By Michel Bouquier

Marketers who are prepared for the historic change to a single European currency, the Euro, can gain a powerful foothold on the world's largest market. The emerging Europe, with its huge population of 350 million, already accounts for more than 20% of all international trade. The Euro will transform the Continent into an economic powerhouse-one that may rival Japan and even the United States.

Eleven of fifteen countries are fully qualified for the new currency. France, Germany and Italy have adopted tight new budgets that meet Maastricht limits.

Greece isn't expected to make the cut, while Britain has taken a "wait and see" stance. Only Denmark and Sweden have chosen not to participate.

The Euro promises monetary stability, as well as enormous simplification of trade and taxation. And for the alert travel marketer, it offers a fantastic business opportunity - one where currency risk is limited, and prices are easy to calculate.

On January 1, 1999, we'll know the final value of the Euro. Starting then, and through 2001, companies will be free to use it or not in their daily transactions. Then, as of New Year's Day 2002, the Euro will be the only currency among the eleven participating countries; by the end of June of that year, the franc, the mark, the lira and other European currencies will be history.

For travel marketing executives planning to make the most of this opportunity, here are some recommendations:

· Start gathering as much information as possible, and hire European interns-they can provide an enlightening and inexpensive introduction to this exciting new world.

· Look for the markets already supported by favorable trade agreements with your own country.

· Concentrate on countries where English is widely spoken.

· Research the market segments that represent potential customers, and check out the competition thoroughly.

· Select a target market carefully - and remember you can't please everyone.

· Understand the media - they are the crucial tools of communication within your new field of operations.

· Build effective marketing programs with companies that can complement your strengths and reinforce your image.

Remember, millions of Europeans are part of the baby boom generation. Their travel expectations and disposable income are high. They are anxious to discover more of the world, and are prime prospects for hotel packages, cruises and more.

And while the market may be new to you, it will also seem familiar: honeymooners, golfers, skiers, music lovers, gourmets and countless other types of consumers can be found throughout Europe. They may be demanding-but they're ready to spend lots of those new Euros.

Position your company to share the excitement and the wealth as the countdown continues.