GSTC Participates in Key EU Tourism Events During European Tourism Week

GSTC attended a series of European tourism policy and sector events held in Brussels from January 26 to 28, 2026, as part of European Tourism Week.

European Tourism Day (Jan 26, 2026)
- Organized by the European Commission at the Charlemagne Building.
- Focused on competitiveness, sustainability, and digitalization.
- Featured high-level speakers from DG MOVE, UN Tourism, TUI, Radisson Hotel Group, CLIA, and EU governments.
- EU Commissioner Apostolos Tzitzikostas emphasized balanced tourism development, carbon reduction, and skills training.

Tourism for Europe, Europe for Tourism Exhibition (Jan 26, 2026)
- Hosted at the European Parliament by the European Travel Commission (ETC).
- Showcased initiatives linked to the Transition Pathway for Tourism.
- Highlighted destination management and public-private cooperation.

Branding Destination Europe Workshop (Jan 27, 2026)
- Addressed policy framing of “Destination Europe” as a shared asset.
- Discussed alignment of EU, national, and regional branding.
- Presented results of the EU Sustainable Tourism Strategy consultation.

D3 Hub Final Cross-Cluster Event (Jan 27, 2026)
- Part of the Tourism of Tomorrow: Data-Driven Destinations Hub.
- Sessions on regenerative tourism, customized visitor experiences, and behavioral insights for sustainability.

Revitalizing Rural Europe (Jan 28, 2026)
- Focused on tourism’s role in rural development.
- Showcased research and examples of rural tourism supporting livelihoods and communities.
- Speakers included GSTC Member Airbnb, Digital Tourism Think Tank, ETC, and UN Tourism.

GSTC’s Perspective
Dr. Ioannis Pappas (Regional Director, Europe):
- Stressed the importance of the upcoming European Sustainable Tourism Strategy as a shift from commitments to implementation.
- Highlighted GSTC Standards as a credible framework for destinations.

Wendy Li (National Programs Director):
- Emphasized balanced tourism, skills development, and governance that prioritizes residents’ values.
- Reinforced GSTC’s role in supporting European partners with the new strategy.

Takeaway
GSTC’s active participation reinforced its role as a key sustainability partner in Europe. The events positioned GSTC Standards as a practical tool to help destinations balance competitiveness, climate action, and community wellbeing.