The institutions of the European Union and key industry leaders held the first official European Tourism Day in Brussels on January 26, 2026. This landmark event brought tourism to the forefront of political decision-making, recognizing its strategic role in European identity and economic stability. The conference focused on the upcoming “Tourism for Tomorrow: the EU Sustainable Tourism Strategy”, which sets competitiveness, digitalization, and accessibility as its goals. During the professional dialogue, there was a significant shift from quantitative growth to regenerative tourism and smart destination management. Leaders sought solutions to challenges such as labor shortages, the effects of climate change, and overtourism. Data-driven decision-making, the use of artificial intelligence, and the promotion of private investment in decarbonization were identified as keys to future success, reinforcing the “Destination Europe” brand as a common platform for quality and sustainability (eturbonews).
