The European Commission has introduced a new tourism strategy aimed at establishing priorities for competitiveness, sustainability, digitalisation, and resilience in the sector over the coming years. This strategy is built on three pillars and encompasses ten actions, with data, digitalisation, competitiveness, and small and medium-sized enterprises (SMEs) at its core.
The initiative seeks to assist businesses and destinations in innovating, accessing digital tools, and enhancing their adaptability to challenges such as talent shortages, climate change, and evolving traveller expectations. Key measures include the development of a European Common Space for Tourism Data, the establishment of a EU Tourism Academy, new administrative simplification initiatives, and actions aimed at improving destination management and data utilisation for decision-making.
Dolores Ordóñez, Vice President of European Affairs at Turistec, emphasised that one of the most significant aspects of the strategy is the recognition of the roles that digitalisation and data must play in the evolution of European tourism. Ordóñez stated, “The focus on digital capabilities, access to data, and innovation is particularly relevant for a sector that needs to continue gaining competitiveness without sacrificing sustainability.”
The strategy also includes new tools to promote balanced tourism development, improve visitor flow management, and strengthen cooperation among administrations, destinations, and businesses. “It is positive that the Commission is promoting collaboration mechanisms and common spaces that allow destinations and businesses to address shared challenges with a European perspective,” Ordóñez noted.
Through this initiative, the Commission aims to reinforce Europe’s position as the world’s leading tourist destination, which currently accounts for around 40% of international arrivals. The goal is to sustain this leadership through innovation, sustainability, and international cooperation.
