The European Travel Agent Forum (ETAF), an exclusive B2B event connecting North America’s top-performing Travel Agents with Europe’s leading vacation destinations and providers, recently concluded with renewed optimism for growth and collaboration in the European inbound market.

Produced by Travel Show Marketing Group (TravelSMG), an independent event organizer catering to the Travel Agent market, and presented in partnership with the Gran Canaria Tourism Board and Lopesan Hotel Group, the 2025 edition of ETAF took place October 5 - 9 in Meloneras, Gran Canaria, Spain. This year’s collaboration underscored the island’s dedication to welcoming international visitors while showcasing its diverse cultural, natural, and hospitality offerings.

ETAF’s hosted program model guarantees that only top-tier Travel Agents participate, ensuring strong ROI for partners and meaningful dialogue throughout the program. The program brought together 250 attendees, including carefully selected North American travel agents alongside industry leaders and tourism professionals from Europe and beyond, representing more than 20 countries.

“TravelSMG is proud to partner with Gran Canaria Tourism and Lopesan Hotel Group to showcase such an inspiring destination while providing a platform for collaboration across the travel trade,” said Jim Cloonan, President of TravelSMG. “This year’s European Travel Agent Forum was a true reflection of our mission to connect North America’s leading Travel Agents with European partners eager to expand their reach.”

Over the course of the forum, Travel Agents and Suppliers participated in mutual interest appointments, generating nearly 3,500 business connections. Beyond the appointments, the educational program featured destination insights and product updates from key partners including Sagres Vacations, Hyatt Inclusive Collection, Tern, Expat Explore Travel, Kensington, and aliveXperiences.

The program also immersed Agents in Gran Canaria’s cultural and natural richness, with highlights such as an evening at the historic Hotel Santa Catalina, a visit to Tony Gallardo Eco Park, and unique networking experiences hosted throughout the Lopesan Hotel Group properties. Feedback from participants emphasized the value of both the business sessions and the firsthand destination experiences in building confidence to sell European travel.

Looking ahead, TravelSMG will continue its mission to support collaboration between North American Travel Agents and European tourism partners with future editions of the European Travel Agent Forum. Details for ETAF 2026 will be announced in the coming months.