{"id":10570,"date":"2025-02-10T12:44:43","date_gmt":"2025-02-10T11:44:43","guid":{"rendered":"https:\/\/twissen.com\/?p=10570"},"modified":"2025-02-10T16:31:47","modified_gmt":"2025-02-10T15:31:47","slug":"destination-europe-summit-2025-innovation-and-sustainability-for-the-future-of-european-tourism","status":"publish","type":"post","link":"https:\/\/twissen.com\/en\/trends-en\/destination-europe-summit-2025-innovation-and-sustainability-for-the-future-of-european-tourism\/","title":{"rendered":"Destination Europe Summit 2025: Innovation and Sustainability for the Future of European Tourism"},"content":{"rendered":"<p><span data-contrast=\"auto\">The second edition of the <\/span><a href=\"https:\/\/events.euronews.com\/destination-europe-summit-2025\/7209075?i=PUlFGgcxN4wsIoAX06QfQhyQubKfIMee\"><span data-contrast=\"none\">Destination Europe Summit<\/span><\/a><span data-contrast=\"auto\">, organized by the <\/span><a href=\"https:\/\/etc-corporate.org\/\"><span data-contrast=\"none\">ETC \u2013 European Travel Commission<\/span><\/a><span data-contrast=\"auto\"> in collaboration with <\/span><a href=\"https:\/\/www.bookingholdings.com\/\"><span data-contrast=\"none\">Booking.com<\/span><\/a><span data-contrast=\"auto\"> and <\/span><a href=\"https:\/\/www.euronews.com\/\"><span data-contrast=\"none\">Euronews<\/span><\/a><span data-contrast=\"auto\">, brought together experts and tourism sector representatives to discuss the challenges and opportunities for the future of tourism in Europe.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Among the central themes emerging during the event were sustainability, technological innovation, access to funding, and the implementation of strategies for more balanced tourism.<\/span><\/p>\n<p aria-level=\"3\"><b><span data-contrast=\"none\">A Strategy for Sustainable Tourism by 2026<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/commission.europa.eu\/about\/organisation\/college-commissioners\/apostolos-tzitzikostas_en\"><span data-contrast=\"none\">Apostolos Tzitzikostas<\/span><\/a><span data-contrast=\"auto\">, 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:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Sustainability:<\/span><\/b><span data-contrast=\"auto\"> Reducing the environmental impact of tourism. <img decoding=\"async\" loading=\"lazy\" class=\" wp-image-10571 alignright\" src=\"https:\/\/twissen.com\/wp-content\/uploads\/2025\/02\/Copertina-articolo_DES-300x152.png\" alt=\"\" width=\"398\" height=\"202\" srcset=\"https:\/\/twissen.com\/wp-content\/uploads\/2025\/02\/Copertina-articolo_DES-300x152.png 300w, https:\/\/twissen.com\/wp-content\/uploads\/2025\/02\/Copertina-articolo_DES-768x389.png 768w, https:\/\/twissen.com\/wp-content\/uploads\/2025\/02\/Copertina-articolo_DES-900x455.png 900w, https:\/\/twissen.com\/wp-content\/uploads\/2025\/02\/Copertina-articolo_DES.png 1024w\" sizes=\"(max-width: 398px) 100vw, 398px\" \/><\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Rebalancing Tourist Flows:<\/span><\/b><span data-contrast=\"auto\"> Tackling the phenomenon of <a href=\"https:\/\/twissen.com\/en\/trends-en\/policies-funding\/sustainable-tourism-and-overtourism-reflections-on-the-current-situation\/\">overtourism<\/a> and promoting a more even distribution of visitors.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Environmental Certifications:<\/span><\/b><span data-contrast=\"auto\"> Streamlining the process for obtaining sustainability labels, which are currently not easily accessible for SMEs.<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Support for SMEs and Digitization:<\/span><\/b><span data-contrast=\"auto\"> Facilitating the digital transformation of small and medium-sized tourism enterprises.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"6\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><b><span data-contrast=\"auto\">Strengthening the Europe Brand:<\/span><\/b><span data-contrast=\"auto\"> Positioning Europe as a sustainable, safe, inclusive, and innovative destination.<\/span><\/li>\n<\/ul>\n<p>Another strategic objective concerns improving access to funding for local players.<\/p>\n<p><span data-contrast=\"auto\">The transition to a more sustainable tourism model necessarily requires an efficient transportation system. Among the proposed solutions is the idea of an <\/span><b><span data-contrast=\"auto\">integrated single ticket<\/span><\/b><span data-contrast=\"auto\"> 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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Between Regulations and New Technologies: The <a href=\"https:\/\/twissen.com\/en\/trends-en\/tech-en\/artificial-intelligence-improving-tourists-experience\/\">Role of AI<\/a><\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/glennfogel\/\"><span data-contrast=\"none\">Glenn Fogel<\/span><\/a><span data-contrast=\"auto\">, 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 <\/span><b><span data-contrast=\"auto\">&#8220;virtual travel agent&#8221;<\/span><\/b><span data-contrast=\"auto\"> at their fingertips, making the experience more personalized and efficient.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">However, Fogel also stressed the need for smart regulations to ensure that technological innovation does not create competitive imbalances in the industry.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Additionally, a crucial aspect concerns <\/span><b><span data-contrast=\"auto\">consumer behaviour<\/span><\/b><span data-contrast=\"auto\">: 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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Decarbonization and Connectivity: Priorities for the Future<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Priorities such as the decarbonization of transportation, safety, and the improvement of connectivity between destinations have emerged as key focal points.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/george-simon-5010576\/?originalSubdomain=be\"><span data-contrast=\"none\">George Simon<\/span><\/a><span data-contrast=\"auto\">, Executive Vice President of Mastercard, highlighted the growing importance of the <\/span><b><span data-contrast=\"auto\">&#8220;experience economy&#8221;,<\/span><\/b><span data-contrast=\"auto\"> where the value of the lived experience surpasses that of the mere journey.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p aria-level=\"3\"><b><span data-contrast=\"none\">A New Narrative for Tourism<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/eduardo-santander-fern%C3%A1ndez-portillo-phd-0349201a\/?originalSubdomain=be\"><span data-contrast=\"none\">Eduardo Santander<\/span><\/a><span data-contrast=\"auto\">, Executive Director of ETC, unveiled a new narrative for the <\/span><b><span data-contrast=\"auto\">Europe brand<\/span><\/b><span data-contrast=\"auto\"> 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 &#8220;unexpected upgrade,&#8221; rendering every journey more authentic and rewarding.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">At <\/span><b><span data-contrast=\"auto\">Twissen<\/span><\/b><span data-contrast=\"auto\">, we observe that the future of European tourism lies in striking a <\/span><b><span data-contrast=\"auto\">balance between innovation and sustainability<\/span><\/b><span data-contrast=\"auto\">. 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.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Destination Europe Summit 2025 highlighted the challenges and opportunities of European tourism, focusing on sustainability, innovation, and digitalization. A Sustainable Tourism Strategy was announced for 2026, including measures to reduce environmental impact, support SMEs, and improve transportation. Artificial intelligence and new regulations will play a key role, while a new narrative promotes off-season travel and alternative destinations.<\/p>\n","protected":false},"author":2,"featured_media":10593,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[97,805],"tags":[862,864,868],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Destination Europe Summit 2025: Innovation and Sustainability for the Future of European Tourism | Twissen<\/title>\n<meta name=\"description\" content=\"The Destination Europe Summit 2025 brought together tourism experts to discuss sustainability, innovation, and strategies for a more inclusive Europe. 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