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eTurboNews is a terrible name for branding: Here is why

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eTurboNews is a terrible name for branding. The history of this leading global publication targeting the travel industry, lifestyle, and human rights is unique and started in Indonesia.

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In 1999-2001, DMC Bloody Good Stuff under the leadership of Juergen Steinmetz and Melanie Webster represented Indonesia Tourism in the United States and Canada.

This was arranged together with the former Indonesian Minister of Culture and Tourism, the late Hon. Ardika from Bali.

One of the challenges at that time was political and resulted in travel warnings by the United States against the Republic of Indonesia.

In 2000, at the TIME tourism festival in Jakarta, Juergen Steinmetz was awarded a medal for special achievements for Indonesian Tourism by the President of Indonesia in a mass event on Plaza Indonesia.

At that time the public sector didn’t trust the private sector, and the private sector didn’t trust the government. Bloody Good Stuff started the Indonesian Council of Tourism Partners to bring the industry together.

ICTP was looking for a cost-effective way to address US travel agencies to educate the sector about the geographics of Indonesia. This was necessary to get the message out that problems in Jakarta are not affecting tourism in Bali for example.

The Internet was in the infant age, but most travel agents already had emails, some had websites.

Juergen Steinmetz teamed up with Singapore-based eTurbo Hotels as a sponsor and started the first international travel industry newsletter using a Yahoo Group format. It was called eTurboNews, recognizing the sponsor.

eTurboHotels was the first Expedia-type company. They owned many website domains like sheraton.id or hilton.id and offered to build a free website for Indonesian travel companies. The monetarization model was to charge a commission for online bookings.

With the help of the Indonesian travel and tourism industry, this eTurboNews Yahoo Group grew fast.
Other groups, like the influential ASEAN TOURISM DISCUSSION Group, brought leaders in the private and public sectors from ASEAN countries together to discuss tourism cooperation. Many of the current arrangements within ASEAN tourism had a start in this discussion.

The Hawaii Talk Group became an advertising-free opportunity for travel agents to communicate with hotels and other Hawaii-based suppliers and exchange ideas, praise, and criticism. In 2002 eTurboNews, was told by the Hawaii Tourism Authority (HTA) that Internet chat rooms had not much of a future, and they would not consider sponsoring such a discussion.

In the meantime, eTurboNews started a number of popular blogs including Meetings, Aviation, Wines, GayTourism, TravelIndustryDeals, WorldTourismWire, and HawaiiNews.Online complimented with its own social media channels.

eTurboNews syndication expanded around the globe, and articles can be seen published on Hindustan Times in India among many more.

eTurboNews became a new tool for travel and tourism information that quickly grew in other regions of the world. eTurboNews changed the format from Yahoo Group to other mass email formats, became independent from Indonesia in 2001, and the first completely independent online media for the travel and tourism sector was started.

22 years later, eTurboNews still remains to be the real deal.

eTurboNews was and is the first global newsletter published every hour 24/7. It’s the only independent and global news wire in the travel and tourism industry with opinionated content one can only find on eTN.

With 230,000+ travel trade email subscribers, the email distribution is now only about 10% of the overall readership.

News aggregators including Google and Bing News, Breaking News, social media, and push notifications have increased the visibility of eTurboNews tremendously over the years.

A year ago, Hawaii headquartered eTurboNews established 92 independent websites with its own ratings and SEO to promote content in 92 languages across the globe. Spanish, German, French, Chinese, Arabic, Hindi, Swahili, Portuguese, and Italian are the current front runners for non-English readers.

With more than 2 million unique American readers that open eTurboNews articles, the United States is by far the largest audience, followed by the UK, Germany, India, and Canada.

Currently, eTurboNews is seen in 238 countries and territories. The smallest territory is in Antarctica with just one reader, and it’s unknown who this one reader is.

The largest cities where eTurboNews can be found are Frankfurt, Washington, London, New York, and Duesseldorf.

eTurboNews is a founding member of the African Tourism Board, the International Coalition of Tourism Partners, and the World Tourism Network, and established the independent Hawaii Tourism Association in response to the former Hawaii Talk Yahoo Group.

eTurboNews remains based in Honolulu, Hawaii, USA, with an independent operation in Duesseldorf, Germany, and freelance writers in 128 countries.

eTurboNews remains an undisputed leader and at the forefront of independent reporting for the global travel and tourism industry, touching lifestyle, fashion, human rights, and other interesting content.

