European Commission Launches New Toolkit to Help Tourism Stakeholders Communicate Sustainability

International

The European Commission has introduced a new Communication Toolkit designed to support tourism destinations and stakeholders across the EU in promoting sustainable tourism and responsible travel.

Part of the Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, the toolkit provides ready-made content, success stories, and visual assets to help align local communication efforts with the EU’s broader sustainability goals.

A timely resource for a transforming sector

As tourism continues to evolve in the wake of COVID-19, the toolkit aims to empower destinations to communicate the shift toward greener, more digital, and more resilient models. Its launch follows the Commission’s second stocktaking report on the Transition Pathway for Tourism, which highlights progress three years after its introduction.

To date, 240 organisations have made more than 500 pledges in support of sustainable, digital, and resilient tourism. Many focus on the green transition, such as the CopenPay initiative by Wonderful Copenhagen, which rewards sustainable behavior with cultural experiences. These efforts will feed into the forthcoming EU Sustainable Tourism Strategy, currently open for public consultation until September 12, 2025.

What the toolkit offers

The free, downloadable resources include:

· An overview of the Sustainable EU Tourism project

· Case studies from destinations leading in sustainability

· Infographics with practical tips for responsible travel

· Social media posts and visual assets

· Four in-depth destination success stories with accompanying visuals

Designed for destination management organisations (DMOs), local authorities, tourism boards, and other actors, the toolkit is suitable for both professional and traveler-facing communication. Content can be easily integrated into newsletters, campaigns, presentations, and stakeholder engagement.

The full toolkit is available at: https://transport.ec.europa.eu/tourism/communication-toolkit_en.

About Sustainable EU Tourism – Shaping the Tourism of Tomorrow

The Sustainable EU Tourism project supports the EU’s tourism priorities by promoting collaboration, sustainable practices, and resilience. With more than 200 participating destinations and research spanning 50 European best-practice cases, the initiative seeks to transform tourism for long-term benefits to communities and the environment.

Follow Sustainable EU Tourism on LinkedIn for updates on Shaping the Tourism of Tomorrow.

https://transport.ec.europa.eu/tourism/transition-eu-tourism/sustainable-eu-tourism-shaping-tourism-tomorrow_en