Tourism is a powerhouse for the EU economy which can strengthen Europe’s competitiveness. It is time to rethink the way tourism works and move beyond sustainability towards regenerative tourism – where destinations don’t just survive but thrive.

The European Economic and Social Committee (EESC) is urging the European Union to transform its tourism sector, emphasising sustainability and regeneration to ensure long-term economic and environmental benefits.

As tourism remains a vital pillar of the EU’s economy, particularly in regions heavily reliant on the industry, the EESC is advocating an accelerated transition to sustainable tourism and a shift towards regenerative tourism strategies, as outlined in its opinion on Tourism in the EU: sustainability as a driver for long-term competitiveness.

‘We must ensure that tourism plays a role in reviving European competitiveness. This is essential, given that tourism is such an important part of the GDP of many Member States and regions, as well as their value chains,’ said the rapporteur for the opinion Isabel Yglesias.

Ms Yglesias said that the opinion built on the Palma Declaration, adopted during the Spanish Presidency of the Council in the second half of 2024, which had generated broad consensus on how to ensure that sustainability is at the heart of the future of tourism. To achieve this, European institutions and national, regional and local governments must actively support the sector in its transitions, ensuring continuous dialogue with all relevant stakeholders and strengthening social dialogue.

While sustainability efforts in tourism have come a long way, the post-pandemic travel boom has been putting pressure on many popular destinations. This surge is making it harder for regions to balance economic growth with sustainable development, all while grappling with staff shortages and a mismatch between available jobs and workers’ skills.

This is why the EESC is calling for a move toward regenerative tourism and for it to be included in the European Strategy for Sustainable Tourism, which the European Commission will present in the coming months, Ms Yglesias said.

Unlike traditional sustainable tourism, which focuses on reducing environmental harm, regenerative tourism aims to restore and enhance natural, social and economic capital. This forward-thinking approach integrates circular economy principles and seeks to leave a lasting positive impact on destinations and local communities.

The EESC has called for the EU’s new legislative cycle to prioritise policies that promote active regeneration objectives, going beyond mere damage control. This also means moving away from outdated volume-based metrics of success, and instead focusing on a holistic strategy that actively restores natural environments and local communities and considers ecosystems and visitor experiences.

The EESC argues that stronger legislation, financial incentives, and better cross-border cooperation are needed.

The EESC also recommends clear guidelines and tangible measures to accelerate the adoption of regenerative tourism, backed by dedicated funding, research programmes and social and training policies.

A core component of this strategy involves equipping tourism professionals with skills in sustainability and the circular economy. Investing in workforce upskilling will not only improve job quality but also attract and retain talent essential for this transformation.

Engaging consumers is another crucial factor in this shift. The EESC suggests using economic incentives, accessible tourism models, and strategies that promote year-round tourism to encourage widespread adoption of regenerative practices. By fostering a more responsible and resilient tourism industry, the EESC aims to enhance competitiveness while ensuring long-term prosperity for regions and communities across the EU.

Tourism is a major driver of the EU’s economy, making up 9.7% of its GDP and supporting over 11% of jobs in industries like hospitality, transport and retail. Beyond boosting the economy, it also plays a key role in job creation and social development across the region.