Tourism remains a major contributor to Europe’s economy. The sector accounts for 10% of the EU’s Gross Value Added and supports more than 20 million jobs. Moreover, it comprises 5 million businesses, with small and medium-sized enterprises (SMEs) representing 99% of the total. Beyond its economic contribution, tourism supports local economies, promotes cultural heritage and strengthens Europe’s global influence.
Addressing challenges across Europe’s tourism sector
Despite its economic importance, the industry faces several challenges. These include geopolitical uncertainty, skills and talent shortages, climate change and changing traveller expectations. Nevertheless, Europe’s tourism sector continues to demonstrate resilience. Travel demand also remains strong, with 76% of Europeans planning a trip within the next six months.
Against this backdrop, the new EU Sustainable Tourism Strategy promotes a coordinated approach. It will help tourism businesses, particularly SMEs, and destination management organisations access skills, digital tools and data. Consequently, these resources should support innovation and sustainable growth. The Commission will also explore ways to reduce unnecessary administrative barriers.
Key initiatives under the strategy include:
- The EU Tourism Academy.
- The EU Tourism Observatory.
- The Common European Tourism Data Space.
- The EU simplification initiative on tourism.
- Continued work towards a seamless European travel area.
In addition, the strategy seeks to balance tourism growth with the needs of visitors, businesses and local communities. The Commission will support destinations in managing visitor flows more effectively. It will also encourage year-round travel and improve preparedness for potential crises.
Planned measures include an EU Model for Tourism Management, a Council recommendation and a Toolbox for Balanced Tourism. Furthermore, the Commission will establish an EU Tourism Crisis Coordination Network.
Strengthening Europe’s international tourism position
Europe accounts for around 40% of international tourist arrivals worldwide. This makes it the world’s leading tourism destination. Through the EU Sustainable Tourism Strategy, the Commission aims to reinforce Europe’s global appeal through stronger international cooperation.
This approach includes cooperation with international organisations, including UN Tourism and the Organisation for Economic Co-operation and Development (OECD). It will also involve tourism dialogues with key partner countries and regions. Meanwhile, the Destination Europe framework will support the international promotion of European destinations.
The Commission also plans to increase the visibility of lesser-known destinations and attractions across Europe. To support this objective, it will introduce new European Capitals of Tourism Awards.
New alliance to coordinate tourism stakeholders
A new EU Tourism Alliance will bring together national, regional and local authorities, tourism businesses and other stakeholders. The alliance aims to strengthen cooperation and support the strategy’s implementation across Europe.
Finally, the European Commission will continue supporting tourism-related initiatives through relevant EU programmes and funding instruments. These measures form part of its broader approach to maintaining Europe’s leadership in global tourism while supporting a more sustainable and resilient sector.