When COVID-19 attacked the world of tourism, eTurboNews together with PATA, the Nepal Tourism Board, and the African Tourism Board founded the Rebuilding.travel group in March 2020 on the sideline of a canceled ITB trade show in Berlin, Germany.

This group emerged into the World Tourism Network with members in currently 128 countries.

After 257 popular zoom discussions, eTurboNews and World Tourism Network managed to keep the travel and tourism industry and its leaders united and engaged.

With Livestream, eTurboNews started its first 24/7 global video news channel, the Breaking News Show, and eTV. Readers can see eTN videos and real-time discussions playing on all eTurboNews websites, syndication partners, and dozens of platforms.

This is complemented with an extensive eTN Podcast selection. Every new article on eTurboNews can now be read, listened to as a podcast, and watched as a video on the eTN YouTube Channel and other known platforms.

Countries and Territories where eTurboNews is seen:

  1. USA: 2,289,335
  2. UK: 217,861
  3. Germany: 202,715
  4. India: 97,647
  5. Canada: 82,307
  6. Philippines: 65,081
  7. South Africa: 54,047
  8. Italy: 49,548
  9. Sweden: 46,242
  10. China: 40,804
  11. Australia: 40,165
  12. Portugal: 30,215
  13. Thailand: 27,627
  14. Norway: 27,556
  15. UAE: 27,369
  16. Singapore: 26,168
  17. Netherlands: 25,999
  18. France: 25,409
  19. Malaysia: 20,117
  20. Spain: 19,492
  21. Tanzania: 18,924
  22. Kenya: 16,734
  23. Japan: 14,907
  24. Russia: 14,135
  25. Finland: 14,106
  26. Pakistan: 13,965
  27. Jamaica: 12,462
  28. Turkey: 12,376
  29. Indonesia: 11,849
  30. Vietnam 11,211
  31. South Korea: 10,887
  32. Brazil: 10,469
  33. Mexico: 9,810
  34. Israel: 9,282
  35. Nigeria: 9,194
  36. Saudi Arabia: 8,921
  37. Switzerland: 8,850
  38. Ireland: 8,541
  39. Belgium: 8,496
  40. Poland: 8,179
  41. Hong Kong: 8,117
  42. Sri Lanka: 7,168
  43. Zambia: 7,159
  44. Iran: 7,042
  45. Greece: 6,962
  46. Zimbabwe: 6,501
  47. Austria: 6,284
  48. Denmark: 6,276
  49. Ethiopia: 6,212
  50. Egypt: 6,103
  51. Ukraine: 6,009
  52. Uganda: 5,992
  53. Bangladesh: 5,598
  54. Romania: 5,505
  55. New Zealand: 5,490
  56. Czechia: 5,333
  57. Qatar: 5,174
  58. Taiwan: 5,004
  59. Bulgaria: 4,793
  60. Hungary: 4,441
  61. Croatia: 4,267
  62. Trinidad & Tobago: 4,196
  63. Uzbekistan: 4,084
  64. Seychelles: 4,044
  65. Serbia: 4,023
  66. Georgia: 3,806
  67. Slovakia: 3,795
  68. Kazakhstan: 3,773
  69. Nepal: 3,289
  70. Malta: 3,167
  71. Ghana: 3,005
  72. Cyprus: 2,928
  73. Oman: 2,879
  74. Mauritius: 2,876
  75. Barbados: 2,857
  76. Estonia: 2,766
  77. Latvia: 2,712
  78. Argentina: 2,700
  79. Colombia: 2,561
  80. Mongolia: 2,429
  81. Morocco: 2,389
  82. Puerto Rico: 2,300
  83. Bahrain: 2,216
  84. Jordan: 2,193
  85. Slovenia: 2,108
  86. Albania: 2,087
  87. Kuwait: 2,084
  88. Azerbaijan: 2,063
  89. Cambodia: 2,040
  90. Lithuania: 2,020
  91. Bahamas: 1,914
  92. Iraq: 1,899
  93. Lebanon: 1,839
  94. Armenia: 1,787
  95. Myanmar: 1,778
  96. Dominican Republic: 1,734
  97. Chile: 1,721
  98. North Macedonia: 1,660
  99. Costa Rica: 1,631
