Who we are

Every day, experience providers are transforming the landscape of travel experiences in Europe. Meanwhile, Online Travel Agencies (OTAs) have revolutionised the way travelers find and book unique adventures, with search engines making discovery easier than ever. Furthermore, today’s younger generations are choosing memorable travel experiences over material possessions.

Despite the crucial role played by thousands of tour operators, activity providers and cultural attractions in Europe's tourism economy, there’s been no unified platform to amplify their voices – until now.

The European Experience Alliance is here to change that. Managed by iconomy, a consultancy focused on creating a fairer digital world, we’re dedicated to championing the interests of everyone in the experiences industry. Supported by GetYourGuide, we are committed to welcoming additional OTAs to maintain impartiality.

Our previous work

In 2024, we united experience providers from across Europe in Brussels and held a pivotal meeting with the European Commission. Our mission: to establish a level playing field for all. Armed with compelling evidence and robust data on Google’s Travel Ads strategies, these experience providers influenced the EU’s stance against unfair competition. Our presentations shared the true stories of small-business owners and the creative minds driving our industry. Thanks to our intervention, we have made EU regulators rethink their regulatory approach to make Google’s search and discovery fairer.