Representing cycling tourism and the voice of civil society at the European Tourism Forum 2025
On 3 and 4 December, the Danish Presidency of the Council of the European Union co-organised the European Tourism Summit together with the European Commission in Copenhagen. With the Commission set to publish the European Sustainable Tourism Strategy in Spring 2026, the event highlighted the strategic role of tourism in enhancing European competitiveness and resilience, as well as the need for a sustainable transition. The European Cyclists’ Federation (ECF) was invited to join the event and represented the voice of cycling tourism and civil society at this high-level gathering.
Tourism on the European Union’s Agenda
“Europe is the first destination in the world, that is why we should invest in it. (…) But it is more than a business sector, it connects people,” introduced Morten Dahlin, Danish Minister for Urban, Rural and Ecclesiastical Affairs, when opening the 24th European Tourism Forum. Tourism accounts for 10% of the EU’s GDP and employs 23 million people in the Union. The European Sustainable Tourism Strategy announced for Spring 2026 was on everyone’s lips during the Forum. “The European Sustainable Tourism Strategy’s priorities are competitiveness and resilience,” said Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism. “The future of European tourism requires a collective commitment. Europe is already a leading tourism destination, but we can achieve even more.”
The one-day event, which followed a meeting of Directors General of National Tourism Agencies the day before, was framed as follows: “The Danish Presidency takes place at a pivotal time for the EU. The EU finds itself in a new international order, marked by uncertainty, global strategic and economic competition and a rising level of conflict. This requires a stronger EU with a clear and defined global role. A stronger sense of European identity is on the rise and Denmark works to promote a resilient and competitive European tourism industry which is economically viable while growing in harmony with local communities and the environment.”
In a context where “93% travellers want to make more sustainable travel choices and to some extent have done so,” according to Booking.com Travel & Sustainability Report 2025, the European Cyclists’ Federation attended the meeting to represent the voice of cycling tourists, the cycling tourism sector, and civil society’s interest in tourism in general.
Why include cycling tourism and EuroVelo in the European Sustainable Tourism Strategy?
We believe cycling tourism should play a key role in the Commission’s upcoming EU Sustainable Tourism Strategy as it is one of the best solutions to the current challenges faced by the tourism sector: climate change, unbalanced tourism, pressure on local communities and on the environment, carbon emissions, equity in tourism, etc.
Cycling tourism brings a positive economic impact on local communities and reduces the environmental footprint compared to other forms of tourism. Simultaneously, it benefits the quality of life of local residents by offering more active mobility infrastructure for both transportation and leisure. This is far from a niche market: cycling tourism accounts for 10% of tourism in Italy, generated €4.6 billion in France in 2019, and 23% of Germans cycles for leisure. ECF identifies over 20,000 cycling-friendly tourism businesses in 2024 in 18 different European countries.
When it comes to strengthening a united Brand Europe, EuroVelo, the European cycle route network, is a perfect fit as it aligns well with European culture, a commitment to sustainability, excellence in connectivity (especially when combined with train travel), and a unique and diverse European identity. EuroVelo, as a transport and tourism network, comprises 17 routes totalling over 90,000 km, 69% of which are already suitable for cycling. The network is not yet finalised and requires additional support from European institutions to realise its full potential. 166 million Europeans live within a 5 km radius of a EuroVelo route, meaning it is also a network relevant for local usage. Furthermore, 90% of NUTS 1 regions in Europe are covered by a EuroVelo route. EuroVelo is the perfect flagship brand to promote European values, history and vision of the future.
What’s ahead of us? AI in tourism
The Forum focused on three main themes: ‘Digital transformation – AI, innovation and Europe’s Creative Edge’. The discussions around AI in the tourism sector were particularly interesting. AI already significantly influences tourism consumption, with a large increase in the use of AI for planning and researching trips. Additionally, AI also impacts how tourism businesses and destinations operate. A revolution is ahead of us, as many barriers may be overcome with AI. Think only about the language barrier in tourism, for example. Considering the numerous parameters that impact tourism, there is huge potential to make tourism planning, booking, and experiencing simple and seamless. However, AI has to be properly regulated and consumer rights safeguarded. For instance, what are the legal implications and risks of a tourism booking done via an AI solution? Usually, the transaction is done outside of the AI platform. In times of crises, maintaining European sovereignty over AI technology will also be a key challenge. This requires establishing adapted regulations and supporting homegrown companies like the current leading European AI startup, Mistral.
When addressing unbalanced tourism, can AI really help in spreading the tourism flows? The answer may be yes, if offerings and infrastructure exist and are documented by data. The main keyword in discussions about AI is 'trust'. This concern can be accounted for via high-quality and relevant data sources, perhaps through additional crowdsourced data sets, but also powerful and meaningful algorithms. Janette Roush from Brand USA asked: “What is the role of Destination Management Organisations? We are the only unique and trustful operator able to serve tourists. 62% of travellers have already used AI but only 6% trust AI solutions. We need to fill that gap.” AI is here, so it is time to seriously invest in making products and offerings more coherent and improving the quality of data on them, so that AI can improve their impact.
Next steps
Cyprus will take over the Presidency of the Council of the European Union in January 2026 and will prioritise tourism, with a ministerial meeting planned for April 2026 in Nicosia. The next months will be key to ensure that the next European Tourism compass includes the most sustainable forms of tourism, such as cycling or hiking. ECF is ready to join forces with like-minded organisations to pledge for active tourism being at the top of Europe’s priorities. We will attend the European Tourism Day, planned for 26 January in Brussels, and prepare to further promote cycling tourism.
Further reading:
Article by Agathe Daudibon and Maksim Tonyushkin
Cover photo: Daniel Rasmussen