Tourism is vital for Europeans and the European economy. Contributing around 10% to the EU’s GDP, it is deeply engraved in our cultural and social identity. It promotes our way of living, connects people across borders, and influences many other sectors—from transport and hospitality to local crafts and digital innovation. Millions of Europeans depend on tourism for their livelihoods, and countless destinations rely on a steady flow of visitors to sustain their economies.

Nevertheless, the sector faces challenges—perhaps even deeper than others. The pandemic exposed its vulnerabilities, climate change is reshaping travel patterns, and geopolitical uncertainties add another layer of unpredictability. Meanwhile, in our efforts to make tourism more competitive and resilient, we have set even greater expectations: it must become greener, more digital, and more sustainable. This transition is necessary, but it also brings complexity, especially for small businesses trying to keep up with regulatory changes, investment demands, and evolving consumer behaviour.

In this article we showcase the key developments and trends shaping EU tourism in 2024, focusing on legislative updates, emerging policies, and their implications for stakeholders. What rules will redefine the sector? How will funding and initiatives support the twin transition? And what should businesses, policymakers, and travellers expect in the months ahead? Let’s take a closer look.

As 2024 came to a close, the European Union made significant advances in shaping tourism through the lens of sustainability, digital transformation, and inclusivity. The European Green Deal remained central to policy shifts, setting the tone for tourism-related regulations and initiatives. At the heart of this evolution were three key priorities:

Green transition – A determined push to cut tourism’s environmental footprint, with strong measures aimed at reducing emissions in transport and improving the energy efficiency of accommodations.

Digitalisation – Technology took centre stage in reshaping tourism, enhancing the traveller experience while also boosting efficiency for businesses.

Inclusivity – The sector continued evolving to be more accessible, ensuring that travellers with disabilities and tourism workers alike benefited from these transformations.

These pillars formed the foundation of the EU’s strategic approach to tackling both present and future challenges in tourism.

The past year brought a wave of regulatory updates that reshaped tourism across Europe. One of the most significant changes stemmed from the updated European Green Deal, which placed stricter sustainability requirements on travel and hospitality businesses. Airlines and cruise operators are required to provide detailed emissions reports, while accommodations received incentives to adopt greener practices. These moves were not just about reducing carbon footprints—they reinforced Europe’s role as a global leader in sustainable tourism.

Another crucial development was the EU’s new framework for short-term rentals (STRs). With an emphasis on transparency and fair competition, the regulation focused on data-sharing obligations, requiring platforms to provide accurate statistics to local authorities. This allowed cities to make informed decisions on managing tourist flows, introducing restrictions where necessary, and ensuring that STR licensing remained balanced and justified. In essence, this regulation gave local authorities the tools they needed to manage the sector effectively while preventing the spread of illegal rentals.

In April 2024, the EU officially establishing a harmonised approach to STRs across member states. A key component of this legislation was the requirement for online platforms to implement a simplified registration system for hosts, ensuring that properties met national and local requirements before being listed. Additionally, platforms were obliged to share essential data, including host identities and rental locations, with public authorities to improve monitoring and compliance efforts.

To further curb unregulated rentals, the regulation mandated that platforms verify the legitimacy of listings and remove unregistered properties. This measure aimed to protect consumers from fraudulent operators while giving municipalities a clearer picture of the short-term rental landscape. Moreover, the framework included provisions designed to safeguard fair competition within the sector, ensuring that STR operators adhered to the same regulatory standards as traditional accommodation providers.

By improving transparency and streamlining enforcement, the EU’s new approach to STRs laid the groundwork for a more responsible and sustainable rental market. This initiative not only helped local governments regulate the sector effectively but also promoted a fairer and more competitive tourism ecosystem.

Changes to VAT rules were also introduced to simplify taxation for tourism businesses operating across borders. The goal was to cut red tape and promote fairer tax practices, particularly benefiting SMEs. Likewise, updates to the General Data Protection Regulation (GDPR) established higher standards for handling customer data within tourism platforms, ensuring that privacy remained a top priority.

Meanwhile, the revised EU Consumer Rights Directive strengthened protections for travellers. Businesses were required to provide clearer, more transparent information about pricing, cancellation policies, and sustainability credentials. This empowered tourists to make informed choices, fostering trust in the sector while promoting more ethical travel practices.

To support these legislative changes, EU funding remained a major pillar of the transition. Substantial grants were directed towards projects that promoted sustainability, while additional incentives helped businesses integrate AI and digital tools to enhance their operations and customer service.

Sustainability was no longer just a buzzword—it became a defining force in 2024. Airlines and tour operators were required to adhere to mandatory carbon offsetting standards, ensuring that their environmental impact was closely monitored. Meanwhile, accommodations seeking eco-certification had to comply with stricter criteria, eliminating opportunities for greenwashing.

Another game-changer? The rise of tourism-specific data spaces. These structured digital ecosystems helped businesses and policymakers make smarter, data-driven decisions. At the same time, emerging regulations around artificial intelligence (AI) in tourism were developed to ensure ethical and transparent usage, particularly in marketing and customer interactions.

