Travel
Destination Europe Summit: Balancing tourism growth, regulation and investment
Business and policy leaders gathered at the Destination Europe Summit – a collaborative event organised by the European Travel Commission, Booking.com and Euronews, hosted by Euronews anchor Meabh McMahon.
Guests at the summit discussed the future of the tourism industry – balancing growth, regulation and sustainability investment.
Miguel Sanz, president of the European Travel Commission, took to the stage in Brussels after an introduction from Euronews’ Meabh McMahon – stressing the importance of travel to Europe’s “lifestyle, culture and connectivity”.
He spoke of the effect of digitalisation of the travel sector and argued that more attractions and destinations must be available to book online.
Presenting Europe as “the world’s favourite destination”, Sanz said the region must strive to retain its competitive edge.
Sanz nonetheless highlighted the risks that come with large numbers of visitors:
“Overtourism is putting strain on infrastructure, housing costs, and local communities.”
Tourism investment and strategy for 2026
Apostolos Tzitzikostas, the European commissioner for sustainable transport and tourism, reasserted the importance of tourism for Europe, calling it a “powerhouse for economic growth, for job creation, for social development”.
He outlined the EU’s new tourism strategy for 2026, which will include a focus on:
• Climate adaptation and sustainability funding
• SME digital transformation, including AI adoption
• Infrastructure investment and visitor management
He emphasised that small and medium-sized enterprises (SMEs)—which form the backbone of Europe’s tourism sector—must know how to access funding opportunities to remain competitive. Moreover, he noted how the European Commission has pledged to simplify financing programs.
“We need to make things simpler, and we will,” he stated.
Booking.com CEO warns of overregulation hindering competitiveness
Glenn Fogel, CEO of Booking.com, raised concerns about regulatory hurdles slowing down Europe’s competitiveness.
Fogel also addressed overtourism, suggesting that some destinations may need to explore pricing mechanisms to control visitor numbers, but he stressed that governments—not private companies—should lead on this issue.
“As economies grow, overtourism is only going to get worse,” he warned, highlighting destinations such as Paris, Amsterdam and Venice.
New business models and revenue strategies
A panel featuring industry executives and policymakers explored alternative revenue models for tourism management:
Nikolina Brnjac, member of the European Parliament, highlighted the need for better destination management plans, citing housing shortages and infrastructure pressures from short-term rentals. She highlighted how Croatia has introduced a tourism tax on day visitors to ease congestion.
Daniel Attard, member of the European Parliament, stressed that local communities must be part of tourism decision-making, as not every region welcomes mass tourism.
Magda Kopczynska, EU Commission director general for mobility and transport, discussed aviation’s shift to sustainable fuels, noting that while alternative fuels exist, high costs and production limitations are slowing adoption.
Olivier Jankovec, director general at ACI EUROPE, meanwhile, called for greater EU support in scaling up sustainable aviation fuel adoption to ensure Europe isn’t reliant on energy imports.
Travel demand at record highs
George Simon, EVP market development head for Europe at Mastercard, highlighted in a presentation that 2024 was a record-breaking year for travel, with 7.4 billion consumers travelling globally. Notably, 83% of surveyed Chinese travelers expressed a desire to visit Europe, reinforcing the continent’s enduring appeal but also raising concerns about pressure on tourist hotspots.
Emerging travel trends indicate that leisure stays are lengthening, with the average trip extending by two extra days, benefitting local economies.
Additionally, the executive highlighted the “swift lift” effect, where events, like the Taylor Swift concert, boosted economies across Europe and subsequently underscored the power of organising such events in different destinations.
Managing tourism growth responsibly
The final panel discussion centered on tourism management strategies. A director from UN Tourism, Sandra Carvao, in charge of market intelligence, policies and competitiveness, stressed the importance of measuring community perceptions, noting that benchmarking data is crucial to addressing seasonality issues and ensuring tourism remains a net positive for local populations too.
Paul Kelly, CEO of Fáilte Ireland, pointed to Ireland’s high tourism approval ratings, with both locals and national stakeholders maintaining a positive outlook on the sector. He emphasised the need for ongoing engagement with communities to keep tourism development aligned with local interests.
