UN
The European Commission has introduced a new Sustainable Tourism Strategy aimed at strengthening Europe’s tourism industry while promoting environmental responsibility, economic resilience and more balanced visitor management.
Announced on November 4, 2026, the strategy focuses on supporting tourism businesses, improving workforce skills and helping destinations respond to changing travel patterns and climate-related challenges.
Tourism plays a major role in Europe’s economy, contributing approximately 10% of the European Union’s gross value added and supporting more than 20 million jobs.
The sector also includes around five million businesses, with small and medium-sized enterprises representing 99% of them.
The Commission’s strategy includes initiatives to improve digital tools, expand training opportunities and help destinations manage visitor flows more sustainably.
It also encourages year-round tourism and stronger coordination between local authorities, businesses and international partners.
By combining economic development with environmental and community considerations, the initiative seeks to create a tourism sector that benefits local residents, workers and visitors while strengthening Europe’s position as a leading global travel destination.