  100. Botswana: 1,493
  101. Algeria: 1,440
  102. Somalia: 1,419
  103. Maldives: 1,364
  104. Peru: 1.340
  105. Guam: 1,325
  106. Tunisia: 1,305
  107. Laos: 1,294
  108. Grenada: 1,238
  109. St.Lucia: 1,160
  110. Bosnia & Herzogovina: 1,145
  111. Rwanda: 1,104
  112. Iceland: 1,061
  113. Antigua & Barbuda: 1,023
  114. Kosovo: 1,019
  115. Panama: 972
  116. Kyrgyzstan: 961
  117. Ecuador: 946
  118. Mozambique: 906
  119. Eswatini: 894
  120. Luxembourg: 868
  121. US Virgin Islands: 718
  122. Malawi: 716
  123. Venezuela: 696
  124. Brunei: 689
  125. St. Kitts & Nevis: 688
  126. Belarus: 676
  127. Afghanistan: 669
  128. Cayman Islands: 659
  129. Belize: 637
  130. Montenegro: 633
  131. Senegal: 633
  132. Guyana: 623
  133. Cameroon: 619
  134. Bermuda: 611
  135. Sudan: 605
  136. Cote d’Ivoire: 597
  137. Moldova: 567
  138. Macao: 560
  139. Aruba: 559
  140. Curacao: 526
  141. Syria: 523
  142. Congo – Kinshasa: 514
  143. Solomon Islands: 477
  144. Guatemala: 466
  145. Libya: 458
  146. Sint Maarten: 434
  147. Fiji: 428
  148. Angola: 426
  149. Lesotho: 406
  150. South Sudan: 396
  151. Cuba: 394
  152. Yemen: 386
  153. Honduras: 385
  154. St. Vincent & Grenadines: 366
  155. Uruguay: 363
  156. Bhutan: 345
  157. Liberia: 343
  158. Haiti: 337
  159. Sierra Leone: 337
  160. Anguilla: 320
  161. Gambia: 319
  162. Madagascar: 315
  163. Palestine: 309
  164. Jersey: 306
  165. Bolivia: 305
  166. El Salvador: 302
  167. Dominica: 296
  168. Reunion: 292
  169. Papua New Guinea: 286
  170. Turks & Caicos : 276
  171. Paraguay: 253
  172. Tajikistan: 240
  173. Guadeloupe: 208
  174. Suriname: 208
  175. Nicaragua: 207
  176. British Virgin Islands : 196
  177. Benin: 183
  178. Guernsey: 183
  179. Mali: 168
  180. Togo: 155
  181. Caribbean Netherlands: 149
  182. Gibraltar: 148
  183. Martinique: 148
  184. French Polynesia: 145
  185. Djibouti: 142
  186. Gabon: 135
  187. Cape Verde: 134
  188. Burundi: 133
  189. Burkina Faso: 131
  190. Guinea: 124
  191. Monaco: 122
  192. Niger: 114
  193. Samoa: 111
  194. Andorra: 98
  195. American Samoa: 93
  196. St. Martin: 91
  197. Vanuatu: 88
  198. Mauritania: 86
  199. New Caledonia: 80
  200. Congo- Brazzaville: 67
  201. Palau: 62
  202. Turkmenistan: 62
  203. Northern Mariana Islands: 57
  204. Equatorial Guinea: 51
  205. Timor Leste: 50
  206. Faroe Islands: 48
  207. Tonga: 43
  208. Chad: 42
  209. Comoros: 40
  210. Kiribati: 38
  211. Micronesia: 38
  212. Greenland: 37
  213. San Marino: 36
  214. Liechtenstein: 34
  215. French Guiana: 33
  216. Cook Islands: 30
  217. Central African Republic: 29
  218. St. Barthelemy: 29
  219. Guinea-Bissau: 25
  220. Eritrea: 22
  221. Montserrat: 20
  222. Sao Tome & Principe: 20
  223. St. Helena: 19
  224. Isle of Man: 16
  225. Marshall Islands: 16
  226. Mayotte: 15
  227. Nauru: 14
  228. Western Sahara: 14
  229. Falkland Islands: 11
  230. Tuvalu: 10
  231. Aland Islands: 5
  232. British Indian Ocean Territory: 3
  233. Niue: 3
  234. North Korea: 3
  235. Svalbard & Jan Mayen: 3
  236. Norfolk Islands: 2
  237. St. Pierre & Miquielon: 2
  238. Antartica: 1

