Transforming European Tourism: The Role of Collaboration and Innovation
Transforming European Tourism: The Role of Collaboration and Innovation
The Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, funded by the EU, is paving the way for change in the European tourism sector, focusing on knowledge-sharing and groundbreaking strategies. Running from 2023 to 2025, this project aims not only to improve tourism but also to ensure sustainability and resilience across the continent.
Key Principles of the Initiative
The project underscores the importance of stakeholder cooperation by bringing together various actors in the tourism industry—destinations, experts, and policymakers. Through a series of impactful workshops, the initiative aims to tackle prevailing challenges and introduce innovative solutions that create a more robust tourism framework throughout Europe.
Upcoming Workshop: Smart Solutions – Pathways to Sustainable Tourism
Following the initial workshop's success, a second workshop titled Smart Solutions – Pathways to Sustainable Tourism is scheduled for March 26, 2025. This online event invites stakeholders from across the tourism ecosystem to explore how digital solutions and data can further enhance sustainability in EU destinations. Interested participants can register for free to join the livestream and become part of this essential dialogue.
Workshop Agenda
The workshop will include a range of presentations and discussion panels:
- - 17:00 – Introduction to the Sustainable EU Tourism project.
- - 17:10 – Insights on EU support for the tourism ecosystem by Andreea Staicu from the European Commission.
- - 17:20 – Tools for tourism development presented by Marlène Bartès.
- - 17:30 – Expert talk focusing on sustainable solutions for tourism facilitated by Misa Labarile and Dolores Ordóñez.
- - 18:00 – A panel session uncovering best practices and key barriers faced by various destinations including Ljubljana, Andalucía, and more.
- - 18:30 – Conclusion and next steps toward further collaboration.
Insights from the First Workshop: Widening Horizons
The inaugural workshop, Widening Horizons, took place on March 11-12, 2025, in Brussels, where 27 Destination Management Organisations (DMOs) engaged in meaningful conversations about diverse tourism strategies fostering resilience and sustainability. Here are some highlights:
- - Discussions proposed tourism diversification to enhance local community involvement and address key imbalances.
- - The use of data-driven decision-making was emphasized, with notable examples from Malta utilizing advanced data for tourism management.
- - Innovative accessibility approaches were shared; for instance, Liepaja in Latvia highlighted their introduction of tactile maps and Katerini in Greece demonstrated effective stakeholder collaboration.
- - Solutions to address seasonality were also introduced, such as Saalfelden-Leogang in Austria developing a year-round mountain biking park.
- - Responsible tourism practices were showcased by Bled in Slovenia through their zero-waste initiatives.
Collaborative Solutions for Sustainability
During the workshop, the DMOs collaborated to develop actionable plans addressing sustainability challenges. They formed twinning groups that tackled various focal points:
- - One group proposed creating a Best Practice Lab to improve accessibility and encourage knowledge exchange.
- - Another two groups concentrated on adapting to changing consumer preferences by employing gamification and awareness campaigns to promote responsible behaviors.
- - Further efforts were made to tackle seasonality by suggesting tailored product developments and strategic branding to ensure year-round tourism opportunities.
Momentum for the Future
As the project progresses, DMOs will refine these insights through additional webinars, fostering collaboration and encouraging practical implementation of their strategies. The next major milestone is the upcoming workshop on March 26, which aims to unite stakeholders for continued innovation and cooperative efforts.
About Sustainable EU Tourism
The Sustainable EU Tourism project aligns with EU priorities to ensure a progressive and sustainable tourism industry. With over 200 destinations participating, the initiative is dedicated to enhancing local communities' livelihoods while protecting the environment. Additionally, a 2024 survey led to a compilation of best practices now available for download. This collection includes examples like Benidorm's advanced water management systems, advocating for smart tourism practices.
To stay updated on this vital project, follow the initiative on LinkedIn for the most recent news on sustainable tourism in the EU.
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