Brussels Wants a Crisis Network for Tourism Before the Next Crisis

The European Commission has presented a new EU Sustainable Tourism Strategy, aimed at keeping Europe the world’s leading tourism destination while making the sector more competitive and resilient. The Commission points to the stakes: tourism accounts for about 10% of the EU’s gross value added, supports more than 20 million jobs and spans 5 million businesses, 99% of them small or medium-sized.

The strategy names the pressures plainly: geopolitical uncertainty, skills shortages, climate change and shifting traveller expectations. Demand itself is not the problem, with 76% of Europeans saying they plan a trip within the next six months. The Commission’s answer is a set of new institutions and tools, including an EU Tourism Academy, an EU Tourism Observatory, a Common European Tourism Data Space and a simplification initiative to cut unnecessary red tape.

The most eye-catching piece looks ahead to trouble. Brussels plans an EU Tourism Crisis Coordination Network, plus an EU Model for Tourism Management, a Council recommendation and a Toolbox for Balanced Tourism to help destinations manage visitor flows and encourage year-round travel. A new EU Tourism Alliance would bring national, regional and local authorities together with industry.

There is a promotion side too. Europe takes around 40% of international tourist arrivals, and the Commission wants to raise the profile of lesser-known places through the Destination Europe framework and new European Capitals of Tourism Awards. For travellers, most of this will be invisible for now, but the push to spread visitors beyond the headline cities could eventually change where Europe sends you.

Sources: Travel Daily News