Largest cities where eTurboNews is seen:

  1. Frankfurt: 88,772
  2. Washington DC: 76,605
  3. London: 79,360
  4. New York, NY: 69,582
  5. Duesseldorf: 64,294
  6. Los Angeles,CA: 43,524
  7. Roseville, CA: 40,016
  8. Chicago, IL: 39,735
  9. Ashburn, VA, USA: 38,640
  10. Las Vegas, NV: 37,698
  11. Stockholm: 34,162
  12. Honolulu, HI 31,087
  13. Singapore: 25,133
  14. Houston, TX: 22,178
  15. Dallas, TX: 22,164
  16. Seattle, WA: 21,482
  17. Boston, MA: 21,072
  18. Charlotte, NC: 20,006
  19. Frisco, TX: 19,688
  20. Funchal, Madeira: 19,494
  21. Newcastle upon Tyne: 19,326
  22. Dubai, UAE: 18,771
  23. Atlanda, GA: 18,654
  24. Phoenix, AZ: 18,419
  25. Philadelphia, PA: 18,350
  26. Orlando, FL: 17,524
  27. Denver, CO: 17,500
  28. Bangkok: 16,883
  29. Austin, TX 15,476
  30. Nairobi: 15,239
  31. Dar es Salaam: 14,464
  32. San Francisco: 13,713
  33. Toronto: 13,452
  34. San Diego, CA: 13,141
  35. Columbus, OH: 13,053
  36. Portland, OR: 12,923
  37. Sydney: 12,919
  38. Nashville, TS: 11,064
  39. Quezon City: 11,126
  40. Minneapolis, MN: 10,915
  41. Melbourne: 10,905
  42. Cofeyville,KS 10,677
  43. Chantily, VA: 10,673
  44. Indianopolis, IN: 10,202
  45. Birmingham, AL: 10,159
  46. Cape Town: 10,131
  47. Shanghai: 10,006
  48. Sacramento, CA: 9,947
  49. Sandton: 9,945
  50. Miami, FL: 9,885
  51. Tanmpa, FL: 9,634
  52. Milan: 9,469
  53. San Antonia, TX: 8,813
  54. Kansas City, MO: 8,848
  55. Kingson: 8,217
  56. Johannesburg: 8,176
  57. Kuala Lumpur: 8,160
  58. Delhi: 8,158
  59. Paris: 8,143
  60. Pune: 8,061
  61. Makati: 8,056
  62. San Jose: 7,855
  63. Baltimore, MD: 7,680
  64. Mumbai: 7,581
  65. Detroit, MI 7,357
  66. Lagos: 7,329
  67. Madison, WI: 7,251
  68. Changsha: 7,199
  69. Bengaluru: 7,068
  70. Dublin: 7,068
  71. Springfield, MO 7,024
  72. Pretoria: 6,987
  73. Jacksonville, MS: 6,955
  74. Milwaukee, WI: 6,941
  75. Boardman: 6,854
  76. Huntville, AL: 6,818
  77. Raleigh : 6,810
  78. Salt Lake City, UT: 6,682
  79. Helsinki: 6,441
  80. Manchester: 6,367
  81. Tel Aviv: 6,348
  82. Harare: 6,285
  83. Cleveland, OH: 6,263
  84. Omaha, NE: 6,210
  85. Brisbane: 6,159
  86. Chennai: 6,074
  87. Kampala: 5,761
  88. Hyderabad: 5,743
  89. Lusaka: 5,671
  90. Memphis, TN: 5,634
  91. Cebu City: 5,633
  92. Moscow: 5,445
  93. Montreal: 5m365
  94. Colombo: 5,324
  95. Berlin: 5,292
  96. Istanbul: 5,179
  97. Amsterdam: 5,113
  98. Doha: 5,101
  99. Villa do Conde: 5,049
  100. Seoul: 4,978
  101. Vancouver: 4,972
  102. Pittsburgh: 4,921
  103. Oklahoma City, OK: 4,830
  104. Virginia Beach, VA: 4,790
  105. Madrid: 4,774
  106. Addis Ababa: 4,727
  107. Vienna: 4,856
  108. Cincinnati, OH: 4,554
  109. Forth Worth, TX: 4,518
  110. Perth: 4,445
  111. Athens: 4,423
