The European Travel Commission (ETC) has called for increased international collaboration, especially between Europe and Asia, to ensure a resilient and sustainable future for global tourism. Speaking at the PATA Annual Summit in Istanbul, Turkey, Eduardo Santander, Executive Director of the ETC, emphasized the need to redefine the tourism sector’s priorities in a post-pandemic world shaped by geopolitical and economic challenges.
Managing Tourism Growth in Europe’s Overcrowded Markets
Santander described the current state of tourism as paradoxical. While international travel has nearly recovered to pre-pandemic levels, the recovery has been uneven and brought new challenges. Europe, in particular, is facing the issue of destination overcrowding, also known as overtourism. Santander stressed that the focus should shift from simply promoting tourism to actively managing it. “We need to balance tourism flows globally,” he said, “in ways that meet the needs of modern society and reflect the lessons from past crises.”
Strengthening the Europe-Asia Partnership
One key element in this new approach is closer cooperation between Europe and Asia. Santander pointed out that many Asian destinations are seeing significant investment and growth, and many are still in the early stages of tourism development. In contrast, Europe’s tourism markets are more mature and saturated. “We must create a global governance model that encourages knowledge sharing, benchmarking, and capacity building,” he explained. The ETC believes that mutual learning between these two regions is crucial for aligning sustainable tourism practices and improving connectivity.
Reevaluating Sustainability in Tourism
Santander also addressed the issue of sustainability. He urged stakeholders to rethink what sustainability truly means in the context of tourism. “Are we focusing on economic growth at all costs, or are we supporting tourism models that benefit local communities and provide authentic, equitable experiences?” he asked. He emphasized that traditional metrics, such as tourist arrivals and spending, are no longer enough. Instead, the industry should develop new indicators that consider environmental impact, social equity, and traveler perception.
Educating Travelers to Promote Responsible Tourism
A major theme in Santander’s speech was the need to rethink how the tourism industry educates both consumers and service providers. He suggested that individual behavioral changes, supported by digital tools and policy, could lead to more responsible travel. “We’re not telling people to travel less—just to travel better,” he said.
Asia-Europe Collaboration Amid Changing Global Markets
The changing global travel landscape, including the decline in Russian outbound tourism and economic uncertainties affecting American travelers, presents a unique opportunity for deeper cooperation between Europe and Asia. Santander highlighted that the European Travel Commission is already working with Asian partners to enhance air connectivity, joint marketing efforts, and research on changing traveler behavior. “This isn’t about Europe first or Asia first,” he said. “It’s about working together.”
Tourism as a Force for Good
Santander concluded by emphasizing that tourism must be a force for good, but this requires collective action. “Cooperation and multilateralism are essential; they are the only way forward,” he stated. He called on industry leaders, destination management organizations, and governments to create a unified, inclusive, and future-proof tourism framework for both Europe and Asia.
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