WTTC Welcomes EU Sustainable Tourism Strategy

The World Travel & Tourism Council (WTTC) welcomed the European Commission's first EU Sustainable Tourism Strategy. The strategy recognizes Travel & Tourism as a key driver of competitiveness, economic growth, employment, investment and regional development.

Strong Alignment with WTTC Priorities
- WTTC noted that the strategy aligns with its eight global strategic priorities.
- These priorities focus on sustainability, resilience, seamless travel, technology adoption, investment, workforce development and destination management.

Tourism's Economic Importance
- Europe's Travel & Tourism sector is forecast to grow by 3.1% this year, outperforming the wider European economy's projected 1.1% growth.

Sustainable Destination Management
- WTTC welcomed the proposed:
- EU Model for Tourism Management
- EU Toolbox for destinations
- EU Tourism Observatory
- Common European Tourism Data Space
- These initiatives aim to improve destination stewardship while supporting local communities and tourism competitiveness.

Sustainability and Innovation
- The strategy promotes:
- Environmental protection
- Circular economy practices
- Green and digital transitions for SMEs
- Adoption of AI and emerging technologies

Strengthening Crisis Preparedness
- WTTC supports the creation of an EU Tourism Crisis Coordination Network.
- The initiative is expected to improve crisis preparedness, information sharing, disruption management and recovery efforts.

Making Travel More Seamless
WTTC called for:
- Faster implementation of digital travel credentials.
- Greater use of secure biometric technologies.
- More efficient border processes.
- Predictable visa procedures and wider use of long-validity multiple-entry visas.
- Smooth implementation of the EU's Entry/Exit System and ETIAS.
- Expansion of One Stop Security to reduce repeated airport screening.

Harnessing AI and Technology
- WTTC welcomed tourism's inclusion in the EU's AI plans.
- It sees opportunities to:
- Improve productivity and competitiveness.
- Enhance traveler experiences.
- Accelerate technology adoption, especially among SMEs.

Driving Investment and SME Growth
- WTTC urged policies that:
- Attract private capital.
- Simplify investment processes.
- Strengthen public-private partnerships.
- The organization also highlighted opportunities to support SMEs through its Together in Travel initiative.

Talent Development and Connectivity
- WTTC welcomed plans for an EU Tourism Academy in 2027.
- The academy is expected to help address workforce shortages and develop industry-relevant skills.
- The strategy also supports stronger air, land and sea connectivity and the creation of new travel corridors.

WTTC's Key Message
- WTTC believes the strategy provides a strong foundation, but successful implementation will require:
- Continued political commitment.
- Cross-institutional cooperation.
- Meaningful public-private collaboration.
- The organization reaffirmed its readiness to support the European Commission and EU Member States with research, economic data and industry expertise.

Why It Matters
- The strategy marks a significant step toward a more competitive, resilient and sustainable European tourism sector.
- WTTC sees it as an important opportunity to turn shared ambitions into practical action that benefits travelers, businesses, destinations and local communities.