Europe’s tourism sector is entering a new phase focused on resilience, innovation and responsible growth. The new EU Sustainable Tourism Strategy will be presented in Ireland as the Irish Presidency hosts EU tourism ministers and senior officials in Mullingar on 5 November 2026.
The strategy is designed to strengthen the competitiveness, sustainability and resilience of tourism across the European Union. It also recognises tourism as a major contributor to employment, regional development and economic activity in both urban and rural communities.
EU Tourism Strategy puts sustainability at the centre
European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas will present the strategy at the ministerial summit. The meeting follows a series of tourism events organised under the Irish Presidency, including a Directors General for Tourism meeting in Dublin on 3 November and the 25th European Tourism Forum in Mullingar on 4 November.
Minister for Enterprise, Tourism and Employment Peter Burke welcomed the publication, highlighting tourism’s contribution to Ireland’s regional and rural economies. According to the Department of Enterprise, Tourism and Employment, the sector supports more than 270,000 jobs across Ireland.
The European Commission’s approach aims to bring together tourism businesses, destinations and public authorities around a shared vision. Small and medium-sized enterprises are expected to remain central to implementation, supported by better access to innovation, skills and digital tools.
Four priorities for European tourism
The EU Sustainable Tourism Strategy focuses on four broad areas:
- Improving competitiveness through SME support, innovation, digitalisation and skills development.
- Advancing environmental and social sustainability while preparing destinations for future challenges.
- Strengthening international cooperation and promoting Europe as the world’s leading tourism destination.
- Improving governance, investment coordination and cooperation between governments and the tourism industry.
Irish Presidency highlights tourism innovation
The European Tourism Forum’s theme, “Building a Better Tourism Future: Harnessing Innovation, Entrepreneurship and Digitalisation”, reflects the challenges facing the sector. Delegates are discussing competitiveness, sustainability, workforce skills, investment and the digital transformation of tourism services.
The EU welcomes close to 600 million international visitors annually and tourism contributes approximately 11% of EU gross value added, supporting more than 20 million jobs. The summit will examine how the strategy can be converted into practical measures that protect destinations, strengthen local economies and improve the long-term resilience of tourism businesses.
What the strategy means for Ireland
Hosting the summit gives Ireland an opportunity to influence EU tourism policy while showcasing its visitor economy. The Department of Enterprise, Tourism and Employment, alongside tourism agencies such as Fáilte Ireland, will be central to discussions about sustainable destinations, regional development and international competitiveness.
The strategy may also support closer cooperation between public authorities, local communities and tourism operators. Its emphasis on digitalisation, investment and skills reflects the need for businesses to adapt while ensuring that tourism growth benefits residents as well as visitors.
Key takeaway
The EU Sustainable Tourism Strategy places sustainability, innovation and resilience at the heart of Europe’s tourism agenda. As Ireland hosts the summit in Mullingar, the EU Tourism Strategy offers a framework for protecting destinations, supporting SMEs and ensuring tourism continues to deliver jobs and economic benefits across communities.
Article/Image Courtesy: gov.ie