The European Commission’s Sustainable EU Tourism – Shaping Tourism of Tomorrow project is a strategic initiative launched to transform EU member destinations along the axes of sustainability and resilience during the 2023–2025 period. The project is designed to balance economic growth, social benefits, and environmental protection within the tourism sector.
What Does the Project Involve?
Key components of the project include:
Identifying challenges and best practices: Pinpointing barriers and potential opportunities faced by EU destinations across economic, environmental, socio-cultural, and governance dimensions.
“Twinning” mechanism among DMOs: Pairing destinations facing similar issues to share experiences and develop joint projects.
Communication and awareness campaigns: Raising awareness among tourism stakeholders and visitors to align with sustainability objectives. A newly developed communication toolkit is a central element of this framework.
“The future of the industry lies in striking the right balance between visitor experience and environmental responsibility.”
Standout Success Stories
Several participating destinations have already showcased remarkable examples:
Florence: Using a Smart City Control Room system to monitor tourist flows and manage high-traffic areas more effectively.
Bordeaux: Developing barrier-free infrastructure and accessible tourism products to provide more inclusive services for both visitors and local residents.
Benidorm (Spain): Named European Green Pioneer of Smart Tourism 2025, recognized for its exemplary efforts in water management, urban infrastructure improvements, and environmental sensitivity.
Communication Toolkit
Launched in August 2025, the Communication Toolkit targets destination management organizations, tourism boards, and local authorities. It includes social media content, infographics, case studies of successful practices, and visual materials promoting sustainable travel. These tools aim to enhance the visibility of local initiatives and communicate sustainability goals in a visitor-friendly manner.
“According to 2030 targets, tourism in Europe will become a sector aligned with climate objectives. Innovative cities are already using smart data analytics and digital monitoring systems to manage tourism pressure.”
What Does This Mean for the Sector?
This initiative signals a shift away from tourism models focused solely on accommodation + sightseeing toward a more holistic sustainability paradigm. Tourism businesses are rethinking destination management and marketing strategies around environmental responsibility, community contribution, and long-term resilience. Models that preserve local quality of life while delivering economic benefits from tourism are gaining priority. At the same time, funding streams for green and digital transformation are expanding, and policy tools are becoming more concrete.
