Held in Brussels, the summit gathered tourism professionals, policymakers, and sustainability experts to discuss the future of European tourism and strategies for sustainable development.
EU’s Commitment to Sustainable Tourism
During the event, EU Commissioner for Tourism, Apostolos Tzitzikostas, outlined the European Commission’s vision for a sustainable and competitive tourism sector.
He announced that the new EU Tourism Strategy, set for release in Q1 2026, will prioritize sustainability, with a focus on digital innovation, training, and destination management.
Key pillars of the upcoming strategy include:
✅ Sustainable Tourism as a Core Priority
✅ Training & Skills Development for Tourism Professionals
✅ Digital Innovation & AI for SMEs
✅ Improved Destination Management & Travel Flow Strategies
✅ Branding Europe as a Safe & Sustainable Destination
✅ Simplified & Accessible Funding for SMEs
The strategy will also enhance travel infrastructure, integrating sustainability into:
🚆 Seamless multimodal travel through Single Digital Booking & Ticketing
🚗 Cross-border car rental simplification
🛫 Stronger passenger rights & protections
GSTC’s Role in Europe’s Green Tourism Transition
Dr. Ioannis Pappas, GSTC Director for the Mediterranean Region, emphasized the importance of sustainability standards and accredited certification in achieving the EU’s tourism goals.
The GSTC Criteria provides a framework for businesses and destinations to integrate sustainability into their operations, ensuring a responsible and competitive tourism industry.
GSTC Accreditation plays a critical role in certifying hotels, tour operators, and destinations, guaranteeing compliance with international standards.
The EU’s 2026 Tourism Strategy will reinforce sustainability as a backbone for the industry, supporting SMEs, destinations, and businesses in their green transition.
“The new EU Tourism Strategy will be a game-changer, creating a model that benefits communities, protects heritage, and ensures long-term resilience,” said Dr. Pappas.
Collaboration for a Sustainable Future
GSTC expressed appreciation to Euronews, the European Travel Commission (ETC), and all participants for an insightful event.
As the EU prepares for its next phase of tourism transformation, collaboration between industry leaders, governments, and sustainability organizations remains key to building a greener, more innovative, and inclusive future for European tourism.
Tags: Global Sustainable Tourism Council (GSTC) European Travel Commission (ETC), Booking.com, Apostolos Tzitzikostas
