Brussels, 6 February 2025
Check against delivery – edited for better readability
Ladies and gentlemen,
It is a privilege to join you today as European Commissioner for Sustainable Transport and Tourism. Tourism is a topic very close to my heart, and one that I am committed to supporting wholeheartedly. It is a major driver of competitiveness for our regions and our Member States.
The inclusion of tourism in the transport portfolio reflects its growing importance – for our economy, for local communities – and, of course, for the promotion of Destination Europe.
The European Commission is not the only institution pushing tourism up the political agenda.
- France has followed the long-standing example of Italy and Greece by appointing a dedicated Minister for Tourism.
- The G7 Tourism Ministerial in Italy last November marked a historic milestone – the first time tourism was officially added to the G7 agenda.
And rightly so. Tourism is a powerhouse for economic growth, job creation, and social development. Transport and tourism have a direct, daily impact on millions of lives. That is both a profound responsibility and an extraordinary opportunity.
But our changing world requires us to act quickly.
The EU must:
- Step up its competitiveness
- Maintain its industrial leadership – or regain it in some cases
- Strengthen resilience and security
- Achieve carbon neutrality
None of this will be possible without transport and tourism playing their part.
The Commission has just adopted its Competitiveness Compass, and I am committed to ensuring that our sectors – including the SMEs involved – gain recognition and support for their vital contributions.
Tourism alone supports over three million businesses and provides livelihoods for over 20 million people across the EU. Let’s take a moment to recognize what tourism has achieved in recent years.
Its recovery from the COVID-19 pandemic was not a given. Destinations and businesses, many of them SMEs, worked hard to stay afloat and keep visitors coming.
The results speak for themselves:
- Tourism in Europe surged to record levels in 2024, surpassing pre-pandemic numbers.
- Travellers spent nearly three billion nights in our hotels, guesthouses, and B&Bs – a 50 percent increase over 15 years.
- Europe remains the world’s most visited continent.
And this success is thanks to you – national tourism boards, destination management organisations, European and international institutions, national, regional, and local authorities, and businesses. But with success comes responsibility.
We have seen residents protesting against overcrowding, rising housing costs, and environmental strain in some key destinations. I take this seriously. I will engage with affected local authorities and civil society to understand what the EU can do.
We will:
- Share best practices
- Collect essential data to better manage visitor flows
- Promote responsible tourism that attracts visitors who value authentic experiences, support local businesses, and travel off-season and off the beaten track
That is why we are working on an ambitious European Strategy for Sustainable Tourism, balancing economic growth with local well-being – both human and environmental.
This strategy will build on:
- The Transition Pathway for Tourism
- The European Agenda for Tourism 2030
Key challenges it will address:
- Climate change and environmental impact
- Unbalanced tourism and its effects on local communities
- Labour shortages and workforce training
- SME adoption of digital tools, including AI
- Strengthening Europe’s brand as a sustainable destination
We will focus on:
- Destination Management Organisations – including local authorities, to ensure sustainable planning and visitor management.
- Small and Medium-sized Enterprises – the backbone of the sector, which need support to increase both innovation and sustainability.
- Branding – showcasing Europe as a safe, sustainable, and outstanding travel destination, attracting both international and domestic travellers.
Europe is the second smallest continent yet the most visited.
To maintain our leadership, we need:
- Unified branding
- Smarter marketing
- Sustainable approaches
United, we will ensure that ‘Destination Europe’ stands for excellence, diversity, and sustainability.
I count on the European Travel Commission’s continued support in this effort. Strategies only succeed if they are implemented. Their success depends on: Collaboration across sectors, borders, and government levels
The first step is listening. That is why we will be engaging in extensive consultations with stakeholders this year. I want to hear from those on the ground – from all of you – so we can set the right priorities for our Sustainable Tourism Strategy.
Funding will be key. It must be more accessible to tourism businesses and authorities. The Commission has pledged to simplify EU funding programmes, but we must also ensure that SMEs, local authorities, and tourism operators:
- Know about these opportunities
- Learn how to access them
Cohesion funds and other financial instruments must be fully leveraged to deliver tangible results where they matter most. But this is not just about money.
As Commissioner for Sustainable Transport and Tourism, I have the privilege of bringing people together, and I intend to do just that.
Knowledge-sharing and peer learning may not make headlines, but they can be game-changers.
I will also rely on your support for key transport initiatives that will improve the tourism experience, such as:
- Seamless single-ticketing for cross-border rail travel
- Easier cross-border rental car services
- Stronger EU passenger rights
Going forward, I would like us to work together to ensure that:
- Every journey to and within Europe enriches our destinations
- Our communities grow stronger
- Visitors are inspired to return
Together, we can elevate Destination Europe to a place that not only welcomes the world but also leads by example in:
- Sustainability
- Inclusivity
- Innovation
Save the Date: European Tourism Day will take place in Brussels on 27 May.
I look forward to seeing many of you there.
Thank you.
Source – EU Commission