National Tourism Organisations of Europe adopt the Reykjavík Declaration at the European Travel Commission’s 110th General Meeting in Iceland. The Declaration calls for a people-centred, purpose-driven approach to tourism that strengthens communities, culture, and nature.

The European Travel Commission (ETC) has today presented the Reykjavík Declaration “Tourism for Europe, Europe for Tourism”, a joint commitment by its 35 member national tourism organisations 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, recognising 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.

Communities at the centre

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.

Commenting on this, Eduardo Santander, CEO/ Executive Director of the European Travel Commission, noted:

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. 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. 

Arnar Már Ólafsson, Director General of the Icelandic Tourist Board, added: Signing this declaration here in Reykjavík carries deep meaning for us. Iceland has learned that tourism thrives when communities are respected, heard and actively involved in shaping their future. The Reykjavík Declaration reinforces this principle for all of Europe. By committing to people-centred, purpose-driven tourism, we are not only safeguarding our natural and cultural heritage – we are strengthening the bridges between residents and visitors. This is how we ensure tourism remains a force for vitality, belonging and shared prosperity.