European Commission sets new guidelines to promote sustainable and quality tourism in Europe
The European Commission has issued a new policy framework focused on boosting tourism in Europe and keeping it as the first tourist destination in the world, with a figure that reaches 40% of the global tourism attraction. This report puts forward initiatives to enhance competitiveness and a sustainable and quality-based development, as well as to increase the visibility of Europe as an outstanding tourist destination, while facing challenges such as seasonality and an aging population.
These initiatives are summarized in four main points :
- Improve the competitiveness of the tourist sector in Europe, while boosting innovation in enterprises and adapting them to the demands of the sector. To this respect, it is foreseen the creation of a virtual European Tourism Observatory to coordinate analysis and research activities in the tourist sector
- Promote a sustainable, responsible and quality-oriented tourism through three main tools: the development of a 'Quality Tourism' label, which will reward those businesses and destinations that raise the quality of the services provided; the creation of a label to promote environmental-friendly destinations; and the setting up of a Charter that will establish critieria for a sustainable development on the basis of which a European price will be awarded to tourist companies and destinations.
- Consolidate the image and the visibility of Europe through the creation of a ‘European brand’ that will help to better promote Europe and distinguish it from other international destinations. Improve cooperation with national organisations and the European tourist industry via the portal www.visiteurope.com
- Enhance the integration of tourism in other EU policies, such as passengers’ rights, consumer protection and the internal market.
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