- WTTC sets out eight priorities to secure Europe’s Travel & Tourism future
Europe can secure a larger share of the next decade’s travel and tourism growth by overhauling its visa system and targeting countries in Asia Pacific, according to the World Tourism & Travel Council (WTTC).
The recommendations are among eight strategic priorities set out by the WTTC that would boost Europe’s tourism and travel future. The sector contributed almost US$3 trillion to Europe’s GDP in 2025, 9.4 per cent of the region’s economy.
WTTC recommends accelerating the digital Schengen visa and restoring the use of multiple-entry visas. Schengen states issued 5.3 million multiple-entry visas in 2025, 40 per cent fewer than in 2019, and their share of all visas issued fell from 59 per cent to 51.7 per cent.
The council also recommends creating an EU-wide trusted traveller scheme with reciprocal recognition of programmes such as US Global Entry, and agreeing a workable framework for biometrics at EU airports.
With almost three-quarters (74.3%) of international arrivals to Europe in 2025 coming from within Europe, WTTC recommended diversifying its source markets.
Europeans spend more on trips beyond the region than visitors from beyond Europe spend here. Arrivals from Asia-Pacific remain 4.8 per cent below 2019, with China still 43.2 per cent below pre-pandemic levels and Japan and South Korea around 30 per cent below.
WTTC recommends public-private marketing partnerships in long-haul markets, market-mix targets alongside volume targets, stable promotion budgets, and campaigns paired with easier visa access.
Other key recommendations included advancing sustainable tourism, attracting and upskilling talent and expanding connectivity.
Gloria Guevara, president & CEO of WTTC, said Europe already welcomes almost half of the world’s international travellers.
“As global travel keeps growing, Europe is well placed to extend that leadership, and the choices governments make now will decide how much of that growth comes here,” she said.
“Our research shows where policy can make the greatest difference: faster digital visas, more visitors from beyond Europe, stronger investment and a skilled workforce.”
