Shaping the future of European tourism: EU Ministers unite on sustainability, resilience and support for SMEs

During the informal meeting of EU Tourism Ministers held on 17 April 2026 under the Cyprus Presidency of the Council of the EU at the Filoxenia Conference Centre in Lefkosia, EU Tourism ministers agreed on the need for a coherent European strategy to strengthen the sustainability, competitiveness and resilience of the tourism ecosystem.

The meeting was chaired by the Deputy Minister for Tourism of the Republic of Cyprus, Mr Kostas Koumi, and brought together EU member states’ tourism ministers. The Commissioner for Sustainable Transport and Tourism, Mr Apostolos Tzitzikostas, also attended and the Secretary-General of UN Tourism was able to address the meeting via a video message. The Chairperson of Ukraine’s State Agency for Tourism Development was also present.

A coherent EU framework for sustainable, competitive and resilient tourism

The first session focused on the forthcoming EU Strategy for Sustainable Tourism, which the European Commission is expected to present in the second quarter of 2026. Ministers engaged in an open and productive exchange on the four key areas proposed by the Commission: tackling unbalanced tourism, sustainable connectivity, competitiveness including skills, and global outreach.

There was broad convergence among member states on the need for a coherent EU strategy that strengthens the long-term sustainability, competitiveness and resilience of the European tourism ecosystem, while fully respecting national and regional specificities.

Many member states underlined the importance of effective multi-level governance, structured coordination and policy coherence across related policy fields. The importance of reducing existing administrative red tape, in line with the EU’s broader simplification agenda, was also stressed.

Several member states highlighted the need for developing tourism-specific robust EU-level crisis management mechanisms, drawing on the lessons of recent years – from the COVID-19 pandemic to Russia’s war of aggression against Ukraine and the current crisis in the Middle East. Tourism remains one of the sectors most exposed to external shocks, and the collective capacity to respond swiftly and effectively was recognised as essential for the sector’s continued development.

Strengthening SMEs: building resilience, digitalisation and the green transition

The second session focused on small and medium-sized enterprises (SMEs), which form the backbone of the European tourism ecosystem. The vast majority of tourism businesses in Europe – 99% – are SMEs, and their competitiveness, creativity and capacity to deliver high-quality visitor experiences were recognised as indispensable to Europe’s continued leadership in global tourism.

Ministers exchanged views on how European and national policies can more effectively support tourism SMEs in strengthening their resilience and crisis preparedness, accelerating their digital transformation and advancing the green transition.

There was wide recognition that SMEs face particular challenges in adapting to new technologies, including artificial intelligence, and in meeting the demands of the green transition, often due to limited financial resources, administrative capacity and access to specialised expertise. At the same time, there was strong consensus that digitalisation and sustainability are not only challenges but also significant opportunities – opportunities to improve efficiency, visibility, competitiveness and, ultimately, the quality of the tourism experience offered to visitors across Europe.

Towards Council Conclusions on Tourism

The informal meeting reaffirmed the shared recognition of tourism as a strategic industrial ecosystem for the EU, generating around 10% of the Union’s GDP (around 7% of its Gross Value Added), accounting for 10% of jobs and 4.6 million businesses.

The Cyprus Presidency reaffirmed its objective: the adoption of Council Conclusions on Tourism on 28 May 2026, addressing the key areas of concern for the future of EU tourism.

The discussions concluded with a broad consensus on the need to lay the foundations for the tourism model of the coming decades – a model that respects planetary boundaries, strengthens social cohesion, preserves cultural identity, and remains economically viable and innovative.

Photos

See photos from the event on the Cyprus Presidency's Flickr account.

Press conference