How tourism can act as a lever to strengthen local food systems while simultaneously upgrading the visitor experience was at the heart of a policy breakfast organized by TUI at the European Parliament.
The event was held by TUI’s Brussels office, the TUI Care Foundation, and the SFDO organization, bringing together Members of the European Parliament and executives from the tourism sector. The discussion was hosted by MEP Daniel Attard, in his capacity as rapporteur of the European Parliament on the Sustainable Tourism Strategy.
The core message was clear: investments that support local food systems can strengthen rural economies, diversify the tourism product, and offer more authentic experiences to visitors.
Tourism and food: the right timing
The discussion took place at a moment of strong political significance, as the European Union is shaping its new Tourism Strategy while at the same time advancing the “Farm to Fork” Strategy and the Long-Term Vision for Rural Areas.
Within this context, TUI’s Field to Fork program was presented as a characteristic example of how tourism can support local production, reduce environmental footprint, and create stable economic opportunities for producers in tourist destinations.
The Greek experience
Data from Greece were indicative of the program’s potential. Field to Fork has channeled more than €800,000 into local food procurement, supporting over 250 farmers in 37 local communities. Twelve hotels participate in the program, and more than 72,000 meals featuring organic and regenerative products have been served, mainly through themed gastronomic events.
According to TUI, the results demonstrate that sustainability and business performance are not conflicting objectives.
Interventions and key messages
Moderating the discussion, Tim Van Severen, Head of European Tourism Policy at the TUI Group, underlined the company’s commitment to tourism as a force for positive change, highlighting the role of the TUI Care Foundation in connecting local producers with tourism markets.
MEP Daniel Attard warned of growing inequalities in the geographical distribution of tourism in Europe, noting that “some destinations are suffocating, while others with significant potential receive no share at all.” He stressed the importance of strengthening connectivity to lesser-known areas, both to address visitor overconcentration and to unlock the potential of regional destinations.
At the same time, he highlighted initiatives such as Field to Fork as a key pillar of quality and sustainable tourism development, which protects destination authenticity and supports local producers.
Ivory Hackett Evans of the TUI Care Foundation presented the broader Lively Landscapes initiative, illustrating how tourism can contribute to environmental protection and the empowerment of local communities, with examples from international destinations.
Sotiris Babagiouris (SFDO) emphasized the need to redesign food systems so that they become socially, economically, and environmentally resilient, highlighting the importance of measurable performance indicators and transparency.
From Crete’s perspective, Nikiforos Steiakakis described Field to Fork as “one of the few pragmatic and successful business approaches currently in operation,” underlining tourism’s ability to transform the primary sector through direct links between producers and the hotel market.
TUI’s policy proposals
Based on the conclusions of the discussion, TUI put forward four key policy proposals:
- Targeted European funding and technical support for projects that link tourism with local food systems
- Integration of tourism–food synergies into the new European Tourism Strategy
- Institutional frameworks that encourage businesses to source local products and invest in communities
- Effective monitoring tools to measure impact on sustainability and regional development
Outlook
The Field to Fork program is currently implemented in nine destinations, including Greece, Cyprus, Portugal, Italy’s Puglia region, Cape Verde, Colombia, and Tanzania. As highlighted in Brussels, tourism can serve as a catalyst for the regeneration of local food value chains, proving that growth and authenticity can go hand in hand.
