The new strategy seeks to support tourism businesses, particularly small and medium-sized enterprises (SMEs), in growing and developing skills, while also assisting destinations in developing a balanced tourism offering. The goal is to improve traveler experiences and maintain Europe as the world's leading tourist destination.
Tourism is a crucial sector for the European economy, contributing 10% of the EU's gross value added and employing over 20 million people. It faces challenges such as geopolitical uncertainty, skills shortages, and the impacts of climate change, yet European demand for travel remains strong, with 76% planning a trip in the next six months.
To address these challenges, the strategy proposes actions including the EU Tourism Academy, the EU Tourism Observatory, a Common European Tourism Data Space, and the simplification of administrative obstacles. It also aims to better manage visitor flows, encourage year-round travel, and improve crisis preparedness.
Europe, accounting for about 40% of international tourist arrivals, will further strengthen its global appeal through international cooperation and destination promotion, including the "European Capitals of Tourism Awards." A new European Tourism Alliance will bring together authorities, businesses, and stakeholders to implement the strategy.
This initiative fulfills the Commission's commitment to enhance the sector's competitiveness and resilience, aligning with the EU Tourism Agenda 2030.
