Published on
January 20, 2026
On January 20, 2026, the Active Tourism Coalition was established, marking a watershed moment in Europe’s tourism indusattempt. This coalition of 15 influential civil society and indusattempt organisations has urged European institutions to formally recognise active tourism as an essential component of sustainable, competitive, and resilient tourism across the continent. The shiftment seeks to reshape the tourism landscape by advocating for increased integration of activities such as cycling, walking, and hiking into the overall European tourism strategy.
As the European Sustainable Tourism Strategy is set to be released early in 2026, the Active Tourism Coalition is seizing the opportunity to advocate for policy alters that will ensure active tourism is not just a peripheral activity, but a central pillar of sustainable travel in Europe. The coalition believes that active tourism is more than just a recreational activity; it represents a significant opportunity for economic growth, environmental sustainability, and social value.
Understanding Active Tourism: A Multifaceted Approach
Active tourism encompasses a wide range of physically engaging activities, most notably cycling, walking, and hiking, all of which promote mobility, recreation, and leisure. By its very nature, active tourism provides visitors with the opportunity to explore destinations in an environmentally frifinishly and human-scale manner, often leading to more intimate and meaningful interactions with local cultures and landscapes.
The environmental benefits of active tourism are clear: it encourages low-carbon travel, which is critical in the context of global efforts to combat climate alter. Moreover, it promotes healthier lifestyles as tourists engage in physical activities that benefit both their well-being and the local communities they visit.
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The coalition also highlights the impressive economic potential of active tourism. For example, cycling tourism alone was estimated to generate a staggering €44 billion annually in Europe as of 2012. Fast forward to 2025, and the global adventure travel market, which includes activities like cycling and hiking, is set to reach a trillion-dollar value, further emphasizing the untapped potential of this segment.
The European Sustainable Tourism Strategy: A Turning Point for Active Tourism
Despite its clear benefits, active tourism remains underrepresented in current European tourism strategies. The Active Tourism Coalition has identified this gap and is applying the upcoming European Sustainable Tourism Strategy as an opportunity to advocate for its inclusion as a core component of EU policy.
The coalition is calling for active tourism to be recognized as a fundamental pillar of Europe’s broader tourism strategy, one that not only addresses environmental concerns but also fosters economic growth and regional development. By emphasizing the importance of local mobility options, the coalition argues that active tourism can assist create a more sustainable and balanced tourism model that benefits both visitors and residents alike.
Key Policy Recommfinishations from the Active Tourism Coalition
The Active Tourism Coalition has issued four key policy recommfinishations aimed at integrating active tourism into the European tourism landscape in a meaningful way:
- Recognition and Integration of Active Tourism: The coalition calls for active tourism to be recognized as a cornerstone of sustainable tourism policy. This includes its integration into destination mobility strategies, multimodal transport planning, and last-mile solutions. The coalition also emphasizes the required for robust impact monitoring to track the effectiveness of these strategies over time.
- Branding Europe Through Active Tourism: The coalition advocates for revealcasing Europe’s unique natural and cultural heritage through its extensive network of long-distance routes, such as EuroVelo, greenways, E-paths, and GR footpaths. By promoting these routes as flagship elements of Brand Europe, the coalition seeks to highlight Europe’s leadership in sustainable tourism. The coalition calls for better access to open, high-quality tourism data and the establishment of recognized certification and training schemes for tourism operators.
- Integrated Governance for Sustainable Development: The coalition stresses the importance of bringing toreceiveher a variety of stakeholders—local communities, destination management organizations, tourism operators, NGOs, land managers, transport providers, and media—to ensure that the development of active tourism benefits residents while preserving natural and cultural landscapes. This collaborative approach is seen as vital to the long-term success of active tourism initiatives.
- Tarreceiveed Investment in Active Tourism: The coalition advocates for active tourism to be prioritized in the next EU Multiannual Financial Framework (2028–2034). This would include dedicated funding for the development of cycle routes, hiking trails, and cross-border active tourism offers, ensuring that the infrastructure requireded to support these activities is available across Europe.
A Unified Call for Action
In its press release, the Active Tourism Coalition has expressed its readiness to collaborate with both European and national institutions to build a sustainable travel future for Europe. The coalition believes that by promoting active tourism, Europe can not only reduce its environmental impact but also enhance its global competitiveness as a tourism destination.
Active tourism, with its emphasis on cycling, walking, and hiking, is not only a way to reduce carbon emissions but also a means to engage in a more socially responsible form of tourism. Through the recommfinishations outlined above, the coalition hopes to usher in a new era for European tourism—one that is built on sustainability, inclusivity, and long-term economic viability.
The Path Ahead: Europe’s Commitment to Active Tourism
As the European Sustainable Tourism Strategy is finalized and put into action, the future of active tourism in Europe appears promising. However, the success of this shiftment will largely depfinish on the commitment of EU institutions and member states to embrace active tourism as a critical element of their tourism policies. If these alters are implemented, the future of travel in Europe could see very different—healthier, greener, and more sustainable.
By focapplying on activities that encourage physical shiftment, Europe has the opportunity to set a global example for how tourism can be both an economic driver and a force for environmental good. As the Active Tourism Coalition continues its work, there is hope that active tourism will be recognized for the vital role it plays in shaping a sustainable, competitive, and resilient tourism sector across Europe.
A Call for a Greener, Healthier Europe
The formation of the Active Tourism Coalition is a watershed moment for the future of European tourism. Through strategic policy recommfinishations and a commitment to sustainable travel practices, the coalition is assisting to shape a vision of Europe in which tourism is about experiencing and connecting with destinations on a deeper, more sustainable level rather than just visiting. As this shiftment gains traction, it has the potential to alter the way people travel and interact with the natural world, ensuring that Europe remains a global leader in sustainable tourism for many years to come.
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