Central Europe has quietly become one of the most magical corners of the world, yet it may still be holding itself back. That was the heart of the message delivered by tourism leaders at the Euronews Travel & Tourism Summit, where the conversation turned to something often missing in the region’s promotional playbook: a shared identity. For too long, visitors have been sold countries rather than connected experiences, as if crossing a border meant leaving one story behind only to begin another. But as Olivier Csendes, President of the Hungarian Tourism Agency, and Sandrine Buffenoir, Director for the Netherlands, Belgium and Luxembourg at Atout France, told moderator Mared Gwyn-Jones in Brussels, the future of European tourism lies in seeing the region as one living, breathing destination. It is a subtle shift, but an important one. Instead of saying “visit Hungary” or “see France,” the invitation becomes something richer: come experience a way of life that flows across valleys, rivers, and cities, unencumbered by the lines we draw on maps. Csendes argued passionately that national borders should no longer limit how destinations are imagined or experienced. He called for more international collaborations that position entire regions as single destinations, where the experience spaces we create for travelers are not fenced in by administrative boundaries. It is a vision that feels both ambitious and, at the same time, completely obvious.
The trend that is making this idea so timely is something travel insiders have begun to call “trip-maxxing.” It is a somewhat playful term for a very real shift in traveler behavior: people are increasingly trying to pack more than one country into a single vacation. They want to taste Budapest and Vienna in the same week, to wander through Bratislava and then catch a train to Prague, to feel the texture of Central Europe without having to choose between its jewels. Csendes sees this as an opportunity, not a challenge. He pointed out that from the perspective of long-haul travelers, particularly those arriving from the United States or Asia, the distances between European capitals are remarkably small. “You can travel 100 kilometres, and you have already touched two or three Central European capitals,” he said. That kind of proximity is a gift. It means a single journey can offer the layered experience of imperial history, culinary traditions, and architectural styles that change subtly every few dozen miles. And yet, for this to work, the region must begin to market itself as a cohesive whole. Instead of individual countries competing for the same traveler’s limited vacation days, they could be pooling their strengths and inviting visitors to move through them seamlessly, like travelers following a thread that weaves together multiple cultures into one rich narrative.
One of the most beautiful possibilities Csendes raised is the Danube River as a natural framework for cross-border tourism. The Danube is not just a river; it is a silver thread that has connected peoples, cultures, and empires for centuries. It flows through more countries than any other river in the world, touching Germany, Austria, Slovakia, Hungary, Croatia, Serbia, Bulgaria, Romania, Moldova, and Ukraine along its long journey to the Black Sea. For Csendes, this is an invitation to rethink how we build travel experiences. “We have treasures like the Danube, that’s found in a lot of countries in Europe, and has always been a connection, connecting cultures,” he said. The question he poses is why not make that connection an active part of the experience people have? Why not allow the river to guide the way visitors see and understand Europe? Instead of treating the Danube as just a scenic backdrop for a river cruise or a postcard photo, it could be positioned as the central character in a cross-border story. Travelers could follow its course, hopping from city to town to village, witnessing how the same river can look different through the eyes of the people who live along its banks. It would be an immersive, almost poetic way to travel—one that enriches lives and changes the way people see the continent. And it would only be possible if nations are willing to look beyond their own borders and collaborate on a shared vision of what the region has to offer.
Collaboration, of course, is easier said than done. It requires trust, shared goals, and a willingness to celebrate a visitor’s success in exploring your neighbor as much as your own country. But Csendes believes Europe is already making important strides in this direction. He pointed to the European data space for tourism as a concrete example of how countries are working together behind the scenes. “I believe Europe is doing an amazing job collaborating,” he said. This data-sharing initiative is about more than just gathering statistics. It is about building the intelligence needed to manage the future of travel responsibly. Consider the challenges facing tourism today. Visitor flows are uneven, with some destinations suffering from overtourism while others struggle to attract attention. Wildfires are becoming more frequent and more intense. Extreme weather events are disrupting travel plans with alarming regularity. In all of these situations, timely and accurate data can be the difference between a safe journey and a dangerous one. Csendes explained that protecting visitors and warning them of danger—whether from wildfire or other extreme weather conditions—is only possible when the right data is in the right places at the right time. But data alone is not enough. It has to be paired with a mindset of cooperation, one that recognizes that a challenge facing one country’s tourism industry is a challenge facing all. When a wildfire breaks out in one corner of the region, neighboring countries can step in to help, not just out of solidarity, but because the safety of travelers is a shared responsibility. In this way, the data space becomes more than a technical tool; it becomes a symbol of what European cooperation can achieve when it is applied to real-world problems.
