Independent directory. Not affiliated with the European Commission or any government body.October 2026

EU Sustainable Tourism Strategy

The Commission is scheduled to present the EU's first strategy for tourism on 4 November 2026. It is non-binding, but it will set the direction for EU funding, data infrastructure and rules affecting destinations. Managing visitor flows, a tourism data space and the use of data and AI are among the areas the Commission has said it will cover.

This briefing sets out what is known before publication. It will be updated once the Commission releases the text.

Why it matters

31.1%of EU overnight stays fell in July and August 2025 (Eurostat, as reported)~1 millionworkers the EU tourism sector is short of (Commission figure, as reported)92%of tourism SMEs report trouble hiring skilled staff (Commission figure, as reported)

What the Commission has signalled

In October 2026 Commissioner Tzitzikostas described the main areas the strategy will cover.

Skills and jobsAttracting workers, training and working conditions, including a new EU Academy for Tourism connecting training providers with businesses.
Data and AIA European tourism data space, and support for businesses and destinations to use data, AI and other technologies.
Visitor flowsSpreading demand away from hotspots and peak months by promoting lesser-known places and off-season travel, so that local communities benefit.
Destination EuropeA stronger joint framework for promoting Europe abroad, with national and regional tourism bodies and the private sector.
ResilienceCoordination between authorities and industry in crises, including support for destination management organisations, more diverse source markets and better connectivity.

Source: RusTourismNews, 14 Oct 2026

What the European Parliament asked for

Parliament's resolution of 28 April 2026, prepared by the Transport and Tourism committee, is non-binding input to the strategy.

Short-term rentalsA stronger EU framework on top of Regulation (EU) 2024/1028, clearer host categories, and room for countries to use caps, authorisation schemes or zoning.
Spreading visitorsRedirecting demand to rural, mountain and remote areas through food, wine, heritage and cycling tourism.
Skills cardA European tourism skills card so workers can carry qualifications and experience across borders.
ConnectivityLinks to emerging destinations, cross-border night trains, integrated ticketing across rail, air and sea, and EV charging.
Tourism taxesSharing practice on environmental tourism taxes that fund projects for residents.
Data and reportingData sharing, common indicators, crisis preparedness and annual progress reporting.

Source: European Parliament Legislative Train; Travel Tomorrow

What member states asked for

Council conclusions adopted on 28 May 2026 under the Cyprus Presidency, titled Building a sustainable and competitive tourism for the future.

Balanced tourismAddressing both over-concentration and under-visitation, with attention to island, mountain and remote destinations.
ConnectivityYear-round, sustainable transport links, recognising island states' reliance on air.
Green and digital transitionTreated as a driver of competitiveness.
People and governanceSkills, quality jobs, crisis preparedness and stronger governance of the tourism ecosystem.

Source: Cyprus Mail, 29 May 2026

What it means for this directory

Visitor flowsDispersal away from hotspots and peak months is a stated aim. Expect demand for counting, forecasting and redistribution tools.
AI for destinationsThe Commission has named data and AI support for destinations as part of the strategy.
Short-term rentalsParliament wants more than the 2024 registration rules. Watch whether the Commission proposes anything further.
Sustainability measurementCommon indicators and annual reporting were requested by Parliament.

What we will check in the text

  • Whether it comes with money attached, or points to existing funds.
  • Whether it sets common indicators that destinations will be asked to report against.
  • Any timetable for the European Tourism Data Space beyond the DEPLOYTOUR pilots, which run to September 2027.
  • Whether it goes beyond Regulation (EU) 2024/1028 on short-term rentals.
  • How the EU Academy for Tourism and a skills card would work.

These are the questions this site will check against the published text.

Sources

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