WTTC Welcomes Europe’s First EU Sustainable Tourism Strategy and Calls for Smarter Borders, Easier Visas, AI Innovation and Stronger Growth

The World Travel & Tourism Council (WTTC) has backed the European Commission’s first ever EU Sustainable Tourism Strategy. The new strategy sets out plans to improve cross-border processes, visa processes, increase the use of artificial intelligence and increase tourism investment. With the Travel & Tourism sector in Europe set to increase by 3.1% in 2026, compared to just 1.1% growth in the broader economy, WTTC is calling for closer collaboration between European institutions, government and the private sector to implement the innovative strategies.

Europe Unveils a New Roadmap to Strengthen Its Tourism Industry

Brussels, Belgium: The World Travel & Tourism Council (WTTC) has welcomed the European Commission’s first EU Sustainable Tourism Strategy, introduced on 4 November 2026, as a major development for Europe’s tourism economy. The strategy seeks to improve international travel, strengthen tourism businesses, attract investment and support environmental protection across European destinations. WTTC’s response highlights the need for closer cooperation between governments and the private sector to deliver these ambitions. The initiative arrives as Europe’s Travel & Tourism sector is forecast to grow by 3.1% in 2026, compared with 1.1% for the wider European economy. The new framework could influence how European destinations manage visitors, introduce technology and prepare for future challenges.

Tourism Emerges as a Powerful Driver of Europe’s Economic Future

Europe’s tourism industry remains an important source of employment, business activity and regional income. According to the European Commission, tourism contributes approximately 10% of EU gross value added and supports more than 20 million jobs. The industry includes around five million enterprises, with small and medium-sized businesses accounting for 99% of them. The strategy recognises the importance of supporting these businesses while improving Europe’s position in the global travel market. It also reflects WTTC’s eight strategic priorities for sustainable and resilient tourism development. Stronger investment, better transport systems and closer cooperation between policymakers and industry operators could help support the sector’s continued expansion.

Easier Visas and Digital Borders Could Open a New Chapter for Travellers

International travel procedures are receiving renewed attention under the European tourism framework. WTTC supports wider adoption of secure digital travel credentials, biometric technology and more efficient border processing. It has also encouraged predictable visa procedures and greater access to long-validity multiple-entry visas for eligible travellers. A registered traveller scheme could further simplify journeys for frequent international visitors. The organisation has highlighted the importance of ensuring that the EU Entry/Exit System and European Travel Information and Authorisation System operate effectively, especially during busy holiday periods. Another priority is One Stop Security, which could reduce unnecessary repeat screening for qualifying passengers transferring through European airports.

Popular European Destinations Could Benefit From Smarter Visitor Management

Managing tourism demand without weakening local communities is a key objective of the new strategy. The European Commission proposes an EU Model for Tourism Management alongside a practical toolbox to guide destinations. These measures aim to improve planning, protect local environments and strengthen the distribution of tourism benefits. Major cities, coastal resorts and rural communities experience different visitor pressures, making location-specific policies important. Better information could help authorities manage busy periods and encourage travel to alternative destinations. WTTC supports destination management approaches based on reliable evidence and local requirements. The objective is to maintain Europe’s tourism competitiveness while safeguarding the places and communities that attract visitors.

Key EU Tourism Strategy Initiatives and Their Potential Benefits

Artificial Intelligence Could Bring New Opportunities to European Tourism

The European Commission’s tourism plans place considerable importance on data, digital systems and emerging technologies. The proposed EU Tourism Observatory and Common European Tourism Data Space could strengthen access to information about visitor demand and destination performance. WTTC also supports incorporating tourism into the EU Apply AI Strategy. Artificial intelligence could help accommodation providers, travel operators and other businesses improve operations, respond to customer needs and manage resources. Digital innovation may be particularly valuable for smaller enterprises with limited technical capacity. Cooperation between European institutions and tourism companies could encourage pilot projects, improve digital skills and accelerate technology adoption across the industry.

New Investment Measures Aim to Strengthen Tourism Businesses Across Europe

Modernising Europe’s tourism industry will require investment in infrastructure, accommodation, transport and digital services. The strategy recognises private capital as an important source of funding for long-term development. WTTC has encouraged policies that simplify investment procedures and strengthen partnerships between businesses and public authorities. Support for small and medium-sized enterprises is another important element. The organisation has identified opportunities to connect European initiatives with its Together in Travel programme, which aims to support one million smaller tourism businesses globally. Greater access to training, professional networks and commercial resources could help independent operators improve productivity, adopt sustainable practices and expand their services.

Cruise Tourism and Crisis Preparedness Receive Greater Attention

Europe’s tourism strategy introduces proposals designed to improve cooperation within the cruise industry and strengthen preparedness for travel disruptions. The proposed Cruise Cooperation Dialogue could bring authorities and businesses together to address cruise operations, port management and destination development. The European Commission also proposes an EU Tourism Crisis Coordination Network to improve information sharing during unexpected events. Severe weather, transport interruptions and other emergencies can affect tourism operations and visitor confidence. Stronger cooperation could support clearer communication and more effective recovery planning. WTTC supports these initiatives as part of wider efforts to make European tourism better prepared for future disruptions.

Tourism Skills and Better Transport Links Could Support Regional Development

Workforce development and accessibility are central to Europe’s tourism ambitions. The proposed EU Tourism Academy, expected in 2027, aims to strengthen professional training and help businesses address skills shortages. Cooperation with educational institutions and industry programmes could improve opportunities for young people entering tourism careers. The strategy also seeks stronger connections between air, rail, road and maritime transport services. Improved multimodal networks could make smaller cities, islands and rural destinations easier to reach. WTTC supports new travel corridors that connect established tourism centres with emerging markets. Better training and connectivity could strengthen regional economies and support long-term tourism competitiveness.

Europe’s Tourism Industry Moves Towards a More Connected and Resilient Future

The success of the EU Sustainable Tourism Strategy will depend on turning its proposals into practical improvements. The European Commission’s proposed EU Tourism Alliance could strengthen cooperation between Member States, destinations and private tourism businesses. WTTC supports this approach while highlighting the importance of clear governance and avoiding duplication with existing organisations. Several initiatives will also require coordination across different European institutions. For international travellers, future improvements could include more efficient borders, better transport access and enhanced visitor services. With European Travel & Tourism projected to expand faster than the wider economy in 2026, the strategy provides a framework for supporting sustainable development, investment and continued competitiveness.

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