Underneath all of this talk of data, collaboration, and cross-border itineraries lies a deeper truth: tourism is fundamentally about connection. Sandrine Buffenoir articulated this beautifully when she described tourism as a key aspect of connection between all European people. “It’s a key factor in knowing each other better, in working together better, living with each other,” she said. “It’s a classroom to learn about each other.” That metaphor of a classroom is powerful. Travel is not just about seeing new places; it is about learning how other people live, what they value, how they celebrate and mourn and dream. It breaks down stereotypes and builds empathy in a way that no textbook ever could. And in a region as culturally rich and diverse as Europe, tourism has the potential to be a force for unity. When we travel, we are not just tourists; we are students of the world, opening ourselves up to new ideas and different ways of being. Buffenoir’s words remind us that the ultimate goal of tourism should not be economic growth alone, though that is certainly important. It should be about creating the kind of understanding that makes cooperation possible, both at the level of governments and at the level of ordinary people. Every trip we take is an opportunity to build bridges, to find common ground, and to recognize that despite our different languages and customs, we share a common humanity. This is especially important in Europe, where the legacy of conflict still lingers in memory, but where the future depends on continued friendship and collaboration. By framing tourism as a classroom, Buffenoir elevates it from an industry to a vital social practice.
And what about nature? Csendes offered a sobering reminder that no tourism industry can survive without the natural world that sustains it. “There is no tourism without nature,” he said. It is a simple statement, but one that carries enormous weight. Tourism, after all, depends on beautiful landscapes, clean air, and vibrant ecosystems. But the relationship between tourism and nature is not a one-way street. Destinations are under growing environmental pressure, from the strain of too many visitors to the impacts of climate change. Csendes believes that tourism needs to be a force for good, supporting the resilience of the living areas where it operates. That means investing in sustainability, protecting natural resources, and ensuring that the benefits of tourism are shared with local communities. It also means designing tourism experiences that make people want to protect the places they visit. When travelers understand the fragility of a landscape—whether it is a river, a forest, or a mountain village—they are more likely to treat it with respect. This is where the human element comes in. Tourism is not just about what we see; it is about how we connect with the people who call these places home. By fostering a deeper appreciation for nature, tourism can become a powerful advocate for conservation. It can give communities a reason to preserve their heritage rather than exploit it. And it can create a virtuous cycle where the more people care about a place, the more they are willing to do to protect it.
In the end, the message from the summit was one of optimism and possibility. Central Europe has everything it needs to become a truly world-class destination: history, beauty, culture, and some of the most welcoming people on Earth. What it needs now is a shift in perspective. It needs to see itself the way travelers see it—not as a collection of separate countries, but as one interconnected tapestry of experiences. The distances are short, the connections are deep, and the potential is enormous. By working together across borders, European tourism leaders can create something greater than the sum of its parts. They can offer travelers a seamless journey that celebrates both the diversity and the unity of the region. They can make it easier for people to discover new places, to move freely between cities and landscapes, and to return home with a richer understanding of the world. And by prioritizing data sharing, sustainability, and community resilience, they can ensure that tourism remains a positive force for generations to come. This is not just a marketing strategy; it is a philosophy. It is about recognizing that we are all connected, and that the best travel experiences are the ones that remind us of that connection. Whether it is following the Danube through a dozen countries, hopping between Central European capitals in a single weekend, or simply crossing a border and feeling immediately at home, the future of European tourism is borderless. And that, perhaps, is the most exciting journey of all. The conversation at the summit was not about the challenges of the past, but about the opportunities of the future. It was about imagining what is possible when we stop thinking in terms of boundaries and start thinking in terms of bridges. For travelers, that means more meaningful experiences. For communities, it means stronger, more sustainable economies. And for Europe as a whole, it means a future where tourism truly brings people together, one journey at a time. The stage is set, the path is clear, and the invitation is open. The only question left is whether the region’s leaders are ready to seize the moment and embrace the beautiful, borderless potential of European travel. If the energy at the summit is any indication, the answer is a resounding yes.
