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.”

Multiple earthquakes are rattling Santorini, a volcanic island in Greece, prompting authorities to dispatch rescuers with tents, a sniffer dog and drones, and to shut schools on four islands.

Precautions were also ordered on several nearby Aegean Sea islands – all popular summer vacation destinations – after more than 200 undersea earthquakes were recorded in the area over the past three days.

“These measures are precautionary, and authorities will remain vigilant,” Civil Protection Minister Vasilis Kikilias said late on Sunday following an emergency government meeting in Athens. “We urge citizens to strictly adhere to safety recommendations to minimise risk.”

Thousands of residents, seasonal workers and tourists have left the Cycladic Islands as hundreds of quakes up to magnitude 5 were recorded in the volcanic region since Friday. Ferry and commercial flight operators added services to accommodate departures.

Here’s everything you need to know if you are in Santorini or have a trip planned to the island – and what to consider if you want to cancel your holiday.

Schools closed on Santorini after earthquake swarm

While Greek experts say the quakes, many with magnitudes over 4.5, are not linked to Santorini’s volcano, they acknowledge that the pattern of seismic activity is cause for concern.

The frequency of the quakes, which continued throughout Sunday night and into Monday, has worried residents.

“I have never felt anything like this and with such frequency – an earthquake every 10 or 20 minutes,” said resident Michalis Gerontakis, who is also the director of the Santorini Philharmonic Orchestra. “Everyone is anxious, even if some of us hide it not to cause panic, but everyone is worried.”

Government officials met with scientists throughout the weekend and on Monday to assess the situation, while schools were also ordered shut on the nearby islands of Amorgos, Anafi, and Ios.

Hotels told to drain swimming pools amid earthquake tremors

On Santorini, residents and visitors have been advised to avoid large indoor gatherings, old buildings and areas where rock slides could occur.

Hotels were instructed to drain swimming pools over concerns that large volumes of water could destabilise buildings in case of a strong quake.

The UK’s Foreign, Commonwealth & Development Office (FCDO) has updated its travel advice for Santorini and the neighbouring island of Amorgos and reiterated the advice from the Greek Ministry of Civil Protection.

“The Greek ministry advises people to avoid the ports of Amoudi, Armeni, Korfos and Old Port (Paleos Limenas) in the area of Fira and to choose safe routes when travelling, particularly in areas where the landslide risk is high,” the travel update reads.

“In case of a strong tremor, people should immediately depart coastal areas. If you are in the affected areas, you should follow the advice of the local authorities.”

Crescent-shaped Santorini is a premier tourism destination with daily arrivals via commercial flights, ferries, and cruise ships.

The island draws more than three million visitors annually to its whitewashed villages, built along dramatic cliffs formed by a massive volcanic eruption more than 3,500 years ago.

The location of settlements has created the dramatic scenery of cascading houses and sunset viewpoints that make the island so popular, but also raising concerns in the event of a major earthquake.

The sheer cliffs also make some areas prone to rock slides.

Can travellers get a refund if they cancel their holiday to Santorini?

Your right to reimbursement depends on several factors, including who cancels the trip and for what reasons.

“Holidaymakers expecting to travel to Santorini over the coming days should speak to their travel operator or airline in the first instance to ascertain their situation,” says Ernesto Suarez, CEO of travel insurer Gigasure.

“If it is deemed unsafe to travel, which is currently the advice from the Greek Ministry of Civil Protection, then the airline may cancel the flight.

However, travellers must be aware that in the event of an earthquake passengers may not be entitled to any compensation from the airline as disruption is being caused by natural disasters or circumstances outside of their control.”

Travellers with adequate travel insurance should have financial protection if all, or part of, their trip is delayed, cancelled, or cut short due to the earthquake, Suarez adds.

If you have bought extended travel disruption cover you should be covered for travel delay, abandoning or cutting short your trip and/or additional costs if you have to move accommodation or extend your stay.

However, if your trip has not been cancelled by the airline or tour operator and you choose not to travel anyway – deemed ‘disinclination to travel’ – you are unlikely to be entitled to compensation. Suarez advises travellers to check their policy wording for full details.

The UK’s FCDO has not issued a ‘do not travel’ warning and the current advice from Ireland’s Department of Foreign Affairs is to exercise ‘normal precautions’, which means standard insurance policies should continue to cover holidaymakers.

Travellers should note, however, that if this advice is upgraded to ‘avoid non-essential travel’ or ‘do not travel’, most policies will be invalidated.

‘All scenarios remain open’

Prominent Greek seismologist Gerasimos Papadopoulos cautioned that the current earthquake sequence – displayed on live seismic maps as a growing cluster of dots between the islands of Santorini, Ios, Amorgos, and Anafi – could indicate a larger impending event.

“All scenarios remain open,” Papadopoulos wrote in an online post. “The number of tremors has increased, magnitudes have risen, and epicentres have shifted northeast. While these are tectonic quakes, not volcanic, the risk level has escalated.”

In Santorini’s main town of Fira, local authorities designated gathering points for residents in preparation for a potential evacuation, though Mayor Nikos Zorzos emphasised the preventive nature of the measures.

“We are obliged to make preparations. But being prepared for something does not mean it will happen,” he said during a weekend briefing. “Sometimes, the way the situation is reported, those reports may contain exaggerations […] so people should stay calm.”

“We have seen residents protesting against overcrowding, against cost of housing and environmental strain in some key destinations,” Apóstolos Tzitzikóstas told Euronews in an interview during the summit, which is arranged in tandem with the European Travel Commission.

“I take this very seriously,” he said, referring chiefly to anti-tourist movements in Spain, adding:  “I will engage with all the affected local authorities and with civil society to understand what and how the EU should act, share best practices, collect essential data to better manage flows.”

Tourism must be developed responsibly, attracting visitors who value authentic experiences, supporting local businesses and encouraging more off-season travel to “off the beaten track” locations, the Greek commissioner said.

“That’s why we would be engaging through extensive consultations with stakeholders this year. I want to hear from those on the ground, from all of you, so we can set the right priorities for our sustainable tourism strategy. And funding will indeed be the key,” he said adding that the task would require “collaboration across sectors, borders and different government levels.”

Governor of the touristic region of Central Macedonia for 12 years and former President of the European Committee of the Regions, Tzitzikóstas is the first Commissioner with a portfolio dedicated to tourism.

“Tourism is a topic that is really close to my heart and one that I am committed on supporting with all my heart and all my strength,” Tzitzikóstas told an on-site and online audience, adding that his goal was to “showcase Europe as a safe, sustainable and outstanding travel destination, attracting both international and domestic travellers.”

He said he would also rely on the support of the tourism sector for key transport initiatives that “because indeed transport and tourism are linked”, citing seamless single ticketing for cross-border rail travel, and easier cross-border rental car services or a stronger EU passenger rights regulation.

“Early in my mandate, I will present all of these regulations in order to make the European markets a real single market,” he said.