News
02 September 2025
Access the new Sustainable EU Tourism Communication Toolkit for tourism stakeholders
News
02 September 2025
Adventure tourism
Coastal, maritime and inland water tourism
Cultural tourism
+65 more
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The European Commission has launched a new Communication Toolkit to help tourism destinations and stakeholders across the EU promote sustainable tourism and responsible travel.
Sustainable EU Tourism project
Topics
Albania
Armenia
Austria
Belgium
Bosnia and Herzegovina
Bulgaria
Croatia
Cyprus
Czechia
Denmark
Estonia
EU-27
Finland
France
Georgia
Germany
Greece
Hungary
Iceland
Ireland
Italy
Kosovo
Latvia
Liechtenstein
Lithuania
Luxembourg
Malta
Moldova
Montenegro
Netherlands
North Macedonia
Norway
Poland
Portugal
Romania
Serbia
Slovakia
Slovenia
Spain
Sweden
Switzerland
Türkiye
Ukraine
Other
Academic / Research and VET Institutions
Business Support Organisation
Company with 250 or more employees
Cluster Organisations
Consumer Organisations
Cultural and Heritage Organisations
Destination Management & Marketing Organisations
EU Institutions
Financial Institutions and Investors
Industry Associations and Chambers of Commerce
International Organisations
Local Authorities
Media / Journalist Organisations
National authorities
Networks and Federations / Confederations
NGOs / Non-profits
Notified Bodies
Regional Authorities
SMEs (a company with less than 250 employees)
Social Economy Entity
Trade Unions
Other
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Specific types of tourism
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Adventure tourism
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Coastal, maritime and inland water tourism
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Cultural tourism
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Ecotourism
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Education tourism
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Festival tourism
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Gastronomy tourism
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Health and medical tourism
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MICE tourism
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Mountain tourism
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Religious tourism
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Rural tourism
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Sports tourism
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Urban/city tourism
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Wellness tourism
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Transition Pathway Strategic Areas
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Accessible tourism services
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Best practices, peer learning and networking
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Changes in tourism demand and opportunities
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Circularity of tourism services
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Coordinated information on travelling
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Cross-border travelling
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Digitalisation of tourism SMEs and destinations
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Equal and fair tourism jobs
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Funding and support measures
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Governance of tourism destinations
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Green Transition of Tourism Companies and SMEs
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Improving formal education
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Improving statistics and indicators
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Innovative tourism services
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Multimodal travelling
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Online visibility of tourism offer
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Pact for skills
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Promoting PEF/OEF methods for tourism
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R&I on climate-friendly tourism
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R&I on digital tools for tourism
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Short-term rentals
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Skills needs for twin transition
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Sustainable mobility
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Tools for data on tourism
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Tourism strategies
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Training opportunities
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Well-being of residents
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Business activities
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Activities of amusement parks and theme parks
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Activities of associations and other organisations supporting tourism
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Air passenger transport
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Camping grounds, recreational vehicle parks and trailer parks
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Events catering and other food services
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Festivals, cultural and entertainment activities
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Gardens and nature reserves activities
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Holiday Housing / Apartments and other short stay accommodation
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Hotel and similar accommodation
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Mobile beverage services
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Mobile food services
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Museums
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Operation of historical sites
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Other
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Other accommodation
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Other amusement and recreation activities
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Other food and beverage services
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Other holiday reservation services
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Other tourism transportation activities
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Rail Passenger transport
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Recreational and sport activities
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Restaurants, cafes and bars (Food and Beverage serving activities)
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Road passenger transport
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Tour operator activities
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Travel agency activities
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Water (sea, coastal and inland) passenger transport
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Part of the Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, the toolkit supports destinations in their communication efforts as they lead the green and digital transition of tourism in Europe. With ready-made content and real-world success stories, it gives tourism actors the tools they need to align their outreach with the EU’s broader sustainability goals.
As the tourism sector works to recover and evolve after the COVID-19 pandemic, there is growing momentum to rethink how we travel, develop destinations and engage visitors. The European Commission’s initiative and its accompanying toolkit aim to empower destinations to lead this shift and communicate it effectively to both travellers and peers.
What’s inside the toolkit?
The toolkit contains a suite of free, downloadable materials that can be adapted for local use and audiences: a project overview, the compilation of real-world examples from destinations leading on sustainability, an infographic with practical tips for responsible travel, social media posts and visual assets and four destination success stories with accompanying visuals.
These resources are designed for use by destination management organisations (DMOs), local authorities, tourism boards and other stakeholders promoting sustainable tourism, with content tailored for both professional and traveller-facing communications.
Tourism professionals are encouraged to download and integrate the content into their communication strategies, whether in newsletters, online campaigns, public presentations or stakeholder engagement.
👉 The full communication toolkit is now available here
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