European Commission unveils new strategy to boost sustainable tourism across EU
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The strategy will help businesses grow and workers build skills; it will support destinations in developing a balanced tourism offer; and it will improve travellers’ experience.
The European Commission presented a new EU Sustainable Tourism Strategy, on November 4, to increase the sector’s competitiveness, sustainability and resilience. The strategy will help businesses grow and workers build skills; it will support destinations in developing a balanced tourism offer; and it will improve travellers’ experiences and maintain Europe as the world’s leading tourism destination.
Tourism is a key part of Europe’s economy. It reportedly 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). While tourism supports local economies across the EU, it also cultivates culture and shapes Europe’s global influence. At the same time, 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.
To tackle the challenges of the sector, the Commission's new strategy proposes several actions to help tourisms businesses, especially SMEs, and destination management organisations access skills, digital tools and data to innovate and grow sustainably, while looking for ways to reduce unnecessary administrative barriers. The Commission will also support destinations to better manage visitor flows, encourage travel throughout the year and improve preparedness for potential crises. Finally, it will will further boost Europe’s global appeal through stronger international cooperation.
