The European Tourism Day 2023 brought together industry experts, policymakers, and stakeholders to discuss the impact of the pandemic on tourism and explore opportunities for the future. Held in a hybrid format, the event focused on the themes of sustainability, digitalization, and skill development within the tourism sector. The discussions highlighted the need for collaboration, innovation, and inclusivity to revive and shape a more resilient and responsible tourism industry.
As an association of regional development agencies, EURADA attended to the event to bring a wealth of expertise and experience in fostering economic growth and sustainable development in diverse European regions in face-to-face meetings. Moreover, EURADA's involvement facilitates knowledge exchange, collaboration, and the sharing of best practices among regional development agencies, further enhancing their capacity to support the sustainable and innovative growth of the tourism industry in their respective regions.
Among several speakers, the overall insights of Karima and Thierry were stand-up about the tourism sector. Karima Delli, the European Parliament's rapporteur on tourism, presented the five objectives of the European agenda for tourism. These objectives included raising awareness of the sector's importance, advocating for legislation to promote sustainable tourism, and supporting multi-modal tickets and regulatory frameworks for platforms. The discussions emphasized the significance of adapting to new technologies, promoting sustainability, and improving employability within the tourism sector.
Thierry Breton, European Commissioner for the Internal Market, stressed the need to preserve the quality of tourism and make it more accessible and sustainable. He emphasized the importance of transitioning to a more digital and green tourism industry. The discussions also shed light on the need to provide resources for SMEs and to change training approaches to foster respect for the environment.
The tourism sector, which generates 10% of the GDP and is a significant job creator, was recognized as a dynamic industry with immense potential for growth. Speakers highlighted the importance of developing the tourism economy, embracing sustainability, and utilizing data for creativity and innovation. The discussions also emphasized the value of destination management, balancing the involvement of public and private enterprises, and creating immersive experiences to attract visitors.
The European Tourism Day also addressed the transition pathway for tourism, with a strategic framework developed through extensive collaboration among stakeholders from different countries. This framework outlined seven areas of action, including the involvement of public and private stakeholders at all levels and the collection of pledges to address challenges. Initiatives such as an expert group, an online platform for stakeholder contributions, and a monitoring framework were established to drive progress. The focus is on innovation, cooperation, and adaptability to shape the future of the tourism sector.
Data governance, data sharing, and technical infrastructure in the tourism sector were discussed in a roundtable on the digital transition and the data space for EU tourism. The participants highlighted the challenges and opportunities of leveraging data for planning, resource management, personalized services, and customer experiences. Creating a trustable environment for data sharing, including SMEs, and exploring alternative business models were key points of discussion.
Sustainable tourism services and destinations were also in the spotlight, with an emphasis on investing in sustainable and smarter mobility, reducing waste through the circular economy, and preserving nature. Collaboration with local communities and considering infrastructure in less-developed areas were deemed crucial for measuring the success of tourism. Education, passion, and youth empowerment were highlighted as drivers of sustainability, and the importance of raising awareness and encouraging behavioural change in individuals was underscored.
The discussions on skilling and upskilling of tourism actors highlighted the need for companies to invest in skills development and address staff shortages. Collaboration at the European level, increased participation in traineeships, and improving conditions and qualifications in the hospitality sector were identified as key strategies. The aim was to enhance the attractiveness of vocational training, teach sustainability and digital skills, and foster collaboration with stakeholders at the local and regional levels.
Overall, the European Tourism Day 2023 provided a platform for fruitful discussions on the future of the tourism sector. The event emphasized the importance of sustainability, collaboration, and innovation to shape a more resilient, responsible, and inclusive tourism industry. By embracing new technologies, promoting sustainable practices, and investing in skill development, the European tourism sector can thrive in a post-pandemic world while safeguarding our natural and cultural.
