European Travel Commission Adopts Reykjavik Declaration at General Meeting

The European Travel Commission has endorsed the Reykjavik Declaration, emphasizing community-focused tourism, at its 110th General Meeting in Iceland.

The European Travel Commission (ETC) has announced the adoption of the Reykjavik Declaration, a collaborative commitment by 35 member national tourism organizations to prioritize communities and residents in the future of European tourism. This declaration was signed during the ETC’s 110th General Meeting held in Reykjavik, Iceland.

The Reykjavik Declaration, titled “Tourism for Europe, Europe for Tourism,” outlines a vision for tourism that aims to enhance local life, regenerate destinations, and protect Europe’s cultural and natural heritage. The meeting, hosted by the Icelandic Tourist Board, focused on the theme “Tourism and Communities: Building Bridges Amid Unbalanced Growth.” It brought together leaders and experts from across Europe to discuss balancing tourism development with resident well-being.

The declaration is built around six guiding principles: ensuring tourism benefits society by combining economic, cultural, and environmental aspects; placing communities at the center of tourism development; leveraging innovation and digital transformation; respecting cultural and natural heritage; strengthening ecosystems and livelihoods; and promoting tourism as a means of fostering peace and understanding.

As part of the declaration, ETC members have committed to creating destinations where visitors are treated as guests and communities feel enriched. The goal is to safeguard Europe’s diversity and beauty for future generations.

During the meeting, new research presented by TCI Research/MMGY Global indicated strong resident support for tourism across Europe. The findings showed that 80% of residents are in favor of promoting their regions to attract visitors, feel proud of hosting travelers, and are willing to share local insights with them. These insights underscore the importance of maintaining balanced and inclusive tourism development that prioritizes local well-being.

The Reykjavik Declaration represents a unified effort by ETC members to ensure that tourism development aligns with the interests and aspirations of local communities. The initiative aims to foster tourism that not only supports economic growth but also enhances the cultural and social fabric of European destinations.

The full Reykjavik Declaration is available for review on the ETC website.