HOTREC supports EU Sustainable Tourism Strategy, calls for action on SME competitiveness

The European hospitality sector highlights simplification, fair digital markets and skills development, urging Member States to prioritise SME investment and accessible funding.

HOTREC supports the European Commission's new EU Sustainable Tourism Strategy, presented today by Commissioner for Sustainable Tourism and Transport Apostolos Tzitzikostas.

The Strategy sets out measures to strengthen the competitiveness, sustainability and resilience of Europe's tourism sector, recognising the importance of a favourable business environment for SMEs and micro-enterprises.

HOTREC supports several proposed initiatives, including the EU Simplification Initiative, assistance for SMEs in their green and digital transitions, the EU Tourism Academy, improved connectivity and stronger crisis preparedness.

The Strategy's recognition of the need for fair and transparent commercial practices by online booking platforms, alongside effective enforcement of the Digital Markets Act (DMA) and Digital Services Act (DSA), is also an important development.

Marie Audren, Director General of HOTREC, commented: “We call on Member States to make full use of available and future EU funding opportunities and prioritise investment in tourism SMEs and micro-enterprises. Funding must become easier to access, with simpler procedures, clear information and tailored assistance to help businesses invest, innovate and become more sustainable.”

For HOTREC, successful implementation will also require reducing administrative burdens, respecting existing sector-led initiatives and national systems, recognising skills acquired through professional experience and non-formal learning, and ensuring the active involvement of tourism businesses.

HOTREC looks forward to contributing to the Strategy's implementation, including through the proposed EU Tourism Alliance, and working with its national members and EU institutions to turn these ambitions into concrete results.

Read the full HOTREC press release