The meeting opened a series of tourism events under the Irish Presidency. It was followed by the 25th European Tourism Forum on 4 November and an informal meeting of EU tourism ministers on 5 November, both in Mullingar. Senior officials discussed a sector that operates in an increasingly challenging environment, shaped by geopolitical instability, economic uncertainty, climate-related risks, labour shortages and changing consumer expectations. Technology adds a further layer of change, as artificial intelligence, advanced data analytics, digital platforms and automation transform how destinations are managed, how businesses operate and how travellers plan and experience their trips.

These developments can raise productivity, improve visitor experiences and support more efficient destination management. Many tourism small and medium-sized enterprises (SMEs), however, still face barriers to adopting new technologies, including costs, skills shortages and limited access to expertise. Participants considered actions that the EU and Member States can take to equip businesses and destinations for future challenges and to ensure that the benefits of digital transformation are widely shared across the sector. The meeting took place one day before the Commission adopted the EU Sustainable Tourism Strategy, which addresses many of the same priorities.

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