The EU Sustainable Tourism Strategy introduced by the European Commission aims to change how tourism is managed and developed across Europe, with a stronger focus on sustainability, regional development, business competitiveness and the distribution of visitors beyond the continent’s busiest destinations.
The European Commission has presented its first-ever EU Sustainable Tourism Strategy, setting out a common approach to address the challenges facing Europe’s tourism industry while maintaining the continent’s position as one of the world’s leading travel destinations.
Announced in Brussels, the strategy comes at a time when the tourism sector is dealing with several pressures, including geopolitical uncertainty, staff shortages, climate change and changing traveller expectations. The Commission believes closer cooperation between European countries, regional authorities and tourism businesses will be necessary to address these issues.
Speaking at the announcement, Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, described tourism as much more than a holiday industry, calling it a force that brings people together and supports Europe’s economy.
He also highlighted the diversity of European countries and regions as one of the continent’s strongest advantages in attracting international visitors.
The economic importance of tourism is reflected in the figures presented by the European Commission. The sector supports approximately 20 million jobs and five million tourism businesses across Europe. Small and medium-sized enterprises account for 99 per cent of those businesses, while tourism contributes around 10 per cent of the EU’s gross value added.
Despite its economic contribution, the industry faces growing pressure to adapt. Climate-related challenges, shortages of skilled workers, rising business pressures and changes in how people choose to travel have increased the need for a more coordinated European tourism policy.
One of the main objectives of the new strategy is to strengthen Europe’s competitiveness while ensuring that tourism delivers benefits to local communities as well as visitors. The Commission plans to establish a high-level EU Tourism Alliance, bringing together national governments, regional authorities, local administrations, tourism businesses and other industry stakeholders.
The alliance will work towards a shared approach to tourism development and help promote Europe internationally through initiatives such as Destination Europe and the European Capitals of Tourism.
The strategy also places considerable attention on smaller tourism businesses and destination management organisations. Many of these organisations need better access to digital technology, reliable tourism data, professional training and the resources required to compete in an increasingly demanding international market.
To address some of these needs, the Commission plans to introduce an EU Tourism Academy to support professional training and develop skills across the industry. It also proposes a Common European Tourism Data Space and an EU Tourism Observatory to improve access to information and help identify important tourism trends.
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Reducing unnecessary administrative requirements is another priority. The Commission wants to make it easier for tourism businesses to operate, innovate and invest without being held back by excessive bureaucracy.
The strategy also recognises that Europe’s tourism challenges are not limited to business competitiveness. The concentration of visitors in a relatively small number of popular destinations has placed pressure on local infrastructure, public spaces and communities. At the same time, many less-visited regions struggle to attract the economic benefits that tourism can bring.
The Commission therefore wants to encourage visitors to explore destinations beyond the traditional tourist hotspots and travel throughout the year rather than concentrating their trips in the summer months.
This approach is intended to support a more balanced distribution of tourism income, reduce pressure on heavily visited locations and create opportunities for regions that have traditionally received fewer international visitors.
An EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism and an EU Tourism Crisis Coordination Network are among the measures intended to support this objective.
Raffaele Fitto, Executive Vice-President for Cohesion and Reforms at the European Commission, said tourism should create economic opportunities across Europe’s regions while protecting their cultural identities and distinctive characteristics.
The emphasis on regional development also connects with the Commission’s wider understanding of sustainability. Rather than focusing only on environmental protection, the strategy considers how tourism affects local economies, communities, cultural heritage and natural resources.
The European Commission had already outlined some of these priorities in 2025. At the Global Tourism Forum in Brussels, Tzitzikostas argued that sustainable tourism should involve reducing emissions from travel, managing resources responsibly, protecting cultural and natural heritage, and supporting balanced development across European regions.
The new strategy has received a positive response from several organisations representing the European travel industry.
The European Travel Agents’ and Tour Operators’ Associations (ECTAA) welcomed the initiative, describing it as a vision for more balanced, connected and resilient European travel. The organisation said a coordinated approach would be important in maintaining Europe’s international competitiveness while supporting sustainable growth.
ECTAA also highlighted the strategy’s attention to skills development, support for small and medium-sized businesses, investment and improved transport connections, particularly in relation to rail and aviation.
Its Secretary General, Eric Dresin, said tourism businesses were dealing with increasing costs and uncertainty while facing strong international competition. He welcomed the strategy as an opportunity to give the industry greater support and create conditions that allow businesses to invest in their future.
The International Road Transport Union (IRU) also described the strategy as an important step towards a common European vision for a more competitive, sustainable and inclusive tourism sector.
One issue highlighted by the organisation concerns the restrictions faced by coach operators travelling between European cities. Different local rules governing vehicle access can make it difficult for international coach companies to understand where their vehicles are permitted to operate.
The IRU welcomed the Commission’s recognition of these difficulties and its intention to improve access to information about urban vehicle registration and access requirements. The proposed direction includes developing a European one-stop information service for urban vehicle access, an initiative that could make cross-border coach operations easier to navigate.
The European Travel Commission (ETC) also welcomed the strategy, describing it as a positive first step towards stronger cooperation between European institutions and tourism industry stakeholders. The organisation pointed to the need for better coordination at different levels of tourism governance, particularly as the industry faces climate-related and geopolitical uncertainty.
For travellers, the strategy could gradually influence how European destinations promote themselves, how tourism services are developed and how visitors are encouraged to explore different parts of the continent. Regions outside the most established tourist centres could receive greater attention, while transport connections, workforce skills and digital services may become more important areas of investment.
However, the announcement sets out a strategic direction rather than an immediate change to the way people travel. Its impact will depend on how the proposed measures are developed and implemented by European institutions, national governments, local authorities and tourism businesses.
