- EU Commissioner addressed WTTC Global Summit in Valletta
- EU preparing first Sustainable Tourism Strategy
- Challenges include skills shortages and digital transformation
- Commissioner met Four Seasons, Expedia Group, and Accor
- Strategy aims to ensure local communities benefit from tourism
EU Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas has addressed the World Travel and Tourism Council Global Summit in Valletta. The keynote speech focused on strengthening competitiveness, sustainability, and resilience of European tourism. The EU is preparing its first Sustainable Tourism Strategy.
Tourism supports millions of jobs and businesses across Europe. Challenges include skills shortages, digital transformation, geopolitical uncertainty, and pressure on popular destinations. The Sustainable Tourism Strategy aims to promote a more balanced tourism model. Goals include investing in skills and innovation, supporting businesses, and ensuring local communities benefit from tourism.
The Commissioner held meetings with Four Seasons, Expedia Group, and Accor on the sidelines of the summit. Discussions covered the future of travel and tourism and public-private sector cooperation. The US Special Envoy for Tourism, Nick Adams, also participated in meetings. The summit gathered industry leaders to discuss tourism development.
