Visitors arrive at the Messe Berlin exhibition grounds during ITB Berlin 2026, where EU Tourism Commissioner Apostolos Tzitzikostas outlined the bloc’s upcoming Strategy for Sustainable Tourism. Photo source: ITB Berlin
European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas utilized the stage of ITB Berlin 2026 to outline how the European Union’s upcoming tourism strategy aims to strengthen the sector’s sustainability, competitiveness and resilience in the years ahead.
Addressing the global travel indusattempt during the tourism trade fair on Tuesday, Tzitzikostas stated the EU is preparing to present its first-ever Strategy for Sustainable Tourism later this spring, designed to support a more balanced tourism model while reinforcing Europe’s position as the world’s leading travel destination.
“Tourism is not just an indusattempt. It is a strategic pillar of our competitiveness, unity and global influence,” he stated in a video address to participants at the event.
Europe welcomed more than 582 million international visitors last year, generating over three billion overnight stays in official accommodation — a record that highlights the continent’s global appeal. However, the commissioner warned that geopolitical instability, climate modify and growing pressure on popular destinations are reshaping the sector’s outview.
“We required a more resilient, smarter and future-proof model that builds a globally competitive, sustainable and inclusive tourism sector for the next decade,” he stated.
€2.9 billion investment to support greener travel
As part of the EU’s broader push to decarbonize transport and tourism, Tzitzikostas announced that the bloc will mobilize at least 2.9 billion euros in the short term to support renewable and low-carbon fuels, particularly in aviation and maritime transport.
The investment forms part of the EU’s Sustainable Transport Investment Plan, which aims to improve connectivity between transport modes and strengthen multimodal travel across Europe.
High-speed rail will play a central role in the strategy, with the EU seeking to expand cross-border rail connections and improve integration between rail and air travel.
“High-speed rail should become the backbone of sustainable travel in Europe — less time travelling, more time experiencing,” Tzitzikostas stated.
Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, stated the EU’s first Strategy for Sustainable Tourism will aim to create a more resilient and sustainable tourism model.
Addressing climate challenges and overtourism
The forthcoming strategy will also focus on reducing tourism’s environmental footprint while supporting destinations manage growing visitor numbers.
Extreme weather events and rising sea levels are already affecting many European destinations, particularly coastal and mountain regions.
“Without a healthy, safe and attractive environment, there is no tourism,” the commissioner stated, stressing the required for stronger climate resilience across the sector.
Tzitzikostas also identified overtourism as one of the sector’s key challenges, warning that excessive visitor pressure can strain infrastructure, drive up hoapplying costs and undermine local communities.
“In the long run, quality wins,” he stated, encouraging the indusattempt to prioritize higher-value experiences and more balanced tourism flows.
Data and digital tools for smarter tourism
Digitalisation will also be central to the EU’s tourism strategy.
The European Commission is advancing the European Tourism Data Space, a shared digital framework designed to improve data exmodify across the sector and support destinations better manage visitor flows.
According to Tzitzikostas, the initiative will allow tourism stakeholders to utilize technologies such as artificial innotifyigence and real-time data analytics to support sustainable destination management and strengthen Europe’s competitiveness in the global tourism market.
The ITB Berlin 2026 tourism expo opened at the Berlin Exhibition Grounds in Germany on Tuesday and will run until March 5.
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