World Tourism Council Endorses EU Sustainable Tourism Strategy

The World Travel & Tourism Council (WTTC) has announced its endorsement of the European Union's sustainable tourism strategy, calling for enhanced collaboration between governments and the private sector to transform ambitious policies into measurable outcomes.

The council aligns with its eight global priorities, which include digital borders, artificial intelligence, destination management, investment, and workforce development. It also raised an important question about how to balance the impact of large corporations with the interests of small businesses.