Brussels is set to host the Euronews Travel & Tourism Summit on 29 September, a one-day event that will bring together political leaders, industry executives, and policymakers to debate the most pressing issues facing European travel. Held at the Albert Hall, the summit will be streamed live on Euronews.com, the Euronews app, and YouTube, with doors opening at 9am and sessions running throughout the day.
The gathering comes after a turbulent year for global tourism. Conflicts in the Middle East have disrupted air routes, pushed up fuel costs, and altered traveller behaviour, while extreme weather events, overtourism, and the rollout of new border controls have added further strain. Despite these challenges, demand has remained robust: Europe recorded its busiest-ever summer for air traffic in 2026, with an average of 35,959 flights per day in July and August. That resilience will provide a key backdrop to the discussions.
Headline speakers and sessions
Among the headline speakers is Albanian Prime Minister Edi Rama, who will sit down with Euronews' Maria Tadeo for a one-on-one interview. Albania has emerged as one of Europe's fastest-growing travel destinations, with international arrivals reaching 11.9 million in 2025 – a 93.6% increase compared to 2019, according to UN Tourism. Improved air connectivity, affordable prices, and growing interest in the Albanian Riviera, Tirana, and the country's mountains have all contributed to the boom.
Other confirmed guests include Bill White, the US Ambassador to Belgium; Eduardo Santander, CEO and Executive Director of the European Travel Commission (ETC); and Florian Sengstschmid, CEO of the Azerbaijan Tourism Board (ATB). Two of Euronews' flagship programmes – The Ring and The Big Question – will also be part of the agenda, bringing their popular formats to the industry's biggest debates.
Key topics on the agenda
One of the opening conversations will look back at the European summer travel season, with Santander examining the trends, challenges, and successes that have defined 2026, before looking ahead to the industry's prospects. Sustainability will be another major theme, with panellists discussing how Europe can reduce tourism's environmental impact without compromising accessibility, affordability, and mobility.
Overtourism will also be high on the agenda. The summit will explore how popular destinations can cope with growing visitor numbers, including the potential of “second cities” and strategies to encourage travellers towards less-visited neighbourhoods and regions. This is a particularly timely discussion, given the record-breaking summer and the ongoing debate over visitor management in cities like Amsterdam, Barcelona, and Venice.
Later in the day, The Big Question will turn its attention to the blue economy. MSC Cruises CEO Gianni Onorato will discuss whether Europe's cruise industry can chart a greener course, looking at cleaner fuels, next-generation ships, smarter ports, and emerging “blue corridors”. The Ring, hosted by Euronews' Méabh Mc Mahon, will bring its head-to-head political debate format to the summit, offering a platform for robust exchanges on the future of travel.
The summit also comes at a time when Europe is navigating a complex geopolitical landscape, with trade tensions and shifting alliances. For a broader perspective on these dynamics, readers may find our analysis of the Trump-Xi trade truce useful, as it touches on how global politics can influence travel and business. Similarly, the fragile Hungary-Ukraine ties highlighted at the C8 Summit underscore the regional challenges that can affect cross-border movement and energy costs.
For those interested in the practical side of travel, our recent piece on top European cities for group getaways offers a glimpse into emerging trends, while the insights from dnata's CEO on AI and cruises show how technology is reshaping the sector.
As the summit unfolds, viewers can expect a day of substantive debate and forward-looking analysis. With the industry showing remarkable resilience, the conversations in Brussels will help shape how Europe's travel sector adapts to a changing world.
