BHA expects the partnership to opens new business development opportunities for its 40,000 members, by exposing them to ETOA’s network of international tourism buyers.
The main focus of the cooperation will be ETOA’s March Marketplace (MAMA), a business networking workshop now open to BHA members.
They can attend either the UK & Ireland or London workshop days to engage in B2B meetings with buyers.
Ufi Ibrahim, CEO of the British Hospitality Association and the chairman of the Tourism Alliance, said: “There’s a shared vision between the BHA and ETOA which strives to be the world’s number one tourist destination.
“As a European country, Britain seeks to offer visitors a world-class experience by providing the highest service levels and experiences possible. The UK has so much to offer visitors in terms of restaurants, hotels and attractions, and partnering with ETOA will offer BHA members access to new and exciting opportunities as well as an international buyer network.
Martine Ainsworth-Wells of ETOA added: “The UK’s constantly developing restaurants, attractions and hotels are of great interest to our international buyer network.
“New and innovative developments in this sector will be showcased to an international audience at MAMA by BHA members, enabling operators to promote this world class product to their customers. The economic benefits to the UK of this partnership will continue to support Europe’s position as the world’s number one tourist destination.”