Home » EUROPE » EU Launches Comprehensive New Toolkit To Support Tourism Stakeholders In Communicating Sustainability Goals And Embracing Digital Transformation Across Europe
Published on
August 25, 2025
The European Commission has launched a new communication toolkit as part of its Sustainable EU Tourism initiative, aimed at helping destinations lead the green and digital transformation of tourism across Europe. This timely resource is designed to assist tourism professionals in navigating the sector’s evolving landscape, particularly as it recovers from the impacts of the COVID-19 pandemic. With a growing emphasis on sustainability, the toolkit provides practical tools and real-world success stories to help stakeholders align their efforts with the EU’s broader sustainability objectives. By offering adaptable content and actionable resources, it empowers destinations to promote responsible tourism practices and effectively communicate their sustainability initiatives to both travellers and industry peers.
The European Commission’s Sustainable EU Tourism initiative has unveiled a comprehensive toolkit to assist destinations in their efforts to lead the green and digital transformation of tourism across Europe. This toolkit provides essential resources, including ready-made content and practical case studies, to help tourism stakeholders align their messaging with broader EU sustainability objectives.
A Vital Resource for a Transforming Industry
As the tourism sector recovers and adapts to the post-pandemic world, there is an increasing need to rethink how we travel, develop tourism destinations, and engage with visitors. The European Commission’s new initiative, complemented by the toolkit, empowers destinations to drive this shift while effectively communicating these changes to both travellers and industry peers.
The release of this toolkit follows the European Commission’s second report on the Transition Pathway for Tourism. This report, which evaluates the progress made since the pathway’s launch three years ago, underscores significant advancements across all key areas. It reflects the robust engagement of tourism stakeholders from across Europe, which has been crucial in propelling this transformation.
So far, more than 240 organisations have committed to over 500 pledges aimed at advancing sustainable, digital, and resilient tourism practices. A significant portion of these pledges focuses on the green transition, with initiatives such as the CopenPay program from Wonderful Copenhagen. This program encourages sustainable tourist behaviours by offering cultural experiences as rewards. The momentum generated by these pledges will play an integral role in shaping the EU’s Sustainable Tourism Strategy, which will be developed in collaboration with citizens and stakeholders. A public consultation for citizen feedback will be open until 12 September 2025, and stakeholders are invited to participate through a formal call for evidence.
Toolkit Features and Benefits
The newly launched toolkit offers a collection of free, downloadable resources that can be customised to suit local needs and target audiences. Among the materials available are a comprehensive project overview, a curated selection of real-world case studies from destinations leading in sustainability, a practical infographic with responsible travel tips, social media content, and visual assets. Additionally, the toolkit includes four in-depth destination success stories, each featuring visual examples of sustainable tourism in action.
These materials are designed specifically for destination management organisations (DMOs), local authorities, tourism boards, and other stakeholders involved in promoting sustainable tourism. The content is tailored for both industry professionals and travellers, ensuring it can be adapted for various communication strategies.
Tourism experts are urged to integrate the toolkit’s resources into their outreach strategies. Whether used in newsletters, online campaigns, public presentations, or stakeholder engagements, the resources provide valuable support in crafting messages that resonate with diverse audiences.
The toolkit’s flexibility allows it to be a useful tool for both large organisations and smaller, local initiatives. By offering downloadable and adaptable content, the toolkit enables stakeholders to customise their messages according to the specific needs of their region or target audience.
A Step Towards a More Sustainable and Digital Future
The toolkit is part of the European Commission’s broader commitment to sustainable tourism and its vision of a green and digital future for the sector. By providing concrete tools and examples of successful initiatives, the toolkit encourages destinations to actively participate in the ongoing transformation of tourism across Europe. It also helps to ensure that tourism professionals can communicate these efforts effectively, whether they are promoting local sustainability projects or encouraging responsible travel behaviour among visitors.
In addition to supporting the green transition, the initiative encourages digital innovation in tourism, aligning with the EU’s broader digital strategy. The resources provided within the toolkit highlight how destinations can embrace digital technologies to enhance sustainability, improve visitor experiences, and increase resilience to future challenges.
How to Access the Toolkit
The toolkit is available for download on the European Commission’s official website, providing stakeholders with all the necessary tools to incorporate sustainable practices into their operations and communication strategies. Whether stakeholders are looking to implement new initiatives or simply improve their current strategies, the toolkit offers the resources needed to take actionable steps toward a more sustainable future.
For more information and to access the full communication toolkit, visit the official European Commission page at: https://transport.ec.europa.eu/tourism/communication-toolkit_en.
This toolkit represents a pivotal moment for the tourism sector as it embraces sustainability and digital transformation. By providing practical resources and real-life success stories, it aims to inspire destinations and tourism professionals to take bold steps toward creating a more sustainable and resilient industry. As the EU continues to push for broader changes in the sector, this initiative ensures that destinations have the support they need to lead the way, fostering a greener, more inclusive future for tourism in Europe.
