The consensus within the tourism sector is clear: European tourism demands a fresh approach to confront its current challenges. The traditional model, focused on maximising visitor numbers and economic gains, has led to adverse environmental, social, and cultural impacts in many destinations.
Popular destinations face challenges like overcrowding, environmental damage, and cultural loss. To address these, European tourism needs a new model that protects nature and culture, supports the local economy, and ensures long-term industry sustainability.
National Tourism Organisations (NTOs) can play a pivotal role in this shift. Many of them are…
