As part of the Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, the European Commission has launched a comprehensive communication toolkit to support destinations in promoting the green and digital transition of tourism across Europe. Designed with ready-to-use content and practical examples, the toolkit equips tourism professionals with the resources needed to align their messaging with the EU’s long-term sustainability goals.
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GLOAs part of the Sustainable EU Tourism – Shaping the Tourism of Tomorrow initiative, the European Commission has launched a comprehensive communication toolkit to support destinations in promoting the green and digital transition of tourism across Europe. Designed with ready-to-use content and practical examples, the toolkit equips tourism professionals with the resources needed to align their messaging with the EU’s long-term sustainability goals.
A Timely Resource for a Changing Industry
The tourism sector, still evolving after the disruptions caused by COVID-19, is under growing pressure to adopt more sustainable and resilient practices. This initiative—and its accompanying toolkit—aims to empower destinations to take the lead in this transformation and clearly communicate these efforts to both travelers and industry peers.
The launch follows the European Commission’s second stocktaking report on the Transition Pathway for Tourism, which highlights tangible progress since the initiative’s start three years ago. To date, 240 organizations have made over 500 pledges supporting sustainable, digital, and resilient tourism. Many pledges focus on advancing the green transition, such as CopenPay by Wonderful Copenhagen, a program that rewards sustainable visitor behavior with cultural experiences.
This growing momentum will inform the upcoming EU Sustainable Tourism Strategy, currently in development with active input from citizens and stakeholders. Public consultation remains open until 12 September 2025, and contributions to the Commission’s call for evidence are also encouraged.
What the Toolkit Offers
The toolkit provides a set of free, customizable materials that destinations can adapt for their own audiences, including:
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A detailed project overview
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A collection of real-world examples from leading sustainable destinations
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An infographic with practical tips for responsible travel
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Ready-to-use social media templates and visual assets
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Four success stories complete with imagery for easy sharing
These resources are designed for use by destination management organizations (DMOs), local authorities, tourism boards, and other industry stakeholders, supporting both B2B and consumer-facing communications.
Tourism professionals can integrate the toolkit into newsletters, online campaigns, presentations, or stakeholder outreach efforts to strengthen their sustainability messaging.
The full communication toolkit is available now at the European Commission’s website.
Source: EU Commission
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