WTTC’s 8-Point Strategy: Aiming to Boost European Tourism to $3.8 Trillion by 2036
The World Travel & Tourism Council (WTTC) presented an ambitious eight-point policy agenda on 9 October 2026 at their 26th Global Summit in Valletta, Malta. This comprehensive plan is designed to ensure Europe’s dominance as the world’s leading tourism region. The summit witnessed the participation of government ministers and business executives from 24 countries, engaging in high-level discussions about the future of European travel.
In their latest report, Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook and Policy, WTTC predicts that Europe’s travel and tourism economy could contribute an impressive US$3.8 trillion to the European GDP by 2036. This would support over 50 million jobs, a significant increase from the nearly US$3 trillion and 40.7 million jobs the sector supported in 2025. The WTTC also anticipates a 3.1% Travel & Tourism growth across Europe in 2026, which is expected to outpace the wider European economy’s projected 1.1% growth.
The eight strategic priorities cover a wide range of areas, including travel facilitation, source market diversification, investment, sustainability, destination management, skills development, AI adoption, and connectivity. The key recommendations involve accelerating the implementation of digital Schengen visas, expanding the availability of multiple-entry visas, developing an EU-wide trusted traveller programme, and enhancing integrated rail, road, and maritime connections. In a forward-looking move, Delhi has been chosen to host the 2027 WTTC Global Summit, after India emerged victorious from a pool of 21 competing destinations.