The European hospitality industry association HOTREC has endorsed the Commission’s newly unveiled EU Sustainable Tourism Strategy, designed to bolster the sector’s economic strength, environmental responsibility and ability to recover from disruptions.
Commissioner for Sustainable Tourism and Transport Apostolos Tzitzikostas unveiled the plan, acknowledging tourism’s vital role in driving economic growth and employment while stressing the need for better conditions for small and medium-sized enterprises (SMEs) operating within the industry.
HOTREC particularly welcomes proposals to cut bureaucratic obstacles, promote fair digital competition, enhance workforce training and improve financing access. The organization warns, however, that for these measures to succeed, they must align with the sector’s actual structure—predominantly made up of SMEs and microbusinesses.
Marie Audren, HOTREC’s Director General, stated: “This strategy represents a meaningful advancement in making European tourism both more competitive and sustainable. We particularly appreciate its emphasis on streamlining processes, ensuring equitable digital markets, developing skills and providing direct support to SMEs.”
The association urges EU member countries to maximize existing and future funding programs, directing resources toward tourism-based SMEs and microenterprises. They insist that financial support must include streamlined application processes, transparent guidelines and customized guidance to help businesses adopt new technologies, expand operations and adopt sustainable practices.
HOTREC also supports the proposed EU Simplification Initiative, transition assistance for green and digital upgrades, the establishment of an EU Tourism Academy, enhanced transportation links and improved crisis response capabilities. The strategy’s push for transparent pricing and fair dealings by online booking platforms is particularly noted as a positive development.
For HOTREC, effective rollout hinges on two core priorities: maintaining a strong focus on reducing red tape and ensuring businesses can easily obtain EU funding and practical assistance. Such support would enable them to invest in sustainability efforts, digital tools and innovation.
The group plans to actively participate in implementing the strategy, including through the proposed EU Tourism Alliance, while collaborating with national affiliates and EU bodies to translate policy goals into real outcomes. Audren and her team will lead these engagement efforts.
The Commission’s strategy marks a key moment for the tourism industry, and HOTREC remains committed to working alongside policymakers and industry partners to ensure its successful execution. The association will continue advocating for the needs of SMEs and microenterprises throughout the process.
