Seven European Union member states have formally asked Brussels to channel money from the bloc's next long-term budget into tourism in regions that border Russia, Belarus or Ukraine. In a joint letter to EU Tourism Commissioner Apostolos Tzitzikostas and Cohesion Commissioner Raffaele Fitto, the tourism and finance ministers of Bulgaria, Estonia, Latvia, Lithuania, Poland, Romania and Slovakia argued that the security crisis triggered by Russia's full-scale invasion of Ukraine is driving visitors away.
“Tourism flows have declined considerably in most of these regions,” the ministers wrote. They added that small and medium-sized enterprises are facing reduced investor confidence, increased operational uncertainty and limited access to finance at a time when seasonal revenues are crucial for their year-round viability.
The letter comes as the EU prepares its next Multiannual Financial Framework (MFF), a proposed €2 trillion budget for the 2028–2034 period. The ministers also expressed readiness to engage in a “constructive dialogue” on the upcoming EU Strategy for Sustainable Tourism, a non-binding plan aimed at promoting competitive and sustainable tourism across the bloc. That strategy is expected to address familiar issues such as overcrowding in hotspots and cross-border mobility, but the frontline states want the impact of war to be explicitly recognised.
Latvia's frontline reality
Latvia offers a stark example of how security concerns translate into economic losses. Jurģis Miezainis, parliamentary secretary at Latvia's Economics Ministry, told Euronews that every time an unidentified drone enters the country's airspace, it sows fear among locals and foreigners alike. “These drone incursions immensely affect the tourism sector because the tourism sector is very based on emotions,” he said.
Miezainis said the incursions are followed by hotel and event cancellations, leading to lower turnover for small businesses. Many of the drones are believed to be Russian, though some are Ukrainian, and they often enter via the country's eastern border with Russia and Belarus. The drones frequently appear over Latgale, an eastern region known as the Land of the Blue Lakes, dotted with more than 2,000 small reservoirs.
A recent survey by the Latgale Tourism Association, covering 94 tourism and hospitality businesses, found that 72% had suffered a decline in turnover and visitor numbers between June 2025 and June 2026. One-fifth of respondents reported losing at least half their earnings over the 12-month period.
Miezainis acknowledged that other factors, such as higher airfares linked to the war in Iran, may also be deterring visitors. Before the full-scale invasion, many tourists came from Russia and Belarus, but those borders are now virtually closed. “Before the full-scale invasion, there was quite a lot of people because of the borders, and of course it had some benefit for the tourism industry. But still, we have to understand the risks currently,” he said.
To compensate, Latvia is now targeting new markets such as Japan, Canada and the United States. Miezainis said the country is working with cruise operators, though he noted that cruise visits are short-term. “We are thinking about more of long term,” he added. Despite national efforts, he stressed the need for an EU-wide solution.
Regional downturn confirmed by data
Data from the UN World Tourism Organisation supports the ministers' concerns. In 2022, Latvia saw 38% fewer tourists than in 2019, while Slovenia recorded a 42% drop and Finland 36%. The European Commission's latest cohesion report also notes that Russia's war against Ukraine led to “a sharp reduction of investment, trade flows and economic activities (including tourism), as well as new economic barriers and job losses” in some regions.
The Commission has confirmed receipt of the letter and said it would respond “in due course,” but declined to comment on the content in advance. The ministers' request adds a new dimension to the debate over the EU's next budget, which is already expected to prioritise defence and security spending. Whether tourism in frontline regions will receive dedicated funding remains to be seen, but the letter signals that the economic fallout of war is not limited to the battlefield.
For more on how security concerns are reshaping travel in Europe, see our piece on Greece's tourism surge and the broader ranking of best countries for retirees.
