Shaping the Tourism of Tomorrow project, an EU-funded initiative (2023-2025), continues to empower European destinations with the knowledge, tools, and networks needed to build a more resilient and sustainable tourism sector. Following the success of the first twinning workshop, the second workshop on 26 March 2025 brought together experts and Destination Management Organisations (DMOs) to explore how data, technology, and digital solutions can enhance sustainability and resilience in tourism.
Upcoming workshop on 8 April: Shaping Destinations – Collaborative Approaches for Sustainable Tourism
Building on the insights gained so far, the third twinning workshop, ‘Shaping Destinations: Collaborative Approaches for Sustainable Tourism’, will take place on 8 April 2025, 17:00 – 18:45 CET, bringing together destinations and tourism experts from the OECD and the European Travel Commission (ETC) for in-depth discussions on topics like strengthening DMO governance and stakeholder engagement, creating local added value, and developing growth-oriented to accelerate the transition to sustainable tourism. The event will be livestreamed, ensuring wider access for all interested stakeholders.
Shaping Destinations – Collaborative Approaches for Sustainable Tourism:
Register now to join the livestream of the workshop (free of charge).
8 April 2025 | 17:00 – 18:45 CET
Sign up here: REGISTRATION LINK
Workshop Agenda:
17.00 – 17.10 | Introduction & presentation of the Sustainable EU Tourism project
17.10 – 17.20 | EU support for the tourism ecosystem, Maja Bakran, Deputy Director-General, European Commission, DG MOVE
17.20 – 17.30 | EU initiatives & tools for tourism development, Marlène Bartès, Policy Officer, European Commission, DG MOVE
17.30 – 18.00 | Sustainable EU Tourism Talk. The road ahead: Collaborative Approaches for a Sustainable Tourism with Jane Stacey, Head of Tourism Unit, Organisation for Economic Co-operation and Development (OECD) & Eduardo Santander, CEO/ Executive Director, European Travel Commission (ETC)
18.00 – 18.30 | Panel session. Best practices unpacked: Challenges, achievements & main barriers with insights from Torino, Wagrain-Kleinarl and the Azores.
18.30 – 18.45 | Conclusion & next steps
Key insights from the second twinning workshop: Smart Solutions – Pathways to Sustainable Tourism (26 – 27 March 2025)
The second workshop tackled critical questions on data-driven decision-making, smart investments, and technology integration. Discussions focused on how destinations can leverage data for better tourism management, ensure smart funding models, and foster collaboration across sectors.
Recognising shared challenges, participating DMOs engaged in discussions that underscored the importance of a clear vision and well-defined strategies as the foundation for effective tourism management. Experts emphasised that data should be treated as an investment, with destinations first identifying their strategic needs before determining which indicators to track and how to source data. Stakeholder engagement emerged as another key pillar, with a strong focus on empowering local actors through training and tools that enhance their role in sustainable tourism development. Additionally, participants highlighted the necessity of effective communication—both with residents to foster local support for tourism initiatives and with visitors to encourage responsible engagement. By integrating these principles, destinations can create more resilient tourism ecosystems and drive long-term sustainability.
Join the conversation — tune in to the workshop livestream on 8 April!
Explore the Sustainable EU Tourism Best Practices Compilation
The results of a comprehensive 2024 survey, combined with desk research and interviews, led to a valuable compilation of best practices, now available for download. This resource highlights innovative solutions from 50 EU destinations addressing critical issues such as water scarcity, waste management, and over-tourism. Download the full compilation of best practices hereand access a detailed analysis in 23 languages here.
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 in the tourism sector. With over 200 participating destinations and extensive research, this initiative aims to transform European tourism, ensuring long-term benefits for both local communities and the environment.
