WTTC identifies eight priorities for European tourism leadership

The World Travel & Tourism Council (WTTC) has identified eight strategic priorities to maintain Europe’s global tourism leadership. Presented at the 26th WTTC Global Summit in Valletta, the report ‘Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook and Policy’ emphasizes the need for interventions in visas, investment, long-haul markets, skills, sustainability, artificial intelligence, and connectivity.

In 2025, the travel and tourism sector contributed nearly $3 trillion to the European GDP, representing 9.4% of the regional economy and supporting 40.7 million jobs. The WTTC predicts the sector will grow by 3.1% in 2026, significantly outperforming the overall European economic growth estimate of 1.1%.

WTTC President and CEO Gloria Guevara noted that while Europe already hosts nearly half of the world’s international travelers, government decisions regarding digital visas, attracting extra-European visitors, and workforce training will determine how much of the upcoming global growth the continent captures.