Reykjavík Declaration Endorsed to Create Sustainable and Inclusive Tourism Across Europe: What You Need To Know

Published on November 24, 2025

At the European Travel Commission’s (ETC) 110th General Meeting in Reykjavík, Iceland, the Reykjavík Declaration was officially endorsed by the 35 member National Tourism Organisations of Europe. This new declaration focuses on a people-centred, purpose-driven approach to tourism, placing communities at the heart of Europe’s tourism future. It is a pivotal step towards creating a balanced, sustainable tourism model that benefits both residents and visitors while safeguarding Europe’s unique cultural and natural heritage.

Signed by European tourism leaders and experts during the meeting, the declaration aims to regenerate destinations, promote local pride, and ensure that tourism remains a force for prosperity, cohesion, and peace across the continent.

A Vision for Sustainable and Inclusive Tourism

The Reykjavík Declaration: Tourism for Europe, Europe for Tourism sets out six core principles that will guide the future of tourism in Europe:

1. Tourism as a Shared Benefit: Tourism should generate economic, cultural, social, and environmental value for society, enhancing local communities and destinations.
2. Communities at the Centre: Residents’ well-being, identity, and aspirations should drive tourism development, recognising their critical role as custodians of their destinations.
3. Innovation and Digital Transformation: Technology, data, and digital skills are essential to boost tourism’s resilience and sustainability.
4. Respect for Culture and Heritage: Protecting and celebrating Europe’s cultural and natural heritage must be at the heart of all tourism development.
5. Strengthening Nature and Society: Tourism should enhance ecosystems and support fair livelihoods within the tourism value chain.
6. Tourism as a Force for Peace: Travel should foster understanding, empathy, and cooperation, reinforcing the values that bind Europe together.

With the signing of the declaration, the ETC members have committed to creating destinations where both locals and tourists thrive, with the beauty and diversity of Europe’s landscapes and heritages preserved for generations to come.

Strong Resident Support for Tourism Across Europe

During the meeting, TCI Research and MMGY Global shared new insights that highlight the importance of community engagement in tourism. Eight out of ten Europeans expressed pride in seeing visitors in their region, with many happy to share local tips and welcome tourists into their communities. This shows a positive outlook on tourism, where residents feel proud and benefitted by the presence of visitors.

However, the challenge lies in ensuring tourism is developed thoughtfully, and that it doesn’t overpower or disrupt local life. As tourism continues to grow, it’s essential that it remains inclusive and mindful of local well-being. The Reykjavík Declaration seeks to rebalance tourism by ensuring that local voices are not just heard but are central to shaping tourism’s future in Europe.

Building Bridges Between Residents and Visitors

The CEO of the European Travel Commission, Eduardo Santander, highlighted the importance of the relationship between residents and tourists. He pointed out that while tourism is an economic asset, its success depends on ensuring that local communities are actively involved in its growth. It’s not enough to simply attract visitors, tourism must enrich the local culture and benefit communities directly.

Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, also emphasised how Iceland’s own experience has shown that tourism thrives when communities are respected and actively involved. This is the essence of the Reykjavík Declaration: a commitment to developing tourism that supports the local economy and residents, while maintaining cultural and environmental sustainability.

Reykjavík Declaration: A New Direction for European Tourism

The Reykjavík Declaration marks a significant turning point in Europe’s tourism strategy. The agreement sets out a vision where tourism is not just an economic driver but a means of building bridges between cultures, improving residents’ quality of life, and preserving Europe’s natural and cultural heritage. By adopting this people-centred approach, European destinations aim to strengthen local pride while offering visitors authentic and meaningful travel experiences.

This new strategy is a direct response to the increasing pressure of unbalanced growth, where some destinations face overtourism and residents question whether tourism benefits them. The declaration aims to restore the balance, ensuring that tourism development aligns with local values, traditions, and community well-being.

Empowering Communities Through Tourism In Europe

The signing of the Reykjavík Declaration represents a bold, forward-thinking approach to the future of tourism in Europe. With communities at the heart of the tourism strategy, the declaration reaffirms the importance of creating tourism experiences that benefit both visitors and locals. This shift towards more people-centred tourism aims to promote cultural understanding, protect local heritage, and ensure that tourism continues to support sustainable development in Europe’s most cherished destinations.

As European destinations work together to implement the guiding principles of the declaration, tourism will remain a powerful force for prosperity, cohesion, and global solidarity—benefiting both residents and travellers alike.