The European Commission has recently adopted a Communication entitled Europe, the world’s No 1 tourist destination, presenting a new framework for the EU tourism policy. Unsurprisingly, the Commission intends to make full use of the powers conferred by the Lisbon Treaty. Tourism used to be an exclusive competence of the Member States until the Lisbon Treaty entry into force. The Lisbon Treaty added tourism to the areas where the Union has competence to carry out actions to support, coordinate or supplement the actions of the Member States. Consequently, the EU will interfere in the UK tourism policy.

It has not taken long for the EU exercise its new powers. Last April, the EU Member States’ Tourism Ministers approved the so called “Madrid Declaration” calling upon the European Commission to present “a consolidated framework for the EU Tourism policy.” The Declaration provides several recommendations on the implementation of a European tourism policy.

According to the Commission, the present Communication “defines an ambitious framework for making European tourism a competitive, modern, sustainable and responsible industry.” In order to achieve these aims, the Commission is proposing a coordinated and integrated approach to tourism and to undertake 21 actions. Such actions are intended to complement Member States’ policies and the Commission believes that they will “benefit all countries in the European Union.” It remains to be seen whether the Commission’s actions will add any value to the tourism policy measures of each member state. The Commission main aim is to coordinate member states tourism policies. Hence, one could wonder if the principle of subsidiarity as well as member states competence in this area will be respected.

Action no. 1 would be developing “a coherent strategy for diversifying the promotion of tourist services and capitalise on Europe's common heritage.” The Commission reiterated its intention to create a "European heritage label." In fact, the European Commission has already presented a proposal creating  such label. Unlike the World Heritage sites, the European Heritage sites would not be chosen according to their beauty or arquitecture but “on the basis of their European symbolic value.” According to the Commission the label would be given to sites which “have played a key role in the history and the building of the European Union.”

Aiming at improving competitiveness of the tourist sector in Europe, the Commission wants to extend the tourism season. It is planning to put in place the so called “Erasmus for tourists”, a voluntary exchange programme for young people, elderly, families with low income and disabled people to go on holidays during the low season. It is important to mention that the European Commission launched, in 2009, “a preparatory action on social tourism”, the so called CALYPSO to promote social tourism initiatives in the EU. Such project will run for “at least three years” and it has EUR 2,000,000 budget allocated for the years 2009-2010. The project is aiming at promoting tourism during off peak season whilst giving financial support to target groups including pensioners, youths, and disabled persons to go on holiday in other Member States, through tourism exchanges. The Commission is planning to increase Calypso funding for 2011. Hence, it remains to be seen how much the “social tourism” will cost taxpayers.

Moreover, in order to extend holiday seasons, the Commission also wants to put in place a voluntary “information exchange mechanism” aiming at coordinating member states school holidays.
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he creation of “A virtual European Tourism Observatory” is also in the Commission’s plans to coordinate national research institutes’ research activities in the field of tourism, consolidate statistics and analyse tourism developments.

Aiming at promoting “the development of sustainable, responsible and quality-oriented tourism” the Commission is planning to develop “a system of indicators for the sustainable management of destinations.” Then, it will develop a label using those indicators to promote destinations which respect Brussels environmental, social and economic criteria. Moreover, the Commission is planning to create a "Quality Tourism" label which, according to Fabio Pirotta, commission spokesman, it would be “like a Michelin Star award, but for all types of tourist sites." It would be a reward for the best tourism services as well as destinations in Europe. It is also on the Commission’s plans to draft a charter “for sustainable and responsible tourism” and to award a European prize to tourism businesses and destinations which respect the values laid down in the charter.

The Commission also wants to help the European tourism industry in identifying the risks related to climate change so they can avoid “unsuccessful investments.”

In order to promote Europe’s image and visibility in third countries such as the USA, Japan, China, Russia, India and Brazil, the Commission is proposing to create the "Europe brand.” According to the Commission such brand would be created "in cooperation with the Member States to complement promotional efforts at national and regional level.” The European Commission must take into account each member state attractiveness as a tourist destination so they are not absorbed by a general brand. It seems that the Commission intends to promote the visiteurope.com website to raise Europe profile as tourist destination. The above-mentioned website was launched by the European Travel Commission, an association of National Tourism Organisations, created in 1948, whose main aim is to promote tourism in Europe, in general, and particularly, in each European country. The Commission should avoid duplicating their work.

Mr Sebastián, Spanish Tourism minister, has pointed out that by promoting Europe tourism abroad, a new visa policy might be necessary. In fact, the Commission “will examine the various possibilities and instruments under the policy on visas and external border crossings in order to make optimum use of them.”

Unsurprisingly, the European Commission also wants to increase the EU participation in international organisations, such as the World Tourism Organisation.

Although the Community had no direct tourism competence, several initiatives relating to this field have been supported through EU programmes and funds such as the European Regional Development Fund, the European Social Fund, the European Fisheries Fund, the European Agricultural Fund for Rural Development and the Competitiveness and Innovation Framework Programme. The Commission has said that, for the existing programming period, it will “continue to promote and mobilise Community support instruments and programmes in favour of tourism.” Presently, there is no EU budget line specific for the support and coordination of tourism activities. However, it is expected that the next financial perspectives will provide for a new financial instrument for tourism.