European destinations endorse Reykjavík Declaration

The European Travel Commission (ETC) has endorsed the Reykjavík Declaration “Tourism for Europe, Europe for Tourism” — a joint commitment by its 35-member national tourism organizations to place communities and residents at the heart of Europe’s tourism future.

Signed during ETC’s 110th General Meeting in Iceland, the declaration outlines a shared vision for tourism that enriches local life, regenerates destinations, and safeguards Europe’s cultural and natural heritage.

The meeting, hosted by the Icelandic Tourist Board under the theme “Tourism and Communities: Building Bridges Amid Unbalanced Growth,” gathered Europe’s destination leaders, tourism experts and industry partners to explore how European destinations can balance tourism development with residents’ wellbeing.

Tourism with purpose: a shared vision for Europe

The Reykjavík Declaration “Tourism for Europe, Europe for Tourism” sets a clear direction for the future of tourism in Europe, built around six guiding principles:

• Tourism as a shared benefit: Tourism should create broad value for society, combining economic vitality with cultural vibrancy, social inclusion and environmental regeneration.
• Communities at the centre: Residents’ wellbeing, identity and aspirations must guide tourism development, recognizing their role as the custodians of Europe’s destinations.
• Innovation and digital transformation: Data, technology and digital skills are essential to strengthening resilience, sustainability and competitiveness across the sector.
• Respect for culture and heritage: Europe’s cultural and natural heritage must be safeguarded and celebrated, supporting continuity, creativity and living traditions.
• Strengthening nature and society: Tourism should actively enhance ecosystems and support fair and meaningful livelihoods across the tourism value chain.
• Tourism as a force for peace and understanding: Travel should foster empathy, solidarity and cooperation, reinforcing the values that underpin Europe.

With the signature of the Reykjavík Declaration, ETC members commit to work towards destinations where visitors are welcomed as guests, where communities feel enriched, and where the beauty and diversity of Europe are safeguarded for the generations to come.

New insights shared by TCI Research / MMGY Global during the meeting show strong resident support for tourism across Europe. Eight in ten residents want their place to be promoted to attract visitors, feel proud to see travellers in their region and are happy to share tips with visitors they meet. These findings highlight the importance of ensuring that tourism development remains balanced, inclusive and grounded in local wellbeing.

Eduardo Santander, CEO/ Executive Director of the European Travel Commission, observed: “Tourism is, above all, about people – those who travel and those who welcome visitors into their communities. In recent years, this relationship has been tested, as residents in some destinations question whether tourism truly benefits them.”

Santander continued: “Our role as European destinations is to rebalance this, ensuring tourism is developed with communities, not done to them. Managed thoughtfully, tourism remains one of the most powerful forces for prosperity, cohesion and understanding in Europe. The Reykjavík Declaration aims to build bridges amid unbalanced growth and give communities a stronger voice in shaping their future.”

With the Reykjavík Declaration, ETC members reaffirm their shared goal to foster tourism that supports and enhances the communities and destinations that make Europe unique.

To review the Reykjavik Declaration, go to https://etc-corporate.org/uploads/2025/11/Reykjavik-Declaration_Final.pdf.