Dear President,
dear UN Tourism Secretary-General,
dear Ministers,
Ladies and gentlemen.
Its a true honour to be here with you at the opening of the Global Tourism Forum 2025. And allow me to begin by expressing my sincere thanks by congratulating the World Tourism Forum Institute for bringing this important meeting to Brussels, a city that has long been a favourite among city-trippers from all over the world. Let me also welcome the many leaders gathered here. Your presence underlines how strategic and interconnected the tourism community truly is, and how determined we are to keep it that way.
Ladies and gentlemen,
I am proud to say that Europe is the worlds number one tourism destination. In 2024, we welcomed 758 million visitors. Europe was the destination that 38% of all tourists globally chose. Our sector set new records in 2024: an unprecedented 3 billion nights booked, over 20 million jobs 4.5 million businesses, and a contribution of 807 billion euro to our economy, about 7% of the EUs Gross Value Added. This is impressive progress. Yet recovery from COVID has been uneven. Northern and Southern Europe are seeing record highs, but parts of Central and Eastern Europe still welcome fewer visitors than in 2019. The picture is also uneven geographically. Four countries – Spain, France, Germany and Italy – account for more than 60% of overnight stays. And one in three stays happens in July or August.This creates real pressures: on infrastructure, housing, scarce natural resources such as water, and on local communities themselves. Such pressures, risk undermining tourisms long-term competitiveness and even its acceptance by local residents. That is why, we are currently preparing our first-ever European Tourism Strategy, which I look forward to presenting next year. We have just completed a broad consultation, and we are now analysing the results to shape concrete proposals. The Strategy will certainly address the challenge of unbalanced tourism, which can undermine local communities, cultural heritage, and even the visitor experience itself.
Sustainability, in its broadest sense, will run through every part of our approach. Because sustainability is the key condition for Europes continued success as the worlds leading tourism destination. Sustainability means reducing emissions, including from travel to and within destinations. But it also means managing resources wisely, protecting cultural and natural assets and ensuring that tourism contributes to balanced regional development across Europe. Sustainability also means diversifying. If a destination only attracts visitors for a few summer months, it becomes vulnerable. By extending the season and highlighting other attractions, hiking trails, gastronomy, cultural traditions, or agrotourism, destinations can create a more stable year-round economy and greater resilience to climate, geopolitical, or economic shocks. But even the most popular destinations must continue to adapt. The climate crisis, geopolitical shifts, and technological developments are transforming tourism as we know it. So, the adjustments we make today will ensure that the benefits of tourism, to local communities and economies, will be even greater tomorrow.
Ladies and gentlemen,
The defining technological development of our time is artificial intelligence. AI is reshaping how we live, work, and travel and tourism is no exception. It empowers both destinations and travellers. For destinations, AI can help manage visitor flows, ease pressure on overcrowded attractions, and guide travellers towards new and lesser-known places. This means better visitor experiences, greater protection for our cultural heritage, and stronger promotion of Europes many attractive destinations.
I look forward to seeing how initiatives like CityMe are shaping the visitor experience. In Dublin, for example, the platform offers AI-guided tours through a virtual local companion, providing tailored recommendations and authentic insights into the citys culture and heritage. If the project proves successful, similar AI-driven guidance tools could soon assist visitors and residents in major cities across Europe. Dublin launched CityMe after being named the 2024 European Capital of Smart Tourism, a recognition that has already inspired new partnerships and innovation in the field of digital and data-driven tourism. Further south, Porto has transformed itself into a genuine smart destination. Its Explore Porto and Terminais Porto platforms use real-time data to help both residents and visitors plan their journeys more effectively. By bringing together information from different sources, these tools help people make informed decisions, whether that means choosing the most sustainable or affordable way to travel, or discovering how to get off the beaten track.
Ladies and gentlemen,
We must redefine tourism for a changing world. And since we cannot predict every change that lies ahead, we must build in diversity of offers, experiences, and destinations. Because diversity is one of the true keys to long-term sustainability. I hope I have given you a lot to reflect on.
Once again thank you very much for your invitation, I wish you a fruitful and inspiring Global Tourism Forum.
Thank you.