  112. Glasgow: 4,416
  113. Karachi: 4,416
  114. Riyadh: 4,361
  115. Rome: 4,344
  116. Cagary: 4,336
  117. Abu Dhabi: 4,307
  118. Albuquerque, NM: 4,228
  119. Zhenzhou: 4,224
  120. Bergamo: 4,205
  121. Dhaka: 4,193
  122. Arlington, VA: 4,147
  123. St.Louis, MO: 3,986
  124. Bristol: 3,889
  125. Manila: 3,845
  126. Jackson: 3,771
  127. Kolkata: 3,666
  128. Lancaster: 3,609
  129. Tashkent: 3,852
  130. Jakarta: 3,567
  131. Louisville, KY: 3,563
  132. Aurora, CA: 3,554
  133. Lahore: 3,540
  134. Colorado Springs, CO: 3,538
  135. Ottawa: 3,518
  136. Richmond, VA 3,496
  137. Warsaw: 3,480
  138. Irvine,CA: 3,474
  139. Meycauayan: 3,394
  140. Columbia: 3,88
  141. Munich: 3,388
  142. Hamilton: 3,290
  143. Lincoln, NE: 3,173
  144. Zagreb: 3,116
  145. Ahmedabad: 3,093
  146. Ann Arbor: 3,061
  147. Lexington, KY: 3,051
  148. Mesa, AZ 3,047
  149. Albany, NY: 3,045
  150. Grand Rapids, MI: 3,032
  151. Newark, NJ 3,020
  152. Tehran: 2,974
  153. Hamburg: 2,944
  154. Tbilisi: 2,032
  155. Ewa Beach, HI 2,914
  156. New Orleans, LA: 2,877
  157. Ho Chi Minh City: 2,869
  158. Tucson, AZ: 2,867
  159. Myrtle Beach: 2,857
  160. Hilo, HI: 2,852
  161. Saint Michael: 2,819
  162. Hanoi: 2,792
  163. Bloomgton: 2,782
  164. Greenville: 2,782
  165. Grapevine: 2,747
  166. Jeddah: 2,740
  167. Long Beacj, CA: 2,714
  168. Prague: 2,697
  169. Adelaide: 2,660
  170. Sofia: 2,646
  171. Accra: 2,643
  172. Salem: 2642
  173. Fresno, CA: 2,612
  174. Belgrade: 2,608
  175. Zurich: 2,590
  176. El Paso, TX: 2,589
  177. Concord: 2,587
  178. Tulsa, OK: 2,584
  179. Copenhagen: 2,581
  180. Florence: 2,578
  181. Brampton: 2,575
  182. Riverside, CA: 2,567
  183. Fayetville: 2,562
  184. Bucharest: 2,561
  185. Spokane, WA: 2,560
  186. Auckland: 2,539
  187. Des Moines, IA: 2,539
  188. Oslo: 2,535
  189. Strasbourg: 2,490
  190. Little Rock, AR: 2,483
  191. Budapest: 2,469
  192. Anchorage, AK: 2,468
  193. Kyiv: 2,463
  194. Kochi: 2,450
  195. Surrey: 2,443
  196. Canton: 2,414
  197. Kathmandu: 2,400
  198. Medford: 2,399
  199. Keeds: 2389
  200. Bloomfield: 2,389
  201. Rotterdam: 2,389
  202. Barcelona: 2,381
  203. Ulan Baatar: 2,380
  204. Angeles: 2,373
  205. Rancho Cucamonga: 2,372
  206. Franklin: 2,370
  207. Mobile: 2,348
  208. Boise, ID: 2,335
  209. Lucknow: 2,328
  210. Scottsdale, AZ 2,220
  211. Santa Rosa: 2,319
  212. Jaipur: 2,274
  213. Edinburgh: 2,267
  214. Edmonton: 2,262
  215. Mississauga: 2,259
  216. Oakland, CA: 2,220
  217. Sioux Falls: 2,216
  218. Gainesville: 2,210
  219. Lakewood: 2,203
  220. Cheektowaga: 2,193
  221. Mililani, HI: 2,189
  222. Saint Petersburg: 2,171
  223. Knoxville: 2,167
  224. Alexadnria: 2,163
  225. Reno, NV: 2,154
  226. Glendale, AZ: 2,148
