Keeping Europe the world's top tourist destination is the objective of a Communication tabled by the European Commission on 30.06.2010. With 370 million international arrivals in 2008, Europe has more than 40% of the global figure - a position which needs to be retained.
However the fast changing worldwide economy impacts on the tourism sector with some important changes concerning tourist behaviour and markets of origin. While flagging challenges such as seasonality and an aging population, the Commission document outlines a policy that aims at supporting this essential sector of the European economy and proposes initiatives to promote its competitiveness, its sustainable and quality-based development and the visibility of Europe as an outstanding tourist destination.
