The European Commission on 4 November launched its new EU Sustainable Tourism Strategy to increase competitiveness, sustainability and resilience across the continent. The plan supports businesses, helps workers build skills and assists local destinations in offering a balanced range of services. It aims to improve traveller experiences while maintaining Europe’s position as the world’s leading travel destination.

Tourism is a key pillar of the European economy. It contributes 10% to the EU’s Gross Value Added, supports over 20 million jobs and encompasses 5 million businesses, 99% of which are small and medium-sized enterprises (SMEs). Alongside supporting local economies across the EU, the sector cultivates culture and shapes Europe’s global influence.

However, the industry currently faces several obstacles. These include geopolitical uncertainty, skills shortages, climate change impacts and shifting traveller expectations. Even so, the sector remains resilient, and European travel demand stays strong, with 76% of residents planning a trip in the next six months.

Shared challenges require a shared approach. The strategy will help tourism businesses, particularly SMEs, and destination management organisations access skills, digital tools and data to innovate. It also aims to reduce unnecessary administrative barriers. Key actions include establishing the EU Tourism Academy, the EU Tourism Observatory, the Common European Tourism Data Space and an EU simplification initiative on tourism, alongside continued efforts towards a seamless European travel area.

Furthermore, the Commission will help destinations manage visitor flows, promote year-round travel and improve crisis preparedness. Specific measures include an EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism and an EU Tourism Crisis Coordination Network.

Europe currently attracts around 40% of international tourist arrivals worldwide. To boost global appeal, the strategy increases international cooperation with bodies like UN Tourism and the OECD. It also includes tourism dialogues with key partner countries and destination promotion through the Destination Europe framework. New European Capitals of Tourism Awards will highlight hidden gems.

A new EU Tourism Alliance bringing together national, regional and local authorities, businesses and stakeholders will deliver the strategy. The Commission will support actions through relevant EU programmes and funding instruments.

This new EU strategy for tourism delivers on the Commission’s 2026 Work Programme commitment to strengthen the sector’s competitiveness and resilience, as well as on President von der Leyen’s mission letter to Commissioner Apostolos Tzitzikostas. The mission letter tasked the Commissioner to intensify the EU’s efforts to promote a resilient and competitive tourism sector, in line with the EU Agenda for Tourism 2030.