Destination Europe: Leaders discuss sustainable tourism investments

The Future of Tourism: Balancing Growth, Regulation, and Sustainability

The Destination Europe Summit, a collaborative event hosted by the European Travel Commission, Booking.com, and Euronews, brought together business and policy leaders to discuss the future of the tourism industry. Held in Brussels and moderated by Euronews anchor Meabh McMahon, the summit focused on balancing growth, regulation, and sustainability investment in the sector. Miguel Sanz, president of the European Travel Commission, emphasized the significance of travel to Europe’s lifestyle, culture, and connectivity. He highlighted the importance of digitalization in the travel sector, urging more attractions and destinations to become bookable online. Presenting Europe as the world’s favorite destination, Sanz called for the region to maintain its competitive edge while addressing the challenges of overtourism, which strains infrastructure, housing costs, and local communities.

The EU’s Vision for Tourism in 2026: A Focus on Sustainability and Digital Transformation

Apostolos Tzitzikostas, the European commissioner for sustainable transport and tourism, outlined the EU’s new tourism strategy for 2026. The strategy emphasizes climate adaptation and sustainability funding, digital transformation for SMEs, including AI adoption, and infrastructure investment and visitor management. Tzitzikostas stressed the importance of SMEs, which form the backbone of Europe’s tourism sector, accessing funding opportunities to remain competitive. He also noted the European Commission’s commitment to simplifying financing programs, stating, “We need to make things simpler, and we will.” This approach aims to ensure that Europe’s tourism sector remains a powerhouse for economic growth, job creation, and social development while addressing the challenges of sustainability and overtourism.

The Risks of Overregulation and Overtourism

Glenn Fogel, CEO of Booking.com, raised concerns about the potential impact of overregulation on Europe’s competitiveness. He also addressed the issue of overtourism, suggesting that some destinations may need to explore pricing mechanisms to control visitor numbers. However, he emphasized that governments, rather than private companies, should lead on this issue. Fogel warned that as economies grow, overtourism is likely to worsen, citing examples such as Paris, Amsterdam, and Venice. His remarks underscored the need for a balanced approach to regulation and tourism management, ensuring that Europe remains an attractive and sustainable destination for visitors while protecting the interests of local communities.

Exploring New Business Models and Revenue Strategies

A panel discussion featuring industry executives and policymakers explored alternative revenue models and strategies for tourism management. Nikolina Brnjac, a member of the European Parliament, highlighted the need for better destination management plans, citing housing shortages and infrastructure pressures from short-term rentals. She noted Croatia’s introduction of a tourism tax on day visitors to ease congestion. Daniel Attard, another member of the European Parliament, stressed the importance of involving local communities in tourism decision-making, as not every region welcomes mass tourism. Magda Kopczynska, EU Commission director general for mobility and transport, discussed the aviation industry’s shift to sustainable fuels, while Olivier Jankovec, director general at ACI EUROPE, called for greater EU support in scaling up sustainable aviation fuel adoption.

Travel Demand at Record Highs and Emerging Trends

George Simon, EVP market development head for Europe at Mastercard, presented data showing that 2024 was a record-breaking year for travel, with 7.4 billion consumers traveling globally. Notably, 83% of surveyed Chinese travelers expressed a desire to visit Europe, reinforcing the continent’s enduring appeal but also raising concerns about pressure on tourist hotspots. Emerging travel trends indicate that leisure stays are lengthening, with the average trip extending by two extra days, benefiting local economies. Simon also highlighted the “swift lift” effect, where events like the Taylor Swift concert boosted economies across Europe, underscoring the power of organizing such events in different destinations.

Managing Tourism Growth Responsibly and Building a Sustainable Future

The final panel discussion centered on tourism management strategies and the importance of measuring community perceptions. Sandra Carvao, director of market intelligence, policies, and competitiveness at UN Tourism, stressed the need for benchmarking data to address seasonality issues and ensure tourism remains a net positive for local populations. Paul Kelly, CEO of Fáilte Ireland, pointed to Ireland’s high tourism approval ratings, emphasizing the need for ongoing engagement with communities to align tourism development with local interests. Sérgio Gonçalves, a member of the European Parliament, echoed concerns about overtourism and sustainability, highlighting the need for robust infrastructure and tourism policies. He proposed reducing airport charges and expanding off-season events to spread visitor traffic more evenly throughout the year.

Zina Bencheikh, EMEA managing director at Intrepid Travel, argued that Europe’s tourism infrastructure is not currently aligned with sustainable business models, stressing the need for structural changes to ensure long-term viability, particularly for SMEs. In his closing remarks, Eduardo Santander, CEO of the European Travel Commission, thanked attendees for their insights and underscored the importance of collaboration in shaping the future of tourism. “This momentum cannot