Wednesday, July 9, 2025
In a significant gathering of Europe’s leading tourism and travel organizations, the 2025 Rhodes Forum took place in Gothenburg, Sweden, from July 7 to 9. This forum brought together various key stakeholders to renew their commitment to sustainability within the travel sector and accelerate the decarbonization efforts necessary to meet the climate-neutral target for tourism by 2050. Following the adoption of the Rhodes Declaration one year ago, the forum provided a crucial platform for participants to assess progress, exchange best practices, and align their strategies toward a sustainable future for the industry.
The event was focused on promoting both leisure and business travel’s transition to a low-carbon economy. Special emphasis was placed on empowering micro, small, and medium-sized enterprises (MSMEs), acknowledging the critical role these businesses play in the broader tourism landscape. The forum aimed to support these enterprises as they navigate the challenges of green transition, offering them the tools and resources needed to adopt sustainable practices.
Representing the coalition of European tourism and travel organizations present at the forum were key industry bodies such as Airports Council International (ACI EUROPE), Cruise Lines International Association (CLIA), European Travel Agents’ and Tour Operators’ Association (ECTAA), European Regions Airline Association (ERA), European Tourism Association (ETOA), European Association of Hotels, Restaurants, Bars, and Cafes (HOTREC), and The Global Association for the Attractions Industry (IAAPA). Together, these organizations gathered in Gothenburg to strengthen the collective effort to achieve sustainability goals within the tourism sector.
Peter van der Schans, the Executive Director and Vice President of IAAPA EMEA, spoke on behalf of the coalition. He emphasized the need for continued collaboration between the public and private sectors in advancing the sustainability agenda for European tourism. He called on the European Commission, the European Parliament, and the Council of the EU to consider the sustainability priorities of Europe’s travel and tourism ecosystem in the upcoming EU Sustainable Tourism Strategy. The coalition urged for simplified regulatory frameworks, realistic transition timelines, and accessible funding mechanisms for MSMEs to help them meet sustainability targets.
The choice of Gothenburg as the location for the forum was significant. The city has long been recognized for its efforts in sustainable urban development and was ranked among the top cities in the Global Destination Sustainability Index. With its nearly carbon-neutral status, Gothenburg exemplifies the kind of sustainable urban environment that the tourism sector aspires to replicate. Delegates had the opportunity to witness firsthand the city’s climate-friendly infrastructure and governance through site visits to iconic landmarks, such as Liseberg Park, where effective public-private collaboration is evident in the city’s approach to sustainability.
The forum provided ample opportunities for participants to engage in discussions and workshops. Case studies of Gothenburg’s sustainable visitor models were presented, allowing delegates to explore innovative approaches to destination management that prioritize long-term sustainability. Panel discussions on strategic topics related to tourism’s future, including how to align tourism priorities with EU-wide sustainability goals, were a central component of the event. These discussions offered valuable insights into how the tourism industry can take concrete steps to mitigate its environmental impact while continuing to provide valuable experiences for travelers.
The 2025 Rhodes Forum reinforced the role of the tourism industry as a catalyst for positive change. The gathering was not only a space for knowledge-sharing but also a call to action for the industry to unite and take collective responsibility in achieving ambitious climate goals. Through collaboration, the forum participants aimed to shape a robust roadmap for a climate-neutral European tourism sector, with a particular focus on working closely with EU institutions and local governments to drive change.
The work done at the forum will have far-reaching implications for the future of European tourism. It is expected to contribute to the creation of a sustainable tourism strategy that will guide the industry in its transition toward a more resilient and environmentally responsible model. The outcomes from this gathering, which build directly on the momentum generated during last year’s Rhodes Forum, are seen as laying the groundwork for a new era of responsible travel—one that balances economic growth with environmental stewardship.
As discussions concluded, Peter van der Schans emphasized that the actions taken in Gothenburg would set the stage for a more sustainable tourism industry, aligning efforts from all sectors of the tourism ecosystem toward shared sustainability goals. The collaboration between industry leaders and policymakers in shaping the future of tourism is seen as crucial for achieving a greener, more sustainable travel experience that benefits both travelers and local communities. The success of the 2025 Rhodes Forum in Gothenburg is seen as a pivotal moment in tourism’s journey toward a climate-neutral future.
Looking ahead, the forum has already laid out the roadmap for future events and initiatives that will build on the progress made during the gathering. The ongoing commitment from tourism organizations, local governments, and the private sector is expected to continue strengthening the green transition, ensuring that sustainability remains at the forefront of Europe’s tourism sector in the years to come.
The 2025 Rhodes Forum was not just an event but a pivotal moment in the tourism industry’s shift toward greater sustainability. The focus on decarbonizing travel, supporting MSMEs, and fostering international collaboration signals a major step forward in creating a more resilient and environmentally responsible tourism industry. With the increasing pressure of climate change and the urgent need for sustainable development, the tourism sector’s collective efforts are crucial in shaping a future where travel and environmental responsibility go hand in hand. The groundwork laid in Gothenburg is expected to have lasting effects on the industry, guiding it toward a future where tourism continues to thrive without compromising the planet’s health.
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