ETOA is the trade association for European tourism. Tarsh provided strategic consultancy to ETOA’s Executive Director, Tom Jenkins, for 14 years. In that period, media exposure worth many millions of pounds in ‘advertising value equivalent’ was achieved.  Media partnerships worth over £100,000/year were established for ETOA’s events. Meetings with top politicians were arranged, changes to EU VAT legislation that could have destroyed 5,000 UK jobs was blocked and the myth that the Olympic Games benefits domestic tourism was exploded.