Back to the future: challenges of European tourism of tomorrow

Ferrer-Roca, Natàlia, Weston, Richard orcid iconORCID: 0000-0003-2411-6019, Guia, Jaume, Mihalic, Tanja, Blasco, Dani, Prats, Lluís, Lawler, Mary orcid iconORCID: 0000-0002-0106-5418 and Jarratt, David orcid iconORCID: 0000-0002-7244-428X (2020) Back to the future: challenges of European tourism of tomorrow. Journal of Tourism Futures . ISSN 2055-5911

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Purpose–The purpose of this paper is to identify and describe the most recent (or emerging) trendslikely to have a major impact in shaping the future of tourism in Europe.
Design/methodology/approach–The methodology of this paper involved in-depth literature review ofEuropean Union policies, initiatives and programs. Also, semi-structured interviews were conducted withkey individuals/organisations, mainly at a European level, but also including pertinent global and nationaltourism organisations. Moreover, an online survey was also conducted and circulated to a wide range oforganisations from all 28 EU Member States. Nvivo was used to analyse the documents as well as toconduct a content and thematic analysis of the interviews.
Findings–This paper identifies five trends associated with the future of tourism in Europe. Those maintrends are: evolving visitor demand; marketing; stakeholders and tourism governance; new technologies;and sustainable and responsible tourism.
Originality/value–This trends paper provides five useful recommendations for the future of tourism inEurope, including: sustainable tourism development, investment in technology, effective tourismgovernance, enhance Europe’s overall destination brand and marketing strategy, and the need for newskills and training.

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