Getting into Europe could become simpler if policymakers take up a new set of recommendations from the World Travel & Tourism Council, including an EU-wide trusted traveler program that would reciprocally recognize U.S. Global Entry.
The proposal appears in “Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook and Policy,” released at the group’s 26th Global Summit in Valletta, Malta. The report lays out eight priorities for the region, and border access tops the list. Schengen countries issued 5.3 million multiple-entry visas in 2025, 40% fewer than in 2019. WTTC wants that trend reversed, the digital Schengen visa sped up, and a workable framework set for biometrics at EU airports.
“Our research shows where policy can make the greatest difference: faster digital visas, more visitors from beyond Europe, stronger investment and a skilled workforce,” said Gloria Guevara, WTTC president and CEO.
The long-haul push reflects how heavily Europe leans on its own residents, who made up 74.3% of international arrivals last year. Arrivals from China remain 43.2% below pre-pandemic levels.
Advisors can also expect crowding to stay on the agenda. WTTC forecasts international arrivals to Europe will climb from 757.3 million in 2025 to 1.14 billion by 2036. Its recommendations include data tools that spread visitors across more places and seasons, a shift from volume targets to value-based ones, and visitor levies that are transparent and earmarked for destination management.
The remaining priorities cover investment, sustainability, workforce development, artificial intelligence adoption, and air, rail, and sea connectivity, including integrated ticketing across modes and borders.
Travel and tourism contributed almost $3 trillion to Europe’s economy in 2025, or 9.4% of GDP, and supported 40.7 million jobs. WTTC expects the sector to grow 3.1% this year, compared with 1.1% for the wider European economy, and to reach $3.8 trillion by 2036.
The timing is deliberate: the European Commission is preparing the EU’s first dedicated tourism strategy, and negotiations continue on the bloc’s 2028–2034 budget.
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