Virtuoso’s Continental Europe Forum signals ‘optimism’ for year ahead

Luxury travel agency network Virtuoso hosted its Continental Europe Forum last week, with guests reporting “optimism and strong confidence” for the year ahead.

 

The event, held between March 11-13 in Lisbon, brought together more than 120 of the network’s agency members and preferred partners for a series of presentations and development sessions.

 

The forum also offered guests the chance to engage in discussions around “critical” topics shaping the industry, including marketing, technology, AI, economic opportunity and organisational leadership.

 

Attendees received an insight into the results of the January 2026 Virtuoso Pulse Survey, which revealed 62% of member agencies and 60% of preferred partners in Continental Europe feel optimistic about their business.

 

Both members and preferred partners attributed this optimism to “healthy client budgets and traveller spending, robust leads and booking pipelines, and strong overall financial performance”.

 

The Owner/Manager Outlook Survey conducted live during the forum mirrors this optimism, with 75% of agencies planning to hire new staff members.

 

Attendees cited geopolitical conflict (93%) and political uncertainty (79%) as the most significant factors likely to shape luxury travel in 2026.

 

Virtuoso’s executive vice-president of strategic communications David Kolner gave a presentation on global tourism growth, highlighting momentum in Continental Europe. He reported that travel and tourism generated nearly $12 trillion in global GDP in 2025, accounting for just over 10% of the world economy.

 

The industry also supported more than 370 million jobs worldwide, with both figures expected to climb in the decade ahead, according to data from the World Travel & Tourism Council.

 

At the event, the network’s chairman and chief executive Matthew D Upchurch (pictured) reflected on his 40-year journey with the brand and what the future holds, saying: “I’m most excited about turning challenge into opportunity with a refreshed perspective on what’s possible, and I’m grateful for a community that believes in growing together.

 

“By focusing on greater flexibility in how we deliver value to Virtuoso’s diverse membership – and on the mutual commitments required to do so – we strengthen the support of our members, the ability to deliver for our partners and ensure we’re prepared to adapt and thrive in the years to come.”