The idea itself was disarmingly simple. In the wake of Russia’s invasion of Ukraine, ECTAA, the European Travel Agents’ and Tour Operators’ Association, voiced its solidarity. But the question quickly became what that solidarity could look like in practice.
For Christina Russe, Deputy Secretary General of ECTAA, the answer emerged from within the sector itself. “We asked ourselves a simple question: what do we do best?” she recalls. “The answer was clear – organising travel.”
From that starting point, the initiative took shape, not as a top-down programme, but as a collective response. The first proposal came from Swedish member, who suggested organising a summer camp for Ukrainian children. What followed was a quiet but powerful mobilisation across the European travel industry.
Hotels opened their doors. Restaurants, museums and amusement parks stepped in. Ferry and coach operators provided transport. Some contributed financially, others in kind. Many did both. “It was truly inspiring to see partners come together to create a memorable experience for children who had endured so much,” says Russe.
What could have remained a single gesture quickly evolved into something more ambitious. Encouraged by the success of the first camp, ECTAA members decided to expand the initiative. By the end of 2025, five camps had taken place across Sweden, Denmark, Latvia, Croatia and Belgium, each offering children a rare break from the realities of war.
Behind the scenes, however, the effort was anything but simple.
Summer, of course, is peak season for the travel industry. Securing partners, even willing ones, required delicate coordination. The camps were scheduled in close succession, placing pressure on organisers and particularly on Ukrainian partners accompanying the children throughout the programme.
Funding also proved more complex than anticipated. A European fundraising campaign was launched, but contributions were initially slow to materialise. In the end, many ECTAA members stepped in directly to ensure the programme could go ahead.
Much of the work, meanwhile, was carried out alongside day-to-day responsibilities – another familiar reality in the association world.
And yet, the result speaks for itself. “Despite these challenges, the experience was incredibly rewarding,” Russe reflects. “Seeing the children’s joy and the positive feedback from participants confirmed that the effort was worthwhile.”
That joy, perhaps, is what defines the initiative most clearly.
For many of the children, this was their first real moment of respite. The camps were carefully designed to provide both structure and care. Children were accompanied by trained adults from Ukrainian support organisations, and in some cases had access to psychological support.
But what emerged was not defined by trauma, but by something far more universal. “The children engaged enthusiastically in the activities and embraced the opportunity to simply enjoy being children again,” says Russe.
Interestingly, one of the key lessons learned was about balance. In designing rich programmes filled with activities, organisers assumed that more structure would maximise the experience. Feedback suggested otherwise. What the children valued most were also the simplest moments – time to explore, to connect, even to do something as ordinary as shopping.
It is an important reminder: impact does not always come from doing more, but from creating space for what has been missing.
What makes the initiative particularly compelling is not only what it achieved, but what it reveals about the role of associations today.
For decades, trade associations have been defined by representation: bringing together members, building consensus, shaping policy. Those functions remain essential. But increasingly, there is an expectation that associations also demonstrate tangible impact beyond their immediate remit.
ECTAA’s experience suggests that the answer may lie closer than expected.
“Ask yourself: what is it that we do best?” Russe says. “Every sector has expertise that can be used to support people in need.”
It is a perspective that shifts the conversation. Rather than asking whether an association should engage in societal initiatives, the question becomes how its core capabilities can be applied differently.
Of course, such initiatives are rarely straightforward. “Not everything will go exactly as planned,” she acknowledges. “But when it works, the impact is extraordinary.”
For those involved, the impact is not measured only in outputs, but in moments.
“Personally, it has been one of the most meaningful experiences I have been part of,” Russe says. “Seeing the children’s smiles, hearing their laughter, and speaking with them about their hopes for the future is something that stays with you.”
That sense of continuity is already taking shape. The camps are set to continue in 2026, with new associations expressing interest in joining the initiative and building on what has been created.
In many ways, this is where the story becomes most interesting. What began as a response is evolving into a model – one that can be adapted, replicated, and reinterpreted across sectors. Because ultimately, the lesson is not about travel. It is about what happens when an industry aligns its expertise with purpose.