The topic examined recent developments and emerging trends in EU tourism against the background of recovery, structural information, and evolving policy priorities. It focused on how tourism in 2024 is moving beyond volume-driven recovery towards better-managed, more sustainable and more digital models of growth. Drawing on the monthly article “EU Tourism in 2024: Key updates and Emerging Trends” and the online discussion “Key Updates and Emerging Trends on EU Tourism”, in February 2025, the objective was to understand policy and regulatory updates at EU and national level affecting tourism, market and demand trends influencing tourism trends, and cross-cutting shifts linked to sustainability, digitalization and inclusivity. 

The initiatives showcased illustrate the emerging trends in EU tourism growth in the backdrop of recovery and sustainability, including:

• ETC report on 2025 travel sentiment to and within Europe: report providing insights into the travel preferences, motivations, and barriers of potential travellers from seven key markets regarding travel to and within Europe.
• Destination 2050 roadmap, Royal Netherlands Aerospace (NLR) and SEO Amsterdam Economics (SEO):  plan to reach zero net emissions in aviation by 2050. 
• EU Tourism Dashboard: online knowledge tool providing visualisations of tourism-relevant indicators while tracking the progress of tourism destinations.
• European Travel Information and Authorization System (ETIAS): a new travel authorisation for visa-exempt travelers to enter 30 European countries by the European Commission, aiming at enhancing border security by pre-screening travelers, thereby bolstering safety across member states. 
• Amendments to the short-term rental law (STR): EU-wide regulations with a focus on digitalization and an online registration system for hosts in countries where registration is required to improve transparency.

Stakeholder stories highlight ongoing efforts and key trends in tourism growth and sustainability in 2024. 

Key conclusions and emerging trends include:

• Regulatory frameworks are playing a stronger role in shaping tourism practices: New and updated EU rules on emissions reporting, eco-certification, short-term rentals, consumer protection, and data transparency are directly influencing how tourism businesses and platforms operate.
• The twin green and digital transition is becoming operational rather than aspirational: Sustainability and digitalisation are no longer treated as long-term goals only, they are increasingly embedded into compliance requirements, operational choices, and investment priorities across the tourism ecosystem. 
• Recovery is giving way to managed growth and resilience-focused models: While tourism demand remains strong, attention is shifting towards managing impacts, addressing climate and geopolitical risks, and ensuring tourism contributes positively to destinations and local communities. 
• Data, transparency, and AI-enables solutions are gaining importance: The use of digital technologies, including AI-driven tools, is expanding in areas such as pricing transparency, visitor flow management, and regulatory compliance, supporting more evidence-based decision-making. 
• Inclusivity and consumer trust are emerging as competitiveness factors: Accessibility standards, clearer consumer information, and improved rights protection are increasingly recognized as essential elements of a robust and future-proof EU tourism sector.