EU Sustainable Tourism Strategy recognises active mobility as key enabler and includes references to cycling tourism and EuroVelo

The EU Sustainable Tourism Strategy opens a new governance framework for tourism in Europe and will be an opportunity for more recognition for cycling and active tourism. Cycling tourism already brings high value and positive impacts in Europe, with more than €18 billion gross revenue per year in Germany only. ECF calls for concrete actions and sufficient funding to be allocated to cycling tourism and advocates for €8 billion for cycling in the next MFF 2028-2034, including through active tourism investments.

Highlights of the EU Sustainable Tourism Strategy

The first-ever EU Sustainable Tourism Strategy was announced in January 2025 by European Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, and was published on 4 November 2026 by the European Commission. It is a 24-page document establishing a new road map for tourism in Europe, building on the Transition Pathway for Tourism and the EU Tourism Agenda 2030. This is the most comprehensive EU policy framework on tourism to date and a milestone, which ECF has advocated since 2015.

On cycling and active tourism, the Strategy highlights active mobility as a key enabler of sustainable tourism within its chapter on seamless and sustainable connectivity, alongside other modes of transport. It also recognises cycle routes, such as EuroVelo, as sustainable ways to explore destinations and specifies that the Commission will continue promoting cycling tourism.

This is clear progress compared to the Transition Pathway for Tourism and Agenda for Tourism 2030, which had lighter references to cycling, and reflects hard work by ECF in the consultation process. But our proposal to include a study on the economic impact of cycling tourism in Europe and the need for an upgraded digital ecosystem to promote Europe as a cycling destination are not part of the Strategy. Active tourism is mentioned only once in the strategy (page 10), highlighting mountain trails as a good example for clean and circular transition and environmental protection, despite concrete proposals put together by the Active Tourism Coalition. Active tourism and cycling tourism have a lot of potential to contribute to developing more balanced tourism, extend the tourism season and support regional development, and achieve key ambitions of the Strategy.

The Strategy's positive wording on cycling tourism confirms previous successes: the European Parliament qualified it as a strategic European sector in its recent report. Multiple Member States highlighted cycling tourism as a priority in their tourism strategies (France, Germany, Hungary, Poland). The European Declaration on Cycling dedicated a full chapter to cycling tourism and multimodality and now, cycling tourism is mentioned in this Strategy. In this context, ECF will continue to advocate for more recognition for cycling and active tourism in Europe.

Implementation of the Sustainable Tourism Strategy: what to expect?

This non-legislative Strategy will inform various EU policy tools, especially the 2028-2034 EU budget, as the Commission’s 2025 proposal identifies tourism as a priority area alongside cohesion, fisheries, and rural communities. The MFF 2028-2034 is a particularly complex file with difficult ongoing negotiations, but it offers a clear opportunity for tourism investments. This is why ECF is advocating for explicit references to cycling tourism, EuroVelo and active tourism in its discussions with representatives from the European Parliament and Member States. ECF’s target is to unlock €6 billion for cycling from the European Regional Development Fund (ERDF), the Cohesion Fund and Interreg over 2028–2034 – rising to €8 billion when the Connecting Europe Facility and the Social Climate Fund are included.

The Strategy will reshape the European tourism community and calls for a joint effort to implement it. An EU Tourism Alliance will be set up to streamline existing initiatives. ECF stands ready to take an active role, as it did in the past: as part of Together for Tourism, one of the founding members of the European Tourism Manifesto, and main initiator of the Active Tourism Coalition involving 20 organisations supporting Active Tourism.

Strategies do not change the sector alone, but they help. ECF encourages its members and supporters to take advantage of tourism policies to prioritise cycling, EuroVelo and active tourism. Ahead of the celebration of the 30 years of EuroVelo in 2027, it is the right time to raise awareness of cycling tourism, a competitive European sector, and to secure more support for EuroVelo.

ECF’s proposals for more EU support for cycling tourism and EuroVelo

ECF shared proposals for a better integration of cycling tourism, EuroVelo and Active Tourism in the EU tourism policy during different consultation phases before the publication of the Strategy. An overview of ECF’s proposals is shared below.

