Support calls
26 March 2026
Shaping the future of european tourism: applications open for the 2026 Sustainable Cultural Tourism Awards
Support calls
26 March 2026
Adventure tourism
Cultural tourism
Ecotourism
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The 2026 Destination of Sustainable Cultural Tourism Awards is now accepting applications, providing European destinations with a unique platform to highlight innovative, sustainable, and community-focused tourism initiatives. More than just an award, this initiative functions as a robust support network—linking destinations, increasing visibility, and fostering a shift towards a more resilient, value-oriented European tourism landscape.
European Travel Commission
European Travel Commission
Topics
EU-27
Destination Management & Marketing Organisations
Industry Associations and Chambers of Commerce
Local Authorities
National authorities
Regional Authorities
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Specific types of tourism
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Adventure tourism
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Cultural tourism
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Ecotourism
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Rural 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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Best practices, peer learning and networking
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Funding and support measures
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Governance of tourism destinations
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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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As European tourism shifts focus from volume to value and from growth to balance, the launch of the 2026 Destination of Sustainable Cultural Tourism Awards serves as both a recognition platform and a strategic support system for destinations across Europe. Organized through a partnership of leading European tourism and cultural networks, the initiative builds on longstanding efforts to make sustainable cultural tourism a key element of regional development. It encourages a wide range of stakeholders—including local authorities, DMOs, cultural institutions, NGOs, and tourism networks—to showcase their achievements and approaches to managing tourism more responsibly, inclusively, and with a future outlook.
What makes this call especially relevant is that it extends beyond mere competition. It creates a structured support ecosystem for destinations—providing visibility, opportunities for peer learning, and access to a pan-European network of practitioners involved in culture, sustainability, and tourism development. The awards actively promote knowledge sharing and collaboration, enabling destinations to learn from each other and expand successful solutions.
Participating destinations are asked to demonstrate their handling of key challenges in tourism today: climate transition, cultural heritage preservation, digitalisation of visitor experiences, transnational product development, and ensuring accessibility and inclusiveness. These themes align with broader EU priorities, where tourism is increasingly viewed as a driver of resilience, social cohesion, and sustainable growth.
This initiative closely aligns with wider European efforts to promote smart and sustainable tourism, encouraging innovation, collaboration, and long-term competitiveness. In this context, the Awards act as a practical tool for turning EU policies into concrete actions at regional and local levels.
Moreover, the initiative recognises that cultural tourism, when managed responsibly, can be a powerful agent of positive change. It can revitalize rural and peripheral areas, reinforce local identity, and provide meaningful experiences for visitors, while benefiting communities. By showcasing such examples, the Awards help shift the narrative of tourism in Europe from an extractive model to a regenerative, place-based approach.
For destinations, applying is not just about winning. It’s about positioning themselves within a European movement that values authenticity, cooperation, and long-term impact. It’s about gaining recognition, insights, partnerships, and a stronger voice in shaping tourism’s future.
As Europe faces ongoing global challenges—from climate change to evolving travel habits—initiatives like this are vital. They provide guidance, inspiration, and a shared framework for action, helping ensure tourism remains not only an economic sector but also a force for cultural preservation, environmental protection, and community wellbeing.
More information and application details:
https://etc-corporate.org/news/applications-open-for-the-2026-destination-of-sustainable-cultural-tourism-awards/
#Sustainable Tourism #Resilient Tourism #Smart Tourism
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