The topic addressed how environmental sustainability can unlock economic value for tourism destinations and businesses when embedded into core strategies and operations. Drawing on the monthly article “The green transition as an economic strategy for tourism”, the webinar “Environmental sustainability as a Competitiveness Strategy and Economic Lever for Tourism” along with the online discussion “Tourism’s green transition: Unlocking economic value through environmental sustainability” in April 2026,  the objective was to show how sustainability investments can generate returns through cost savings, risk reduction, asset protection and improved market positioning were emphasized.

The initiatives showcased illustrate how the European tourism ecosystem is adopting environmental sustainability and benefiting economically, including: 

• Better Trips Index, Evaneos: showcasing how sustainability can be directly integrated into commercial decision-making. 
• Nature-based Solutions (NbS) in the Azores, SPEA: restoration-based NbS used to reduce erosion, protect landscapes and tourism assets, and lower long-term infrastructure maintenance costs. 
• Great Western Greenway, Mayo County Council: A low-impact infrastructure project demonstrating how sustainability-led investment can extend tourism season and stimulate local economies. 
• Scandic Hotels Finland: long-term, data-driven sustainability strategy delivering operational savings, food-waste reduction and stronger brand credibility through consistent integration of environmental measures. 
• Sustainability Strategy, TUI Group: example of embedding sustainability as “business as usual across a tourism group, highlighting the importance of leadership, governance and alignment between sustainability objectives and commercial priorities. 

Stakeholder stories highlight ongoing efforts to shift sustainability from a perceived cost or regulatory obligation to a source of value creation

Key conclusions and emerging trends include: 

• Sustainability is a competitive strategy, not a cost. Environmental action supports long‑term value creation, resilience and asset protection when integrated into core tourism strategies.
• Natural capital is a productive infrastructure. Ecosystems such as coastlines, landscapes, and biodiversity underpin destination attractiveness and economic performance, requiring investment and protection.
• Evidence‑based approaches strengthen ROI. Measuring impacts and focusing on proven interventions reduces uncertainty, supports prioritisation and improves both environmental and economic outcomes.
• Operational efficiency is a major economic lever. Circular economic practices enable tourism businesses to reduce costs, simplify operations, and manage resource and energy price volatility.
• Nature‑Based Solutions offer cost‑effective resilience. NbS reduce long‑term maintenance costs, protect tourism assets and enhance destination functionality while supporting climate adaptation.
• Governance and people matter. Leadership commitment, cross‑departmental integration, skills development and stakeholder collaboration are critical to translating sustainability ambition into measurable competitive advantage.