European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas presented the key elements of the future ‘EU sustainable tourism strategy’ to industry professionals at ‘European Tourism Day' in Brussels on Monday 26 January.
In front of several hundred tourism industry representatives, the commissioner announced that the strategy, expected this spring, probably in May, would focus on four priorities: total competitiveness and sustainability; labour shortages and improving workers’ skills; data and technology, particularly artificial intelligence; Europe as a destination and strengthening its global leadership.
“Our tourism industry is exposed to some of the most complex crises in recent decades. Geopolitical instability is an obvious example”, he stressed. “At the same time, it’s also an opportunity, an opportunity to project Europe worldwide as a secure, safe, and trusted destination, rooted in values based on rules and a rich, a very rich European culture”, he added.
The strategy will identify clear ways to maintain and strengthen Europe’s competitive edge. It aims to showcase diversity, shared values and Europe’s distinctive identity.
The commissioner also paid particular attention to the over-concentration of tourism in certain areas and the well-being of local communities. “The forthcoming strategy will address both of these realities with concrete guidelines”, he promised. “This transition must be grounded in data, in sound governance and proven best practice”, he added. He indicated that the Commission is working on a common European data space for tourism to help manage visitor flows more effectively.
In addition, he wants high-speed rail to become “the backbone of sustainable travel and a powerful catalyst for a more balanced tourism model” (see EUROPE 13746/5). He further mentioned strengthening connections with airports. He also noted that the Commission will be proposing specific legislation to improve cross-border ticketing and reservation systems (see EUROPE 13689/24).
Finally, Mr Tzitzikostas announced that an EU tourism academy would be created to strengthen training, career development and the sector’s overall attractiveness. The aim is to address labour shortages and skills gaps in the hospitality and tourism sectors. (Original version in French by Anne Damiani)