EU Unveils Ambitious Strategy to Foster Sustainable Tourism Growth, Get the Details Here

Published on December 10, 2025

The European Union is taking bold measures toward a comprehensive approach to sustainable tourism in light of growing pressures facing the sector and its importance to Europe’s economy. Last week, the European Parliament debated how the EU can tackle challenges in tourism while continuing to be one of the supporting pillars of economic prosperity in a conference titled “Sustainable Tourism: The Challenges of the Decade,” organized by Portuguese MEP Sérgio Humberto.

Tourism as a Major Pillar of Europe’s Economy

Apostolos Tzitzikostas, the European Commissioner for Sustainable Transport and Tourism, opened the discussion by emphasizing the critical role that tourism plays in the EU. With more than three billion nights spent by travelers in Europe in 2024, a 50% increase over the last 15 years, tourism has become an essential part of the European economy. It supports over 20 million workers across more than three million small businesses in the region.

However, Tzitzikostas also acknowledged that the tourism sector is under threat from various global challenges, including geopolitical instability, hybrid attacks, rising energy prices, and climate change. He stressed the need for a new approach to ensure that local communities and businesses continue to benefit from tourism in a sustainable way.

A Historic First: The Need for a Common European Tourism Strategy

One of the most significant revelations from the conference was the admission by Tzitzikostas that, despite the importance of tourism, Europe has never had a dedicated tourism portfolio or a comprehensive tourism strategy. “For a reason that I cannot understand, even though tourism brings 10% of European GDP, there was not even a Commissioner for tourism,” he said. He himself is the first European Commissioner for Tourism, marking a historic milestone in the EU’s recognition of the sector’s importance.

The strategy Tzitzikostas is set to present in spring 2026 will focus on three core priorities that aim to transform the European tourism industry.

Priority 1: Ensuring Europe Remains the World’s Leading Tourist Destination

Europe’s status as a leading tourism destination is undeniable. The continent attracts millions of visitors every year, with countries such as France, Spain, Italy, and Greece among the most visited in the world. Tzitzikostas emphasized that Europe must maintain this dominant position and continue to attract travelers from across the globe. The new strategy will aim to solidify Europe’s place at the top of global tourism rankings by focusing on quality and innovation.

Priority 2: Ensuring Tourism Benefits Are Shared by Local Communities

Tourism has the potential to boost local economies and provide opportunities for smaller businesses, but it also carries the risk of creating inequality and resentment if not managed well. The rise of anti-tourism sentiment in some European cities highlights the need for a more equitable distribution of tourism benefits. Tzitzikostas stressed that the success of tourism hinges on the support of local communities. “Tourism only works when communities support it,” he said.

The strategy will focus on ensuring that the economic benefits of tourism are distributed more fairly across all regions, especially those that are often left out of the tourism boom. This will include supporting low-density territories and ensuring that small and medium-sized businesses can thrive from tourism without facing overwhelming competition from large corporations or online platforms.

Priority 3: Turning Challenges into Opportunities Through Innovation and Technology

To address the pressures of tourism, the new strategy will focus on leveraging technology and innovation to create smarter, more sustainable tourism practices. This includes investing in digital tools and data-driven approaches to destination management, which can help mitigate overcrowding and manage visitor flows. A key element of this will be the establishment of a new European data space for tourism, allowing better coordination across destinations.

The strategy will also encourage innovation in mobility and infrastructure, ensuring that Europe’s tourism sector is not only environmentally sustainable but also resilient to future challenges. Artificial intelligence, digital transition, and smart services will be at the heart of the new vision for European tourism.

Addressing the Labor Shortage in the Tourism Industry

Another significant challenge for European tourism is the current shortage of workers in the sector. Tzitzikostas pointed out that Europe is missing approximately one million workers in tourism, with many businesses struggling to find skilled labor. To address this issue, the new strategy will place a strong emphasis on training, upskilling, and retaining talent in the tourism industry. Tzitzikostas highlighted the need for sustainable tourism not just from an environmental perspective but also in terms of the economy, jobs, and infrastructure.

Portugal’s Leading Role in the New Tourism Strategy

Portugal has emerged as a model for the new European tourism strategy, with the country already implementing forward-thinking policies that align with the EU’s vision. Pedro Machado, Portugal’s Secretary of State for Tourism, Commerce, and Services, shared insights into Portugal’s national Strategy 2035, which emphasizes sustainable economic growth, balanced territorial development, and decisive climate action.

Machado explained that Portugal aims to make tourism a central driver of growth while addressing regional disparities and ensuring that smaller, peripheral regions benefit from tourism development. By 2035, Portugal aims to have tourism contribute up to 20% of its GDP, with a focus on increasing annual growth by 6% over the next decade.

Portugal’s strategy also focuses on climate adaptation, acknowledging the pressures that destinations face due to extreme weather, water scarcity, and ecological stress. “Sustainability must be understood as the management of natural capital as much as the deployment of technology,” Machado said. This approach integrates environmental and economic sustainability with the development of smarter tourism infrastructure and mobility solutions.

Aviation and Hospitality’s Role in Transitioning to Sustainable Tourism

The conference also featured input from key players in the aviation and hospitality industries, including Ryanair, ANA Aeroportos de Portugal, and HOTREC. Steven Fitzgerald, Director of Sustainability and Finance at Ryanair, highlighted the challenges of balancing affordable connectivity with sustainable practices. He called for more European investment in sustainable aviation fuel and greater incentives to support the green transition without making travel less accessible.

Meanwhile, Thierry Ligonnière, President of ANA Aeroportos de Portugal, emphasized the importance of sustainable airport growth. With Portugal’s airports handling millions of passengers annually, ensuring environmental sustainability while expanding capacity is a key priority. Marta Machado from HOTREC also spoke on behalf of the hospitality sector, stressing the need for better financing options and support for small tourism businesses to navigate the green, social, and digital transition.

A Strategy for the Future of European Tourism

The EU’s move toward a common tourism strategy signals a new era for the sector: one that combines growth with sustainability, innovation, and inclusion. If supported with appropriate investments and coordinated, Europe can keep up the leadership in the global tourism industry while also making sure that it does not leave local communities, businesses, or workers behind.