From Digital Visas to Sustainability: The Issues Shaping the Future of European Travel

European travel has proven resilient but not unshakeable. After years buffeted by the pandemic and wider disruption, the sector has wrestled with inflation, staff shortages and airspace pressures while demand rebounds. To confront these challenges head-on, Euronews Travel and the European Travel Commission (ETC) convened the inaugural Destination Europe Summit in Brussels on 27 June 2023, bringing together policymakers, airlines, hotels and tourism boards to map a sustainable path forward.

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A sector rebuilding after disruption

The backdrop was a recovery still in progress. In 2022, foreign tourist arrivals to Europe were around 18 per cent below 2019 levels, and at the start of 2023 European flight volumes remained roughly 14 per cent below pre-pandemic figures, according to the ETC, with demand outstripping supply. Full recovery was not expected until 2025. Country representatives set out to discuss how to improve air connectivity, ease worker shortages and tackle bottlenecks — with cross-border rail floated as a more sustainable alternative to flying.

Digital visas and smoother borders

A central theme was the role of digital travel authorisations. Officials and industry figures argued that the smooth implementation of the EU's ETIAS and the Entry/Exit System (EES) would be key to creating a positive experience for visitors entering Europe. With the UK ranking high among countries in terms of travel intention, overcoming post-Brexit border friction was seen as essential — a reminder that the traveller's first impression often begins at the frontier.

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Growth that respects places and people

Beyond logistics, the summit focused on growth "beyond numbers" — aligning climate policy with sustainable tourism and protecting the natural environment, wildlife and cultural heritage that make travel worthwhile. "The tourism industry has both a responsibility and an opportunity to protect the resources on which it depends," said Eduardo Santander, the ETC's executive director, framing sustainability as a shared challenge requiring collaboration. Destinations were encouraged to promote public transport and spotlight lesser-known places while easing pressure on overtouristed hotspots. For travellers planning a European trip, understanding the new entry rules is a useful first step; our ETIAS overview explains what visa-free visitors will eventually need.