Tourism can be a powerful force for good when it is rooted in communities and long-term thinking.

February 6, 2026 Traveller Times

Katrin Erben : Today for tomorrow.

Tourism can be a powerful force for good when it is rooted in communities and long-term thinking.
At the European Parliament in Brussels, the European Travel Commission hosted the exhibition “Tourism for Europe, Europe for Tourism”, showcasing 35 stories from destinations across Europe. Each example illustrated how tourism can give back – supporting what local communities value most while contributing to a more sustainable and inclusive future for Europe.

The opening offered space to reflect on tourism’s broader role in Europe. The exhibition was hosted by MEPs Daniel Attard (S&D, Malta) and Nikolina Brnjac (EPP, Croatia), with welcoming remarks by EU Commissioner Apostolos Tzitzikostas.
Austria was represented by the Mostviertel region in Lower Austria, home to Europe’s largest contiguous area of pear trees used for cider production. The region stands as an example of how cultural landscapes, regional value creation and tourism can reinforce each other. Notably, the Mostviertel was also one of the 50 good practice examples featured in Austria’s first sustainability publication on tourism:

While I was unfortunately not able to attend the opening in Brussels myself, Stefan Kreppel represented Österreich Werbung / Austria Tourism on site.
Looking ahead, a dedicated “Tourism for Europe” platform will launch in the coming weeks, bringing these best practices together and expanding them with additional stories over time.

A big thank you to the ETC team for initiating and curating this important exhibition. It is exactly this kind of collaboration and exchange that Europe’s tourism sector needs. I am very much looking forward to continuing the conversation and seeing many of you at the 11th ETC Annual Meeting in Pärnu, Estonia next week.