Does Europe Need a Branded Approach to Tourism?

by Janeen Christoff
Last updated: 6:30 PM ET, Fri July 8, 2016

Europe is a leader in the global tourism market, but remaining so might mean making changes to how it promotes itself writes Kosma Zlotowski in an article for The Parliament Magazine.

"Competition between tourist destinations around the world requires a common response from EU member states," says Zlotowski. "This is why Parliament's transport and tourism committee has decided to initiate a debate on the future of tourism in Europe in the face of global competition."

Zlotowski believes that a global brand will help promote Europe as a tourist destination.

"All member states have their own policies in this area, and of course these promotional strategies should be given priority," he writes.

Zlotowski also notes that "we shouldn't increase the level of competition between European countries in terms of tourism, but rather help countries that receive fewer visitors become part of a wider European offer for tourists."

Learn the advantages of a unified European tourism promotion here.

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