Europe remains the world's most visited continent, but its tourism industry faces a growing challenge: climate change. Eduardo Santander, CEO of the European Travel Commission (ETC), told delegates at the Euronews Travel & Tourism Summit in Brussels that the sector must adapt quickly to a warming planet.
Santander described Europe as becoming a "museum or attraction park" for global travellers. While that is not inherently negative, he stressed that such a destination must be "well organised" and "well managed" to benefit both visitors and residents.
The continent's appeal is undeniable. In the latest World Economic Forum Travel & Tourism Development Index, seven of the top ten countries are European, with Spain ranking third. Tourism accounts for about 10% of Europe's economy, and in some nations—like Santander's native Spain—it contributes a similar share of GDP. In others, that figure can reach 15% or even 20%.
Given this economic weight, Santander argued that tourism infrastructure—from accommodation to transport—deserves more investment. He noted that improving productivity in sectors like chemicals and automotive is important, but tourism should not be overlooked.
Rather than overtourism, Santander identified congestion as the more pressing issue. This includes crowded airports, strained ground transport, and bottlenecks at iconic sites across the continent.
Climate change reshapes the industry
Beyond congestion, Santander was unequivocal: "Climate change is the biggest threat to tourism right now, by far." He pointed to concrete examples: trains halted because heat-expanded rails, and river cruises unable to sail due to low water levels. "We see resilience becoming one of the engines of European tourism," he said. "We have to become even more resilient to whatever is next."
This resilience is already shaping traveller behaviour. The summer of 2026 saw a rise in "coolcations," with visitors seeking cooler destinations as heatwaves scorched the Mediterranean. This trend is expected to continue, prompting destinations from the Baltic coast to the Alps to prepare for shifting visitor flows.
Santander's comments come as Europe grapples with the broader impacts of climate change, including more frequent storms and extreme weather events. The tourism sector, he suggested, must be part of the solution, not just a victim.
The ETC chief also highlighted the need for better coordination across the continent. With 27 member states plus the UK, Switzerland, Norway, and the Balkans, a fragmented approach to tourism management is no longer viable. He called for shared strategies to address congestion, invest in sustainable infrastructure, and protect the very attractions that draw millions of visitors each year.
As Europe looks to maintain its position as the world's tourism leader, the message from Brussels is clear: adaptation is not optional. The industry must invest in resilience, embrace innovation, and work together to ensure that the continent remains a welcoming destination for generations to come.
