Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook, and Policy

Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook, and Policy makes the case for Travel & Tourism as one of the most powerful engines of growth, jobs and investment in Europe. It shows how a sector that already underpins one in ten jobs across the region can help deliver on governments' broader economic ambitions, and what it will take to secure that potential over the next decade.

Drawing on WTTC's Economic Impact Research (EIR) data, the report explores what drives Europe's success as the world's leading destination and where its vulnerabilities lie, from a heavy reliance on intra-European travel to investment that has yet to return to pre-pandemic levels. It then sets out six strategic priorities for policymakers, supported by examples of policies from the EU and beyond. With the EU's first dedicated tourism strategy on the horizon, the report offers a timely roadmap for keeping Europe competitive in an increasingly contested global market.

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The report is structured in two parts:

1. Europe's Travel & Tourism Economy
· Contribution to GDP and employment
· Visitor spending: leisure and business, international and domestic
· International arrivals and source markets
· Spotlights on the Mediterranean, Malta and Spain
· Outlook for 2026 and the decade ahead

2. Strategic Priorities and Policy Landscape
· Enhance secure and seamless travel
· Diversify source markets
· Boost Travel & Tourism investment
· Advance sustainable tourism
· Champion destination stewardship
· Attract and upskill talent
· The evolving EU tourism policy landscape

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