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Empowering Sustainable Tourism: A New EU Communication Toolkit

The European Commission has recently launched a Communication Toolkit aimed at aiding tourism destinations and stakeholders throughout the EU in their efforts to advocate for sustainable tourism and responsible travel practices. This initiative is part of the broader Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, which aspires to seamlessly integrate sustainability with the digital transition within the tourism sector across Europe.

Addressing Changes in the Tourism Sector

As the tourism industry embarks on a journey of recovery and reinvention following the disruptions caused by the COVID-19 pandemic, there lies a growing impetus to rethink travel methods, destination development, and visitor engagement. The European Commission's newly released toolkit is designed not just as a supportive resource but also as a timely apparatus that empowers destinations to spearhead this transformative shift and communicate their strategies effectively to both travelers and industry peers.

The toolkit's launch follows the publication of the second stocktaking report on the Transition Pathway for Tourism, which reflects the progress made since its inception three years ago. This report underlines the unwavering commitment and engagement of various tourism stakeholders across Europe, as exemplified by the participation of 240 organizations that have collectively made over 500 pledges to support sustainable, digital, and resilient tourism initiatives. A notable example is the CopenPay initiative from Wonderful Copenhagen, which rewards sustainable travel choices with unique cultural experiences.

What Does the Toolkit Offer?

The toolkit is packed with a rich array of free, downloadable materials that stakeholders can modify to fit their local contexts and audiences. Some key components of the toolkit include:

• - An overview of the sustainable tourism project
• - A collection of tangible best practices from destinations that excel in sustainability
• - An infographic detailing practical tips for responsible travel
• - A series of social media posts and visual assets tailored for effective outreach
• - Four compelling success stories from various destinations, complete with accompanying visuals

Designed especially for Destination Management Organizations (DMOs), local authorities, tourism boards, and other relevant stakeholders, these resources serve to promote the ethos of sustainable tourism with content tailored for both professional communications and traveler-facing messages. Tourism professionals are encouraged to download these materials and incorporate them into their myriad communications strategies, whether through newsletters, online campaigns, or public presentations.

Contributing to the EU Sustainable Tourism Strategy

This toolkit is conceived as a gateway for stakeholders not just to communicate but to actively shape the future of tourism in Europe. It acts as a precursor to the forthcoming EU Sustainable Tourism Strategy, which will invite citizen and stakeholder input to form a comprehensive picture for future initiatives. Interested individuals can share their insights through the Commission's public consultation process, running until September 12, 2025.

Additionally, stakeholders are invited to contribute to the Commission's call for evidence, thereby allowing the wealth of knowledge and experience built through this toolkit to inform broader strategies moving forward.

A Vision for Tomorrow

The Sustainable EU Tourism project strives to reinforce the EU's tourism priorities by fostering collaboration, advocating sustainable practices, and building resilience within the tourism sector. With over 200 participating destinations and extensive research, this pioneering initiative aims not only to revolutionize European tourism but also to yield enduring benefits for local communities and the environment alike. A robust compilation of best practices from 50 prominent destinations across Europe is readily accessible on their platform.

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For any press inquiries, please contact:
Myrsini Karamanli
Email: [email protected]
Phone: +49 30 166352565

Summary

In summary, the EU’s new communication toolkit represents a significant leap forward in the collective efforts toward sustainable tourism. By empowering stakeholders with the tools to communicate effectively, the initiative paves the way for a more responsible and sustainable future in travel and tourism across Europe.