Europe’s Travel Industry Gathers for a Pivotal Summit in Brussels

On Tuesday, 29 September, the historic Albert Hall in Brussels will become the beating heart of Europe’s travel industry as political leaders, policymakers, and industry heavyweights converge for the Euronews Travel & Tourism Summit. This is not merely another conference on the crowded calendar of industry events; it represents a crucial juncture for a sector that has spent the past year navigating treacherous waters. The one-day summit arrives at a moment when the very foundations of how, where, and why people travel are being fundamentally reshaped. Shifting traveller expectations, persistent economic pressures, and an increasingly complex geopolitical landscape have created a perfect storm of challenges and opportunities. The setting itself is symbolic—Brussels, the administrative capital of the European Union, is where policy meets practice, and this summit aims to bridge that gap. From the opening session to the final panel discussion, the agenda has been designed to confront the uncomfortable questions facing the industry while also celebrating its remarkable resilience. The event will be broadcast live on Euronews.com, the Euronews app, and YouTube, with doors opening at 9 am and sessions running throughout the day, ensuring that stakeholders across the globe can participate in what promises to be a defining conversation about the future of European tourism.

The backdrop to this summit is an eventful year that has tested the industry’s mettle in unprecedented ways. Conflict in the Middle East has sent shockwaves through global aviation, disrupting established air routes, driving up fuel costs, and fundamentally influencing where travellers choose to go. The ripple effects have been felt far beyond the immediate conflict zone, forcing airlines to reroute flights, tour operators to rethink itineraries, and travellers to reconsider long-planned journeys. Added to this geopolitical turbulence are the growing challenges posed by extreme weather events, which have become increasingly frequent and severe, disrupting travel plans and raising questions about the sustainability of certain destinations. The ongoing debate around overtourism has intensified, with popular cities and regions struggling to balance the economic benefits of tourism against the quality of life of local residents and the preservation of cultural heritage. Meanwhile, the rollout of new border controls across Europe has introduced fresh layers of complexity for travellers, testing the promise of seamless movement within the Schengen area. Yet despite these headwinds, the demand for travel has proven remarkably resilient. In a testament to the enduring appeal of European destinations, the continent recorded its busiest-ever summer for air traffic in 2026, averaging an extraordinary 35,959 flights per day across July and August. This contradiction between disruption and demand will serve as an important backdrop to the summit’s discussions, framing the central question: how can the industry sustain this momentum while addressing the very real challenges that threaten its long-term viability?

The roster of speakers assembled for the summit reflects the breadth and complexity of the issues at hand, bringing together voices from the highest levels of government and industry. Among the headline speakers is Albanian Prime Minister Edi Rama, who will sit down with Euronews’ Maria Tadeo for a one-on-one interview that promises to offer unique insights into one of Europe’s most remarkable tourism success stories. Albania has emerged as a bona fide travel phenomenon in recent years, transforming itself from a relatively obscure corner of the Balkans into one of the continent’s fastest-growing destinations. The numbers are nothing short of extraordinary: according to UN Tourism, international arrivals reached 11.9 million in 2025, representing a staggering 93.6% increase compared to pre-pandemic levels in 2019. This explosive growth has been fuelled by a combination of factors, including significantly improved air connectivity that has opened the country to new markets, competitive pricing that appeals to value-conscious travellers, and a growing international fascination with the Albanian Riviera, the vibrant capital Tirana, and the country’s stunning mountain landscapes. Rama’s presence at the summit underscores the broader theme of how emerging destinations are reshaping the European travel map. Alongside Rama, the summit will feature Bill White, the US Ambassador to Belgium, whose perspective on transatlantic travel relations and the importance of tourism to diplomatic and economic ties adds an international dimension to the discussions. Eduardo Santander, Chief Executive Officer and Executive Director of the European Travel Commission, brings the institutional view, representing the national tourism organisations of Europe and offering insights into strategic priorities for the continent as a whole. From the Caucasus, Florian Sengstschmid, Chief Executive Officer of the Azerbaijan Tourism Board, will offer another emerging destination perspective, illustrating the diversity of experiences and challenges across the broader European neighbourhood.

