Destination Europe Summit 2025: Innovation and Sustainability for the Future of European Tourism

The second edition of the Destination Europe Summit, organized by the ETC – European Travel Commission in collaboration with Booking.com and Euronews, brought together experts and tourism sector representatives to discuss the challenges and opportunities for the future of tourism in Europe. 

Among the central themes emerging during the event were sustainability, technological innovation, access to funding, and the implementation of strategies for more balanced tourism.

A Strategy for Sustainable Tourism by 2026 

Apostolos Tzitzikostas, the first European Commissioner for Tourism and Transport, announced the goal of defining a Sustainable Tourism Strategy by the first quarter of 2026. Among the identified priorities are: 

• Sustainability: Reducing the environmental impact of tourism.
• Rebalancing Tourist Flows: Tackling the phenomenon of overtourism and promoting a more even distribution of visitors.
• Environmental Certifications: Streamlining the process for obtaining sustainability labels, which are currently not easily accessible for SMEs.
• Support for SMEs and Digitization: Facilitating the digital transformation of small and medium-sized tourism enterprises. 
• Strengthening the Europe Brand: Positioning Europe as a sustainable, safe, inclusive, and innovative destination.

Another strategic objective concerns improving access to funding for local players.

The transition to a more sustainable tourism model necessarily requires an efficient transportation system. Among the proposed solutions is the idea of an integrated single ticket for various modes of transportation, which would make tourist travel more convenient and help reduce the ecological footprint. Furthermore, new regulations on vehicle rentals could further optimize the connections between various destinations. 

Between Regulations and New Technologies: The Role of AI 

Glenn Fogel, CEO of Booking.com, emphasized how the adoption of artificial intelligence is profoundly transforming the tourism sector. Advanced digital tools allow travellers to have a “virtual travel agent” at their fingertips, making the experience more personalized and efficient. 

However, Fogel also stressed the need for smart regulations to ensure that technological innovation does not create competitive imbalances in the industry. 

Additionally, a crucial aspect concerns consumer behaviour: although many support sustainable tourism, they often opt for more economical choices. To incentivize responsible decisions, it is essential to make sustainable alternatives more accessible and competitive. 

Regarding lesser-known destinations, Fogel encourages SMEs and local players to develop new strategies and initiatives to create appeal, for instance by focusing on authentic experiences and targeted marketing campaigns. 

Decarbonization and Connectivity: Priorities for the Future 

Priorities such as the decarbonization of transportation, safety, and the improvement of connectivity between destinations have emerged as key focal points. 

George Simon, Executive Vice President of Mastercard, highlighted the growing importance of the “experience economy”, where the value of the lived experience surpasses that of the mere journey. 

A New Narrative for Tourism 

There is a pressing need to monitor the perception of local communities towards tourism, achievable through specific indicators as already envisioned by the UNWTO. It is essential to ensure that tourism infrastructures benefit both visitors and residents, avoiding situations of overcrowding and degradation. 

Eduardo Santander, Executive Director of ETC, unveiled a new narrative for the Europe brand centred on more responsible tourism, promoting off-season travel and visits to less visited destination. The key message is that the travel experience in Europe can represent an “unexpected upgrade,” rendering every journey more authentic and rewarding. 

At Twissen, we observe that the future of European tourism lies in striking a balance between innovation and sustainability. Digitization, smart regulations, simplified access to funding, and a new approach to tourism management will be essential in making Europe a more resilient, inclusive, and environmentally respectful destination. 

Francesco Redi

President and founder at Twissen. Manager in Local Development, Tourism Policies,  EU Funds. He cooperates with several European universities, public bodies, development agencies, DMOs and enterprises.