The World Travel & Tourism Council (WTTC) has welcomed the European Commission’s first EU Sustainable Tourism Strategy, describing it as an important step towards recognising tourism as a strategic pillar of Europe’s economy, while calling for stronger cooperation between governments, European institutions and the private sector to turn its ambitions into measurable results.

The strategy aims to strengthen the sector’s contribution to economic growth, competitiveness, employment, investment and regional development, while addressing sustainability, connectivity, digital transformation and destination management.

WTTC congratulated European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas and his team on the initiative, highlighting its potential to provide a framework for innovation and sustainable growth across European destinations.

The council noted that Europe’s Travel & Tourism sector is forecast to grow by 3.1% this year, compared with projected growth of 1.1% for the wider European economy.

However, WTTC stressed that achieving the strategy’s objectives will require sustained political commitment, effective coordination and meaningful engagement between policymakers, destinations and businesses.

Gloria Guevara, President & CEO of WTTC, said: “The European Commission has taken an important step in recognising Travel & Tourism as a strategic pillar of Europe’s competitiveness, economic prosperity and employment. We congratulate Commissioner Tzitzikostas and his team on bringing forward the EU Sustainable Tourism Strategy.

“There is strong alignment between the Strategy and the eight priorities endorsed by our global private-sector membership. We particularly welcome its recognition of seamless travel, destination stewardship, sustainability, investment and workforce development. The opportunity now is to translate this shared ambition into tangible results through stronger public-private collaboration. WTTC and its Members stand ready to support the Commission and EU Member States with our research, economic data, industry expertise and global network to help deliver a more competitive, resilient and sustainable Travel & Tourism sector across Europe.”

Eight priorities aligned with global tourism agenda

WTTC said the European strategy closely reflects its eight global strategic priorities, which were developed following consultations with leading international companies and industry executives.

The council particularly welcomed the European Commission’s recognition of tourism as a strategic economic sector and its commitment to closer cooperation between governments and industry.

Among the proposed initiatives is an EU Model for Tourism Management, supported by an accompanying EU Toolbox, designed to improve destination stewardship while balancing the interests of local communities, businesses and visitors.

WTTC also welcomed the strategy’s integrated approach to sustainability, including environmental protection, the circular economy and support for small and medium-sized enterprises (SMEs) in their green and digital transitions. The proposed Cruise Cooperation Dialogue was also highlighted as an opportunity to strengthen engagement with the private sector.

Digital transformation features prominently in the strategy, with plans for an EU Tourism Observatory and Common European Tourism Data Space. These initiatives, alongside the adoption of artificial intelligence (AI) and emerging technologies, could improve destination management, support innovation and enhance the visitor experience.

The council also backed the proposed EU Tourism Crisis Coordination Network, which aims to strengthen preparedness, information sharing and recovery through closer government-industry cooperation.

Other priorities include improving multimodal transport connectivity, developing more efficient travel experiences, establishing an EU Tourism Academy in 2027 and attracting investment to support the sector’s long-term competitiveness.

Seamless travel and stronger destination management

While welcoming the strategy, WTTC called for further action in several areas, particularly border management, visa facilitation and transport connectivity, which require coordination across European institutions and Member States.

On travel facilitation, the council urged faster progress on interoperable digital travel credentials, secure biometric technologies and digital border procedures.

It also called for more predictable visa processes, wider access to long-validity multiple-entry visas and the introduction of a registered traveller scheme for frequent visitors.

WTTC said the implementation of the Entry/Exit System (EES) and European Travel Information and Authorisation System (ETIAS) should operate smoothly, particularly during peak travel periods, with clear communication for passengers.

The organisation also advocated One Stop Security to prevent unnecessary repeat screening for passengers transferring through European airports who have already undergone security checks meeting EU-equivalent standards.

On destination management, WTTC encouraged the effective implementation of the proposed EU Model for Tourism Management, supported by reliable data and evidence-based policies.

It said measures should be proportionate and tailored to individual destinations, ensuring that the needs of residents and businesses are balanced with Europe's international tourism competitiveness.

Technology, investment and workforce development

WTTC welcomed the proposed integration of tourism into the EU Apply AI Strategy, highlighting the potential of artificial intelligence to improve productivity, competitiveness and traveller experiences.

The council identified opportunities to work with the European Commission and Member States on pilot projects that accelerate technology adoption, particularly among SMEs.

It also stressed the importance of using the proposed crisis coordination network to improve communication, information sharing and cooperation during disruptions, allowing destinations to recover more quickly.

Investment was another key area of focus, with WTTC calling for measures to attract private capital, simplify investment procedures and strengthen public-private partnerships.

The organisation welcomed the Commission’s focus on SMEs and highlighted potential links with its Together in Travel initiative, which aims to support one million SMEs worldwide through access to knowledge, resources, business networks and commercial opportunities.

Workforce development was also identified as essential to the strategy's success. WTTC said the proposed EU Tourism Academy could help address skills shortages and align training programmes with industry requirements.

The council also highlighted potential collaboration through its Malta Youth Initiative, which brings together governments, educational institutions and private companies to attract younger talent and create employment opportunities.

Meanwhile, improved multimodal connectivity across air, land and sea was identified as an important factor in developing new travel corridors, opening emerging tourism markets and supporting regional economic development.

Proposed EU Tourism Alliance to strengthen cooperation

WTTC also welcomed the proposed establishment of a high-level EU Tourism Alliance, which could provide a platform for stronger dialogue between European institutions, Member States, destinations and private-sector representatives.

However, the council said further details were needed on the alliance’s mandate, governance and responsibilities to ensure it complements existing organisations, avoids duplication and provides meaningful opportunities for private-sector participation.

WTTC reiterated that effective public-private partnerships would be essential to translating the strategy into practical outcomes, offering its research, economic data, industry expertise and global membership network to support implementation.

The organisation said it would continue working with the European Commission and EU Member States to help unlock the full economic potential of Travel & Tourism while strengthening the sector’s competitiveness, sustainability and resilience across Europe. -TradeArabia News Service