Commission strengthens Europe's position as the world's top tourist destination

The European Commission today presented a new EU strategy on sustainable tourism, designed to increase the sector's competitiveness, sustainability and resilience. The strategy will help businesses grow and workers develop their skills, support destinations in developing a balanced tourism offer, improve travellers' experiences and keep Europe the world's leading tourist destination. Tourism is an essential part of the European economy. It contributes 10% of EU gross value added, supports over 20 million jobs and includes 5 million businesses, 99% of which are small and medium-sized enterprises (SMEs). While tourism supports local economies across the EU, it also nurtures culture and shapes Europe's influence in the world. At the same time, in today's global context, the tourism sector faces several challenges, including geopolitical uncertainty, skills and talent shortages, the impact of climate change and changing traveller expectations. Europe's tourism sector has already proven resilient, and Europeans' appetite for travel remains strong, with 76% planning a trip in the next six months. Common challenges call for a common approach. The strategy will therefore help tourism businesses, especially SMEs, and destination management organisations access skills, digital tools and data to innovate and grow sustainably. The Commission 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 strategy will promote tourism that benefits visitors, businesses and local communities. The Commission will support destinations to better manage visitor flows, encourage year-round travel and improve preparedness for potential crises. Actions include an EU tourism management model, a Council recommendation, a toolkit for balanced tourism and an EU tourism crisis coordination network. Europe accounts for around 40% of international tourist arrivals worldwide, making it the world's top destination. The strategy will further boost Europe's global appeal through closer international cooperation, including 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. To amplify the visibility of European destinations and their hidden gems, there will also be new "European Capitals of Tourism" awards. To implement the strategy, a new EU tourism alliance will bring together national, regional and local authorities, tourism businesses and stakeholders. The Commission will continue to support tourism actions through relevant EU programmes and funding instruments. Background Tourism is one of Europe's most important economic and social sectors. This new EU tourism strategy delivers on the Commission's commitment in its 2026 work programme to strengthen the sector's competitiveness and resilience, as well as on President von der Leyen's mission letter to Commissioner Apostolos Tzitzikostas, which tasked him with stepping up EU efforts to promote a resilient and competitive tourism sector in line with the EU Tourism Agenda 2030.