Abstract:

The European tourism sector, a vital pillar of the continent’s economy, is at a crossroads. It currently contributes about 10% to Europe’s GDP and supports over 12 million jobs. However, as it ramps to pre-pandemic levels, its environmental impact, responsible for approximately 5% of global greenhouse gas emissions, is becoming alarmingly significant. Projections indicate that these emissions could double within 25 years, underscoring the urgent need for sustainable reforms to curb tourism’s ecological footprint while enhancing economic and social resilience.

This work aims to present a broader green tourism agenda focused on sustainability and upskilling young prospective workers, developed by collaborating with municipal employees and NGO experts. This objective is in line with current major EU priorities and the priorities of the local municipalities chosen for carrying out the multi-case study research. The proposed agenda was designed based on the insights uncovered during the identification of strategies and policies currently being used at municipal levels.

The adopted methodology integrated several approaches:
a) National Co-Creation Workshops conducted in Italy, Greece, North Macedonia, and Turkey, involving diverse stakeholders, which facilitated discussions on current challenges and potential sustainable practices within the tourism sector;
b) Multi-Case Studies: five prominent tourist destinations were selected within each participating country to assess existing tourism practices and their environmental impacts; and
c) SWOT Analysis: where each destination underwent analysis to identify strengths, weaknesses, opportunities, and threats related to adopting sustainable tourism practices and a set of common problems and challenges were also identified.

The findings revealed opportunities for integrating green skills into the workforce, such as waste management, energy efficiency, and sustainable hospitality. Notably, regions with enhanced green training programs saw an increase in eco-friendly job creation, with marked improvements in local unemployment rates, particularly among youth. Destinations implementing robust sustainability practices reported a rise in tourist satisfaction and a corresponding increase in return visits. The educational implications of this initiative are profound. By embedding these specific green skills in tourism education and training programs, it is possible to equip the future workforce with the necessary skills to drive the sector towards eco-friendly practices.

The study advocates integrating sustainability training modules into existing curricula in hospitality and tourism management courses. While this strategy addresses the sector’s immediate needs and ensures long-term viability and competitiveness in a global market increasingly inclined towards environmental responsibility, it is not without its challenges. These challenges may include resistance to change, lack of resources for curriculum development, and the need for faculty training. However, this study provides a roadmap for overcoming these challenges and integrating green skills and practices, ensuring the sector’s long-term viability while maintaining its significant contribution. The proposed green tourism agenda highlights the crucial role of collaboration, innovation, and commitment to sustainability, setting a new benchmark for tourism development.

Keywords:

Green tourism, Multi-case study, Sustainable development, Europe.