European Tourism Day took place in Brussels on 26 January 2026, bringing together EU institutions and tourism stakeholders in Brussels to discuss current priorities for European tourism policy and the direction of upcoming EU initiatives, with a focus on competitiveness, resilience and sustainability.

EBI attended the event and followed in particular the discussions on access and use of tourism data, as well as the session “Tourism for tomorrow” dedicated to the forthcoming EU Strategy for Sustainable Tourism. Commissioner Apostolos Tzitzikostas participated in the discussion, which also featured the new Secretary-General of UN Tourism, of which EBI is an Affiliate. Speakers indicated that the strategy is expected in spring 2026; from EBI’s information, publication is planned for April. The session also highlighted plans for a European Tourism Academy to support upskilling and reskilling of tourism workers.

In the evening, EBI joined a reception hosted by MEP Nikolina Brnjac and MEP Daniel Attard and organised by the European Travel Commission in the European Parliament, with the participation of Commissioner Tzitzikostas. The event provided an opportunity to connect with other tourism stakeholders and Members of the European Parliament ahead of the upcoming strategy work.