Europe’s Competitiveness

Europe continues to stand out as the leading tourism destination globally. Yet, it grapples with mounting competition from emerging destinations.

Challenges such as geopolitical conflicts, staff shortages and the cost-of-living crisis have exacerbated travel hurdles for those aiming to visit Europe from around the world.

To sustain its competitive position, European tourism must remain adaptable to shifting market dynamics and evolving visitor preferences, notably the growing demand for sustainable and experiential tourism.

ETC advocates for policies and strategic investments that enhance the sector’s attractiveness, recognise tourism as a strategic asset for Europe, and create a distinctive global image of Europe as a travel destination.