From shifting booking patterns to regulatory pressures shaping Europe’s tourism future, travel trends took centre stage at TUI’s Policy Lounge event in Brussels.

The event brought together more than 30 representatives from the European institutions and the travel and policy ecosystem, for an open discussion with Arjan Kers, Managing Director of TUI in Belgium and the Netherlands, and President of the Dutch travel association ANVR. Held at the TUI Group Corporate Office EU, the dialogue highlighted how the industry is evolving, what customers are looking for, and what policymakers need to keep in mind to support a competitive, resilient and sustainable travel sector.

Why Package Travel Still Matters?

Drawing on over three decades of experience, Arjan emphasised that while the world and the economic situation has become more volatile, the fundamental desire to travel remains strong. He noted that tourism has always been cyclical. In this context, he emphasised the continued relevance of package holidays, which deliver a reliable customer experience, peace of mind, and strong customer protection.

“Package holidays may sound old-fashioned, but in crisis situations it is the most secure option for customers,” he said. “When something happens, it is the tour operator’s responsibility to bring people home – and that makes a real difference.”

These moments of disruption, he noted, underline the value of package travel.

Built for Crisis and Future Demand

Recent global events once again stressed the importance of preparedness and coordination in the travel sector. In March alone, TUI supported the repatriation of around 10,000 customers following disruptions in the Middle East and beyond. Despite the difficult situation, TUI managed to organise special repatriation flights with its own airline and with partner airlines in a short period.

“In a crisis, coordination between governments, operators and local authorities is essential – this is the only way to bring people home quickly,” Kers stated. “TUI has a dedicated crisis team that stands ready 24/7 for any eventualities, and the priority is always clear: the safety of our customers comes first.”

These situations underline the scale, responsibility, and operational capacity required to respond effectively when disruptions occur. Arjan underlined that despite all challenges, the desire to travel continues to grow, with demand returning stronger than before the pandemic and younger generations prioritising work-life balance and experiences.

Harmonising Regulation for Global Edge

The dialogue then addressed the European travel sector’s capacity to remain competitive on the global scale. Kers warned against a fragmented approach to tourism regulation and policy, describing a “patchwork of rules” across Europe that makes it difficult to run a business, creates distortions within Europe and makes the European travel sector less competitive. He stressed that regulation is important, but it must be aligned across countries to prevent distortions that undermine the sector.

He highlighted in particular how distinct national tax policies directly impact consumer behaviour and local economies. For instance, high departure taxes at Amsterdam Airport drive Dutch passengers to cross the borders and fly from Brussels or Dusseldorf instead. While household budgets are under pressure, people still want to travel and will consequently look for the best deals across borders. A healthy tourism needs a level playing field across Europe. Ideally any such taxes should be removed as they do not improve the environment and merely cause unnatural customer behaviour.

“We don’t need to compete between European countries – we need more alignment if we want a strong tourism sector,” said Kers.

Call to Policymakers

The overreaching message was clear: policymakers should focus on the benefits tourism delivers to the economy and to society, through proportionate and less fragmented regulation. Package holidays are more relevant than ever as the safest way to travel and TUI is well positioned to deliver on the promise of a care-free holiday. Protection does come at a cost, and policymakers should make sure that package holidays remain competitive in the market.