Speaking on demographic shifts, Kelly referenced “silver tourism”, highlighting the growing market of travellers over 55 and the industry’s need to adapt infrastructure and services accordingly.
Policy and infrastructure challenges
Sérgio Gonçalves, member of the European Parliament (S&D), echoed overtourism and sustainability concerns, noting how Madeira faces similar challenges to other popular destinations.
“A great destination is only great if it also provides a high quality of life for locals,” Gonçalves said, emphasising the need for robust infrastructure and tourism policies. He proposed reducing airport charges and expanding off-season events as potential strategies to spread visitor traffic more evenly throughout the year.
Sustainable aviation fuel (SAF) was another key challenge for island destinations, with Gonçalves stressing the need for better energy storage solutions and the importance of EU support in scaling up SAF production.
Marlène Bartès, policy officer for tourism at the European Commission, warned against using tourism as a scapegoat for broader issues, such as housing shortages, urging a balanced approach that learns from regions experiencing overtourism.
Private sector’s call for change
Zina Bencheikh, EMEA managing director at Intrepid Travel, argued that Europe’s tourism infrastructure is not currently aligned with sustainable business models. She stressed the need for structural changes to ensure long-term viability, particularly for SMEs that rely on peak-season earnings to survive through the off-season.
“The European tourism structure has been built in a way that does not fit our style,” she said.
Bencheikh also noted that catering for travellers over 55 is the fastest growing segment for Intrepid travel.
Looking ahead: A more sustainable future
In his closing remarks, Eduardo Santander, the CEO of the European Travel Commission, thanked attendees for their insights, underscoring the importance of collaboration in shaping the future of tourism.
“This momentum cannot be wasted. It must drive us forward to create a more sustainable tourism landscape,” he said. “We want to be the best—not just in sustainability, but in accessibility and every aspect of tourism.”
Travel
Norway to introduce tourist tax amid record visitor numbers and overtourism concerns
By Euronews Travel
Published on
Norway is set to become the latest European destination to introduce a tourist tax to combat concerns about rising visitor numbers.
Lawmakers approved the new levy on Thursday, which allows municipalities to introduce a 3 per cent tax on overnight stays in “areas particularly affected by tourism”.
The law allows local authorities to apply the tax at their own discretion, and it will be added to accommodation charges. Authorities will also be allowed to adjust the percentage based on the season.
The funds raised by the tax will be used exclusively to improve tourism infrastructure projects that benefit both visitors and local people. Municipalities will have to demonstrate that their facilities are inadequate and have their plans approved by the government to spend the funds.
Cecilie Myrseth, Norway’s minister of trade and industry, said on social media that her government had reached a “historic agreement” to introduce a tourism tax that was “in line with what they have in the rest of Europe”.
The country is the latest in a string of European nations introducing or increasing visitor levies to tackle the growing problem of overtourism. A tax may also be applied to cruise ships that make stops in the country, particularly in areas that are most affected by overtourism.
Norway is experiencing a tourism boom
As tourists increasingly choose cooler, northern European destinations to get away from the heat, Norway has experienced a boom in visitor numbers.
Last year, a record-breaking 38.6 million people booked accommodation in the country. That includes more than 12 million overnight stays by foreign tourists – a 4.2 per cent increase from 2023.
Some previously quiet destinations have been overwhelmed, like the Lofoten islands, where eye-catching images of hiking trails posted on social media have led to an influx of visitors. With a population of 24,500 people distributed across several small towns and villages, keeping up with the cost of all these new visitors has been hard.
A recent survey by industry organisation Norwegian Tourism Partners found that 77 per cent of people in Tromsø, in northern Norway above the Arctic Circle, thought there were too many tourists there. Visitors have been drawn by the Northern Lights, wildlife excursions, Sami cultural experiences and what the city itself has to offer.
The increase in tourism has caused tension with local residents across Norway as infrastructure has struggled to keep up with the boom. Facilities like public toilets and car parks have been overwhelmed in popular destinations.
Some residents have even reported cases of people using their back gardens as toilets, and bemoaned the increased traffic clogging up Norway’s roads.
Travel
Wildfire warnings issued in the Canary Islands as millions prepare to holiday there
As millions of holidaymakers prepare to head to the Canary Islands this summer, authorities have issued a wildfire pre-alert across the archipelago.
