Tampere and Dubrovnik at the European Tourism Day

On 26 January, the European Commission hosted the European Tourism Day, bringing together policymakers, industry leaders and experts to explore how Europe can shape the tourism of tomorrow. The event addressed a broad range of topics, including sustainability, accessibility, the use of Artificial Intelligence and data, and private investment in the sector. Discussions contributed to efforts to strengthen Europe’s tourism competitiveness and brand, feeding into the EU’s upcoming Strategy for Sustainable Tourism.

The 2026 European Capital and Green Pioneer of Smart Tourism, Tampere and Dubrovnik, were an important part of the event - presenting their titles and the competition both on stage and in the event's exhibition area. Maiju Viiki, Visit Tampere, highlighted the city's sustainability efforts in a panel discussion focused on resilient and regenerative tourism. Meanwhile, the EU Commissioner for Sustainable Transport and Tourism, Apostolos Tzitzikostas, welcomed the Mayor of Dubrovnik, Mato Franković, to discuss the tourism for tomorrow and how the EU can help shape it through the EU Sustainable Tourism Strategy.

Catch up on the recording of the event here.