The European Commission has presented a new EU Sustainable Tourism Strategy, to increase the sector’s competitiveness, sustainability and resilience. The strategy will help businesses grow and workers build skills; it will support destinations in developing a balanced tourism offer; improve travellers’ experiences and maintain Europe as the world’s leading tourism destination.
Tourism is a key part of Europe’s economy. It contributes to 10% of the EU’s Gross Value Added, supports more than 20 million jobs and includes 5 million businesses, of which 99% are small and medium-sized enterprises (SMEs). While tourism supports local economies across the EU, it also cultivates culture and shapes Europe’s global influence.
At the same time, in the current global context, the tourism sector faces several challenges, including geopolitical uncertainty, skills and talent shortages, the impacts of climate change and changing traveller expectations. Europe’s tourism sector has already proven resilient, and Europeans’ appetite for travel remains strong, with 76% planning a trip in the next six months.
Shared challenges require a shared approach. The strategy will therefore help tourism businesses, especially SMEs, and destination management organisations access skills, digital tools and data to innovate and grow sustainably. It will also look for ways to reduce unnecessary administrative barriers. Flagship actions include the EU Tourism Academy, the EU Tourism Observatory, the Common European Tourism Data Space, the EU simplification initiative on tourism and continued work towards a seamless European travel area.
The strategy will promote tourism that benefits visitors, businesses and local communities. The Commission will support destinations to better manage visitor flows, encourage travel throughout the year and improve preparedness for potential crises. Actions include an EU Model for Tourism Management, a Council recommendation, a Toolbox for Balanced Tourism and an EU Tourism Crisis Coordination Network.
Europe accounts for around 40% of international tourist arrivals worldwide, making it the world’s lead destination. The strategy will further boost Europe’s global appeal through stronger international cooperation. This includes cooperation with international organisations, such as UN Tourism and the OECD, tourism dialogues with key partner countries and regions, and promotion of Europe through the Destination Europe framework. To amplify the visibility of European destinations and its hidden gems, there will also be new European Capitals of Tourism Awards.
To deliver the strategy, a new EU Tourism Alliance will bring together national, regional and local authorities, tourism businesses and stakeholders. The Commission will continue supporting tourism-related actions through relevant EU programmes and funding instruments.
Background
Tourism is one of Europe’s most important economic and social sectors. This new EU strategy for tourism delivers on the Commission’s 2026 Work Programme commitment to strengthen the sector’s competitiveness and resilience, as well as on President von der Leyen’s mission letter to Commissioner Apostolos Tzitzikostas. The mission letter tasked the Commissioner to intensify the EU’s efforts to promote a resilient and competitive tourism sector, in line with the EU Agenda for Tourism 2030.
More information
The new EU Sustainable Tourism Strategy
Tourism generates more than one in every 10 euros of value added in the EU
Questions and answers on the EU Sustainable Tourism Strategy
Factsheet: A new EU Sustainable Tourism Strategy
- General publications
- 4 November 2026
Factsheet: Spread the benefits of tourism across regions and seasons
- General publications
- 4 November 2026
Legal documents
Communication from the Commission: EU Sustainable Tourism Strategy
- General publications
- 4 November 2026
Tourism – A Key Asset for Europe: Towards an EU Sustainable Tourism Strategy