The World Travel & Tourism Council (WTTC) has outlined eight strategic priorities to strengthen Europe’s global tourism leadership, attract investment and support sustainable growth, as governments across the region develop new tourism strategies and the European Union prepares its first dedicated tourism strategy.

The recommendations are detailed in a new report, Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook and Policy, released at the WTTC’s 26th Global Summit in Valletta, Malta.

The report assesses the sector’s economic contribution, employment, visitor spending, investment and outlook through 2036, while identifying practical policy measures to improve competitiveness.

Travel & Tourism contributed almost $3 trillion to Europe’s gross domestic product (GDP) in 2025, accounting for 9.4% of the regional economy and supporting 40.7 million jobs, or around one in every 10 jobs.

The sector is forecast to grow by 3.1% in 2026, compared with projected growth of 1.1% for the wider European economy.

Gloria Guevara, President & CEO, WTTC, said: "Europe already welcomes almost half of the world's international travellers. As global travel keeps growing, Europe is well placed to extend that leadership, and the choices governments make now will decide how much of that growth comes here. Our research shows where policy can make the greatest difference: faster digital visas, more visitors from beyond Europe, stronger investment and a skilled workforce.

From new national tourism strategies to the EU's first tourism strategy and its next long-term budget, policymakers across Europe have a rare opportunity to treat Travel & Tourism as the strategic sector it is. We stand ready to work with governments and institutions across the region to turn this ambition into results for communities across Europe."

Eight priorities for tourism growth

The first priority is to improve secure and seamless travel. Schengen countries issued 5.3 million multiple-entry visas in 2025, 40% fewer than in 2019.

WTTC recommends accelerating digital Schengen visas, restoring multiple-entry visas and introducing an EU-wide trusted traveller scheme.

Second, the organisation calls for diversifying source markets. European travellers accounted for 74.3% of international arrivals to the region in 2025.

Arrivals from Asia-Pacific remain below pre-pandemic levels, with China 43.2% behind 2019 figures.

WTTC recommends public-private marketing partnerships, stable tourism promotion budgets and easier visa access to attract more long-haul visitors.

Third, WTTC wants increased investment.

Tourism investment in Europe reached US$259 billion in 2025, up 7.1% year on year but still 3.6% below 2019 levels.

The organisation recommends recognising tourism as a strategic ecosystem in the EU’s 2028–2034 Multiannual Financial Framework (MFF), improving access to investment instruments and supporting small and medium-sized enterprises.

The fourth priority is sustainable tourism, including investment in climate adaptation, water and waste management, nature protection and lower-emission aviation and maritime fuels.

The sector accounted for 6.3% of Europe’s greenhouse gas emissions in 2024, although emissions intensity declined by 14.8% between 2019 and 2024.

Fifth, WTTC advocates stronger destination stewardship through integrated planning for housing, transport and local services, alongside a shift from visitor-volume targets towards value-based measures.

Transparent visitor levies and better data could also help distribute tourism across destinations and seasons.

The sixth priority focuses on attracting and upskilling workers. Young people account for 13.1% of direct tourism jobs in Europe, compared with 8.3% across the wider economy.

However, workforce shortages are projected to leave Germany and Greece 26% and 27% below labour demand, respectively, by 2035.

WTTC recommends apprenticeships, wider recognition of the Hospitality and Tourism Skills Passport and progress on the UK-EU Youth Experience Scheme.

Seventh, the report calls for broader artificial intelligence adoption through grants, skills training, expert advice and shared digital tools, particularly for smaller tourism businesses.

It also recommends human-centred, transparent and proportionate AI regulation.

The eighth priority is improved connectivity across air, rail, maritime and road networks.

WTTC recommends integrated ticketing, accessible booking platforms and interoperable travel information to improve connections between destinations, including islands and rural areas, while supporting lower-emission transport options.

Europe’s tourism outlook

Europe recorded 757.3 million international overnight arrivals in 2025, representing 49.1% of the global total, while international visitor spending reached $835 billion, or 41% of worldwide spending.

Germany was Europe’s largest Travel & Tourism economy, contributing $566 billion, followed by the UK at $380 billion, France at $312 billion and Spain at $291 billion.

Malta, host of the summit, recorded a $4.6 billion contribution from tourism in 2025, representing 16.8% growth.

The sector accounted for 16.6% of the country’s GDP and supported one in five jobs.

WTTC forecasts that Europe’s Travel & Tourism contribution to GDP will reach $3.8 trillion by 2036, growing at an annualised rate of 2.2%.

Employment is projected to exceed 50 million jobs, an increase of 8.3 million compared with 2026.

The report identifies the EU’s forthcoming Sustainable Tourism Strategy, the European Parliament’s April 2026 resolution and the Council’s May 2026 conclusions as opportunities to strengthen tourism’s role in the region’s competitiveness agenda through coordinated policies, investment and connectivity. -TradeArabia News Service