Wednesday, July 9, 2025
Within a large-scale drive towards a sustainable travel future, major travel and tourism associations in Europe met in Gothenburg, July 7-9, 2025, for the Rhodes Forum. A year after they adopted the Rhodes Declaration, this forum brought together major European stakeholders to discuss progress towards climate goals, share best practices, and accelerate initiatives towards tourism sector decarbonization. Specific emphasis was placed on empowering micro, small, and medium-sized enterprises (MSMEs), towards a vision of a green industry transition.
The Rhodes Forum 2025 was a convergence of influential figures from the tourism world, working together to align their strategies and ambitions with broader sustainability goals. It was also an opportunity to explore how Europe’s tourism sector can evolve, with a focus on long-term resilience, sustainability, and responsible growth. The event included immersive site visits, notably to the iconic Liseberg Park, showcasing sustainable tourism in action and providing attendees with tangible examples of how innovation is transforming the sector.
Why Gothenburg Was Chosen as the Venue for the Forum
Gothenburg’s selection as the host city was no accident. The Swedish city has long been recognized as a leader in sustainable urban development. With its nearly carbon-neutral status and a prominent position in the Global Destination Sustainability Index, Gothenburg stands as a model of how public-private collaboration can drive climate innovation and foster inclusive community engagement. The city’s commitment to sustainability is reflected in its planning and governance strategies, as well as its efforts to promote a greener visitor economy.
Delegates at the forum had the opportunity to witness firsthand how Gothenburg has embraced sustainable tourism practices. Discussions centered around the city’s strategies in destination management, infrastructure planning, and sustainable visitor experiences, with the aim of inspiring broader adoption of these approaches across Europe. Gothenburg’s example highlighted the potential of combining public and private sector efforts to accelerate the green transition in tourism.
Key Highlights of the 2025 Rhodes Forum
The event featured a series of case studies, panel discussions, and strategic workshops, all designed to strengthen Europe’s collective commitment to sustainability. Delegates from a wide range of tourism organizations, including airports, cruise lines, travel agents, and associations representing the hotel and restaurant sectors, took part in workshops focused on aligning the tourism industry’s goals with the European Union’s sustainability agenda.
One of the standout discussions focused on the challenges and opportunities that come with managing sustainable destinations in the long term. Experts shared insights on the role of infrastructure and governance in supporting sustainable tourism growth, while also ensuring that the benefits are felt by local communities.
The forum also reinforced the importance of supporting MSMEs in navigating the complex landscape of climate regulations and the green transition. As the backbone of Europe’s tourism economy, MSMEs face unique challenges, including limited resources to implement sustainable practices. The event underscored the need for tailored support for these enterprises, such as accessible funding mechanisms and simplified regulatory frameworks, to help them overcome barriers to sustainability.
Strengthening the Green Transition: Key Recommendations
One of the major outcomes from the discussions was a call for simplified regulatory frameworks. It was emphasized that harmonizing reporting obligations, such as due diligence, corporate sustainability reporting, taxonomy, and pay transparency, would help reduce administrative burdens and costs for businesses. Delegates urged the EU to provide clear guidance and adequate transition time for companies to adapt to the Green Deal requirements.
Additionally, there was a strong push to increase EU support and incentives for businesses in the travel and tourism sector. Participants advocated for an increase in funding mechanisms such as the Cohesion Funds, Recovery and Resilience Facility, Horizon Europe, and the ETS Innovation Fund. These resources would help companies implement necessary infrastructure changes, prepare for natural disasters, and accelerate the development of green technologies needed to decarbonize the industry.
The forum also highlighted the need to include travel and tourism energy needs in EU energy policies. Addressing the sector’s energy requirements within the broader EU Energy Policy framework will ensure that clean energy investments are factored into national strategies and that the tourism industry can access the energy it needs to remain sustainable.
Another key point raised was the importance of boosting the sector’s competitiveness. Delegates stressed that the green transition should not only ensure sustainability but also promote Europe as the global leader in sustainable tourism. This, they argued, would help increase the region’s competitiveness internationally, while ensuring that the EU’s regulatory framework remains neutral and does not result in carbon leakage or divert business to non-EU players.
Furthermore, there was an emphasis on promoting intermodality, with the call to explore more ways to support intermodal transport journeys across Europe. This could play a significant role in reducing the carbon footprint of the travel industry by encouraging the use of multiple sustainable transport modes, such as trains, buses, and bikes, within a single journey.
The Collective Commitment to a Green Future for Tourism
The outcome of the Rhodes Forum 2025 was a renewed commitment to accelerating the transition towards a climate-neutral European tourism sector by 2050. This goal aligns with broader EU climate targets, emphasizing the importance of collaboration between tourism stakeholders, governments, and European institutions.
Key figures at the forum, including Peter van der Schans, Executive Director and Vice President of IAAPA EMEA, called for greater support from the European Commission, Parliament, and Council in implementing policies that will drive the green transition. Van der Schans emphasized the need for realistic timelines for decarbonization, as well as simplified regulations and adequate funding for MSMEs. He urged the European Commission to incorporate the priorities of Europe’s tourism ecosystem into the upcoming EU Sustainable Tourism Strategy.
The Role of Collaboration in Achieving Sustainable Tourism
The forum emphasized that the future of tourism lies in collaboration. The success of the green transition will depend on the ability of public and private sectors to work together, sharing knowledge and resources to overcome the challenges of sustainability. The tourism sector is uniquely positioned to act as a catalyst for positive change, not only through its operational practices but also by setting an example for other industries.
In addition to addressing the challenges of decarbonization, the event highlighted the importance of investing in workforce readiness. Upskilling tourism employees and fostering a culture of sustainability within the industry will be crucial for ensuring that tourism remains resilient and responsible in the years to come.
Looking Ahead: The Road to 2050
The outcomes of the 2025 Rhodes Forum contribute to a broader roadmap for achieving a climate-neutral European tourism sector by 2050. The strategic workshops and panel discussions held during the event will inform the future direction of tourism policy, helping to shape the ongoing efforts to decarbonize the sector and strengthen its resilience.
Delegates left Gothenburg with renewed determination and a shared sense of responsibility. With the support of European institutions and local governments, Europe’s tourism sector is poised to lead the way in sustainable travel, creating a future where tourism and sustainability go hand in hand.
Key Organizations Present at the Forum
The tourism and travel organizations that participated in the 2025 Rhodes Forum included:
Such entities are cornerstones to Europe’s travel industry, coordinating efforts to advocate policies and practices that will facilitate the green transformation of the sector. The 2025 Rhodes Forum held in Gothenburg was historic for Europe’s travel industry, convening leaders to reaffirm their commitments to climate action and sustainibility. With a focus on decarbonization, empowering MSMEs, and cooperation, the forum found key milestones towards a greener future for travel. By streamlining regulations, strengthening EU support, and promoting intermodality, the sector is set to lead by example. Forum outcomes offer a roadmap towards achieving a climate-neutral travel sector by 2050, ensuring Europe remains a leader in sustainable travel while driving competitiveness and resilience worldwide.
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