The European Exhibition Industry Alliance participated in the 24th European Tourism Forum, hosted by the Danish Presidency of the Council of the European Union in collaboration with the European Commission in Copenhagen, on the 3rd–4th of December 2025.

Held at the House of Danish Industries under the theme "Enhancing the Value of European Tourism — Building Resilience by Boosting Competitiveness the Sustainable Way", the Forum brought together Danish ministers and authorities, the European Commission, industry leaders and stakeholders to advance the debate ahead of the upcoming EU Strategy for Sustainable Tourism, expected in 2026.

The two-day programme addressed three interconnected themes: better data and shared intelligence for European tourism; digital transformation and AI; and balanced tourism in relation to community connection and Europe's social fabric. Key messages from the discussions centred on the need for a stronger European tourism brand, simpler regulation, cross-border and cross-sector data governance, and a more equitable distribution of tourism's benefits to local communities.

Commissioner for Sustainable Transport and Tourism Apostolos Tzitzikostas outlined his priorities for the sector — competitiveness, sustainability, climate resilience, skills and a united "Brand Europe" — while the European Commission's Head of Unit for Tourism , Andreea Staicu, emphasised that  Tourism remains a key sector, with the potential to further strengthen European’s economy and competitiveness.

EEIA's participation reinforced the exhibition industry's active engagement in strengthening the role of business travel in general and exhibitions and business events in the upcoming EU Tourism Strategy and policy agenda.