- The Euronews Travel and Tourism Summit 2026 was held in Brussels on 29 September 2026
- Climate change was identified as the single greatest threat to tourism
- Brussels airport infrastructure faced criticism for long lines
- Albania’s tourism growth and regional stereotypes were addressed
- The 2026 Michelin Key selection lists 2,832 hotels worldwide
The Euronews Travel and Tourism Summit 2026 held in Brussels on 29 September 2026 brought together political leaders, policymakers and industry experts to address pressing issues shaping European and global travel. The one-day summit focused on climate risk, infrastructural improvements and overcoming regional stereotypes.
The CEO of the European Travel Commission emphasised that climate change is currently the single greatest threat to tourism. Speakers noted severe operational disruptions such as train tracks warping and expanding due to extreme heat and river cruise lines being paralysed by drying European rivers. US Ambassador to Belgium Bill White praised Belgium’s diverse offerings but criticised the severe long lines at Brussels airport and insisted that infrastructure must improve immediately. Albanian Prime Minister Edi Rama highlighted Albania’s rapid tourism growth while addressing persistent negative regional stereotypes. Panels focused on how visa-free travel, emerging air routes and new travel corridors are bridging the gap between European and Asian markets.
Michelin Guide’s Marie France Perrel shared that travellers now seek properties that offer a sense of place rather than marble bathrooms or large room counts. Food has become central with many booking trips specifically for particular dishes or cuisines. The 2026 Michelin Key selection lists 2,832 hotels worldwide including 155 with three keys.
- Eduardo Santander, CEO of the European Travel Commission (ETC), declared that climate change is “by far” the greatest hazard facing global and European tourism. Following a summer of record-breaking heatwaves, the industry is witnessing immediate, tangible disruptions: Extreme heat is physically expanding railway tracks, halting trains. Crucial European river cruise corridors have been forced to suspend operations because rivers are running dry. He said that rebuilding resilience and dealing with climate chaos is directly driving up the cost of travel, making holidays increasingly expensive for consumers.
- Infrastructure Bottlenecks and Airport Frustrations: While destinations are trying to attract more visitors, regional infrastructure is struggling to keep pace. In a notable critique, Bill White, the US Ambassador to Belgium, praised the country’s diverse cultural and culinary offerings but strongly criticized the severe bottlenecks and long lines at the Brussels Airport, warning that immediate improvements are mandatory if the region hopes to handle increased tourism volumes.
- Shifting Stereotypes and Regional Identity: Albanian Prime Minister Edi Rama highlighted the challenges emerging destinations face regarding outdated European stereotypes. Drawing parallels to Croatia’s historical transition out of isolation, Rama stressed that Albania is working hard to shed historical stigmas to position itself successfully to a highly competitive global audience.
- Overcoming Central Asian “Bottlenecks” via Visas and Air Routes: Panels examining East-to-West travel focused heavily on unlocking connectivity with Central Asia. Following the removal of Kyrgyzstan-certified carriers from the EU’s Air Safety List, plans were announced to launch direct flights from Kyrgyzstan to Europe by 2027. Florian Sengstschmid, CEO of the Azerbaijan Tourism Board, and Kyrgyz representatives identified strict visa requirements as a major bottleneck. The summit highlighted ongoing cross-border cooperation to introduce a unified “Silk Road visa” that would grant international travelers access to multiple Central Asian nations via a single document.
- The Evolution of Luxury and the Value of Human Insights: Marie-France Perrel, Head of Business Development for Hotels at the Michelin Guide, highlighted a dramatic shift away from digital algorithms in favor of authentic human curation. Key luxury trends noted include: The roll-out of the Michelin Keys relies heavily on physical inspectors traveling the world to judge properties rather than relying on automated online chatter. Guide data shows that modern luxury travelers view fine dining and hospitality as a singular, unified ecosystem, with travelers looking up nearby culinary spots simultaneously while booking lodging. High-end travelers are increasingly moving away from standardized luxury, opting instead for properties that offer deep, authentic connections to their local geographic surroundings.
