WTTC Urges Europe to Simplify Travel Processes for Tourists
Written with artificial intelligence.
The World Travel & Tourism Council (WTTC) has released a report urging European governments to streamline visa applications and enhance border crossing experiences. With the Entry/Exit System (EES) operational and the European Travel Information and Authorization System (ETIAS) in development, the WTTC emphasizes the need for digital visas and better access to multiple-entry options to maintain Europe's tourism competitiveness.
Introduction
On October 9, 2026, the World Travel & Tourism Council (WTTC) presented a report highlighting the need for Europe to improve its travel processes. The document, shared during the WTTC's Global Summit in Valletta, Malta, underscores the importance of making visa applications simpler and enhancing border control efficiency as key factors in attracting tourists.
Key Recommendations
The WTTC's report, titled "Travel & Tourism in Europe: A Deep Dive Into Growth, Outlook, and Policy," outlines several critical areas for policy improvement:
- Digital Schengen Visas: Acceleration of the future digital visa rollout, which will allow for online applications and require a centralized platform for submission and fee payment.
- Multiple-Entry Visas: The report notes a significant decline in multiple-entry visa issuance, which dropped to 51.7% in 2025 from 59% in 2019. The WTTC suggests that increasing accessibility to these visas could foster repeat tourism.
- Biometric Data Management: While recognizing the security benefits of the Entry/Exit System (EES), which has been operational since April 10, 2026, the WTTC calls for smoother border crossings to alleviate traveler delays.
Future Outlook
The expected launch of ETIAS in early 2027 aims to require visa-exempt travelers to obtain prior authorization to visit Europe, though this date remains unofficial. The WTTC also emphasizes the need for a trusted traveler program to facilitate quicker border passage for pre-screened individuals, akin to the U.S. Global Entry program.
The report warns that increasing costs associated with travel, including taxes and fees, may hinder destination attractiveness. The WTTC advocates for paired tourism promotions and visa facilitation to better capitalize on growing international visitor markets, particularly in Asia.
Conclusion
As Europe navigates the future of its tourism strategy, the WTTC's recommendations are timely. They highlight the balance between enhancing travel ease and maintaining security, ensuring that Europe remains a top destination in the global tourism landscape. While these proposals currently do not alter existing travel requirements, they may influence future policy decisions as the EU seeks to reform entry protocols.