Keeping Europe the world's top tourist destination is the objective of the European Commission. For that reason, the Commission has issued a Communication outlining a policy that aims at supporting this essential sector of the European economy and proposes initiatives to promote its competitiveness, its sustainable and quality-based development and the visibility of Europe as an outstanding tourist destination.

The tourism products need to be more sustainable, taking into account commitments related to climate change and dependence on water and energy for example. The Commission communication proposes 21 actions as an improvement for the competitiveness of the tourist sector in Europe, promoting the development of sustainable, responsible and quality-oriented tourism or the consolidation of the image and the visibility of Europe as a set of sustainable and high quality destinations.

The Commission pointed out problems such as seasonality and the aging European population, but the main objective remains the maintenance of the EU as a major tourist destination, as established in the informal meeting of Ministers of Tourism held last April in Madrid.

With 370 million international arrivals in 2008, Europe represents more than 40% of the global figure. However the fast changing worldwide economy impacts on the tourism sector with some important changes concerning tourist behaviour and markets of origin. European destinations face increasing competition from other global destinations too.

Commission Vice-President Antonio Tajani, responsible for Entrepreneurship and Industry including the internal market for goods, highlighted that the "Lisbon Treaty has for the first time ever set a community framework for European tourism. This gives us the opportunity to work on a policy that exploits the variety that our tourism sector has to offer to European and non-European tourists alike. We therefore need to keep Europe’s tourism industry at the forefront of innovative solutions. In return, this will create more jobs and a more sustainable and differentiated tourism offer. It will be hard work, but it is our aim to keep Europe the world's top tourist destination. Today’s communication lays down 21 actions that will thrust Europe’s tourism industry to the 21st century."

Tourism plays an important role in our economy. It comprises 1.8 million enterprises, many of these being small and medium-sized businesses. It also caters for 5.2% of employment and contributes to more than 5% of European GDP.