A balanced, sustainable European tourism model for the future
EU Commissioner Apostolos Tzitzikostas on Europe’s strategy for smarter, more resilient travel
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Tourism showcases what Europe does best. It reflects the extraordinary cultural richness and diversity of our countries and regions, while serving as one of the strongest bridges for mutual understanding between people.
It is also a major economic force. Tourism contributes almost 10% of the European Union’s GDP, with a profound impact on growth, social development and employment. Through its vast ecosystem, from hospitality and transport to culture, gastronomy and retail, it sustains thousands of businesses and millions of jobs across Europe.
But tourism is about far more than economics. It is a strategic sector and a powerful expression of what Europe stands for as a destination. It projects our way of life, our shared values, our heritage and our openness to the world. In many ways, tourism is Europe’s soft power in action.
Yet today, Europe’s tourism industry faces mounting challenges that risk holding back its growth and competitiveness: Geopolitical instability, economic uncertainty, climate change, overcrowding in iconic hotspots, unsustainable pressure on local communities, infrastructure and natural resources.
At the same time, global competition is intensifying. Other regions are attracting a growing share of international visitors and investing strategically in their tourism offer. Longstanding structural challenges also persist in Europe: skills shortages — particularly in digital competences — and an ageing workforce are weighing on the sector’s long-term vitality.
Europe remains the world’s leading tourism region, including for business travel. But leadership cannot be taken for granted. We must work actively and strategically to preserve and strengthen it.
To address these challenges, we need a more resilient and smarter tourism model, capable of delivering global competitiveness while ensuring sustainability and inclusion over the next decade.
Later this summer, I will present the first-ever European strategy for tourism.
This strategy will reinforce Europe’s global leadership by striking the right balance between economic growth and the wellbeing of local communities. It will accelerate the shift towards a more sustainable and digitalised tourism ecosystem, enhancing resilience to climate change and addressing the growing challenge of overcrowding.
“Overcrowding is a major and increasing concern… That is why sustainability is at the heart of the new strategy. It is a prerequisite for success.”
Overcrowding is a major and increasing concern. Tourism brings undeniable benefits — economic growth, cultural exchange and social vitality. But when concentrated in too few places, it can overwhelm communities, strain public services and erode the very assets that attract visitors in the first place. If left unmanaged, such pressures risk undermining tourism’s long-term competitiveness and, crucially, its social acceptance.
That is why sustainability is at the heart of the new strategy. It is a prerequisite for success.
We will focus on reducing emissions linked to tourism activities, promoting smarter mobility choices and encouraging more efficient resource management. In doing so, we will support balanced regional development, spreading the benefits of tourism more evenly across Europe and strengthening resilience against climate change.
At the same time, the strategy will set out concrete ways to safeguard and enhance Europe’s competitive edge. One flagship initiative will be “Destination Europe”: a coherent, long-term branding approach to position Europe globally as a safe, secure, sustainable and exceptional destination, while showcasing its unique cultural heritage and diverse attractions.
This is not about a short-term promotional campaign or a single commercial label. Europe’s strength lies precisely in its diversity of landscapes, traditions, languages and experiences, and in what unites us: our shared history, our common values and our distinctive European identity. That is the story we should tell the world.
However, the transition to a more sustainable and innovative tourism model will only succeed if people remain at its centre.
Today, the sector faces persistent labour shortages and skills gaps. Europe is missing around one million tourism workers. In hospitality alone, an estimated 10% of positions remain unfilled. Without addressing these shortages, growth and quality will suffer.
We therefore intend to invest decisively in people. This means training, upskilling and retaining talented professionals, with a particular focus on digital skills and competences. Employees must be equipped to thrive in a tourism ecosystem that is increasingly digital, data-driven and sustainability-oriented.
Our goal is to support quality jobs, strong career pathways and attractive working conditions, making tourism-related professions more appealing to young people. To this end, we will launch an EU Tourism Skills Academy. It will serve as a central hub connecting training providers, businesses and regions, promoting lifelong learning and facilitating mobility across Europe.
In short, this is the tourism model we envision for the next decade: one grounded in sustainability and resilience, strengthened by investment in people, respectful of local communities and ambitious in promoting Europe as a sustainable and attractive travel destination.
By embracing this balanced approach, we can ensure that Europe continues to welcome visitors from around the world, while safeguarding the places, communities and values that make our continent unique.
