Recent tourism research and statistics in the main European markets show a steady trend to shorter vacations, taken at different periods of the year, a concentration on the European holiday destinations and expectations for a more diversified experience, incorporating arts and culture, food and wine, nature and relaxation.

These changing tastes are best met through the participation in major events, like festivals, mega art shows, fairs, international sports event etc., which allow for an active and/ or emotional involvement. To satisfy this steady growing demand MAXFIN S.A. Luxemburg, is compiling the first European Events Calendar (EEC), which will be published on a yearly basis, starting 2004, in cooperation with a European publishing group. The electronic version will be reserved for the Euradvantage card members on the Euradvantage website.

The thematic section will be grouped according to fields of interest. Hereafter some examples:
Horses (from the Palio in Siena to the Rocio in Sevilla, from the show jumping in Aachen to the Spanish riding school in Vienna)
Music (from the Salzburg Festival to the Arena di Verona, from the Montreux Jazz Festival to the Festivale della Canzone Napoletana)
The Arts (from the Van Eyck show in the Prado, Madrid, to the Gonzaga show in Mantua, from the Velasquez show in the Grand Palais Paris, to Michelangelo in Palazzo Grassi, Venice)
Religion (from sacred music at Santa Cecilia to pilgrimages to Lourdes and Fatima, from the Semana Santa in Sevilla to the Saint Jacobs way to Santiago di Compostella)
Food (from the Fete du Citron at Menton to the Sagra del buon gustaio in Firenze, from the Salon de l`Agriculture in Paris to the Feria di Sevilla)
History (every region in Europe has its festivities centred on local traditions like the Highland games in Scottland, the Basler Fasnacht, the Karneval in Köln and Mainz, il Carnevale di Viarreggio a di Venezia etc.)