The fourth European City Break exhibition opened today in the Swedish city of Gothenburg.
For the first time UK-based European Tour Operators Association are the organisers of the show in conjunction with Reed Exhibitions.
Almost 300 delegates have travelled to Gothenburg to speak to over 100 separate organisations, including all the leading cities of Europe such as London, Nice, Berlin and Brussels.
ETOA director Tom Jenkins said: "ETOA is thrilled to be involved with City Break. It lies at the heart of what our members do.
“Cities are the primary reason people travel to Europe. How tour operators can help cities attract more people and how cities can help tour operators, is the purpose of this show."
Besides being host city, Gothenburg is the venue for the UEFA under-21 football championships, priming the city for other big events.
"The whole city is brimming over with a friendly, happy atmosphere. Along with our Swedish colleagues we see this as the start of some larger events including the bid for EURO2016," said Leif Nillson, CEO of Goteborg & Co
Gothenburg was the venue that saw England draw 0-0 with future champions Brazil in the World Cup of 1958 featuring Pele.
