Active Tourism Coalition Calls For EU Policy Shift

On January 20, 2026, a new chapter began for sustainable tourism across Europe with the official launch of the Active Tourism Coalition in Brussels. Spearheaded by the European Cyclists’ Federation (ECF) and backed by a formidable alliance of 15 civil society and industry organisations, the coalition is making a bold appeal to European institutions: make active tourism a strategic pillar of the continent’s tourism future.

Active tourism, as defined by the coalition, encompasses accessible physical activities such as cycling, walking, and hiking, all tied to mobility, recreation, and leisure. At its core, this form of tourism offers visitors the chance to experience destinations at a human scale, fostering meaningful connections with local landscapes, cultures, and communities. Its low environmental impact and strong social value are highlighted as key advantages, but the coalition is quick to point out that the economic potential is equally impressive.

According to figures cited by the coalition, cycling tourism alone was generating an estimated €44 billion annually in Europe as early as 2012—a figure that underscores how much is at stake. Meanwhile, the global adventure travel sector, which includes active tourism, had soared to a trillion-dollar market by 2025. Yet, despite these numbers, active tourism remains under-represented in European tourism strategies, something the coalition sees as a missed opportunity, especially with the European Sustainable Tourism Strategy set to be unveiled in early 2026.

Laurianne Krid, Chief Executive Officer at the ECF, captured the coalition’s vision succinctly: “Active tourism should be the cornerstone of the European Sustainable Tourism Strategy. By encouraging tourists to move through regions by bike or on foot, it supports healthier lifestyles, low-carbon travel, and stronger local economies. It can also boost European competitiveness with strong products and brands such as EuroVelo. Today, we are proud to be part of 15 industry and civil society voices calling on the EU institutions to turn these benefits into reality across Europe.” This sentiment, reported by both Travel Tomorrow and TravelDailyNews, reflects a growing consensus that active tourism is not just a niche; it’s an essential ingredient for a resilient and competitive tourism sector.

The coalition’s launch comes at a pivotal time. With European policymakers preparing the new European Sustainable Tourism Strategy, the coalition is leveraging this momentum to press for change. Their argument is straightforward: active tourism can address the issue of unbalanced tourism, drive regional development, and become a flagship of Brand Europe. But how do they propose to make this vision a reality?

To that end, the coalition has issued four key policy recommendations, each designed to embed active tourism at the heart of European tourism policy and practice. First, they call for the formal recognition and integration of active tourism into sustainable tourism policy, destination mobility strategies, multimodal transport planning, and last-mile solutions. Critically, they emphasize the need for robust impact monitoring to ensure that these initiatives deliver tangible benefits.

Second, the coalition urges Europe to take a leadership role in showcasing its unique natural and cultural heritage. This would be achieved through an extensive network of long-distance routes—think EuroVelo for cycling, greenways, E-paths, and GR footpaths for walking and hiking. The coalition advocates for these networks to be supported by open, high-quality tourism data and recognized certification and training schemes, which would not only enhance the visitor experience but also strengthen Europe’s global tourism brand.

The third recommendation centers on integrated governance. The coalition envisions a collaborative approach that brings together local communities, destination management organisations, tourism operators, NGOs, land managers, transport providers, media, and outdoor sport organisations. The goal? To ensure that tourism development benefits residents while protecting the natural and cultural landscapes that make Europe so attractive in the first place.

Finally, the coalition is calling for targeted investment. Specifically, it wants active tourism to be prioritized in the next EU Multiannual Financial Framework, spanning 2028 to 2034. This would mean dedicated funding for cycle routes, hiking trails, and cross-border active tourism offers—investments that could pay dividends in terms of regional development, job creation, and sustainable economic growth.

Despite the clear economic and social benefits, the coalition notes that active tourism has often been sidelined in favor of more traditional tourism models. The reasons for this are varied: from a lack of integration in transport and mobility planning to insufficient recognition of the sector’s value in policy frameworks. But with the upcoming Sustainable Tourism Strategy, the coalition sees a unique opportunity to shift the narrative and place active tourism front and center.

Brand Europe, as the coalition describes it, could be significantly enhanced by embracing active tourism. Europe’s extensive and well-developed networks of cycling and walking routes are already the envy of many regions. By investing in their expansion and promotion, the continent could attract a new generation of travelers seeking authentic, low-impact experiences—people who want to explore at their own pace, interact with local communities, and leave a positive mark on the places they visit.

Moreover, the coalition’s emphasis on integrated governance reflects a broader trend in tourism management. Gone are the days when decisions could be made in isolation. Today, successful tourism strategies depend on bringing together a diverse array of stakeholders, each with their own perspectives and priorities. By fostering collaboration, the coalition hopes to ensure that active tourism development is both sustainable and equitable, delivering benefits not just to visitors but to residents and local economies as well.

The coalition’s press release makes it clear that they are ready to roll up their sleeves and work with European and national institutions. Their goal is ambitious but achievable: to build a European travel future in which active tourism is not just an afterthought but a central pillar of policy, investment, and branding. As the European Sustainable Tourism Strategy takes shape, all eyes will be on whether policymakers seize this opportunity to unlock the full potential of active tourism.

For now, the launch of the Active Tourism Coalition marks a significant step forward. With strong backing from industry and civil society, and a clear set of policy recommendations, the coalition is well positioned to influence the future direction of tourism in Europe. Whether their vision becomes reality will depend on the willingness of European institutions to embrace change and invest in a more sustainable, competitive, and resilient tourism sector—one where cycling, walking, and hiking are not just leisure activities, but central to the European travel experience.