The warning, announced by the General Directorate of Emergencies on Sunday, applies to tourist hotspots El Hierro, La Palma, La Gomera, Tenerife and Gran Canaria.
It comes as the islands enter a high-risk fire period following the wet season, as hot, dry winds known as the ‘calima’ begin blowing in from the Sahara Desert.
Fires are common, but they haven’t slowed tourism
The risk of wildfire is nothing new for the Canary Islands.
The volcanic terrain, Mediterranean climate and fire-adapted vegetation – plants that have evolved to thrive in fire-prone environments – make them susceptible to summer blazes, and scientists say wildfires are part of the archipelago’s ecological rhythm.
Some of the worst occurred in 2023, when forest fires ravaged Tenerife, destroying more than 15,000 hectares of land and forcing 12,000 people to evacuate. The blaze was later found to have been started by arsonists.
This year, officials are urging tourists and locals alike to take extreme caution, warning against launching fireworks near forests and discarding cigarettes on dry ground.
But even as the fire warnings roll in, the Canaries’ appeal shows no signs of slowing down.
In 2024, the islands welcomed nearly 18 million tourists, including a record-breaking 15.5 million international arrivals. Among them, British travellers led the way, recording 6.3 million visits – up 500,000 from 2023.
Concerns about overtourism mount amid record arrivals
While the Canary Islands continue to attract record numbers of tourists, residents are increasingly voicing concerns about overtourism.
In April 2024, tens of thousands of islanders participated in protests, holding signs that read “the Canary Islands have a limit” while rallying against rising housing costs, environmental damage and the strain on public services.
Over Easter this year, about 80,000 hospitality workers in Tenerife, La Palma, La Gomera and El Hierrowalked out in a dispute with unions over pay.
The surge in short-term rentals has been especially contentious. Locals have reported getting priced out of their neighbourhoods as properties are converted into holiday lets, the cost of living soars and wages stagnate.
Despite these concerns, tourism remains a significant part of the Canary Islands’ economy, accounting for approximately 35 per cent of its GDP.
Tenerife still reigns supreme
After welcoming seven million tourists in 2024, Tenerife remains the most visited island.
Its year-round sunshine and wide beaches keep it a firm favourite among families, especially during the UK’s summer school break and throughout the winter months.
As the peak summer season picks up, local tourism boards have made no indication that the fire pre-alerts will disrupt travel plans.
But authorities remain focused on prevention this year.
More than 2,000 firefighters are on standby. Meanwhile, the government has distributed detailed safety advice, urging people to prepare a go-bag, stay informed and follow emergency evacuation or shelter-in-place instructions if fires erupt.
Travel
Violent turbulence hits Ryanair flight in Germany, forcing an emergency landing and injuring 9
By Euronews Travel with AP
Published on
Severe storms in southern Germany forced a Ryanair flight to make an emergency landing late Wednesday after violent turbulence injured nine people on board, German police said in a statement Thursday.
The flight, travelling from Berlin to Milan with 179 passengers and six crew members, encountered turbulence so intense around 8:30 pm that the pilot was forced to make an unscheduled landing at Memmingen Airport in Bavaria.
Eight passengers and one crew member were hurt.
Three people were taken to the hospital in Memmingen for treatment; the other injured people were released after receiving outpatient treatment. As a precaution, all passengers were checked for injuries by the emergency services.
Authorities did not permit the plane to continue flying, and the airline arranged bus transport for passengers. Milan is about 380 kilometres south of Memmingen.
More bad weather expected in Germany
Elsewhere in the region, storms damaged several homes in Ulm, Baden-Württmberg, according to the German news agency dpa.
In the Donaustetten district, strong winds tore roofs off multiple row houses, rendering them uninhabitable, though no injuries were reported. Fire officials suspect a small tornado or waterspout caused the damage. The German Weather Service (DWD) is investigating, according to dpa.
Storm-related emergency calls also came from other areas in southern Germany, where damage was mostly limited to fallen trees and flooded basements.
The DWD warned of further storms on Thursday, 5 June, with hail, strong winds, and localised heavy rain expected.
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