A Clear Signal from Europe: DMOs at the Heart of the EU Sustainable Tourism Strategy

In a significant moment for the European tourism ecosystem, the European Commission has officially reaffirmed the critical role of Destination Management Organisations (DMOs) in shaping the future of sustainable tourism across the continent.

This endorsement was shared through a dedicated video message from Apostolos Tzitzikostas, European Commissioner for Sustainable Transport and Tourism, delivered on the occasion of the City Destinations Alliance (CityDNA) International Conference in Budapest.

The Commissioner’s message was unambiguous: DMOs are recognised as strategic actors in the European Union’s upcoming Sustainable Tourism Strategy. This public recognition marks an important milestone in acknowledging the contribution of city and regional DMOs to the transformation of the tourism model in Europe.

A Strategy Anchored in Local Expertise

Commissioner Tzitzikostas outlined several priorities that will shape the forthcoming Strategy, placing DMOs and local authorities at the centre of the EU’s vision for a more resilient and inclusive tourism sector:

  • Strengthening cooperation with and between DMOs and local/regional stakeholders;

  • Supporting SMEs, considered the backbone of European tourism;

  • Promoting the ‘Destination Europe’ brand in emerging markets to reinforce Europe’s positioning globally.

The Strategy will also focus on enhancing competitiveness, building climate resilience, fostering digital innovation, and encouraging smart visitor flow management. A strong emphasis will also be placed on ensuring a skilled and future-ready workforce.

Moreover, the Commissioner emphasised the importance of creating a fairer and more equitable tourism model — one that promotes better working conditions, fair competition, stronger local value chains, and greater community engagement.

Synergies Between Tourism and Transport

A noteworthy highlight from the Commissioner’s address was the call for stronger alignment between tourism and transport policies, underlining that sustainable tourism cannot be achieved without inclusive and climate-conscious mobility solutions.

A Call for DMO Engagement

In a clear call to action, the Commissioner invited all DMOs and tourism stakeholders to actively contribute their ideas and proposals to help co-design the European Sustainable Tourism Strategy. His message reinforces the idea that effective and implementable solutions must come from the ground up — from those with first-hand knowledge of the destinations they represent.

CityDNA’s Commitment to Advocacy

CityDNA President Barbara Jamison-Woods responded:

“This is a strong recognition of the strategic role played by DMOs across Europe — and a unique opportunity for our industry to co-design the future of tourism in Europe. Furthermore, the Commissioner’s message to CityDNA endorses our work as a dedicated partner advocating for our City DMOs at the highest level within our sector in Europe. We look forward to our future collaboration on behalf of our members.”

As City Destinations Alliance continues to advocate for the voice of DMOs across Europe, this moment signals a shift toward deeper institutional collaboration and collective impact. The message is clear: the future of tourism in Europe will be co-created with DMOs at the table.