In January 2026, the European Travel Commission (ETC) organised the exhibition Tourism for Europe, Europe for Tourism at the European Parliament in Brussels.
The showcase featured a curated selection of best practices from all across Europe, demonstrating how tourism can restore natural ecosystems, empower local communities and strengthen local economies. Through real-life examples, it highlighted tourism as a strategic asset and a positive force for Europe’s sustainable future.
The opening reception, inaugurated by European Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas and hosting MEPs Daniel Attard (Malta, S&D) and Nikolina Brnjac (EPP, Croatia), welcomed more than 150 high-level guests. The event brought together representatives of European institutions, destination organisations and industry partners to explore tourism’s contribution to Europe’s future.
The exhibition marked the launch of the broader Tourism for Europe initiative, with its featured projects continuing to inspire audiences through the dedicated TourismForEurope.eu platform and a campaign showcasing tourism that gives back.