The European Commission has published its first-ever EU Sustainable Tourism Strategy, a comprehensive plan to strengthen the competitiveness of Europe's travel sector while addressing the pressures of overtourism, climate change, and shifting traveller expectations. Unveiled at a press conference in Brussels, the strategy sets out a coordinated approach to keep Europe the world's leading destination without sacrificing the quality of life for residents or the integrity of its cultural and natural heritage.
Apostolos Tzitzikostas, the European Commissioner for Sustainable Transport and Tourism, framed tourism as far more than a leisure activity. "Tourism is much more than holidays," he said. "It is a force for good that brings people together and showcases the best of our continent. Above all, it is the remarkable diversity of our countries and regions that makes Europe the world's leading travel destination." He added that the sector is a "foundation of our economy."
The numbers underline that claim. According to the Commission, tourism supports around 20 million jobs and five million businesses across the EU, 99% of which are small and medium-sized enterprises. The sector contributes roughly 10% of the EU's gross value added. Yet it faces a set of interconnected challenges: geopolitical uncertainty, labour shortages, the accelerating impacts of climate change, and changing expectations from travellers who increasingly seek authentic, sustainable experiences.
What the strategy proposes
At the heart of the plan is a new high-level EU Tourism Alliance, bringing together member states, regions, local authorities, and industry stakeholders. Its mission is to keep Europe at the top of global tourism rankings while ensuring that growth benefits both visitors and host communities. The alliance will promote the continent through initiatives such as Destination Europe and the European Capitals of Tourism.
The strategy also aims to cut bureaucratic hurdles for tourism businesses. A new EU Tourism Academy will provide training and help develop the skills most needed in the sector, while a Common European Tourism Data Space and an EU Tourism Observatory will collect and analyse data to guide policy and business decisions. These tools are designed to help SMEs innovate and grow sustainably, according to the Commission.
Raffaele Fitto, Executive Vice-President for Cohesion and Reforms, stressed the territorial dimension. "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. To that end, the strategy promotes balanced tourism management, encouraging travel to less-visited destinations and year-round travel to ease pressure on hotspots. Supporting measures include an EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism, and an EU Tourism Crisis Coordination Network.
The strategy builds on earlier remarks by Tzitzikostas, who told the Global Tourism Forum in Brussels in 2025: "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."
Industry reaction
The European Travel Agents' and Tour Operators' Associations (ECTAA) welcomed the strategy as a "vision for balanced, connected and resilient European travel." The group praised the Commission for addressing key structural issues, including balanced tourism, investment in skills, a framework for SMEs, and improved connectivity, particularly in rail and aviation regulation.
Eric Dresin, ECTAA's Secretary General, said: "Businesses are facing growing costs and uncertainty, while competition remains strong. 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."
IRU, the global road transport organisation, called the strategy an "important milestone" and noted that it acknowledges, for the first time, the difficulties coach operators face with fragmented urban vehicle access restrictions across Europe. The Commission has committed to improving access to information and moving towards a European "one-stop-shop" for urban vehicle access data, a move the sector has long advocated.
The European Travel Commission (ETC) described the strategy as a "positive first step towards increased multi-level governance and deeper cooperation between the European institutions and tourism stakeholders," set against a summer marked by volatility and climate instability.
As Europe grapples with the dual pressures of record visitor numbers and the need to protect its most fragile destinations, the strategy offers a framework for a more resilient and responsible tourism model. Whether it can deliver on its ambitious goals will depend on the willingness of member states, regions, and the industry itself to work together.
