The Commission is strengthening Europe’s position as the world’s leading tourist destination

The European Commission has presented a new EU Strategy for Sustainable Tourism, with the aim of boosting the sector’s competitiveness, sustainability and resilience. The strategy will help businesses to grow and workers to develop their skills, support destinations in developing a balanced tourism offering, improve the traveller experience and maintain Europe’s position as the world’s leading tourist destination.

Tourism is a key component of the European economy. It accounts for 10 per cent of the EU’s gross value added, provides over 20 million jobs and comprises 5 million businesses, 99 per cent of which are small and medium-sized enterprises (SMEs). Tourism not only boosts local economies across the EU, but also promotes culture and shapes Europe’s global influence.

At the same time, in the current global context, the tourism sector faces a number of challenges, including geopolitical uncertainty, shortages of capacity and talent, the effects of climate change and changing traveller expectations. The European tourism sector has already demonstrated its resilience, and Europeans’ interest in travelling remains high, with 76 per cent planning to take a trip in the next six months.

Common challenges require a shared approach. The strategy will therefore facilitate access for tourism businesses — particularly small and medium-sized enterprises — and destination management organisations to training, digital tools and data, enabling them to innovate and grow sustainably. It will also seek ways to reduce unnecessary administrative barriers. Key actions include an EU tourism academy, an EU tourism observatory, a common European tourism data space, an EU simplification initiative for tourism, and continued work towards realising a European travel area without borders.

The strategy will promote tourism that benefits visitors, businesses and local communities. The Commission will support destinations in better managing visitor flows, encouraging year-round travel and improving preparedness for potential crises. Actions include an EU model for tourism management, a Council recommendation, a set of tools to promote more balanced tourism and a European network for tourism crisis coordination.

Europe accounts for around 40 per cent of international tourist arrivals worldwide, making it the world’s leading destination. The strategy will further strengthen Europe’s global appeal through stronger international cooperation. This includes cooperation with international organisations — such as the World Tourism Organisation and the OECD —, tourism dialogues with key partner countries and regions, and the promotion of Europe through the ‘Destination Europe’ framework. To raise the profile of European destinations and their hidden gems, new ‘European Capitals of Tourism’ awards will also be introduced.

To implement the strategy, a new European Tourism Alliance will bring together national, regional and local authorities, tourism businesses and other stakeholders. The Commission will continue to support tourism-related actions through the relevant EU programmes and funding instruments.

Background

Tourism is one of Europe’s most important economic and social sectors. This new EU tourism strategy responds to the commitment set out in the Commission’s 2026 work programme to strengthen the sector’s competitiveness and resilience, as well as to President von der Leyen’s letter of instruction to Commissioner Apostolos Tzitzikostas. In that letter, the Commissioner was tasked with stepping up the EU’s efforts to promote a resilient and competitive tourism sector, in line with the EU Tourism Agenda 2030

 

More information: European Commission