This July 2026 Policy Agenda sets out a perspective on how to strengthen the competitiveness, resilience and sustainability of Europe’s tourism sector. It highlights the importance of package travel as a reliable and highly protected form of travel, illustrated by TUI’s coordinated repatriation of guests during the Middle East conflict. The document calls for fairer competitive conditions across the travel ecosystem, including equal regulatory obligations for online platforms, faster visa processing for key source markets, better international coordination on SAF requirements, and stronger investment in green infrastructure for aviation, cruises and destination transport. It also underlines tourism’s role in regional value creation, from river cruises along Europe’s waterways to rural tourism projects in Africa, while showing how artificial intelligence is increasingly being applied in travel services and business operations. Overall, the agenda presents tourism as a key driver of European competitiveness, sustainable transformation and crisis resilience, while stressing the need for policy frameworks that help Europe remain an attractive global destination.