Vision Paper: Towards a Sustainable Tourism Strategy
HOTREC's Vision Paper Towards a Sustainable Tourism Strategy, sets out how the EU can best support Europe’s hospitality and tourism ecosystem in the years ahead.
The hospitality sector is the backbone of Europe’s tourism economy: 2 million businesses – 90% of them micro-enterprises – provide over 10 million jobs across the continent. From family-owned cafés to hotels and restaurants, hospitality plays a vital role in communities, cohesion, and Europe’s cultural identity.
Yet, the sector continues to face challenges: persistent labour and skills shortages, high operational costs, and a turbulent geopolitical and economic environment. At the same time, businesses are leading Europe’s green and digital transition – but they need the right support to thrive.
HOTREC’s key priorities for a Sustainable Tourism Strategy include:
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Workforce & Skills: Support training, apprenticeships, legal migration, and the swift roll-out of the EU Talent Pool.
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Sustainability: Achieve climate goals with SME-proof legislation, tailored support for energy-intensive hospitality, and realistic implementation timelines.
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Digital Fairness: Full enforcement of the Digital Markets Act & Digital Services Act, effective STR regulation, and action against fake reviews.
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Seamless Travel: Faster digital visa procedures, strong connectivity, and resilience planning for future emergencies.
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EU Funding: A dedicated tourism budget line with simplified access for SMEs, supporting training, digitalisation, infrastructure, and crisis preparedness.
Speaking on European Hospitality Day 2024, Commissioner Apostolos Tzitzikostas stressed: “The hospitality sector alone employs half of the 20 million people working in tourism… sustainability and resilience are key to ensuring that the sector will continue to thrive.” HOTREC’s Vision Paper reflects this call to action.
Download the full Vision Paper here.
