The World Travel & Tourism Council (WTTC) has welcomed the European Commission’s first EU Sustainable Tourism Strategy, describing it as a landmark step towards positioning Travel & Tourism as a strategic pillar of Europe’s economy. WTTC said the strategy strengthens the sector’s role in driving competitiveness, economic growth, employment, investment and regional development, while providing a framework to address emerging challenges and unlock opportunities for sustainable growth.
The council congratulated European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas and his team for developing the initiative, which gives greater recognition to Travel & Tourism within the European policy agenda. Europe’s Travel & Tourism sector is forecast to grow by 3.1% this year, significantly ahead of the 1.1% growth projected for the wider European economy, highlighting the sector’s increasing economic importance. WTTC said the successful implementation of the strategy will require sustained political commitment, effective coordination and meaningful cooperation among governments, European institutions, destinations and the private sector.
Strategy Aligns with WTTC’s Global Priorities
According to WTTC, the EU strategy closely aligns with all eight of its global strategic priorities, which were developed following extensive consultation with private-sector leaders and global CEOs. The council particularly welcomed the European Commission’s recognition of Travel & Tourism as a strategic economic sector and its emphasis on stronger cooperation between policymakers and industry stakeholders. The proposed EU Model for Tourism Management and accompanying EU Toolbox were also welcomed as important mechanisms for improving destination stewardship while supporting local communities, businesses and destination competitiveness.
Sustainability and Digital Transformation at the Core
WTTC welcomed the strategy’s integrated approach to sustainability, including environmental protection, the circular economy and support for small and medium-sized enterprises (SMEs) in their green and digital transition. The council also highlighted the proposed Cruise Cooperation Dialogue as an opportunity to strengthen constructive engagement between policymakers and the private sector.
Technology is another major component of the strategy. The proposed EU Tourism Observatory and Common European Tourism Data Space could provide destinations and policymakers with better data to improve tourism management and decision-making. WTTC also welcomed the European Commission’s recognition of artificial intelligence and emerging technologies as important tools for improving productivity, innovation and the visitor experience.
Crisis Preparedness and Destination Resilience
The proposed EU Tourism Crisis Coordination Network was highlighted as another important initiative. WTTC said stronger cooperation between governments and the private sector will be essential for improving preparedness, managing disruptions and supporting the recovery of destinations during crises.
The council also welcomed the strategy’s emphasis on multimodal connectivity and transport accessibility, saying improved travel connections can make European destinations more accessible while supporting regional development. The proposed EU Tourism Academy in 2027 was also welcomed as an opportunity to strengthen tourism skills and address workforce challenges.
WTTC Calls for Faster and More Seamless Travel
While welcoming the strategy’s recognition of visa facilitation, digital identity and efficient border procedures, WTTC called for faster progress in developing interoperable digital travel credentials, secure biometric technologies and digital borders. The council also encouraged more predictable visa processes, greater availability of long-validity multiple-entry visas and the development of a registered traveller scheme for frequent visitors.
WTTC said the Entry/Exit System and ETIAS should operate efficiently, particularly during peak travel periods, while travellers should receive clear and timely information about new border procedures. The council also advocated for One Stop Security to reduce unnecessary repeat screening for passengers transferring through European airports who have already undergone security screening to EU-equivalent standards.
Sustainable Destination Management Needs Local Focus
WTTC called for effective implementation of the proposed EU Model for Tourism Management and related initiatives, supported by reliable data and evidence-based destination management. The council stressed that tourism policies should be proportionate and adapted to the specific circumstances of individual destinations.
According to WTTC, destination policies should balance the interests of local communities and the private sector while maintaining Europe’s competitiveness in the global tourism market. The council said it is ready to contribute its research, data and industry experience to support sustainable tourism initiatives across Europe.
AI and Technology to Drive Tourism Innovation
WTTC welcomed the strategy’s focus on artificial intelligence and emerging technologies as drivers of competitiveness and productivity. It particularly supported the proposed integration of tourism into the EU Apply AI Strategy, saying AI could help improve productivity, competitiveness and the overall traveller experience.
WTTC also sees opportunities to work with the European Commission and Member States on pilot projects aimed at accelerating technology adoption, particularly among SMEs. The council said the proposed EU Tourism Crisis Coordination Network could also strengthen information sharing, public-private cooperation and coordinated communication during disruptions.
Investment and SMEs Remain Key Priorities
WTTC stressed that Europe must continue to attract investment into its Travel & Tourism sector and encouraged policies aimed at mobilising private capital, simplifying investment procedures and strengthening public-private partnerships. The council particularly welcomed the Commission’s focus on SMEs, which represent an important part of the tourism ecosystem. WTTC also identified opportunities to create synergies with its Together in Travel initiative, which aims to support one million SMEs globally through access to knowledge, resources, networks and business opportunities.
Tourism Skills and Connectivity Need Greater Focus
The proposed EU Tourism Academy could play an important role in addressing workforce shortages and aligning training programmes with the changing needs of the tourism industry. WTTC also sees potential for collaboration through its Malta Youth Initiative, which brings governments, educational institutions and private-sector stakeholders together to attract young talent and create employment opportunities.
The council further welcomed the strategy’s ambition to strengthen multimodal connectivity and develop new travel corridors across air, land and sea. Improved connectivity, it said, could open emerging tourism markets, strengthen regional economies and improve Europe’s overall tourism competitiveness.
Stronger Public-Private Partnership Essential
WTTC welcomed the proposed establishment of a high-level EU Tourism Alliance, which could provide a stronger platform for dialogue and cooperation between European institutions, Member States, destinations and the private sector. The council said further details regarding the Alliance’s role, mandate and governance will be important to ensure meaningful private-sector participation while avoiding duplication with existing organisations. WTTC emphasised that effective public-private partnerships will be essential to translating the strategy’s ambitions into tangible results.
WTTC Calls Strategy an Important Step for European Tourism
Gloria Guevara, President and CEO of WTTC, said the European Commission had taken an important step by recognising Travel & Tourism as a strategic pillar of Europe’s competitiveness, economic prosperity and employment. She congratulated Commissioner Tzitzikostas and his team for introducing the EU Sustainable Tourism Strategy and highlighted its alignment with the priorities endorsed by WTTC’s global private-sector membership.
Guevara particularly welcomed the strategy’s focus on seamless travel, destination stewardship, sustainability, investment and workforce development. She stressed that the next priority should be turning the strategy’s ambitions into measurable results through stronger cooperation between the public and private sectors.
WTTC said it will continue working with the European Commission and EU Member States by providing research, economic data, industry expertise and its global membership network to support implementation of the strategy. The council believes these efforts can help unlock the full potential of Travel & Tourism while building a more competitive, resilient and sustainable tourism sector across Europe.
