What is the new EU Sustainable Tourism Strategy?

The European Commission has put forward its first EU Sustainable Tourism Strategy, setting out plans to bolster competitiveness amid the “interconnected challenges” that the industry is facing.

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During a press conference in Brussels, Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, described tourism as “much more than holidays” and a “force for good”. In addition to bringing people together and showcasing the best of the continent, Tzitzikostas said the sector is the “foundation of our economy”.

“Above all, it is the remarkable diversity of our countries and regions that makes Europe the world’s leading travel destination,” he added.

Delivering important “economic, social and cultural value”, according to the European Commission’s report, tourism in Europe supports 20 million jobs, five million tourism businesses – 99% of which are small to medium enterprises (SMEs) – and contributes 10% of EU gross value added.

The industry, however, is facing geopolitical uncertainty, skills and talent shortages, the impacts of climate change, as well as changes in traveller expectations – challenges that require a “shared approach” to combat, the European Commission added.

What are the strategy’s aims?

A high-level EU Tourism Alliance will bring together member states, regions, local authorities, tourism business and stakeholders, with the goal of keeping Europe “as the leading global destination”. It will promote the continent through drives like Destination Europe and European Capitals of Tourism, while also ensuring the sector remains beneficial for both residents and visitors.

According to the Commission, the strategy is designed to create a “more competitive tourism sector”, providing tourism SMEs and destination management organisations with access to skills, digital tools and data in order to “innovate and grow sustainably”.

It also seeks to “cut red tape” around what it calls “unnecessary administrative barriers”. Action in this regard include the new EU Tourism Academy, which will provide crucial training and help develop the skills most needed in the sector, and establishing a Common European Tourism Data Space and an EU Tourism Observatory to analyse important trends.

For Raffaele Fitto, Executive Vice-President for Cohesion and Reforms in the European Commission, the industry brings opportunities for territorial development. “Our objective is to ensure that tourism creates growth and prosperity across our regions while preserving the diversity and unique identity of our territories,” he said.

This includes promoting sustainable tourism management and balancing tourism flows by promoting less-visited destinations as well as encouraging year-round travel. This goal is supported by an EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism, and an EU Tourism Crisis Coordination Network.

The strategy’s origins trace back to Commissioner Tzitzikostas’ remarks in 2025, where he told the Global Tourism Forum in Brussels: “Sustainability means reducing emissions, including from travel to and within destinations. But it also means managing resources wisely, protecting cultural and natural assets, and ensuring that tourism contributes to balanced regional development across Europe.”

What the industry said about the new strategy

The European Travel Agents’ and Tour Operators’ Associations (ECTAA) welcomed the new strategy as a “vision for balanced, connected and resilient European travel”.

ECTAA said the initiative sets an “ambitious direction for destinations, travellers and the wider travel community”, adding that a coordinated European approach is “essential to steer sustainable growth and maintain Europe’s global standing as the world’s leading destination”.

It commended the Commission for addressing what it referred to as “key structural enablers”, namely balanced tourism, investment in skills, setting a framework for SMEs, and strengthened connectivity – especially targeted initiatives on rail and aviation regulation.

“Businesses are facing growing costs and uncertainty, while competition remains strong,” Eric Dresin, Secretary General of ECTAA, said. “We therefore welcome the Commission’s strategy as an opportunity to give tourism the attention and support it deserves. A strong European tourism industry needs a competitive business environment and the capacity to invest in its future.”

Global road transport organisation IRU said the strategy marks an “important milestone in establishing a common EU vision for a more competitive, sustainable, resilient and inclusive tourism sector”.

It added that the Commission now, for the first time, acknowledges the “difficulties faced by coach operators in navigating the myriad of local urban vehicle access restrictions” as operators across the continent navigated fragmented rules.

According to the IRU, this represents a commitment to addressing this challenge through improving access to information on urban vehicle registration, as well as a step towards creating a European “one-stop-shop for urban vehicle access information” that the sector has supported.

Amid the backdrop of a summer marked by volatility, geopolitical and climate instabilities, the European Travel Commission (ETC) said the Commission’s strategy was a “positive first step towards increased multi-level governance, and deeper cooperation between the European institutions and tourism stakeholders”.