Eduardo Santander is the Executive Director of the European Travel Commission (ETC), an association of NTOs created in 1948 to promote Europe as a tourism destination. In this role, Mr Santander steers ETC’s activities aimed at building the value of tourism for the countries of Europe through cooperation in sharing best practices, market intelligence and promotion. Mr Santander has over 15 years of experience in tourism marketing, brand development, business consulting, advocacy and public affairs. Mr Santander is a passionate advocate of freedom to travel, smart connectivity and sustainability in tourism and beyond.