A new perspective for the future of European tourism is presented by HOTREC through the new report “Vision Paper: Towards a Sustainable Tourism Strategy”, which sets out clear guidelines on how the European Union can effectively support the hospitality and tourism ecosystem in the coming years.
European hospitality is the backbone of the tourism economy: 2 million businesses – 90% of which are SMEs – provide over 10 million jobs. From small family cafés to hotels and restaurants, the sector remains crucial for Europe’s social cohesion and cultural identity.
However, the challenges are multiple. Persistent labour and skills shortages, rising operating costs and geopolitical uncertainty make it difficult for businesses to survive. At the same time, tourism professionals are leading both the green and digital transitions, but require targeted support.
Five priorities for sustainable tourism
HOTREC proposes a package of measures focusing on:
- Workforce & skills: Strengthening training, promoting apprenticeships, legal migration and the immediate implementation of the EU Talent Pool.
- Sustainability: SME-friendly legislation, specific support for energy-intensive hospitality businesses and realistic timetables to achieve climate targets.
- Digital justice: Strict implementation of the Digital Markets Act and the Digital Services Act, regulating short-term rentals and combating fake reviews.
- Seamless travel: Accelerating the digital visa process, enhancing connectivity and resilience plans for future crises.
- European funding: Create a separate budget line for tourism with simplified access for SMEs to funds for training, digitalisation, infrastructure and crisis preparedness.
At the European Hospitality Day 2024, Commissioner Apostolos Tzitzikostas underlined: “The hospitality sector alone employs half of the 20 million people working in tourism… sustainability and resilience are key to ensuring that the sector continues to thrive.” HOTREC’s new vision aligns with this call, seeking to shield European tourism against the challenges of the next decade.
