Serbia took part in the 109th General Meeting of the European Travel Commission (ETC), where tourism leaders from across Europe gathered to discuss the future of travel on the continent. The event, hosted by the Croatian National Tourist Board, brought together 55 delegates representing national tourism organisations from across Europe.
This year’s meeting focused on a central theme: “Measuring Tourism Beyond Arrivals.” The aim was to shift attention away from simply counting tourists and toward evaluating tourism’s wider impact — on local communities, the environment, and cultural heritage.
The theme reflects a growing movement toward sustainable tourism. Countries are increasingly aware of the need to balance economic growth with environmental protection and social responsibility.
ETC: Supporting Cooperation in European Tourism
The European Travel Commission is a key body that connects national tourism organisations from across the continent. It helps members share knowledge, develop joint marketing campaigns, and coordinate strategies. The goal is to keep Europe as the world’s top travel destination.
Members include countries like Serbia and Croatia, showing a united European effort to manage tourism in a cooperative and sustainable way.
Sustainable Tourism Takes Center Stage
During the meeting, delegates reviewed ETC’s current work and planned projects through the end of 2025. The focus was on managing tourism in a way that protects the environment and supports local communities. This ties in with wider EU goals, such as the European Green Deal and the EU Tourism Agenda, which promote responsible tourism growth.
Key topics discussed included:
- New ways to measure tourism’s social and environmental effects
- Best practices for sustainable destination management
- Protecting Europe’s natural beauty and historic sites
- Balancing tourism growth with local wellbeing
These discussions are in line with the United Nations World Tourism Organization (UNWTO), which calls for tourism to support the Sustainable Development Goals (SDGs).
Rethinking How Tourism Is Measured
The meeting’s theme, “Measuring Tourism Beyond Arrivals,” reflects a new way of thinking. Counting visitors and their spending no longer gives a full picture of tourism’s impact.
Experts now want to measure things like:
- The quality of the tourist experience
- The benefits and drawbacks for local communities
- The damage or protection of the environment
- The effect on cultural identity and historic sites
This approach supports stronger, more responsible tourism policies that benefit both travelers and residents.
Serbia’s Role in Promoting Sustainable Travel
Serbia’s involvement in the meeting supports its national tourism strategy, promoted by the National Tourism Organisation of Serbia (NTOS) and backed by the Ministry of Trade, Tourism and Telecommunications.
Serbia has made notable progress in sustainable tourism, including:
- Promoting eco-tourism and village tourism
- Preserving cultural sites like Petrovaradin Fortress in Novi Sad, and historic cities such as Niš and Belgrade
- Investing in better infrastructure for managing tourism and boosting local economies
By joining ETC efforts, Serbia is able to share knowledge with other countries and contribute to shaping a sustainable future for European tourism.
Croatia Leads by Example
Croatia hosted the meeting in the coastal city of Zadar, showing its commitment to sustainable travel. Known for its well-managed tourism sector, Croatia has become a regional leader, especially in protecting its Adriatic coastline.
The Croatian National Tourist Board, supported by the Ministry of Tourism and Sports, helped organise the event. Hosting the meeting gave Croatia the chance to showcase its successful practices and inspire other countries.
Strengthening Tourism Cooperation Across Europe
The ETC meeting confirmed the value of working together. Delegates exchanged ideas on:
- Developing tourism that supports both people and nature
- Addressing problems like overcrowded destinations and climate change
- Promoting Europe as a green and diverse travel destination after the pandemic
- Improving data systems to guide better tourism policies
These efforts are expected to shape new joint campaigns and research backed by EU funds. They support goals under the EU’s 2021–2027 Multiannual Financial Framework, which encourages sustainability and innovation in tourism.
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