  227. Cape Coral: 2,117
  228. Eugene, OR: 2,098
  229. Riga: 2,097
  230. Cairo: 2,092
  231. Shal-Alam: 2,091
  232. Middletown: 2,097
  233. Jersey City, NJ: 2,065
  234. Bakersfield,CA: 2,053
  235. Montgomery, AL: 2,052
  236. Roodepoort: 2,051
  237. Santa Clara: 2,050
  238. Anaheim, CA: 2,039
  239. Liverpool: 2,037
  240. Kailua-Kona, HI: 2,030
  241. Georgetown: 2,027
  242. Sao Paulo: 1,971
  243. Auburn: 1,963
  244. Syracuse: 1,951
  245. Greensboro: 1,944
  246. Sharjah: 1,944
  247. Gurgaon: 1,933
  248. St. Petersburg: 1,897
  249. Peoria, IL: 1,893
  250. Wilmington: 1,885
  251. Cambridge: 1,883
  252. Monroe: 1,878
  253. Centurion: 1,868
  254. Phnom Penh: 1,867
  255. Talinn: 1,866
  256. Baku: 1,865
  257. Lisbon: 1,856
  258. Durham: 1,848
  259. Nottingham: 1,845
  260. New Delhi: 1,841
  261. Troy: 1,837
  262. Wichita, KS: 1,833
  263. Spring Hill: 1,832
  264. Brussels: 1,819
  265. Burlington: 1,819
  266. Brighton: 1,818
  267. Buffalo: 1,813
  268. Patna: 1,809
  269. Pkymouth: 1,772
  270. Fremont: 1,769
  271. Berea: 1,752
  272. Reading: 1,740
  273. Ft. Lauderdale: 1,783
  274. Saratoga Springs: 1,725
  275. Ontario: 1,713
  276. Pirt St. lucie: 1,709
  277. Mountain View: 1,705
  278. Paranaque: 1,696
  279. Nassau: 1,695
  280. Stockton: 1,694
  281. Cheyenne: 1,674
  282. Charleston: 1,672
  283. Kihei, HI: 1,672
  284. Portsmouth: 1,668
  285. Saint Paul: 1,668
  286. Cypress: 1,667
  287. Kahului, HI: 1,667
  288. Ocala: 1,664
  289. WInnipeg: 1,662 
  290. Mexico City: 1,661
  291. Sheffield: 1,656
  292. Bellevue: 1,655
  293. Chandler, AZ: 1,644
  294. Brisow: 1,636
  295. Mwanza: 1,636
  296. Santa Clarita: 1,633
  297. Montego Bay: 1,632
  298. Yokohama: 1,625
  299. Stuttgart: 1,621
  300. Milford: 1,617
  301. Lafayette: 1,616
  302. Pasig: 1,616
  303. Nampa: 1,603
  304. Limbiate: 1,601
  305. Norfolk: 1,597
  306. Tampere: 1,592
  307. Yerevan: 1,592
  308. Altoona: 1,582
  309. Soest: 1,582
  310. Indore: 1,581
  311. Kanehoe, HI: 1581
  312. Quincy: 1,578
  313. Tacoma: 1,574
  314. Coventry: 1,567
  315. Noida: 1,547
  316. Caloocan: 1,542
  317. Fairlield, VA 1,539
  318. Roanoke: 1,534
  319. Tallahassee: 1,524
  320. State College: 1,519
  321. Woodstock: 1,515
  322. Geneva: 1,504

eTurboNews is part of the TravelNewsGroup. More stats on the reach of eTurboNews can be found at travelnewsgroup.com/reach.

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About the author

Juergen T Steinmetz

Juergen Thomas Steinmetz has continuously worked in the travel and tourism industry since he was a teenager in Germany (1977).
He founded eTurboNews in 1999 as the first online newsletter for the global travel tourism industry.

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