Tourism is too often painted as the problem. In reality, it is the solution. Tourism sustains Europe’s economic wellbeing, creates jobs and opportunities, and keeps our culture alive. But for tourism to remain the solution, the challenges it generates must be faced openly, and common European responses must be found.
My vision for sustainable tourism rests on four key pillars.
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- Culture
Tourism without culture is hollow. Europe’s feasts, carnivals, fireworks and traditions are not side attractions, they are our identity. And they exist because of volunteers.
In countries like Malta, where tourism is a major contributor to GDP, these volunteers are not only preserving heritage; they are sustaining the social and economic model itself. Free healthcare, childcare, public transport and stronger pensions all depend on the revenue that culture driven tourism generates.
Their role must not only be acknowledged but also incentivised and strengthened. This can be achieved through initiatives such as cultural leave schemes, dedicated EU funding for intangible heritage, and cultural responsibility standards for booking platforms.
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- Connectivity
No island, mountain valley or border town should be left behind. Connectivity is not a luxury, it is a lifeline.
Europe must reinforce public service obligations for air and maritime routes, ensuring affordable access for residents and visitors alike. At the same time, investment is needed in green mobility corridors: cleaner ferries, expanded night trains and regional links that connect people fairly and sustainably.
Connectivity is the bridge between opportunity and isolation.
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- Regional Development
Tourism should not mean overcrowded cities and abandoned villages. Cohesion demands balance.
Cohesion Funds should support regional tourism missions in rural, mountain and island areas. This requires investment in infrastructure, skills, SMEs and sustainable hospitality. It also means supporting local farmers, artisans and producers so that when visitors spend money, the value remains in the community. Smarter destination management is essential to ensure that growth strengthens communities instead of overwhelming them.
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- Sustainability
Sustainability must be built on its three interdependent pillars: economic, social and environmental. All must be prioritised equally if Europe is serious about tourism that endures.
Economically and socially, this requires stricter rules for short term rental platforms: full data sharing with national authorities and listings only for properties that comply with local laws. Housing affordability cannot be undermined by speculative rentals.
Environmentally, Europe must be bold. My vision is clear: a European ban on plastics in the tourism industry across hotels, planes, cruise ships and restaurants. This would send a powerful message that sustainability in tourism is non negotiable. Alongside this, an EU wide sustainability label should guide visitors to businesses that meet high standards on waste, energy and sourcing. Finally, circular cultural events can demonstrate that heritage and sustainability can go hand in hand.
Conclusion
Tourism is not just an industry. It is culture. It is community. It is connection. It is Europe’s social and economic model in action.
By building on these four pillars; culture, connectivity, regional development and sustainability; Europe can ensure that tourism continues to be one of its strongest assets. Not growth at any cost, but growth in the right direction: sustainable, resilient and true to who we are.