Ensuring Fair Rules, Efficient Systems, and Strategic Resilience in European Tourism

Tourism remains a vital driver of growth and innovation across Europe. In this edition of its Policy Agenda, TUI highlights key areas where targeted EU action can enhance the sector’s contribution to competitiveness, sustainability, and industrial strength.

TUI supports a long-overdue reform of the EU Air Passenger Rights Regulation. Current rules can incentivise airlines to cancel flights instead of operating them with delays. Adjusting the compensation threshold—while preserving strong passenger rights—would help avoid unnecessary cancellations and ensure more travelers reach their destination the same day.

The digitalisation of EU border controls must be handled with care. To avoid disruption, TUI calls for a phased rollout of the Entry/Exit System, robust testing, and pre-registration tools—especially in light of high volumes of travel from neighbouring countries like the UK.

Europe’s cruise shipbuilding industry, securing over 400,000 high-tech jobs, represents a rare global leadership by building 97% of the world’s cruise ships. These complex vessels drive innovation and expertise, strengthening Europe’s competitive edge and supporting the maritime sector’s sustainable transition. Now, to maintain a full shipbuilding value chain and accelerate decarbonisation, increased investment in green infrastructure and alternative fuels are essential to secure Europe’s maritime sovereignty and industrial future.

TUI is also advancing responsible use of artificial intelligence, with over 2,000 internal AI tools improving services while ensuring transparency and worker participation. These efforts strengthen Europe’s digital competitiveness.

Finally, the TUI Forests initiative demonstrates how tourism can support nature conservation and local development. With a target of 15 million trees planted by 2030, it showcases scalable solutions for biodiversity and sustainable tourism.