The agenda for the summit is as ambitious as the challenges it seeks to address, with each session carefully crafted to tackle the most pressing issues facing the industry. One of the opening conversations will cast a reflective eye over the European summer travel season just concluded. Eduardo Santander will lead this examination of the trends, challenges, and successes that have defined 2026, offering an authoritative assessment of how the summer unfolded and what lessons can be drawn. This retrospective analysis will then pivot to look ahead, exploring the industry’s prospects for the remainder of the year and beyond. Sustainability will rightly occupy a prominent position on the agenda, with panellists grappling with the complex question of how Europe can reduce tourism’s environmental impact without sacrificing the accessibility, affordability, and mobility that make travel such a transformative experience. This is no easy balancing act, and the conversation is likely to touch on everything from greener aviation fuels to more sustainable accommodation and the role of technology in tracking and mitigating carbon footprints. Overtourism will also command significant attention, with the summit exploring how popular destinations can cope with ever-growing visitor numbers. Particular focus will be placed on the concept of “second cities”—the idea that directing travellers towards lesser-known urban centres and less-visited neighbourhoods can alleviate pressure on overcrowded hotspots while spreading the economic benefits of tourism more evenly across regions. This strategy represents a fundamental shift in how destinations approach tourism management, moving from a model of constant growth to one of sustainable, balanced development that benefits both visitors and residents alike.

One of the most anticipated sessions of the day will see The Big Question, one of Euronews’ flagship programmes, turn its attention to the blue economy and the future of the cruise industry. In a conversation that is sure to generate lively debate, MSC Cruises CEO Gianni Onorato will address the question that has become increasingly urgent in recent years: whether Europe’s cruise industry can chart a greener course. The cruise sector has long been a lightning rod for criticism from environmental advocates, who point to the emissions, waste, and congestion associated with large vessels docked in historic port cities. Yet the industry has been investing heavily in transforming its operations, and this session will examine the potential of cleaner fuels, next-generation ships designed with sustainability in mind, and smarter ports equipped to handle more environmentally friendly operations. The emerging concept of “blue corridors”—designated shipping routes that prioritise environmental protection and sustainable practices—will also be explored as a potential framework for the industry’s evolution. This conversation sits at the intersection of economics and environmentalism, acknowledging that the cruise industry generates significant employment and economic activity across Europe while grappling with the imperative to reduce its ecological footprint. The discussion promises to be frank about the trade-offs involved and optimistic about the technological innovations that could enable a more sustainable future for cruising.

Later in the day, the summit will shift gears as The Ring, another of Euronews’ signature programmes, brings its distinctive head-to-head political debate format to the proceedings. Hosted by Euronews’ Méabh Mc Mahon, The Ring has established a reputation for provocative, insightful political conversations, and its inclusion in the summit agenda signals a recognition that tourism is inherently political. The decisions made in corridors of power—on border policies, visa regimes, environmental regulations, and infrastructure investment—shape the travel landscape in profound ways, and the debate format will allow these political dimensions to be explored with the rigour they deserve. As the afternoon sessions unfold, the overarching narrative of the summit will become clear: tourism is not merely an economic sector but a complex ecosystem that touches every aspect of modern life. It is a driver of economic growth but also a source of environmental pressure; a means of fostering cross-cultural understanding but also a potential flashpoint for local tensions; an industry that has shown remarkable resilience in the face of disruption but also one that cannot afford to be complacent about the challenges ahead. The Euronews Travel & Tourism Summit, by bringing together the people who make decisions and shape policy, aims to chart a path forward that is both pragmatic and aspirational. For those unable to attend in person, the live broadcast on Euronews.com, the Euronews app, and YouTube ensures that these crucial conversations will reach the widest possible audience. As the travel industry stands at this crossroads, the insights generated in Brussels will reverberate far beyond the walls of the Albert Hall, influencing the way Europe travels and welcomes others for years to come.