The European Commission has launched a new communication toolkit to assist tourism destinations and stakeholders across the EU with promoting sustainable tourism and responsible travel.
The toolkit, which forms part of the Commission’s Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, offers both ready-to-use content and real-world success stories, providing the tourism industry with the ‘tools they need to align their outreach with the EU’s broader sustainability goals’, the Commission said in a statement.
The launch of the toolkit follows on from the European Commission’s second stocktaking report on the Transition Pathway for Tourism, which highlights progress made towards promoting sustainable tourism across Europe.
‘Growing momentum’
‘As the tourism sector works to recover and evolve after the COVID-19 pandemic, there is growing momentum to rethink how we travel, develop destinations and engage visitors,’ the Commission noted.
‘The European Commission’s initiative and its accompanying toolkit aim to empower destinations to lead this shift and communicate it effectively to both travellers and peers.’
Sustainable tourism
To date, some 240 organisations have made over 500 pledges in support of sustainable, digital and resilient tourism. An example of this is the CopenPay initiative in Copenhagen, which rewards sustainable tourist behaviour with cultural experiences.
Actions such as these will help to contribute to the EU’s forthcoming Sustainable Tourism Strategy, which is set to be developed with input from both citizens and stakeholders. A public consultation is available until 12 September, while stakeholders can also contribute to the Commission’s call for evidence.
The resources in the toolkit have been developed by destination management organisations, local authorities, tourism boards and other stakeholders promoting sustainable tourism. Content therein is tailored for both professional and traveller-facing communications.
Check out the full communication toolkit at https://transport.ec.europa.eu/tourism/communication-toolkit_en
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