Reykjavík Declaration: Communities at the centre of Europe’s tourism future

 

Hosted by the Icelandic Tourist Board under the theme “Tourism and Communities: Building Bridges Amid Unbalanced Growth”, the meeting brought together destination leaders, tourism experts and industry partners to discuss how European destinations can better align tourism development with residents’ wellbeing.

A new vision for tourism in Europe

The Reykjavík Declaration outlines six guiding principles for shaping the future of tourism:

• Tourism as a shared benefit: ensuring tourism delivers economic, cultural, social and environmental value.
• Communities at the centre: placing residents’ wellbeing and aspirations at the forefront of destination development.
• Innovation and digital transformation: promoting the use of data and digital tools to strengthen resilience and competitiveness.
• Respect for culture and heritage: safeguarding Europe’s cultural and natural assets while supporting living traditions.
• Strengthening nature and society: enhancing ecosystems and supporting fair livelihoods across the tourism value chain.
• Tourism as a force for peace and understanding: fostering empathy, solidarity and cooperation across Europe.

With these principles, ETC members aim to build destinations where visitors feel welcomed, communities benefit and Europe’s diversity is preserved.

Resident attitudes reaffirm the need for balance

Insights presented by TCI Research / MMGY Global during the meeting show that resident sentiment towards tourism remains strong across Europe. According to the data, eight in ten Europeans want their region to be promoted, feel proud to see visitors and are happy to share advice with travellers. These findings highlight the importance of ensuring tourism growth remains inclusive and rooted in local wellbeing.

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Eduardo Santander, CEO and Executive Director of the European Travel Commission, commented: “Tourism is, above all, about people – those who travel and those who welcome visitors into their communities. In recent years, this relationship has been tested, as residents in some destinations question whether tourism truly benefits them. Our role as European destinations is to rebalance this, ensuring tourism is developed with communities, not done to them. Managed thoughtfully, tourism remains one of the most powerful forces for prosperity, cohesion and understanding in Europe.”

He added that the Reykjavík Declaration aims to “build bridges amid unbalanced growth and give communities a stronger voice in shaping their future.”

A shared commitment for Europe’s tourism future

Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, stated: “Signing this declaration here in Reykjavík carries deep meaning for us. Iceland has learned that tourism thrives when communities are respected, heard and actively involved in shaping their future. The Reykjavík Declaration reinforces this principle for all of Europe.”

He added that a people-centred, purpose-driven approach is essential for safeguarding Europe’s heritage and strengthening the relationship between residents and visitors.

With the adoption of the Reykjavík Declaration, ETC members reaffirm a collective ambition to guide Europe’s tourism sector towards a model that benefits communities, protects cultural and natural assets and ensures destinations remain vibrant for future generations.