants will gain practical tools to enhance product development strategies and create more compelling travel experiences.
Attendees will:
- Develop a clear understanding of the “Unlock an Unexpected Upgrade” concept and its application in modern travel experiences
- Explore key research findings on shifting travel intent and consumer expectations
- Review real-world examples from destinations already implementing this approach
- Identify actionable strategies to integrate these insights into commercially attractive tour products
Looking ahead, newly developed tours inspired by this framework may be selected for inclusion in future ETC campaign initiatives.
Featured Speakers include:
- Jean Hébert, Executive Director, CATO
- Sandra Moffat, Canada Chapter Chair, ETC
- Miguel Gallego, Head of Marketing, ETC
Event Details
- Date: April 21, 2026
- Time: 11:00 AM EST
- Format: Online
- Participants: Product development teams from tour operators and partner agents
CATO and ETC strongly encourage early registration and broad internal sharing to ensure maximum participation.
Tags: CATO, ETC, Tourism Ireland