Four proposals to better highlight cycling tourism in the EU Sustainable Tourism Strategy

• Highlighting cycling tourism contribution to the competitiveness of European Tourism by providing Europe-wide consistent figures on the key importance of the sector (see our latest report on the topic)
• Recognising cycling and active mobility as forms of transport in tourism in the EU Sustainable Tourism Strategy (at the destination in urban and rural areas; in multimodal journeys; to the destination)
• Recognising cycling as one of the most sustainable, accessible and inclusive, low-cost and healthy forms of transport and recreation in the EU Sustainable Tourism Strategy, contributing to the resilience of European tourism and spreading tourism flows
• Anchor cycling tourism and EuroVelo as part of Brand Europe to capitalise on the European leadership worldwide in this sector

Three concrete needs for the implementation of the Strategy presented in ECF’s contribution to the Consultation on the EU Sustainable Tourism Strategy in July 2025

• Dedicated funding and promotion of EuroVelo: In order to promote European cycling tourism, EuroVelo, the European cycle route network, has been enabling tourists to discover Europe by bike since the mid-1990s. Thanks to European Commission funding, it has become a renowned brand, generating millions of visitors to its websites and endorsements from countries, regions and municipalities implementing the routes across the continent. Targeted support from European institutions will enable EuroVelo to scale up to the next level and become even stronger than it already is.

• Investment in a new digital ecosystem for EuroVelo: A new iteration of the EuroVelo digital ecosystem (website, app) can boost innovation, increase the impact of the brand for local communities, and further develop the reach of a website with more than 1M visitors in 2024.

• Update estimates of the volume and impact of cycling tourism in Europe: An updated estimate of the volume and impact of cycling tourism in Europe could also encourage more investments and efforts for this high-growth tourism segment. Already in 2012, the European Parliament estimated the economic impact of cycling tourism in Europe at € 44 billion/year. (Addition from 2026: ECF recently published a new report comparing figures from four European countries and highlighting the need for new European-wide data)

Key priorities for policy action from the Active Tourism Coalition

• Recognition and integration. Active tourism should be recognised as a cornerstone of sustainable tourism policy. This includes integrating cycling, walking, and hiking into destination mobility strategies, multimodal transport planning, and last-mile solutions, alongside better monitoring of social, environmental, and economic impacts.

• Brand Europe and visibility. Europe’s extensive network of long-distance routes — such as EuroVelo, greenways, E-paths, and GR footpaths — should be showcased internationally as symbols of Europe’s natural and cultural heritage. This effort should be supported by open, high-quality data within EU tourism data hubs, and by recognising certification schemes and training programmes that ensure quality and sustainability.

• Integrated governance. Delivering successful active tourism requires collaboration. The coalition calls for integrated governance frameworks that bring together local communities, destination management organisations, tourism operators, NGOs, land managers, transport providers, media, and outdoor sport organisations, ensuring tourism development protects landscapes while benefiting residents.

• Investment and funding. Active tourism should be prioritised in the next Multiannual Financial Framework (2028–2034), with dedicated investment in long- and short-distance cycling routes, hiking trails, and cross-border tourism infrastructure.

Article by Agathe Daudibon

Cover image: EuroVelo 10 in Finland by Mikko-Pekka Karlin / Co-funded by the European Union.

Relevant resources

Cycling Tourism deserves more recognition in EU’s Sustainable Tourism Policies, 11 June 2026

Cycling tourism recognised as a strategic European sector in a Parliamentary report, 23 March 2026

Active Tourism Coalition Launches to Champion Sustainable, Balanced Tourism in Europe, 19 January 2026

ECF calls on stakeholder participation in EU Sustainable Tourism Strategy consultation, 30 June 2025

ECF pledges for cycling tourism in the EU Commission’s Transition Pathway for Tourism: Join us!, 27 August 2024

How cycling tourism and EuroVelo should be supported by the European Agenda for Tourism 2030, 13 December 2022

EuroVelo and cycling tourism: key elements to “rethink tourism” and achieve its sustainable transition, 27 September 2022