Inclusivity was also high on the agenda. The EU rolled out stricter accessibility standards for disabled travellers, while policies aimed at improving working conditions for tourism employees highlighted a commitment to social fairness. From fair wages to better workplace protections, the sector shifted towards a more equitable model.

Key takeaways:

• Airlines and tour operators had to comply with mandatory carbon offsetting.

• Accommodations faced tougher eco-certification criteria.

• Data-driven tourism solutions became the norm.

• AI regulations evolved to ensure transparency and fairness.

For tourism businesses—particularly SMEs—these developments presented both challenges and opportunities. While compliance with new sustainability and digitalisation standards required investment, EU funding programmes offered substantial support. Grants aimed at eco-friendly adaptations and digital innovation provided businesses with the means to stay competitive in a rapidly shifting landscape.

Local authorities and tourism boards also faced a period of adaptation. With stronger data-sharing frameworks in place, they had new tools to tackle issues such as overtourism. By using data-driven approaches, they were able to better regulate visitor numbers while ensuring that tourism remained beneficial to local communities.

Travellers, on the other hand, benefited from these policy changes. Enhanced transparency in digital bookings, stronger consumer rights, and a broader range of sustainable travel options meant they could make more informed choices. And as accessibility policies improved, tourism became more inclusive than ever before.

Tourism imbalances became an increasing concern in 2024 and are set to be a major policy focus for 2025. Across both EU and national levels, efforts are being made to promote more balanced tourism strategies—encouraging responsible travel habits and attracting visitors who value authentic, off-season experiences that benefit local economies. How is this being achieved?

Better access to tourism data through initiatives like the Data Space for Tourism and new STR regulations.

Closer monitoring of global trends via tools such as Travel BI and the EU Tourism Dashboard.

Encouraging collaboration between destinations through knowledge-sharing and best-practice exchanges.

Managing overcrowding remains a priority, with tailored solutions being developed to address the specific needs of different destinations.

Looking ahead, the European Union is set to implement the European Travel Information and Authorization System in the first half of 2025. This system will require travelers from visa-exempt countries, including the United States and the United Kingdom, to obtain authorization before entering Schengen member countries. The online application process is designed to be swift and cost-effective, with approvals typically granted within minutes and valid for three years or until the associated passport expires. The regulation aims to enhance border security by pre-screening travelers, thereby bolstering safety across member states.

In parallel, an Entry/Exit System will be in place, which currently replaces traditional passport stamping with biometric checks, including fingerprint and facial scanning, at all entry points to Europe. By capturing and storing biometric data, the system aims to prevent irregular migration and improve the identification of those using false documents. These forthcoming initiatives underscore the EU's commitment to leveraging digital solutions to enhance security and efficiency in travel, reflecting a broader strategy to modernize and harmonize border management across member states.

Looking further ahead, EU tourism regulations are expected to continue evolving. With artificial intelligence taking on an increasingly central role, clear governance and ethical guidelines will become critical. Meanwhile, climate-focused policies are likely to expand further, particularly in transport and accommodation. The EU is also set to strengthen international cooperation, reinforcing its leadership in shaping global tourism policy.

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With 2024 behind us, it’s clear that the EU made significant progress in shaping a tourism sector that is greener, more digital, and more inclusive. Legislative shifts, such as the updated EU Consumer Rights Directive and stricter Green Deal targets, set a new benchmark for responsible travel.

For businesses and policymakers, adapting to these changes remains key. By embracing new regulations and leveraging EU support programmes, stakeholders can turn challenges into opportunities for growth. And for travellers? The future looks promising—with greater transparency, better protections, and a stronger emphasis on sustainability, tourism in Europe is becoming a more enriching and responsible experience for all.

To explore the latest developments shaping EU tourism, key resources offer insights into upcoming regulations, policy changes, and industry trends.

The strategic framework behind the sector’s evolution is shaped by major legislative shifts. The EU Regulation on the European Travel Information and Authorization System and the Entry/Exit System will redefine border security for non-EU travellers in 2025, modernising how the EU manages migration and security. Meanwhile, new rules on short-term rentals introduce greater transparency in data sharing, aiming to create fairer market conditions.

Among the major challenges, climate change continues to impact tourism trends. The latest insights explore how destinations are adapting to environmental pressures, while the OECD’s 2024 report highlights global policy shifts influencing the sector.

On the policy front, amendments to the short-term rental law are shaping how cities manage visitor flows, addressing concerns over housing shortages and overtourism.

For practical recommendations, industry surveys and reports provide valuable insights. The 2024 accommodation survey outlines changing traveller preferences, while future travel trends explore the shifts shaping 2025 and beyond.

For more in-depth data and best practices, the European travel trends and insights document examines key long-haul markets and how European destinations are adapting to evolving visitor expectations. Stay updated with the latest news on EU tourism policies and follow developments shaping Europe’s travel landscape.