WTTC Sets Out Eight Priorities to Secure Europe's Travel and Tourism Leadership

Europe's Travel & Tourism Is Growing Faster Than the Wider Economy Travel & Tourism contributed nearly US$3 trillion to Europe's economy in 2025, representing 9.4% of GDP. The sector supported 40.7 million jobs, roughly 1 in every 10 jobs. Growth is expected to continue, with Travel & Tourism forecast to grow 3.1% in 2026, compared with 1.1% for the broader European economy. By 2036, the sector could reach US$3.8 trillion and support more than 50 million jobs.

WTTC's Eight Strategic Priorities for Europe
Enhance Secure and Seamless Travel
- Accelerate digital Schengen visas.
- Increase multiple-entry visas.
- Create an EU-wide trusted traveler program.
- Develop practical biometric travel systems.

Diversify Source Markets
- Reduce dependence on intra-European travel.
- Increase arrivals from long-haul markets, especially Asia-Pacific.
- Combine destination marketing with easier visa access.

Boost Travel & Tourism Investment
- Recognize tourism as a strategic sector in the EU's 2028-2034 budget framework.
- Improve funding access, especially for SMEs.
- Increase regulatory certainty to attract investors.

Advance Sustainable Tourism
- Invest in climate adaptation, water management, and nature protection.
- Accelerate sustainable aviation and maritime fuels.
- Improve accessibility and resilience.

Champion Destination Stewardship
- Shift from visitor volume to visitor value.
- Use data to spread tourists geographically and seasonally.
- Ensure visitor taxes support destination management.

Attract and Upskill Talent
- Expand apprenticeships and workforce training.
- Promote skills recognition across borders.
- Address looming labor shortages in key markets.

Support AI Adoption
- Help tourism businesses, especially SMEs, adopt AI.
- Provide grants, training, and shared digital tools.
- Balance innovation with responsible regulation.

Expand Connectivity
- Strengthen air, rail, road, and maritime links.
- Improve multimodal travel and integrated ticketing.
- Support lower-emission transport while preserving essential connections.

Major Economic Insight
Although Europe receives almost half of all international travelers globally, 74.3% of arrivals come from within Europe. WTTC argues that attracting more visitors from Asia, North America, and other long-haul markets represents one of the largest opportunities for future growth.

Europe's Global Position
- Europe welcomed 757.3 million international overnight visitors in 2025, nearly 49% of the global total.
- International visitor spending reached US$835 billion, about 41% of worldwide tourism spending.
- Germany is Europe's largest travel economy, followed by the UK, France, and Spain.
- Spain leads Europe in international visitor spending.

Key Message from WTTC
WTTC's central argument is that Europe already leads global tourism, but maintaining and expanding that leadership over the next decade will depend on policy actions focused on: easier travel, investment, sustainability, talent development, AI adoption, connectivity, and attracting more non-European visitors.