The EU Commission has presented a new EU strategy for tourism which it says will boost growth in European tourism and make it more competitive, more sustainable and more resilient.
“Tourism is one of Europe’s greatest strategic economic assets. It drives growth and innovation, creates millions of jobs and supports businesses and communities in every corner of Europe, with SMEs at the heart of the sector’s strength and competitiveness”, said Tourism Commissioner Apostolos Tzitzikostas: “With the EU Sustainable Tourism Strategy, we are giving tourism the recognition and place on the EU policy agenda it deserves, while bringing together businesses, destinations and public authorities around a common vision to make European tourism more competitive, more sustainable and more resilient, ensuring that its benefits reach businesses, local communities and citizens across Europe.”
The strategy will help businesses grow and workers build skills; it will support destinations in developing a balanced tourism offer; improve travellers’ experiences and maintain Europe as the world’s leading tourism destination.
Tourism contributes to 10% of the EU’s Gross Value Added, supports more than 20 million jobs and includes 5 million businesses, of which 99% are small and medium-sized enterprises (SMEs).
However, in the current global context, the tourism sector faces several challenges, including geopolitical uncertainty, skills and talent shortages, the impacts of climate change and changing traveller expectations. Europe’s tourism sector has proven resilient, and Europeans’ appetite for travel remains strong, with 76% planning a trip in the next six months.
The strategy is aimed at helping tourism businesses, especially SMEs, and destination management organisations access skills, digital tools and data to innovate and grow sustainably. It will also look for ways to reduce unnecessary administrative barriers. Flagship actions include the EU Tourism Academy, the EU Tourism Observatory, the Common European Tourism Data Space, the EU simplification initiative on tourism and continued work towards a seamless European travel area.
The Commission will support destinations to better manage visitor flows, encourage travel throughout the year and improve preparedness for potential crises. Actions include an EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism and an EU Tourism Crisis Coordination Network.
With Europe accounting for around 40% of international tourist arrivals worldwide, making it the world’s lead destination, it is hoped the strategy will further boost Europe’s global appeal through stronger international cooperation. This includes cooperation with international organisations, such as UN Tourism and the OECD, tourism dialogues with key partner countries and regions, and promotion of Europe through the Destination Europe framework. New European Capitals of Tourism Awards are planned.
