WTTC Welcomes EU Sustainable Tourism Strategy and Calls for Stronger Public-Private Collaboration to Deliver Its Ambitions

Brussels, Belgium, 10 November 2026 – The World Travel & Tourism Council (WTTC) has welcomed the European Commission’s first EU Sustainable Tourism Strategy, recognising it as an important milestone in positioning Travel & Tourism as a strategic pillar of Europe’s economy and strengthening its contribution to competitiveness, economic growth, employment, investment and regional development.

WTTC congratulates European Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, and his team on this landmark initiative, which strengthens the recognition of Travel & Tourism within the European policy agenda.

The Strategy provides an important framework for addressing the challenges facing the sector while creating opportunities for innovation, investment and sustainable growth. It comes as Europe’s Travel & Tourism sector is forecast to grow by 3.1% this year, compared with 1.1% for the wider European economy.

WTTC believes its success will depend on sustained political commitment, effective coordination and meaningful collaboration between governments, European institutions, destinations and private sector.

A shared vision for the future of European tourism

The Strategy reflects important alignment with all eight of WTTC’s global strategic priorities, developed following extensive private-sector consultation, including top global CEOs and industry leaders. Together, these priorities provide a shared framework for sustainable, inclusive and resilient growth.

WTTC particularly welcomes the Commission’s recognition of Travel & Tourism as a strategic economic sector and its commitment to strengthening cooperation between policymakers and industry.

The proposed EU Model for Tourism Management and accompanying EU Toolbox represent important steps towards destination stewardship, benefiting local communities and private sector while preserving destination competitiveness.

WTTC also welcomes the Strategy’s integrated approach to sustainability, including environmental protection, the circular economy and support for SMEs’ green and digital transition. The proposed Cruise Cooperation Dialogue offers further opportunities for constructive private sector engagement.

The proposed EU Tourism Observatory and Common European Tourism Data Space, alongside the recognition of artificial intelligence and emerging technologies, offer opportunities to improve destination management, encourage innovation and accelerate digital transformation.

WTTC also supports the proposed EU Tourism Crisis Coordination Network, recognising the importance of government- private sector cooperation in strengthening preparedness, managing disruptions and supporting recovery.

The Strategy’s focus on multimodal connectivity, transport accessibility and more efficient travel experiences is equally important in improving access to European destinations. WTTC also welcomes the proposed EU Tourism Academy in 2027 and the Commission’s recognition of investment as a driver of competitiveness and sustainable growth. It particularly appreciates the Commission’s reference to WTTC’s research on Travel & Tourism capital investment.

Turning ambition into action

While the Strategy provides an important foundation, WTTC believes further progress will be essential to maximise its impact and maintain Europe’s position in an increasingly competitive global tourism market.

Many measures, particularly those relating to border management, visas and transport connectivity, extend beyond individual Commission portfolios and require coordination with other European institutions and Member States. WTTC encourages this cross-institutional collaboration and stands ready to contribute private-sector expertise.

Making travel more secure and seamless

Building on the Strategy’s recognition of visa facilitation, digital identity and more efficient border procedures, WTTC encourages faster progress on interoperable digital travel credentials, secure biometric technologies and digital borders.

This should include more predictable visa processes, wider use of long-validity multiple-entry visas and a registered traveller scheme for frequent visitors. The Entry/Exit System and ETIAS should operate smoothly, particularly during peak periods, supported by clear traveller communications. WTTC also advocates One Stop Security to avoid unnecessary repeat screening for passengers transferring through European airports who have already been screened to EU-equivalent standards.

Strengthening destinations and sustainability

WTTC encourages effective implementation of the proposed EU Model for Tourism Management and related initiatives, supported by reliable data and evidence-based destination stewardship.

Policies should be proportionate and tailored to individual destinations, balancing the needs of local communities and private sector with Europe’s global tourism competitiveness. WTTC stands ready to share its research, data and industry experience to support this work and effective sustainability initiatives.

Harnessing technology, AI and strengthening resilience

WTTC welcomes the Strategy’s recognition of artificial intelligence and emerging technologies as drivers of competitiveness and productivity. It particularly welcomes the proposed integration of tourism into the EU Apply AI Strategy, recognising the potential to enhance productivity, competitiveness and the traveller experience.

WTTC sees opportunities to work with the Commission and members states on pilot projects and accelerate technology adoption, particularly among SMEs. The proposed EU Tourism Crisis Coordination Network also offers an important opportunity to strengthen public-private cooperation, information sharing and coordinated communication, supporting faster destination recovery.

Attracting investment and supporting private sector

Europe must remain an attractive destination for Travel & Tourism investment and encourages measures to mobilise private capital, simplify investment procedures and strengthen public-private partnerships.

The Commission’s focus on SMEs is particularly welcome. WTTC also sees opportunities to build synergies with its Together in Travel initiative, which aims to support one million SMEs globally through access to knowledge, resources, networks and business opportunities.

Developing talent and strengthening connectivity

The proposed EU Tourism Academy offers an important opportunity to address workforce shortages and align training with industry needs. WTTC sees potential for collaboration with its Malta Youth Initiative, bringing together governments, educational institutions and private sector to attract young talent and create meaningful employment opportunities.

WTTC also supports the Strategy’s ambition to strengthen multimodal connectivity and develop new travel corridors across air, land and sea, improving access to emerging tourism markets and supporting Europe’s regional development and competitiveness.

Stronger public-private collaboration will be essential

WTTC welcomes the proposed establishment of a high-level EU Tourism Alliance, which could strengthen dialogue and cooperation between European institutions, Member States, destinations and the private sector.

WTTC looks forward to further details on the Alliance’s role, mandate and governance, emphasising the importance of complementing existing organisations, avoiding duplication and ensuring meaningful private-sector engagement.

As the global voice of the Travel & Tourism private sector, WTTC believes effective public-private partnerships will be essential to translating the Strategy’s ambitions into results. It stands ready to support the European Commission and EU Member States with its research, economic data, industry expertise and global membership network to inform policymaking, foster investment and strengthen competitiveness and resilience.

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.”

WTTC will continue working with the European Commission and Member States, contributing research, economic data and industry expertise to support the Strategy’s implementation and unlock the full potential of Travel & Tourism across Europe.

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About the World Travel & Tourism Council

The World Travel & Tourism Council (WTTC) is the global body representing the private sector of Travel & Tourism and the leading authority on the sector’s economic and social contribution worldwide. Its members include Chairmen, Presidents and CEOs of the world’s leading travel and tourism companies across hotels, airlines, airports, cruise lines, tour operators, technology platforms and destinations, spanning every major region globally.

WTTC works to advance sustainable growth across the Travel & Tourism sector by driving collaboration between industry leaders and governments, shaping global policy, and providing authoritative research on the sector’s economic impact worldwide.

WTTC’s work is guided by eight global strategic priorities, agreed with its Members following an extensive consultation process over several months, including more than 200 interviews with CEOs and industry leaders. These priorities are: enabling safe and seamless journeys through digital standards and biometrics; strengthening destination stewardship and addressing overcrowding; advancing climate and environmental sustainability initiatives; harnessing emerging technologies, including AI and robotics; enhancing crisis preparedness, management and recovery; expanding global connectivity and developing new travel corridors; supporting workforce development, talent retention and mobility; and promoting policies that drive investment and new growth opportunities. Together, they provide a shared framework for public- and private-sector collaboration to unlock the full potential of Travel & Tourism and support its longterm, sustainable growth.